Short Range Transit Plan 2008-2013 - Omnitrans

IBI GROUP
SHORT RANGE TRANSIT PLAN REPORT
OMNITRANS COMPREHENSIVE OPERATIONAL ASSESSMENT
& SHORT RANGE TRANSIT PLAN
important for Omnitrans to work with the cities to provide the necessary transit connections and upgrade
services as growth occurs in these areas.
13.8 Marketing Strategies
As a result of the findings of the 2008-2013 Omnitrans SRTP, Omnitrans has the opportunity to market its
existing services and to communicate proposed changes to its transit plan. From the SRTP, a set of key
messages or significant communication points should be identified, which are of consequence to the
Omnitrans customer and key audiences.
13.8.1 MARKETING OPPORTUNITIES
Omnitrans should utilize its existing Marketing Plan to channel identified key messages to its customer
base. These may include, but are not limited to:
• Media Relations – Press release summarizing the changes, dates they take
effect, and overall impact on Omnitrans services.
• Collateral Material – Existing Omnitrans collateral material should be updated to
reflect the changes, including any potential change to the image/presentation of
materials.
• Advertising/Billboards/Bus Boards – As appropriate, major messages should
be communicated en masse via established ad buys and/or Omnitrans’ own bus
boards and in-bus messaging.
13.8.2 OTHER PUBLIC RELATIONS OPPORTUNITIES
Again, depending upon the nature of the key messages, additional public relations opportunities may be
appropriate avenues of marketing. These may include, but are not limited to:
• Organizational Presentations – During scheduled meetings with various
community/professional groups and organizations, and government agencies.
• Special Events – In booth or kiosk viewing at numerous community fairs and
events.
• Movie Theaters – As appropriate, on-screen viewing at movie theaters prior to
the start of the feature film.
13.9 Long Range Plan
The next 20 years will be both exciting and challenging for Omnitrans. The 2008-2013 Omnitrans SRTP
provides a blueprint for the stabilization of Omnitrans farebox recovery ratio and standards for the design
and operation of efficient and effective transit services in both the near and long term. The 2008-2013
Omnitrans SRTP offers a service strategy for the near term horizon. Implementation of the 2008-2013
Omnitrans SRTP service strategies will minimize reactive planning and free Omnitrans management and
staff to focus on proactively planning for the future. A focused Long Range Transit Planning Process is
critical to fiscal, facility, and resource planning. Longer range projections of capital requirements and
service volumes are essential to the establishment of priorities, and to ensure Omnitrans’ effectiveness in
meeting the San Bernardino Valley’s increasing mobility needs and supporting land use, economic
development, and quality of life goals.
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