OVERVIEW OF BRANDING &
COMMUNICATIONS
Case studies of Indore & Bhopal BRT projects
10th March 2014
Arnab Roy
Sr. Project A...
WHY BRANDING/MARKETING IS
IMPORTANTEspecially in Public Transport projects
Creates awareness, especially for the new syste...
Initiated • 2007
Length of route • 11.46 km
Road section • 31.6 / 60 metres
System type • Closed
• Median stations
Station...
RIDERSHIP GROWTH
Unprecedented increase within mere months
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
300% Increase...
BUT THINGS WEREN’T ALWAYS
POSITIVE!Project faced immense criticism
Renewed approach towards garnering
public support was the need of the hour
Innovation and Creativity
INVOLVE THE GENERAL PUBLIC
Create sense of ownership!
Ahilya Marg
Highline Corridor
Malwa Busway
Metro
Superfast
IndoLink
...
EVOLVE THE BRAND
Evaluate options
OTHER BRANDING ELEMENTS
Don’t stop just at the bus…
WHERE TO DO MARKETING?
External as well as Internal
External
Internal
MULTI-TIERED APPROACH
Each element with an objective
Raise general BRT Awareness – include other road users
Reach out to s...
BRT WILL BENEFIT ALL ROAD
USERS!
Extensive Outreach Efforts
Multi-tiered approach
EXTENSIVE USE OF SOCIAL MEDIA
High impact on youth acceptance of iBus
www.facebook.com/IndoreBRT
USE OF PRINT MEDIA
Leaflets for wider public dissemination
USE OF PRINT MEDIA
Periodic Newsletters (MyBus, Bhopal)
Courtesy: C Shukla, BCLL
USE OF PRINT MEDIA
Passenger Information Handouts (MyBus, Bhopal)
SPACE FOR
ADVERTISING
Courtesy: C Shukla, BCLL
USE OF RADIO
Local FM Radio Chat Sessions (MyBus, Bhopal)
Courtesy: C Shukla, BCLL
USE OF HIGH QUALITY IMAGERY
Helps in creating bigger impact in peoples’ perception
Courtesy: C Shukla, BCLL
ENGAGE WITH MEDIAMedia interaction is key for reaching out to the general
public
CHANGED REACTION OF MEDIA
Slightly changed post the marketing efforts
Phased project launch
Gradual introduction to the general public
BUT THIS DOES NOT SEEM TO BE
ENOUGH
Legal Hurdles
BUT THIS DOES NOT SEEM TO BE
ENOUGH!Litigations surround both the BRT projects at present
BUT THIS DOES NOT SEEM TO BE
ENOUGH!Litigations surround both the BRT projects at present
WHILE ON THE OTHER HAND…Project has been recognized at the international level
recently
CONCLUSIONS
What can we learn?
Have a plan
Cohesive, Comprehensive & Transparent
Communicate the plan and keep updating
To...
THANK YOU!
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Overview of Branding & Communications
Upcoming SlideShare
Loading in...5
×

Overview of Branding & Communications

776

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
776
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Overview of Branding & Communications

  1. 1. OVERVIEW OF BRANDING & COMMUNICATIONS Case studies of Indore & Bhopal BRT projects 10th March 2014 Arnab Roy Sr. Project Associate – Urban Transport, EMBARQ India
  2. 2. WHY BRANDING/MARKETING IS IMPORTANTEspecially in Public Transport projects Creates awareness, especially for the new system Builds confidence in the new system Apprises general public of the benefits of the system Encourages public participation and sense of ownership
  3. 3. Initiated • 2007 Length of route • 11.46 km Road section • 31.6 / 60 metres System type • Closed • Median stations Stations • 21 Headway • 5 minutes (average) Type of bus • Standard, 12m • Air conditioned • 900 mm Floor • 245 hp, BS III engine Completed • 31st March 2013 Operations • 10th May 2013
  4. 4. RIDERSHIP GROWTH Unprecedented increase within mere months 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 300% Increase in 4 months
  5. 5. BUT THINGS WEREN’T ALWAYS POSITIVE!Project faced immense criticism
  6. 6. Renewed approach towards garnering public support was the need of the hour Innovation and Creativity
  7. 7. INVOLVE THE GENERAL PUBLIC Create sense of ownership! Ahilya Marg Highline Corridor Malwa Busway Metro Superfast IndoLink iBus Metroshine TransMalw a Udaan Indore Intelligent Innovation
  8. 8. EVOLVE THE BRAND Evaluate options
  9. 9. OTHER BRANDING ELEMENTS Don’t stop just at the bus…
  10. 10. WHERE TO DO MARKETING? External as well as Internal External Internal
  11. 11. MULTI-TIERED APPROACH Each element with an objective Raise general BRT Awareness – include other road users Reach out to student, professional and community groups Actively engage with and inform media Keep internal flock together Use of print as well as video media Multi-phased system launch
  12. 12. BRT WILL BENEFIT ALL ROAD USERS!
  13. 13. Extensive Outreach Efforts Multi-tiered approach
  14. 14. EXTENSIVE USE OF SOCIAL MEDIA High impact on youth acceptance of iBus www.facebook.com/IndoreBRT
  15. 15. USE OF PRINT MEDIA Leaflets for wider public dissemination
  16. 16. USE OF PRINT MEDIA Periodic Newsletters (MyBus, Bhopal) Courtesy: C Shukla, BCLL
  17. 17. USE OF PRINT MEDIA Passenger Information Handouts (MyBus, Bhopal) SPACE FOR ADVERTISING Courtesy: C Shukla, BCLL
  18. 18. USE OF RADIO Local FM Radio Chat Sessions (MyBus, Bhopal) Courtesy: C Shukla, BCLL
  19. 19. USE OF HIGH QUALITY IMAGERY Helps in creating bigger impact in peoples’ perception
  20. 20. Courtesy: C Shukla, BCLL
  21. 21. ENGAGE WITH MEDIAMedia interaction is key for reaching out to the general public
  22. 22. CHANGED REACTION OF MEDIA Slightly changed post the marketing efforts
  23. 23. Phased project launch Gradual introduction to the general public
  24. 24. BUT THIS DOES NOT SEEM TO BE ENOUGH Legal Hurdles
  25. 25. BUT THIS DOES NOT SEEM TO BE ENOUGH!Litigations surround both the BRT projects at present
  26. 26. BUT THIS DOES NOT SEEM TO BE ENOUGH!Litigations surround both the BRT projects at present
  27. 27. WHILE ON THE OTHER HAND…Project has been recognized at the international level recently
  28. 28. CONCLUSIONS What can we learn? Have a plan Cohesive, Comprehensive & Transparent Communicate the plan and keep updating To stakeholders To general public – it has to be peoples’ project To media – very important! To internal stakeholders: core work group Use diverse media channels Print Video Radio Social
  29. 29. THANK YOU!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×