The Future of Marketing

Newt Barrett

Subscribe to Newt Barrett: eMailAlertsEmail Alerts
Get Newt Barrett: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn

Related Topics: The Future of the Internet, Content Marketing Journal, New Media on Ulitzer, Marketing and Sales, Marketing Automation, Social Commerce

Blog Feed Post

Here’s A Public Agency That Really Understands Content Marketing

AC Transit’s Dedicated Site,, Paints a Brilliant and Loving Portrait of the Benefits of Public Transit

AC Transit’s Dedicated Site,, Paints a Brilliant and Loving Portrait of the Benefits of Public Transit

AC Transit operates a very sophisticated bus transportation system in the San Francisco Bay area, handling more than 65 million passengers annually in an area covering 364 square miles.  That’s pretty impressive. 

But what really impressed me is the fact that they also make excellent use of the web to tell a story that turns taking the bus into the obvious transportation choice.

AC Transit has created ACT for Me as “Your Guide to the Future of Public Transit.”  They illustrate why AC Transit should be an integral part of your life by sharing a creative range of content—from user-generated videos, to a savings calculator, to a discussion of community and environment benefits, and the exciting future of transit.

actforme home pageLots of images of happy riders with capsule explanations of their love of AC Transit make an authentic case for their service.  For example, they quote Reginald James, a rider since 1986, “By taking AC Transit I don’t have to worry about rising gas prices and vehicle maintenance costs. Plus, I enjoy riding the bus. I like talking to the different bus drivers and I really appreciate the free wireless internet on the transbay buses.”  Mr. James and his many fellow, real-live riders suggest that becoming an AC Transit regular would be not only the right thing but perhaps even the enjoyable thing to do.

ACT for Me created a fun contest to inspire its passengers to create webisodes that illustrate how the AC transit bus system contributes to making their daily lives better.The contest winner is a delightful video about a young girl and her mom who go to the park every Sunday–and of course take the bus to get there. You can click here to watch the brief video.

actforme sunday girl video

AC Transit has done a superb job of enticing Bay Area residents out of their cars and onto the bus by putting a very human face on public transit as the smart alternative to clogged roadways and greenhouse gases. Take a look at what AC Transit is doing on the web to promote public transportation 24 hours a day, seven days a week: it’s a superb use of content by a public agency that rivals anything you might expect from a profit driven corporation.

More Stories By Newt Barrett

Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.