The theoretical marketing strategy presents a universal way of disseminating information and knowledge about the demand-responsive services in order to increase the overall use of public transport. The marketing strategy aims to create institutionalised capacity on how to communicate service availability and options to dierent end-user target groups. The marketing strategy is created based on the lessons learnt from implementing demand-responsive transportation pilots in Norway, Sweden, and Estonia in the framework of the RESPONSE project. This marketing strategy provides several steps for planning the marketing activities when promoting a DRT service and answers the following questions:
- How to define the service you are going to promote and the goals for marketing?
- How to map out your target groups?
- Which communication channels to utilise for better outreach to potential service users?
- What are the potential messages to use when communicating DRT services?
Find the marketing strategy HERE.