Business View Magazine Feb 2023

193 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 2 with customers and constituents and just basically keeping them safe out on the road,” Acton says. When it comes to marketing the program, People Mover has a large presence on Facebook, Twitter, and Instagram, which are all updated regularly. They also use a program called Everbridge when it comes to critical and emergency notifications, and to let riders know if they’re still operating during a snowstorm. With the new year, new changes will come into effect and People Mover will no longer be using Everbridge. “We will also occasionally place ads through local new channels, programmatic ads, we’ll track online behavior, we’ll do social media ads,” says Whitney More, marketing supervisor. “We’ve done print ads in the past, TV placements, radio placements.” Over the summer they held a targeted awareness campaign where People Mover reached out to people in the community who lived or worked within a quarter mile of its frequent bus routes – four routes that have service running every 15 minutes. “We reached out to them via social media ads, mailers, we had a street team that attended public events,” More explains. “It was an awareness campaign to make sure that those areas of the community knew how frequent our service was and where it could get them. We were giving out a free one-week pass to try and get these folks to try our system and ultimately change their behavior and continue to use the system afterward.” PEOPLE MOVER