The Big Stretch:
Making the Most of
Small Marketing Budgets
Jacqueline Sheader, MBA, CATA Marketing Manager
Centre Area Transportation Authority (CATA)
2081 W. Whitehall Road, State College, PA 16801
(814) 238-2282 ext. 141
[email protected]
The Centre Area Transportation
Authority (CATA)
Service Area – State College, Penn State
Approximately 135 Square Miles
68 Buses, 8 Paratransit Vans
45 Vanpool Vans
7.1 Million Fixed-Route Trips Annually
(35,000 average daily during semester)
Majority - Penn State Faculty, Staff & Students;
Others - Commuters, Persons 65 and Over,
Persons with Disabilities, Youth
Entire Fleet Comprised Entirely of
Clean Natural Gas Buses
The Centre Area Transportation
Authority (CATA)
Marketing Budget (2000) – $77,000
Marketing Budget (2006) - $28,600
Marketing Budget (2013/14) - $56,000
How Do We Do It???
The Whole Package
CATA’s Marketing Program Involves
EVERYONE From the Top Down
Bus Cleaner to General Manager
Organizational Support
CATA General Manager
CATA Board of Directors
CATA Employees
Place a High Priority on Marketing
Customer Service
Each Employee’s Role in Marketing
CATA Does a Good Job in:
Reminding Employees About the Importance of
Their Jobs, Their Role in the Big Picture, and
Why It Is Important to Have a Positive
Attitude.
Bi-Annual Training
Customer Service, Dealing with Difficult
Customers
Customer Service
Customer Service Plan 1. Internal Customer Service Standards
2. Internal Work Plan
3. External Commitment to Customers
Representatives From Each Department –
All Have a Say!
Increase in Ridership Increased Morale, Even Better Customer Service
Relationships
CATA staff spends a lot of energy on maintaining
our image in the community, not only in the
office, but on their own time.
Within the Organization:
CATAlog Newsletters, Holiday Cards, Elected
Officials Breakfasts, United Way Campaign
Outside the Organization:
Leadership roles in local government, planning and
land development, and professional, service and
non-profit organizations
Not in our job descriptions!
Partnerships
Penn State – Service on Campus
Student Apartment Complexes – Prepaid Passes
Special Service Shuttle Sponsors – Free Service
Tussey Mountain Ski Resort – Additional Service
New Flyer – Cuddle Buses
Local Funding Partners – Stormstown Service
These Groups Are Our Best Salespeople!
Graphic Design/Promotions
Design of Advertising, Promotions, Website,
Ride Guide, Brochures, Logos, Signage, etc.
All Done In-House!
Local Media Art Departments
A Note on Branding…
Alternatives to
Paid Advertising
• Press Releases
• Use What You’ve Got – Bus Posters, Website,
Newsletter, TRANSITions
• Social Media (The VML Group)
• Local Listservs – PSU Newswire
• Cooperative Advertising
• Offer to write articles, columns CBICC, Senior Complexes, Homeowners
Associations, Active Life, Family Times
• Local Cable Channels
Ask For Non-Profit Rates!!
Information Fairs and
Presentations
Information Fairs PSU Retirees Benefits Fair
Adult Health & Lifestyle Expo
PSU Housing Fair
CBICC Business Expo
Presentations –
Video, Pass Distribution, Travel Training
Senior Centers, Information Fairs,
High School Classes, University
Groups, CareerLink, Clubs &
Organizations
Natural Gas Initiatives!
Offer yourself as a presenter –
Don’t wait for them to come to you!
Strategic Partnerships
Fannie Mae - Smart Commute Initiative
WageWorks (Commuter Benefits Program)
RSVP - Bus Buddy Program
Centre Region Bicycle Coalition Bike To Work Day
Penn State Clean Energy Expo
Centre Daily Times – Ride Guides
Printing and Distribution
Target Marketing
By Route On-Board Surveys
Homeowner’s Associations/Newsletters
Door-to-Door Literature Distribution
Providing Incentives (Comp Passes)
ValPak
TravelSmart/Individualized Marketing
By Segment Seniors, Youth/Teens, Students,
Commuters, New Residents, Businesses
Marketing/Mailing Lists
DSCID – New Residents Packets
Special and Seasonal
Services
Special Services Arts Festival, First Night® State College
Dump the Pump Day
40th Anniversary Free Ride Day
Seasonal Services Penn State Game Day Shuttle
Food for Fare
Holiday Lights Tour
Opportunities to reach those who would not
normally ride the bus or use any of your
services.
Schmoozing
Never underestimate the value of “schmoozing”
and the power of a “thank you!”
Conclusion
Jacqueline K. Sheader, CATA Marketing Manager
Centre Area Transportation Authority (CATA)
2081 W. Whitehall Road, State College, PA 16801
(814) 238-2282 ext. 141 [email protected]