0
8 buildings blocks
of
successful
influence strategies
Benoit Colin, EMBARQ at WRI
Rush hour, Ottawa Photo: Peter Blanchard
8 building blocks
of successful
influence strategies	
  
Benoit Colin	
  
Photo: Tal Bright
Branding
Influence strategies
Photo: Aureliozen
Marketing
Photo: puma_nl
Influence strategies
Communications
Photo: André-Batista
Influence strategies
Attract
Retain
Secure
Photo: Krynowek Eine
WHY influence strategies?
Attract
Photo: Santinha - Casas Possíveis
Retain
Photo: Caribb
Secure
Photo: Mexican Federal Government
Photo: Christian
8 building blocks
•  Brand and identity
•  Internal communications
•  User education
•  User information ...
Brand and identity
Photo: Diebmx
1)	
  
“A brand is not a logo.
A brand is a person’s gut
feeling about a product,
service, or company”.
-Marty Neumeier, author o...
Typeface
Values
Logo
Identity
system
Color scheme
Vehicle
design
Station
design Photo: Meena Kadri
Brand and identity
Typeface
Values
Logo
Identity
system
Color scheme
Vehicle
design
Station
design Photo: Meena Kadri
Brand and identity
Brand and identity
Photo: Diebmx
Build a strong brand
- Choose to stand out
- Appeal to your passengers
- Stay on brand
Internal
communications
2)	
  
“Our 290,000 team
members “are” FedEx.
They are the brand”.
-Gayle Christensen,
managing director of
brand, FedEx
Internal
communications
- Training manuals
- Employee survey
- Strategic plan
- Town hall meetings
- Idea box
Internal
communications
Sell your values
- Communicate up
- Put your best face forward
User education
Photo: Fastcoexist
3)	
  
“When we surveyed potential riders
of the new Orange line they weren’t
quite sure what it was.
A train? A bus with station...
User education
Photo: Fastcoexist
- Information kiosks
- Station ambassadors
- Outreach in schools
- Trial periods
- Local...
User education
Photo: Fastcoexist
- Make your system familiar
- Answer the right questions:
who, what, where, when, how, w...
User information
Photo: Peter Gerdes
4)	
  
“Public transport can add real value
to the city by being better integrated
within its wider context”.
-Transport for Lond...
User information
Photo: Peter Gerdes
- Diagrams and maps
- Station markers
- Schedules
- Fare and ticketing
- Information ...
Photo: Peter Gerdes
- Efficiency, usability, understandability, quality
- Think outside the system
- Maintain the brand
- ...
Marketing campaigns
Photo: ritwikdey
5)	
  
“Travelers’ perception of
public transport systems
must be thoroughly
comprehended by
marketing so that a public
transport...
Marketing campaigns
Photo: ritwikdey
- TV/radio ads
- Billboards
- Bus ads
- Kiosks at events
- Stickers and postcards in ...
Marketing campaigns
Know what riders want
- Reliability, frequent service, safety &
cleanliness, service hours, cost & sav...
6) Public relations and
external communications
Photo: ritwikdey
“Government entities are often
afraid of media and tend not to
communicate with them, taking a
“duck and hide” mentality. ...
Public relations and
external communications
Photo: ritwikdey
- Press kits
- Mailings lists
- Media interviews
- Outreach ...
Public relations and
external communications
Photo: ritwikdey
- Develop relationship with media
- Get endorsements, celebr...
7) User feedback systems
Photo: Indiana Public Media
“Your most unhappy
customers are your
greatest source of
learning”.
-Bill Gates
Photo: Adam BRI Smith
Photo: Adam BRI Smith
User feedback systems
- Call center
- Comment cards
- SMS service
- Online contact (email,
web, app,...
Photo: Adam BRI Smith
User feedback systems
- Let riders try it out
- Let users
communicate feedback,
both good and bad
Be...
8) Online engagement
Photo: John Fera
Canadians rank first in
the world when it comes
to Internet usage.
TechVibes, 2013.
Photo: Gualtiero
Online engagement
Photo: John Fera
- Passenger-friendly website
- Facebook
- Twitter
- Mobile/SMS tools
- Mobile site
- Sm...
Online engagement
Photo: John Fera
- Reach users before they arrive
- Keep your fingers on the pulse
- Go social
- Be proa...
Photo: Christian
8 building blocks
•  Brand and identity
•  Internal communications
•  User education
•  User information ...
Questions?
8
building
blocks
No
silos
Coordinate the
8 building blocks	
  
Photo: Meena Kadri
STAY IN TOUCH	
  

Benoit Colin
Marketing and Communications
EMBARQ at the World Resources Institute
benoit.colin@wri.org
...
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8 buildings blocks of successful communications and marketing in sustainable transport - Benoit Colin - EMBARQ - ATUQ conference 4-Oct-2013

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8 building blocks to make sure transport agencies and operators stay focused on converting car users to public transport, keeping current riders, and securing widespread public support.

