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Marketing campaign promotes mass transit
May 07, 2009 (Richmond Times-Dispatch - McClatchy-Tribune Information Services via COMTEX) --
A child wears a protective mask against air pollution. A family looks to save money on gasoline. A lawyer rides a bus to work at least twice a week.
And an older man holds a sign that says, "I have no way of getting to the doctor's office."
A new marketing campaign is driving home the reasons why the Richmond region needs mass transit -- from reducing pollution and traffic congestion to attracting business, giving people an affordable way to work, and saving money when every penny counts.
"The bottom line is this is something that affects us all," said Debbie Schebe, director of strategic alliances at Creative, a workplace interiors and technology company based in Ashland.
Schebe is part of a five-person working group in this year's Leadership Metro Richmond class who fashioned a marketing strategy launched yesterday to promote mass transit in the region.
The "Got Transit" working group unveiled a 60-second video at the Weinstein JCC that already had been posted on YouTube and other Web-based communication networks.
The video provides glimpses of how mass transit affects people -- from the health of their children to their ability to make doctor's appointments or save money on fuel -- and directs viewers to a new Web site, TransitTalk.com.
"Without transit funding for the Richmond region, everyone will feel the impact," the video concludes.
The "Got Transit" group worked with media partners -- including the Richmond Times-Dispatch, Richmond Magazine, Style Weekly and WWBT-Channel 12 -- and the GRTC Transit System.
The effort was one of several policy initiatives undertaken by this year's class of 70 LMR participants, who are looking for ways to address issues raised in a report last year by James A. Crupi about what the Richmond region needs to succeed, chief among them improved transportation systems. "This year, we were intentional about looking at the elements of the Crupi report and honing on that," said Carmen Foster, who is chairwoman of the LMR program committee.
Nine other groups also presented regional solutions on crime and public safety, education, regional identity, housing and job preparedness.
The "Got Transit" campaign focuses on mass transit's importance to the environment, relieving traffic congestion, helping people get to and from work, saving people money, and attracting new employers to the region. "How does public transit affect me, or more bluntly, why should I care?" explained Richmond lawyer Robert Angle in outlining the reasons for people to support expansion of mass transit in the region.
The presentation made a positive impression on Chesterfield County Administrator James J.L. Stegmaier. "I think it's a great idea," said Stegmaier, noting the county's support for expanded commuter bus service and interest in a bus rapid-transit system.
The "Got Transit" work group includes Chesterfield supervisor Marleen K. Durfee, who said, "It's getting the message out there about mass transit."
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Contact Michael Martz at (804) 649-6964 or mmartz@timesdispatch.com.
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to http://www.timesdispatch.com. Copyright (c) 2009, Richmond Times-Dispatch,
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