Guide

Section 8: PROMOTION AND OUTREACH
Purpose of this section: To discuss how to provide information to your passengers,
improve service by learning from them, and improve your reputation with the general public.
Introduction
The purpose of outreach by paratransit agencies is (1) to keep current passengers wellinformed
about your services, (2) to attract additional qualified riders to your system, and (3)
to inform local decision makers, businesses, and the general public about how your system
benefits the community.
Paratransit information and outreach focuses on several key types of information:
• Awareness of the system is increased by branding the system with the agency's logo and
name, in concert with the chosen colors of the vehicles, an agency slogan if desired, and by
driver uniforms or badges, all of which will hopefully evoke a positive image and enhance
the reputation of the system.
• Service information in provided concerning the way the system works: Information on how
passengers may qualify for certification to use the system, the different types of vehicles
that are used, what accessibility options are provided by the vehicles, how to contact the
system, how to book a trip and board a vehicle, and about fares and how to pay fares.
Information can also be provided about any schedules and routes if the system includes
"service routes" or routes which permit vehicles to deviate a short distance to pick up
passengers living near the service routes.
• Opportunities are offered to provide feedback through commendations and complaints by
riders, non-riders, and system employees, and to comment on and make suggestions about
the service design, fares, vehicles, drivers and specific incidents that may have occurred.
Paratransit promotion and outreach may consist of a wide range of techniques, including
word-of-mouth, printed material (brochures, advertisements, mailings), radio and TV. These
traditional means are now supplemented by real-time electronic social media and datasharing
via personal communication technologies. Both the traditional and real-time
techniques can be used to enhance awareness, provide service information, and promote
user feedback. Your use of these means will depend on the service model and the size and
goals of your system
8.1 Traditional and well-proven marketing techniques
Perhaps the most common form of marketing and outreach is when a person sees or walks
by a transit vehicle on the street. Immediately the person will form a positive or negative
opinion of the service. Is the vehicle clean and safe looking? Does the driver seem
professional and courteous? Do riders getting off the vehicle complain about the service?
Such an opinion is formed in seconds. A good paratransit system will work hard to ensure
that what a potential rider sees in that first impression is positive. Good maintenance, good
driver training, on-time scheduling, and effective outreach all make a crucial difference. And,
if the impression is positive, is there information on the vehicle that shows the name of the
system and how to contact it for information? Does the driver courteously and accurately
provide information about the service and fares if questioned?
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