Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public...

Virginia Transit Association

APTA’s Advocacy and Outreach Campaign to

Increase Funding for Public Transportation

June 9, 2009

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The Road to More Public Transit

• APTA is conducting an integrated campaign to promote the benefits of public transportation

• Increase federal funding for public transit under the next Authorization bill and the Climate Change bill

• Provide APTA members with tools to support funding efforts at federal, state and local level

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Four Point Plan

1. Conduct message research2. Position public transit with congressional

targets and those who influence them 3. Provide tools for APTA members to build

support locally4. Integrate all tactics seamlessly

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Campaign Strategy

• Build broad-based support through three key pillars

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Congressional OutreachCongressional Outreach Coalitions & GrassrootsCoalitions & Grassroots Media / Advertising Media / Advertising

Research Underpins Our Strategy

• There is strong support for funding public transportation– Super majority supports use of tax dollars to

improve and expand it– Majority supports Congress increasing its level of

spending

• Congressional candidates that support public transportation are favored by voters

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“Public Transportation Takes Us There”

• A single, unified platform for all communications

• Message is positive, forward-looking and evokes movement

• “There” means something different to each audience: the economy, energy independence, the environment or improved quality of life

• Easily customized to circumstances or legislation (e.g. Energy, Climate Change, Authorization)

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Public transportation plays a significant role in finding a solution to the numerous challenges facing America today. Investing in public transportation not only creates jobs and stimulates economic growth, it reduces our dependence on foreign energy, protects the environment and improves our quality of life. Whatever the priority, whatever the issue, public transportation takes us there.

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“Takes Us There” Message Works

72%

83%

Campaign Approach

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PR

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Online Legislative Info Center• A campaign linked

through PublicTransportation.org

• Includes the most recent and up to date information about public transportation– APTA Policy Reports– Issue fact sheets– Authorization brochure– Transportation news

Outreach

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Ongoing PR Activities• Direct media outreach to reporters, columnists and

influential bloggers• Monitor press for rapid response opportunities (letters to

the editor, op-eds) • Distribute and pitch regular press releases around

Ridership Report, Dump the Pump Day 2009, Green Travel Forecast, Transit Savings Report and legislative developments

• Conduct events targeting members of Congress (CQ Forum, EESI)

• Outreach to Editorial board • Conduct reporter desk side briefings• Distribute general ready to print press articles (NAPS)

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Social Media – Facebook page

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Materials Available for Members

• Core logo• Op-eds that can be customized• Fact sheets and brochures• Advertisements• Transit Savings Report that can be localized• Dump the Pump campaign• Go Green. Go Public. PSA campaign

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National Dump the Pump Day

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Dump the Pump

• A day is set aside to encourage people to ride public transportation to save money, protect the environment, and reduce our dependence on foreign oil.

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Dump the Pump Resources

• Core Logo • Suggested Activities• Press Releases• Proclamations• Fact Sheets• Artwork for Buttons/Signage• Animated Banner Ads• Interactive Dump the Pump video contest

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“Takes Us There” Advertising

• Primarily DC-based to reach Congress and other influencers/policymakers, includes:– Print– Radio– Online– Transit

• Localized versions available for use

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Economic Message

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Economic – Local Ad

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Energy Message

Energy – Local Ads

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EnvironmentalMessage

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Environmental – Local Ad

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Quality of Life Message

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Quality of Life – Local Ads

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Go Green. Go Public. PSA

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• Download PSA creativewww.apta.com/psaorwww.publictransportation.org

Go Green. Go Public.TV

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Go Green. Go Public.Radio

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Go Green. Go Public.Print

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Summary

• Public Transportation Takes Us There – www.publictransportation.org

• Dump the Pump – June 18th – Interactive Dump the Pump video contest

• Transit Savings Report• Localized Transit Advertisements• Go Green. Go Public. PSA – www.apta.com/psa

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