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Morongo Basin Transit Authority - Joshua Tree, CA

Morongo Basin Transit Authority (they like to call themselves “the other MBTA”) operates local and intercity services connecting the communities of 29 Palms, Joshua Tree, ucca Valley and Palm Springs.  We worked with MBTA to develop highly targeted strategies for reaching four prime target markets for the intercity bus service - service workers, college students, 29 Palms Marine Base trainees and seniors.  Below are a few examples of the marketing tools developed.
  Service Works: Testimonial Newspaper and Radio Ads  featuring local service workers were used to communicate the savings possible by riding the bus to work. College Students: The back cover of the Copper Mountain College Class Schedule (provided at no cost) and a flyer distributed at orientation were used to make students aware of a special 25 cent student fare and the other benefits of using transit.  
 

Click here to listen to Testimonial Radio Spot.

  
  Marines: Trainees stationed temporarily at the Marine Base in 29 Palms were targeted with information about how to use MBTA to travel to Palms Springs for some R&R.  A brochure, ad in the base newspaper and dedicated page on the MBTA website provided highly customized schedule information presented from a "base-centric" point of view. Senior Citizens: Seniors were encouraged to use the intercity bus for recreational trips to Palm Springs via a customized trip plan brochure that showed clearly and easily (in large type) how to take the bus for a day trip to Palm Springs.  The brochure highlighted senior-oriented destinations such as movie theaters, restaurants, the Fabulous Follies and the regional hospital.  The brochures were distributed through the Valley senior centers and MBTA ambassadors were available to lead small group trips for first time riders.