aspirational brand value over transactional value versatileforward-lookingmodern the public...

Aspirational

Brand value over transactional

value

VersatileForward-looking

Modern

The Public Transportation Brand

3

Three Core Campaign Messages• Public transportation powers community growth. It

drives economic development and revitalizes neighborhoods.

• With Americans increasingly favoring public transit-centric cities and towns, public transportation is even more vital to growing communities today.

• With demand for public transit rising and our nation’s infrastructure aging, we need to increase investment in public transportation at the local, state and federal levels. 4

.

Message Alignment

Researc

hPT benefits everyone

PT is vital to our

community

Bra

ndWhere PT goes,

community grows

Allows modern communities

to move forward

Local Systems

Our local system is vital to the growth

of our community

Local economic benefits

AdvocacyPT is vital to communities

Economic benefits

5

6

Print: Packed House

7

Print: Competitive

Edge

8

Print: Staycation

Our Ads at Work

Pg. 9

Pg. 10

Our Ads at Work

“Community Grows” Message is Working!

• 13% increase in brand awareness with stable data, comparing those who saw the ads to those who did notoHigher than industry standard of 12%

13

• Growing the Community Over Time

Total Number of VPT Advocates as of 2/19/2015: 108,090

7/1/2

013

9/1/2

013

11/1/2

013

1/1/2

014

3/1/2

014

5/1/2

014

7/1/2

014

9/1/2

014

11/1/2

014

1/1/2

0150

20000

40000

60000

80000

100000

120000

Advocate Count

14

• Growing the Community Over Time

Total Number of VPT Advocates as of 2/19/2015: 108,090

Learn more at APTA.com