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Marketing SOP 055: Managing Public Messages

Karen Minnick
Updated

Purpose 

This procedure provides information for your Operations, Marketing, and Planning/Scheduling teams to ensure important information is being broadcasted across the correct channels to keep your riders informed. The process covers managing web and sign messages, and using the sub-tabs to manage in- vehicle periodic announcements and Ad Hoc announcements.

TIPS:

  1. Using public messaging tools is best when your agency first determines who will manage each message type, and cross-departmental teams are well-informed and sharing information collectively, when it impacts ridership trip planning. 
  2. Use the In-Vehicle sub-tab to create periodic messages that play on a timer in vehicles designated. Important note is that in-vehicle announcements here do not include vehicle operator messages. 
  3. Use the Ad Hoc feature to create a message, include internal signage on vehicles and an audible announcement for on-the-fly needs.
  4. Do you need information about in-vehicle announcements? Review here: In-Vehicle Announcements

Operational Impact and Metrics

Operational Impact: Public messaging tools, when used, promote rider awareness for agency service offerings because messages display on myStop tools, and messages can even be route-specific. Departments such as Operations, and Customer Service (can vary agency to agency), should all be aware of the messages being published for public consumption to best prepare them for any questions raised by customers. Using this process provides the ability to broadcast important public and rider information to channels such as: myAvail myStop app® and myStop website, Facebook, to best guarantee ridership is aware of service offerings and any adjustments. 

If using the Public Messages card, the tool also offers the ability to add screenshots, pictures and 3rd party URLs. Review the article here: Public Messages Card

Metrics: A monthly review of active/expired Public Messages in myAvail should be performed to ensure that new messages are being created and the Expired messages list continues to grow; an indication the agency is using this functionality to keep riders informed. 

Definitions 

ITS  Intelligent Transportation Systems 
CAD/AVL  Computer-Aided Dispatch and Automatic Vehicle Location 
FB  Facebook 
SMS  Short Message Service 
URL Uniform Resource Locator
PR Public Relations
Ad Hoc Creating a 'one and done' announcement for in-vehicle use. Includes text and speech capabilities.

Frequency

As needed to notify your ridership: whenever service offerings change due to known or unknown disruptions to service, a message should be created to inform your ridership base. You can also edit existing messages, deploy them or adjust the frequency or distribution for Public Messages. Manage In-Vehicle periodic announcements (only) and Ad Hoc Announcements here, too.

Positions and Responsibilities

Implementation of this SOP is the responsibility of agency staff who manage public messaging and periodic in-vehicle announcements for the agency. This could be Marketing, Planning (for periodic announcements), Planning/Scheduling, PR, Dispatch or Customer Service.  Depending on agency policy, there may also be different staff creating and authorizing messages and deploying and updating the messages in ETMS. 

Procedure

Public Messages Tab

  1. Access Public Messages in ETMS > Operations > Launch Dispatch Card > Public Messages tab > Open tab
    1. Determine type of message needed: Planned event, unplanned/disruption event, general marketing
  2. Press green plus sign to create new message
  3. Select priority, type, destinations, status defaults to 'published'
    1. Uncheck box if your agency policy indicates another staff will review and publish 
    2. Create message for each destination
      1. Each destination (website, phone app, FB) has different character count limitations
      2. leave default view at 'Edit all Channels' to create a message that meets the criteria for each destination
  4. Select date, time range - for message visibility
  5. Press Save
  6. Confirm messages display on myStop for ridership review

In-Vehicle Periodic Announcements

  1. Create new periodic announcement (click green plus sign) 
    1. These play on a timer in the vehicle
      1. Select from pre-defined announcement list from drop-down menu
        1. These are audio files previously uploaded and defined in ETMS
      2. Setup frequency, date range and time range
  2. Manage Expired announcements
  3. Re-activate an expired periodic announcement by clicking on the copy icon next to the announcement
    1. Set the frequency, date and time ranges and save

Ad Hoc Announcements

Ad Hoc announcements are very impactful for high-priority messages because they 'push' to the selected destinations quickly without requiring a deployment of files. Use Ad Hoc announcements for a variety of needs. When you create and save these message types, they go out immediately. There is no 'undo' action.

  1. Select destinations (Vehicles, Operators, Runs, Routes)
  2. Message to Announcement - create message
    1. Character count is 200
    2. Preview message - press play button to listen to announcement
  3. Internal Sign Text- can use copy/paste of typed message, or add as preferred
    1. Character count is 180

Public Messages Card

  1. Access Public Messages Card in ETMS > Operations > Public Messages Card > Open card
    1. Determine type of message needed: Planned event, unplanned/disruption event, general marketing
  2. Press 'Add Message' to create new message
  3. Select cause, effect, header, URL (3rd party sharing)
  4. Select Priority (low, medium, high) and Publish Status (slider defaults to published)
    1. Slide to 'off' position if someone else reviews and publishes message
  5. Select Type- general message or category/route-specific
    1. Pro Tip- use route-specific messages where applicable, so ridership sees the message right next to the route affected
  6. Select Destinations- web & email
    1. After selecting destinations the sub-tabs for all three message types become active and ready for use
      1. Select the type preferred (Rich Text Editor, Long Message, Short Message)
      2. The 'Rich Text Editor' tool displays for use by default (only email destinations will include any embedded pictures/screenshots)
  7. Select Date and Time Range - how long the message displays for ridership
    1. Use built- in calendar to enter date range
    2. Use slider to select a specific time range- slide to 'On' position and enter details
  8. Message Content- create message - software defaults to 'Rich Text Editor' tab- ready for use
    1. Character count is unlimited (Rich Text Editor)
      1. Can include screenshots/pictures- for additional ridership reference
      2. Can use the editing tools menu if preferred (italicize, bold, bullets, etc.)
      3. Message can be copied and pasted into 'Long Message' or 'Short Message', if preferred
        1. Embedded pictures cannot be included in the copy/paste 
      4. Or use the 'Long Message (character limit is 255) and 'Short Message' (character limit is 160) tools to notify riders (character counts)
      5. Marketing staff also benefit from the ability to embed screenshots/pictures and include 3rd party URLs
      6. Press Save

Supporting Documents

Related SOPs 

  1. SP-004-01 Planner – Managing Vehicle Announcements 

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