Marketing Campaigns
Campaign Topic #3 - Multi-lingual Support
Eleven agencies responded to the "Multi-lingual" survey and a summary is shown below. For the complete detail of information provided, click on this link.
Questions:
Responses:
Marketing Materials in Non-English Language?

Yes: 10
No: 1

Languages

Spanish: 10
Creolle: 2
Braille: 1
Other Languages
provided by request: 1

Type of Print/Display Materials in Non-English

Bus Schedules/Maps: 8
Printed Ads: 8
Website Info: 6
Onboard Surveys: 6
Radio Ads: 5
Onboard Bus/Paratransit Ads: 5
TV Ads: 3
Shelter/Station Signage: 2
Exterior Bus Ads: 2
Customer Service in Non-English
Customer Information Line: 6
Complaints: 5
Scheduling: 4
Customer Service Center: 2
Multi-lingual Customer Service Employees (%)

Yes - 6 (10% to 100%)
average - 47%
No - 5

Multi-lingual Operations Supervisors/Managers (%)
Yes - 6 (10% to 40%)
average - 19%
No - 5
Other Efforts:

- Customer Service Rep versed in ASL
- Recent Bilingual additions - route maps and website
- Narrative Bus schedules for visually impaired
- Telephone Survey in Spanish
- Website can be converted to 5 different languages

Recommended Research and Presentations:

- What is the effectiveness of non-english marketing materials?
- How to gain trust and support of non-english speaking public?
- How to accomodate different dialects?
- Information on cultural differences in transit usage.
- What % of multi-lingual riders NEED to obtain transit info in their native tongue?
- What % of multi-lingual riders needed to make it worth offering multi-lingual marketing materials?
- How to increase budget for non-english advertising?
- Best Practices Toolkit
Agencies Responding: BCT, HART, Hernando, Lakeland, LeeTran, MCAT, PSTA, RTS, SFRTA, Space Coast, VOTRAN