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Transcript of "8 buildings blocks of successful communications and marketing in sustainable transport - Benoit Colin - EMBARQ - ATUQ conference 4-Oct-2013"

  1. 1. 8 buildings blocks of successful influence strategies Benoit Colin, EMBARQ at WRI
  2. 2. Rush hour, Ottawa Photo: Peter Blanchard
  3. 3. 8 building blocks of successful influence strategies   Benoit Colin   Photo: Tal Bright
  4. 4. Branding Influence strategies Photo: Aureliozen
  5. 5. Marketing Photo: puma_nl Influence strategies
  6. 6. Communications Photo: André-Batista Influence strategies
  7. 7. Attract Retain Secure Photo: Krynowek Eine WHY influence strategies?
  8. 8. Attract Photo: Santinha - Casas Possíveis
  9. 9. Retain Photo: Caribb
  10. 10. Secure Photo: Mexican Federal Government
  11. 11. Photo: Christian 8 building blocks •  Brand and identity •  Internal communications •  User education •  User information systems •  Marketing campaigns •  Public relations and external communications •  User feedback systems •  Online engagement
  12. 12. Brand and identity Photo: Diebmx 1)  
  13. 13. “A brand is not a logo. A brand is a person’s gut feeling about a product, service, or company”. -Marty Neumeier, author of The Brand Gap Photo: Meena Kadri
  14. 14. Typeface Values Logo Identity system Color scheme Vehicle design Station design Photo: Meena Kadri Brand and identity
  15. 15. Typeface Values Logo Identity system Color scheme Vehicle design Station design Photo: Meena Kadri Brand and identity
  16. 16. Brand and identity Photo: Diebmx Build a strong brand - Choose to stand out - Appeal to your passengers - Stay on brand
  17. 17. Internal communications 2)  
  18. 18. “Our 290,000 team members “are” FedEx. They are the brand”. -Gayle Christensen, managing director of brand, FedEx
  19. 19. Internal communications - Training manuals - Employee survey - Strategic plan - Town hall meetings - Idea box
  20. 20. Internal communications Sell your values - Communicate up - Put your best face forward
  21. 21. User education Photo: Fastcoexist 3)  
  22. 22. “When we surveyed potential riders of the new Orange line they weren’t quite sure what it was. A train? A bus with stations? A different fare structure?” -Michael Lejeune, creative director, Los Angeles Metro Photo: David Agalvan
  23. 23. User education Photo: Fastcoexist - Information kiosks - Station ambassadors - Outreach in schools - Trial periods - Local news segments
  24. 24. User education Photo: Fastcoexist - Make your system familiar - Answer the right questions: who, what, where, when, how, why - Learn from rail - Open it up to the public - Target your audiences Get started early
  25. 25. User information Photo: Peter Gerdes 4)  
  26. 26. “Public transport can add real value to the city by being better integrated within its wider context”. -Transport for London “Interchange Best Practice Guidelines” Photo: Krynowek Eine
  27. 27. User information Photo: Peter Gerdes - Diagrams and maps - Station markers - Schedules - Fare and ticketing - Information kiosks - Audible anouncements - Wayfinding signage - Real-time arrival information
  28. 28. Photo: Peter Gerdes - Efficiency, usability, understandability, quality - Think outside the system - Maintain the brand - Keep it simple… but informative User information Systematize your information
  29. 29. Marketing campaigns Photo: ritwikdey 5)  
  30. 30. “Travelers’ perception of public transport systems must be thoroughly comprehended by marketing so that a public transport system can be successful”. -C.H. Wei and C.Y. Kao, “Measuring Traveler Involvement in Urban Public Transport Systems” Photo: Pamm…
  31. 31. Marketing campaigns Photo: ritwikdey - TV/radio ads - Billboards - Bus ads - Kiosks at events - Stickers and postcards in local stores - Free service prior to launch - Internet campaigns - Novelty items (t-shirts, bags, etc.)
  32. 32. Marketing campaigns Know what riders want - Reliability, frequent service, safety & cleanliness, service hours, cost & savings - Not a substitute for high-quality service - “Fit for audience” message - Promote something that actually exists Photo: Meena Kadri
  33. 33. 6) Public relations and external communications Photo: ritwikdey
  34. 34. “Government entities are often afraid of media and tend not to communicate with them, taking a “duck and hide” mentality. With VIVA, we had a person whose only job was to feed the media stories about the project”. -Alina Kelly president, Akelly Consulting, Inc., consultant to VIVA, York region, Canada.
  35. 35. Public relations and external communications Photo: ritwikdey - Press kits - Mailings lists - Media interviews - Outreach at events - Construction updates
  36. 36. Public relations and external communications Photo: ritwikdey - Develop relationship with media - Get endorsements, celebrate - Anticipate and avoid criticism - Tailor the story - Organize tours - Manage expectations Control the narrative
  37. 37. 7) User feedback systems Photo: Indiana Public Media
  38. 38. “Your most unhappy customers are your greatest source of learning”. -Bill Gates Photo: Adam BRI Smith
  39. 39. Photo: Adam BRI Smith User feedback systems - Call center - Comment cards - SMS service - Online contact (email, web, app, social media, electronic kiosks)
  40. 40. Photo: Adam BRI Smith User feedback systems - Let riders try it out - Let users communicate feedback, both good and bad Be responsive to riders
  41. 41. 8) Online engagement Photo: John Fera
  42. 42. Canadians rank first in the world when it comes to Internet usage. TechVibes, 2013. Photo: Gualtiero
  43. 43. Online engagement Photo: John Fera - Passenger-friendly website - Facebook - Twitter - Mobile/SMS tools - Mobile site - Smartphone app
  44. 44. Online engagement Photo: John Fera - Reach users before they arrive - Keep your fingers on the pulse - Go social - Be proactive! - Open your data - Go mobile Main ways to access information
  45. 45. Photo: Christian 8 building blocks •  Brand and identity •  Internal communications •  User education •  User information systems •  Marketing campaigns •  Public relations and external communications •  User feedback systems •  Online engagement
  46. 46. Questions? 8 building blocks
  47. 47. No silos
  48. 48. Coordinate the 8 building blocks   Photo: Meena Kadri
  49. 49. STAY IN TOUCH   Benoit Colin Marketing and Communications EMBARQ at the World Resources Institute benoit.colin@wri.org EMBARQ.org TheCityFix.com 49
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