Driven By Equality Situation Analysis Situation Analysis City
“Driven By Equality”
Situation Analysis
Situation Analysis City transit opposing an additional $1. 00 fee to select public transit users. Parents with baby transporters and anyone with knapsacks or bulky items signaled out. It’s discriminatory and unfair. City transit find another method for gaining additional funds.
Objectives
Objectives Main goal is to make sure city transit does not increase fee by $1. 00 To create awareness and understanding. Additional fee unethical and damages city transit’s image.
Audience
Audience ALLIES: Parents with toddlers Students Anyone with bulky carry on ADVERSARIES: Main adversary- city transit officials Frustrated bus riders
Strategy
Strategy Utilize media relations, social media channels, and on-line presence. Create awareness that fare increase is unfair decision creating discrimination. To bring a human element to the affected transit riders.
Key Messages
Key Messages Like the frustrated riders the affected riders pay taxes into city transit. They deserved to be treated fairly and equally. There is no Winnipeg transit by-law saying these riders are doing anything wrong. It is universal public transit. All fares, rules and guidelines should be equal and fare. If transit needs additional revenue it should gradually increase fares in general gaining more revenue.
Tactics
Tactics Approach all major Winnipeg media news outlets - television and print. Negative into positive. These affected riders use transit regularly investing a fair amount of money into city transit. Create “Fare Ride” website about the issue. Utilize Facebook, Pinterest, Twitter, Instagram connecting to website.
Timetable and Budget
Timetable and Budget To be determined.
Measurement
Measurement Main evaluation is if fare increases or not. Allow transit users to voice their honest opinion on “Fare Ride” website. Track media reports to see how they are covering the issue.
Questions?
- Slides: 18
