BC Transit Marketing Strategy - Local Government Partners

Help inform future marketing decisions and priorities.

BC Transit’s Marketing Team is a dedicated group focused on supporting riders, attracting new ones, and meeting the organization’s broader marketing needs. Following a recent reorganization and consolidation of marketing, design, and youth education teams, the new marketing team now brings together a wide range of specialties under a unified roof. These include marketing coordination and campaign development, brand management, graphic and multimedia design, community relations, and education and outreach.

In some way, our team contributes to most public-facing initiatives delivered by BC Transit, as well as several internal and partner-focused efforts. Our work spans everything from bus livery and service or fare changes – inclusive of printed materials, signage, fare products, and promotions, to larger campaigns.

To help guide our path forward, we are developing a comprehensive marketing strategy. This strategy is intended to:

• Align the Marketing team’s work with BC Transit’s strategic direction
• Define priorities that will shape future marketing initiatives and investments
• Guide expectations with Marketing stakeholders, including local government partners and internal teams

Aligned with the objectives set at the corporate level and in the Customer Experience Plan, the Marketing team has identified four pillars that will guide this strategy:

1. Customer information: Providing the right information, through the right channel, at the right time of a rider’s journey
2. Customer education: Reducing barriers for British Columbians to select BC Transit services by increasing their knowledge
3. Local connection: Aligning overarching marketing themes with unique structure, travel options, and rider base in regional transit system
4. Valued partners: Establishing principles and improving processes to support internal teams in achieving their desired outcomes

Pillars one to three focus on external work to support riders and ridership growth. Pillar four focuses on improving internal clarity, relationships, and outcomes.

Your feedback in this survey will help inform future decisions and improvements.

Thank you for your participation.