Bus Back Better Marketing Support Package
This support package will help LTAs:
better understand travel needs (e.g. identifying potentials users based on market segmentation) and provide imaginative marketing based on aspects that would appeal (e.g. price, journey time and convenience)
identify data, research and best practice to better understand the bus market
overcome widespread poor perceptions of bus use and considering how lapsed or first time bus users could be attracted
identify connections between potential users and their local services to explain how bus services could be beneficial to them e.g. demonstrating positive comparisons with car use (e.g. avoiding car parking, overcoming delays, comparable end-to-end journey times, fares and true car cost calculators.)
design branding to fulfil these requirements
The marketing support package will provide a technical note that will cover:
different case studies that explore successful marketing schemes, looking at pre-journey marketing (such as market segmentation and how to target certain elements of bus travel to different groups)
case studies of well designed bus branding