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ENCOURAGING THE USE OF MUNICIPAL BUSES.
Page 114
Page 115
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The Cleverly Devised System of Posters, Folders, Maps, Time-tables and Indicators which has Brought Much Traffic to Keighley's Trolley-buses.
PUBLICITY work of a somewhat JC-novel character has been carried out by Mr. Ronald A. Fearnley, the general manager of the Keighley Corporation Tramways Department, and his work in this direction will probably be of interest to -others who have been accustomed to the usual unchanging official notices ordinarily adopted by various authorities. Advertising and propaganda possibilities have not been developed by tramway and motor omnibus concerns so mach as %hey might have been, and, in particular, municipal concerns have usually adhered to 'the barest possible announcements in black and white, without much at rtistry.
Mr. Fearnley has endeavcari" ed to pervade the publicity work of his department with a distinctive spirit, and in this he has been very successful. Competition on almost all the routes on which the Corporation omnibuses and trolley-buSes run was provided by private concerns, and af the outset it was realized that if something could he done to draw the people to the Corporation services a good work, would be achieved. With this object Mr. Fearnley devised and _adopted the s10 gan, "Be sure it's a Corporation bus." These words were used in all the advertising done by the department, particularly in the Press advertising, on the traffic notices, and on the boards at the various starting places. Where the Corporation services met with no opposition the slogan simply read, "Its a Corporation bus."
On important occasions, suclaas holiday times, the slogan idea was carried a step farther, and on the special traffic notices the announcements ran, "Be sure it's a Corporation bus this Easter," or whatever holiday it related to, this adding a timely touch to the slogan. The words were used persistently and regularly, and, in fact, they really became passwords in the town, thus indicating the value of the phrase to the department ; whilst strangers to the town, seeing the phrase on the starting indicators, had their attention attracted, and often commented upon the fact.
In a somewhat similar way, a • device consisting of the letters K.C.T. in a diamond was adopted to give a characteristic sign i to the Corporation vehicles and, in order that this should suggest the whole of the activities of the department, the words " Trackless " and " Omnibuses " were used with the device between. Where possible, the long device with the diamond in the centre has been used, but in confined spaces the diamond device has been used alone. The long one, for instance, has been used on printed matter, four blocks of various sizes being made, suitable for notepaper to poster sizes, and Pullman boards along the roofs of the buses with the longer device are being adopted and are a distinctive feature of the vehicles.
In the printed matter it is usual for the full device to be used at the head. This runs across the top, and the slogan, "Be sure it's a Corporation bus" is used in bold type at the bottom. With a type border down the sides a well-balanced bill containing a large mass of detail matter can be set out to look attractive. On the illuminated destination boards at the front of the buses the diamond device has been placed and, when illuminated, shows up in red and allows the corporation vehicles to be picked out.
Two-colour printing or tinted paper is often used, and, in many cases, a notice of a special character has, in addition, been printed in red over the ordinary printing, but at an angle. Notices for display in the vehicles have usually been printed on paper of such a size that they do not unduly obstruct the view, being broad but only a few inches deep, thus being made in the shape of a panel to .run across the windows. Of special interest is a • map which has been prepared show lug the trolley-bus and motorbus routes, each one being marked with the route number and the various beauty spots and places of
special interest indicated. These maps have been reproduced in two or three sizes, some being large enough for posting in the cars, whilst others are suitable for folders. The large ones have also been printed on stiff sheets, for display in suitable places, with advertisements round the map. Several thousands of the folders have been distributed, those prepared for Easter having the device and slogan on the front. Inside the folder, the traffic arrangements for all the services' and other notices regarding workmen's fares, etc., were given, whilst the map was printed on the back and a list given of holiday places in the locality. The monthly timetable is of a convenient vest-pocket size, with a back of tinted paper printed in two colours. Last year 26,000 of these time-tables were distributed. •
' Anything to stimulate the use of the service is considered, and townspeople are encouraged to go out into the surrounding districts. With this end in view posters were used, and a gaily coloured lithograph with autumn tints predominating impressed upon people the fact that " 'Tis autumn on the moorlands," and advises them to "get there by municipal motor bus." This proved to be a very effective piece of pub= Hefty work. The phrase " 'Tis autumn on the moorlands" was one of the " gags" adopted by the comedian in a Gilbert and Sullivan presentation given during the local amateur operatic society's week. Good use has also been made of a cut-out arrow about 2 ft. in length. This is edged in black, and the lettering " X.C.T. The only way
RIDE" printed on the arrow. • It is used on all the vehicles, pasted" on the window with the arrow pointing downwards towards the step. This is also a distinctive feature of the Corporation vehicles, and serves a very useful purpose in indicating the. door .where front and rear entrances are used on different vehicles.
Propaganda work is not merely confined to passengers and would-be passengers, but is used also on the staff. Mr. Fearnley obtained from the Safety `First Association some two-coloured reproductions in miniature of their posters on good paper, and every driver has been supplied with copies, with a note superimposed from the manager. For staff notices the "K.C.T." device is used with the words "The sign of good service" beneath, and various points which lead to efficiency, the smooth working of the department and the comfort of the passengers are brought home to the men. Drivers especially are urged to do everything they can to facilitate traffic and to observe driving rules, whilst conductors are urged to give those little attentions to passengers which tend to promote good feeling between the travelling public and the staff. Since the first of these instructions was sent out the accidents and minor mishaps on the service have been considerably reduced.
In the organization of a department the publicity work may not be of vital importance, but, nevertheless, it is a branch of the task Which has a great influence, and Mr. Fearnley expressed the opinion, that his efforts in this direction had been well worth while, judging by results which could be definitely traced.