July 2006 - June 2007
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The FY 2007 Public Transportation Partnership for Tomorrow (PT)2 program work plan continues building upon the strong foundation established over the last five years in increasing support for public transportation. The focus remains on communicating the benefits of public transportation and the need for increased investment nationally and locally.
This year's efforts will continue to focus on implementation of SAFETEA-LU. In addition, work will continue to demonstrate the benefits of public transit by making the connection to critical public policy issues.
From a strategic message approach, a new Transit Cooperative Research Program (TCRP) study on American's attitudes and perceptions of public transportation will be completed early in the fiscal year and will serve as the basis for message development and the creation of specific tactics.
(PT)2 will continue to work closely with systems on the local funding and referendum challenges they are facing.
The detailed (PT)2 work plan consists of three areas that augment existing government affairs and communications and marketing efforts and ensures the public transportation industry is leveraging all resources to most effectively position the industry for continued growth in investment and support. The plan elements are developed in conjunction with APTA's Marketing and Communications and Legislative Committees.
Research
There are a number of uncertainties on the horizon as the transit industry approaches the next Surface Transportation Reauthorization bill. The research program for FY 2007 can help provide answers and can help position the transit industry toward these and other issues:
If there are to be new revenue sources to supplement the federal gas tax, how suitable will those sources be for funding both highway and transit needs?
Will other stakeholder groups recognize the importance of continuing to fund highways and transit as part of the same program?
What research products and reports would be most useful to the two Congressional Commissions that will be looking at transportation finance in the upcoming year?
How can the national purpose themes capture a new vision for the post-interstate era?
Do auto users receive a hidden subsidy through free parking? How can the transit user get a better deal?
How can we assure that federal dollars are made available for project needs in the shortest possible timeframe?
How can transit strengthen its position in the energy independence and global warming deliberations?
How can the benefits of public transportation be best presented as strategies for efficient goods movement and as a component of our national freight and logistics policies?
How can the Texas Transit Institute's annual Urban Mobility Report best represent the time-savings and congestion-relief benefits of public transportation?
How can the transit industry identify and preserve the sources of data that are critical to transportation planning and decision-making?
How can the importance of transit, placemaking, livable communities, and transit-oriented-development be showcased?
The FY 2007 research program will look at these and other questions. Where appropriate, TCRP funds will be utilized. Other projects will be funded directly through (PT)2.
Communications
As stated above, new TCRP research to be completed in the summer of 2006 on Americans' attitudes and perceptions toward public transportation will serve as the basis for the development of messages and communication and advertising materials that can be used nationally and tailored for local use.
Once developed, extensive member outreach will be conducted to communicate the survey results and the sample communications messages and programmatic elements for use by members locally. This will be accomplished through small training programs held at APTA meetings, state association meetings and other regional locations. APTA's Marketing and Communications Committee will also work with local systems to develop innovative and creative ways to leverage local advertising efforts to build a national presence.
In addition, a pro-active media program will be undertaken at the national level. This will be accomplished by disseminating the policy research and other communications materials to targeted media and opinion leaders.
Efforts will continue inside-the-beltway to keep public transportation on the minds of the Administration, congressional members and staffers in a non-reauthorization year. This will include media relations and advertising, where appropriate, on topics such as energy independence.
Building on the efforts of the White House Conference on Aging, staff will continue to work with stakeholders in the "aging community" to communicate the importance of public transportation options in meeting the mobility needs of the growing aging population.
Activities include:
Develop messages and communication and advertising materials based on new research.
Hold local or state-wide training and educational "how-to" strategy sessions (mini training courses) on ideas for how to use (PT)2 messages and materials at the local level.
Develop new materials related to energy independence and other topical issues.
Develop stories of public interest and share them with all partners for placement in local newspapers, business journals or magazines.
Continue to update and refresh www.publictransportation.org, the (PT)2-created web site that is a "portal" for transit information for the general public.
Develop a "Transit Experts Directory" that can be used as a speaker's bureau or source of important transit information.
Continue focus on the need for increased transportation options to meet the mobility needs of older adults.
Review advertising options and opportunities to continue national presence with a reduced budget.
Maintain visibility through advertising in Washington, D.C. The primary focus will continue to be directed at elected officials, activists and opinion leaders. The makeup of the buy will be analyzed and implemented as appropriate.
Write and produce toolkit update materials, including marketing, public affairs and advocacy materials. Some additions may include additional sample op-eds and press releases that can be customized, brochures and reference materials, and additions to the local coalition building workbook.
Undertake regular mailings, emails, and webcasts to share and educate members and public information officers on the best ways to implement national and local activities.
Advocacy
APTA will continue the coalition and advocacy structure that was developed during the recent reauthorization effort. Efforts at the national level will focus on making sure that the guarantees in SAFETEA-LU are maintained each year through the appropriations process; supporting efforts to grow transit security funding; and supporting a range of other pro-transit legislative initiatives on coordination, favorable tax policies, and related issues. Further, with APTA's next reauthorization effort starting in the summer of 2006, efforts will also begin to focus on that initiative.
Advocacy efforts at the local level will build upon the National Alliance of Public Transportation Advocates, composed of over 138 local coalitions representing over 20,000 individuals and 550 grassroots groups and organizations. The Center for Transportation Excellence will continue to counter anti-transit advocates around the country and support local initiatives supportive of public transit.
Activities include:
Americans for Transportation Mobility (U.S. Chamber of Commerce). APTA will remain on the management committee of this important national reauthorization effort, which is focusing on "big picture" themes. It will continue to engage in advertising and congressional visits in support of fully funding SAFTEA-LU as well as beginning to lay the ground work for the next reauthorization bill.
Surface Transportation Policy Project (STPP) and other environmental and preservation groups. APTA has a funding relationship with STPP, which does excellent work on a range of pro-transit issues. APTA will also continue to work closely with other environmental groups, including the Environmental Defense Fund, National Trust for Historic Preservation and others.
National Governors Association, Conference of Mayors, National League of Cities, National Conference of State Legislatures, National Association of Counties. APTA will continue its working relationship with these organizations.
AARP. APTA will continue to develop support for transit issues from this powerful lobbying group.
Developer/Transit Partnerships. APTA will continue building special relationships with developers through the Urban Land Institute.
The Center for Transportation Excellence. The Center will continue to provide information about the benefits of transit in support of local transit referenda and in response to attacks by transit's critics. The Center will track local transit initiatives on its web site.
State Transit Associations. APTA will continue its longstanding close ties to state transit associations, and will continue to encourage them to generate specific grass roots support during the reauthorization process.
National Alliance of Public Transportation Advocates (NAPTA). APTA will continue to support the activities of this national network of transit advocates on a range of issues important to transit, particularly fully funding SAFTEA-LU each year through the appropriations process.
Transit at Town Hall Meetings. Building on an idea promoted by political prognosticator Charlie Cook at APTA's 2006 Legislative Conference, NAPTA will be tasked with developing plans for its coalitions and members to make a presence at local congressional town hall meetings and ask questions about and support public transit in those districts.
Evaluation
Staff is developing a set of metrics that will be used to track progress in meeting the program's objectives.
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