“ What services are available in my area?”

The provision of information that is accurate and easy to use is the main factor that underpins any successful public transport strategy. This is of paramount importance.

It seems that a map & guide should be produced as a clear introduction to services, but some still say “why?”.

Would British Telecom be better off without a telephone book? Or any restaurant without a menu?

One of the easiest, cost-effective ways to market an overall transport area is by producing a concise map & guide.

“ I know where I want to go — what bus or train do I need to catch?”

Passengers will be hoping for assistance and reassurance — let’s not let them down.

Most members of the travelling public know one thing for certain — where they want to go.

Information must be supplied in digestible stages. If we reassure them that finding information for their destination is our main priority, we can then further guide them through to finding the actual route numbers and, if at a bus station, their stand numbers.

They will be far more comfortable and much more likely to return.

“ I know where I want to go — what bus or train do I need to catch?”

Easy to forget, when you are close to the services and routes, that most potential passengers are unfamiliar with any of that information.

If we can display destination-led Where to Board bus or train information at bus stops or railway stations, research indicates that passengers feel they have been individually helped by the operator.

Making sure that that information is kept up-to-date is hugely important — if we let a passenger down it is very difficult to get them back.

“ I know where I want to go — what bus or train do I need to catch?”

No apologies for repeating the previous message about familiarity.

The maximum use of operators’ own advertising/poster sites is vital. Not only does this give you the ability to get across the timetable or general route information, it also gives you the chance to explain to the passengers something about the local area in which they have just arrived.

Many passengers arrive at a railway station or bus station not knowing how to complete their onward journey, which may be by walking, taxi or bus — let us help them.

“ I only use one service — but I want to know if it still runs.”

Up-to-date information is the key to the retention of passengers.

It is a clearly established case that many passengers follow a particular travel pattern and use one service a lot.

An individual timetable leaflet is probably their key piece of publicity. It is important for this information to be constantly updated to underpin the reassurance theme.

“ I use a variety of services and need a comprehensive guide to your network.”

An overview of services, clearly presented and kept up-to-date, sends a message that will be retained.

A well-designed, well-produced area book gives a clear insight into the overall level of service that is available.

Obviously the compromise is that some services will change during the life expectancy of the book.

As long as we clearly present that message, the level of change will be more than acceptable to most passengers.

“ I didn’t know you had a service that went there!”

Use every opportunity to get your message across.

Once your passengers are sitting in their bus or train seats, we have a good opportunity to convey more information about not only the service they are using, but other options or special offers.

Once your passengers are sitting in their bus or train seats, we have a good opportunity to convey more information about not only the service they are using, but other options or special offers.

Increasing use of the Internet will revolutionise our ability to provide information.

see examples at www.fwtinternet.co.uk

We have all had to learn, in our way, to use the Internet. It will become more and more important to you as the provider of transport information.

The message has got to be the same — well-designed and routinely updated.