As population increases, streets and highways become more congested, and natural resources grow more precious, it will become increasingly important to realise 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. To achieve full potential, public support for and use of transit are essential. Currently, transit 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 organisations at the national, regional, and local 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 the reasons for these perceptions, and to identify major motivators and barriers to using transit. In order to develop potential visibility and image campaigns, additional research was 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, regionally, or locally by transit systems of various sizes as part of such campaigns. Under TCRP Projects B-20 and B-20A, research was undertaken by Wirthlin World-wide and FJCandN to provide guidance to national, regional, and local organisations 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. Initially, the research focused on the United States; however, during the course of the project, the Canadian Urban Transit Association (CUTA) and the project panel requested that similar research be conducted in Canada. Additional funds were provided through the TCRP, CUTA, and Transport Canada to support this additional effort. To achieve the project objectives, the researchers first conducted a review of related market research. Market-research information was collected from approximately 60 different transit agencies in the United States and Canada. In addition, a media audit was conducted that identified roughly 700 media references to transit. These references were categorised by content. A situation analysis was then prepared providing a comprehensive assessment of current perceptions of transit. Based on information collected in these early tasks, potential image campaign messages were then developed for consumer testing. Qualitative (triad discussion groups) and quantitative (telephone survey) approaches were used to test and refine potential messages. The perceived benefits of public transportation — both to an individual and to the community — were assessed. As a result of the market research process, the research team identified key messages and developed a strategic plan to deliver the messages to appropriate target audiences. This report will be of interest to transit managers, marketing professionals, and others at the local, regional, and national levels interested in improving the visibility and image of transit in the United States and Canada through the implementation of image campaigns. The report documents and presents how the image of transit can be strengthened by building on existing positive perceptions. The research provides a communications strategy to guide national, regional, and local efforts to enhance the image and visibility of transit in order to create a more positive and supportive environment. The findings of the research suggest that communications strategies should build on the following powerful themes: (a) providing opportunities for people from every walk of life; (b) making lots of choices and options available; (c) providing easy access to things people need in everyday life; and (d) offering the mobility and freedom to do what people most want to do. The dominant theme identified was Community Benefit Built on Personal Opportunity. The report consists of two standalone sections. The first section documents market research conducted in the United States. The second section provides similar information based on research conducted in Canada. (A)
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