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The Majic Touch: Transforming Transportation
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Useful Articles

  • Modern Transit Marketing I: How to Get Started
    Marketing is a mirror. Before embarking on a marketing program, it is essential to clarify the idea that will be reflected in your marketing. Definition is how to get started with a successful marketing program. It defines the organization's what, when, where, who, why, and how.

  • Modern Transit Marketing II: How to Put it Together
    Marketing success is achieved by effectively clearly focusing all your marketing efforts. Strategies pull the program together. Through the consistency, congruency, and commitment of well-defined strategies, the whole of the marketing program are stronger than the individual parts.

  • Modern Transit Marketing III: How to Make it Work
    Tactics and programs implement your marketing plan. Tactics are the message (what you say), media (the vehicle which delivers the message to the customer), channels (the vehicle which delivers the product or service to the customer), and look & feel (the mood, tone, and images). Programs consist of a schedule of events or campaigns developed using uniform strategies and complementary tactics.

  • Modern Transit Marketing IV: How to Determine its Effectiveness
    Marketing is an investment. Evaluation measures the return on that investment. Evaluation proves what works and what does not work in your situation. An evaluation must be built into every program. Strategies and tactics must be constantly tested as the market and organization change. As a result, you are able to continually improve your marketing program.

  • How to Create a Successful Transit Service: 5 Lessons from America's Most Admired Transportation Company
    Southwest ranked number one in its industry on Fortune Magazine's list of Most Admired Companies last year. Public Transit and Southwest Airlines are in the same business: taking people from where they are to where they want to go. By learning the concepts that made SWA successful and applying them to your transit service, you can create a more successful operation.

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Glossary of Terms

  • Triennial Performance Audit (TPA)
    The California Public Utilities Code requires each transportation planning agency and public transportation operator to conduct a Triennial Performance Audit (TPA) to be eligible for Transportation Development Act (TDA) funding.

    An independent and objective evaluation of the entity, a TPA’s primary objectives are to:

    • Assess compliance with California Transportation Development Act (TDA) regulations;
    • Review improvements that have been implemented and progress toward goals, including the implementation status of prior TPA recommendations;
    • Identify and review the entity’s functions and activities, and provide practical and useful recommendations for improving the efficiency and functionality of the entity;
    • Verify and analyze performance measures and performance indicators (operators only).

    All TPAs conducted by Majic are conducted in accordance with the processes established by the California Department of Transportation, as outlined in the Performance Audit Guidebook for Transit Operators and Regional Transportation Planning Entities, as well as Government Audit Standards published by the U.S. Comptroller General.

  • Transportation Development Act (TDA)

    The Transportation Development Act (TDA) provides two major sources of funding for public transportation: the Local Transportation Fund (LTF) and the State Transit Assistance fund (STA). These funds are for the development and support of public transportation needs that exist in California and are allocated to areas of each county based on population, taxable sales and transit performance.

  • Regional Transportation Planning Agency (RTPA)

    An RTPA is responsible for the continuous, comprehensive, and coordinated transportation planning process within its geopolitical region, usually a County. It is also responsible for the administration of California’s Transportation Development Act (TDA), including allocation of funding.

  • Metropolitan Planning Organization (MPO)

    A Metropolitan Planning Organization (MPO) is a federally-mandated and federally-funded transportation policy-making organization, comprised of local elected officials and governmental transportation authorities that operates in urbanized areas (UZA) with a population greater than 50,000. Transportation projects are allocated federal funds through the MPO’s planning process.

  • Census Data Affiliate (CDA)

    The Census Data Affiliate (CDA) is part of the statewide network whose goal is to assist in the dissemination and analysis of census data. Census data is also used by local jurisdictions and agencies in their long range planning activities. Local businesses use census data to assess the demographic aspects of potential markets and non-profits use the information to understand their service population.