Baton Rouge board debates marketing strategy for bus system
BATON ROUGE - As the Baton Rouge bus system tries to decide its long-term marketing strategy, leaders have moved into a holding pattern.
In September, the Capital Area Transit System hired public relations firm Covalent Logic on a one-year contract for $50,000. The company has created updated maps, logos, brochures and advertising campaigns, as well as provided advice on media relations, governmental affairs and other matters.
Earlier this year, Covalent Logic laid out a more ambitious marketing strategy, including plans for campaigns hyping underperforming bus lines and creating a new mobile website. The price tag -- $200,000.
Interim CEO Bill Deville said Tuesday most transit systems have a public relations plan. He said he'd like to see CATS become more efficient and market new routes and services ahead of time.