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TCRP B-20 [Completed]
Enhancing the Visibility and Image of Transit
| Project Data |
| Funds: |
$309,977 |
| Research Agency: |
Wirthlin Worldwide |
| Principal Investigator: |
Dee Allsop |
| Effective Date: |
7/15/1999 |
| Completion Date: |
9/1/2000 |
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As population increases, streets and highways become more congested, and natural resources grow more precious, it will become increasingly important to realize the full economic and environmental efficiencies of transit (defined as publicly sponsored bus and rail transit services) in order to maintain a high level of mobility and livability in communities across the United States. To achieve full potential, public support for and use of transit are essential.
Currently, transit in the United States has an image problem, and unless the general public's perception of transit is improved, the necessary public support for and use of transit is in question. In response to this concern, transit organizations at the national and regional levels are contemplating the development of campaigns to enhance the visibility and image of transit.
To date, significant research has been completed to define the general public's perceptions of transit, to better understand what is behind these perceptions, and to identify major motivators and barriers to using transit. In order to develop potential visibility and image campaigns, additional research is needed to develop effective messages that build an emotional connection with key target markets and to develop a series of strategic approaches and tactics that could be implemented nationally or regionally by transit systems of various sizes as part of such campaigns.
The objective of this research was to provide guidance to national and regional organizations interested in initiating campaigns to enhance the visibility and image of transit through value shifts that will improve the perceptions of transit among the general public. This guidance included the identification of target markets; development of a range of strategic approaches; testing of emotion-based messages for each target market; and the identification of appropriate tactics for effective implementation of campaigns on a national and regional level.
Status: The final report has been published as TCRP Report 63, Enhancing the Visibility and Image of Transit in the United States and Canada
TCRP Report 63 - Part I
TCRP Report 63 - Part II
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