Transforming Perceptions

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Por MAYA EMSDEN (LA Metro). Workshop Marketing BRT, Rio de Janeiro. 25-26 Maio, 2011.

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Transforming Perceptions

  1. 1. REVISED: 5/25/2011 7:18 PM Transforming Perceptions Center for Sustainable Transport of Brazil Rio de Janiero, May 25th, 2011 Presented by Maya Emsden Los Angeles County Metropolitan Transportation Authority
  2. 2. REVISED: 5/25/2011 7:18 PM Los Angeles
  3. 3. REVISED: 5/25/2011 7:18 PM Objectives • Increase ridership • Improve perception • Increase funding
  4. 4. REVISED: 5/25/2011 7:18 PM Our Competition (Perception)
  5. 5. REVISED: 5/25/2011 7:18 PM Typical Headlines • “Another Bad Joke” (LA Business Journal) • “MTA Takes It’s Sweet Time” (Daily News) • “Another Explosive Issue for the MTA” (LA Times) • “When Will the MTA Ever Get On Track?” (LA Times)
  6. 6. REVISED: 5/25/2011 7:18 PM The ‘Welcome’ Mat?
  7. 7. REVISED: 5/25/2011 7:18 PM Inconsistent Look/Schemes/Personality
  8. 8. REVISED: 5/25/2011 7:18 PM Separate Identities Created Confusion
  9. 9. REVISED: 5/25/2011 7:18 PM Summary of Findings • Public confusion • Lack of consistency • Costly duplication • ‘M symbol’ was not proprietary • Lack of public/voter confidence
  10. 10. REVISED: 5/25/2011 7:18 PM ‘M Symbol’ Updated & Made Proprietary
  11. 11. REVISED: 5/25/2011 7:18 PM Look is Unified/Related/Consistent
  12. 12. REVISED: 5/25/2011 7:18 PM New Look
  13. 13. REVISED: 5/25/2011 7:18 PM Night Presence
  14. 14. REVISED: 5/25/2011 7:18 PM Applied Systemwide
  15. 15. REVISED: 5/25/2011 7:18 PM The Bus That Acts Like a Train
  16. 16. REVISED: 5/25/2011 7:18 PM Matchbox!
  17. 17. REVISED: 5/25/2011 7:18 PM Who Were We? • Metro • Metro • MTA • LACMTA • The Authority • LAMTA • PTSC • ATMS • LRT • HRT • BRT
  18. 18. REVISED: 5/25/2011 7:18 PM New Campaigns Target Customers
  19. 19. REVISED: 5/25/2011 7:18 PM Updated Maps
  20. 20. REVISED: 5/25/2011 7:18 PM
  21. 21. REVISED: 5/25/2011 7:18 PM Destinations “Through the Eyes of” Local Artists
  22. 22. REVISED: 5/25/2011 7:18 PM Customer Environments
  23. 23. REVISED: 5/25/2011 7:18 PM Metro Customer Center…Before
  24. 24. REVISED: 5/25/2011 7:18 PM …and After
  25. 25. REVISED: 5/25/2011 7:18 PM Seat Fabric
  26. 26. REVISED: 5/25/2011 7:18 PM Professional Recognition • Over 100 Art and Design Awards • Named America’s Best Transportation Agency • Received International ReBrand Award
  27. 27. REVISED: 5/25/2011 7:18 PM Within Five Years: • The public perceived us better… – ‘Strongly Favorable’ was up 17% – ‘Unfavorable’ was down 15% • Our customers were more satisfied… – 78% said service was better – 81% said Metro’s image was improving – Discretionary riders increased from 22% to 29% – Highest level of new rider growth in our history
  28. 28. REVISED: 5/25/2011 7:18 PM Positioned Metro as Solution
  29. 29. REVISED: 5/25/2011 7:18 PM Simple, Clear, Powerful
  30. 30. REVISED: 5/25/2011 7:18 PM Engaging/New Channels
  31. 31. REVISED: 5/25/2011 7:18 PM
  32. 32. REVISED: 5/25/2011 7:18 PM Imagine Campaign
  33. 33. REVISED: 5/25/2011 7:18 PM Imagine Campaign
  34. 34. REVISED: 5/25/2011 7:18 PM Improved Headlines • “We’re Thankful” (LA Times) • “Moving Forward” (LA Times) • “Putting LA Transit in the Fast Lane” (Business Journal)
  35. 35. REVISED: 5/25/2011 7:18 PM November 2008: Sales Tax Passes
  36. 36. REVISED: 5/25/2011 7:18 PM Results • Higher discretionary ridership • Improved perceptions/survey results • Voter approval of sales tax measure • Increased political awareness/funding
  37. 37. REVISED: 5/25/2011 7:18 PM A Story:
  38. 38. REVISED: 5/25/2011 7:18 PM New Concept for LA
  39. 39. REVISED: 5/25/2011 7:18 PM Cutting Edge
  40. 40. REVISED: 5/25/2011 7:18 PM Elements of Continuity & Variability
  41. 41. REVISED: 5/25/2011 7:18 PM
  42. 42. REVISED: 5/25/2011 7:18 PM
  43. 43. REVISED: 5/25/2011 7:18 PM Posters, banners, postcards
  44. 44. REVISED: 5/25/2011 7:18 PM TITLE
  45. 45. REVISED: 5/25/2011 7:18 PM TITLE
  46. 46. REVISED: 5/25/2011 7:18 PM Information Materials
  47. 47. REVISED: 5/25/2011 7:18 PM Newspaper Ads
  48. 48. REVISED: 5/25/2011 7:18 PM Celebrate Project Delivery
  49. 49. REVISED: 5/25/2011 7:18 PM From the Big…
  50. 50. REVISED: 5/25/2011 7:18 PM To the Small
  51. 51. REVISED: 5/25/2011 7:18 PM Continued Promotions Post Opening
  52. 52. REVISED: 5/25/2011 7:18 PM Continued Promotions Post Opening
  53. 53. REVISED: 5/25/2011 7:18 PM Door to Door
  54. 54. REVISED: 5/25/2011 7:18 PM Success: It’s Being Extended
  55. 55. REVISED: 5/25/2011 7:18 PM One of 12 New Projects in the Works
  56. 56. REVISED: 5/25/2011 7:18 PM 2011: Metro Projects in the Works
  57. 57. REVISED: 5/25/2011 7:18 PM Lessons Learned • Art & design can transform perceptions • Quality communications can deliver results
  58. 58. REVISED: 5/25/2011 7:18 PM Obrigada!
  59. 59. REVISED: 5/25/2011 7:18 PM 1984 Olympic Tokens
  60. 60. REVISED: 5/25/2011 7:18 PM Uninspiring Data Presentation
  61. 61. REVISED: 5/25/2011 7:18 PM

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