National Center for Transit Research Promotional Materials Clearinghouse. Year IV: Final report
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2001-01-01
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Abstract:Development of promotional and communications collateral can be an expensive
and time consuming undertaking for public transit systems, especially in today's
environment of down-sizing and tight budgeting. An unfortunate consequence of
such downsizing is the toll it takes on the marketing efforts of transit systems
and TDM agencies whose marketing budgets are often required to do more with less.
One possible solution to this dilemma was the creation of a transit marketing
clearinghouse. In the end, the Internet, primarily the World Wide Web (WWW),
showed the most promise in bringing the clearinghouse concept to fruition. It
was envisioned that users would access a designated web site and review examples
of transit marketing collateral from around the nation. With a proven ability
to fuse the talents of faculty, staff and students at Florida State University's
College of Business, the Marketing Institute (then the Florida Institute for
Marketing Alternative Transportation) sought funding to initiate the project.
The requested funding was granted by the U.S. DOT's National Urban Transit
Institute, and in 1996, the project became a reality. Since that time the
Clearinghouse has evolved in accordance with trends in public transit services
and the field of marketing. Furthermore, the inclusion of transportation demand
management (TDM) interests to the Clearinghouse has also greatly enhanced and
broadened the benefit of the project. And in 2000, the operational year for
which this report is being written, the National Urban Transit Institute became
the National Center for Transit Research (NCTR), and the Clearinghouse now
operates under the auspices of that organization. The information that follows
provides a summary of the activities undertaken in the project's most current
year of operation. This report also summarizes the tasks originally identified
in the project proposal and the actions taken towards their completion.
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