Marketing and publicity

Design your service around local needs, then focus on getting the word out. This is especially important for volunteer-led services. Publicity helps to:

  • keep the service visible
  • attract new volunteers
  • make current volunteers feel valued
  • build trust and community support

Printed materials

Leaflets and posters still work, especially for people who are not online. Leaflets and posters help keep your service visible and accessible.

Design tips

You should:

  • keep designs simple, clear, and easy to read
  • use large fonts, high contrast colours, and plain language
  • include a date to show when the information was last updated
  • the recommended font size is a minimum of 12pt, but ideally 14pt, using sans-serif (plain) fonts like Arial
  • use inclusive language and imagery that reflects the diversity of your community, including people of all ages, abilities, ethnic backgrounds, and genders
  • clearly state who the service is for and how it helps
  • include a clear call to action (e.g. “Call to book”, “Join as a volunteer”)
  • highlight how to get involved and where to find more information
  • consider using a QR code to link to your website or booking page

Practical advice:

  • check if your local council or CVS offers templates or design support
  • if contact details change often, leave space to write them in or use a label
  • print small batches at home or use a local printer for larger runs
  • display posters in high-footfall areas like shops, libraries, GP surgeries, and community noticeboards
  • use a laminator or waterproof paper for outdoor posters to protect them from weather
  • keep leaflets stocked in local venues and check them regularly to ensure they’re up to date
  • if displaying a timetable, ensure it displays a valid ‘from’ date and contact details if it is a pre-booked service

Printed materials are especially useful when launching a new service, promoting seasonal offers, or reaching people who may not use digital tools. They also help reinforce your presence in the community and build trust.

Online presence

Ask to be listed on your parish or town website. You can also create a simple site using free tools. Include key details and a downloadable leaflet.

Social media is a quick way to reach people. A Facebook page or post in a local group can help. If your service is for younger people, consider Instagram or WhatsApp. A Google Business listing can also help people find you.

Other media

Word of mouth

Ask your users to share their experience:

“If you had a good journey, tell a friend. If something went wrong, tell us.”

Feedback helps improve the service and builds trust. Consider using short quotes or testimonials in your publicity.

Community events

Local events are a good way to raise awareness and find volunteers. A stall at a coffee morning or village fete can help.

Working with local media

Local newspapers and radio stations often welcome good news stories. You could share:

  • the launch of your service
  • a milestone, like your 500th journey
  • a story about how the service helped someone

Always mention that you welcome new users and volunteers. If you are starting or changing a service, hold a small launch. Invite local media. If they cannot attend, take a photo and send it with a short press release.

Keep promoting

Publicity is not just for the launch. Keep your service visible by:

  • updating posters and leaflets
  • sharing news online
  • celebrating milestones and thanking volunteers
  • let your local council know about your service, they may help promote it

Community Transport Association's Campaigning Guide offers tips on storytelling and media engagement.

Keep a record

Save copies of your publicity. This includes leaflets, posters, press articles and social media posts. These can help with planning and funding applications.