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

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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  • 1. 8 buildings blocks of successful influence strategies Benoit Colin, EMBARQ at WRI
  • 2. Rush hour, Ottawa Photo: Peter Blanchard
  • 3. 8 building blocks of successful influence strategies   Benoit Colin   Photo: Tal Bright
  • 4. Branding Influence strategies Photo: Aureliozen
  • 5. Marketing Photo: puma_nl Influence strategies
  • 6. Communications Photo: André-Batista Influence strategies
  • 7. Attract Retain Secure Photo: Krynowek Eine WHY influence strategies?
  • 8. Attract Photo: Santinha - Casas Possíveis
  • 9. Retain Photo: Caribb
  • 10. Secure Photo: Mexican Federal Government
  • 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. Brand and identity Photo: Diebmx 1)  
  • 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. Typeface Values Logo Identity system Color scheme Vehicle design Station design Photo: Meena Kadri Brand and identity
  • 15. Typeface Values Logo Identity system Color scheme Vehicle design Station design Photo: Meena Kadri Brand and identity
  • 16. Brand and identity Photo: Diebmx Build a strong brand - Choose to stand out - Appeal to your passengers - Stay on brand
  • 17. Internal communications 2)  
  • 18. “Our 290,000 team members “are” FedEx. They are the brand”. -Gayle Christensen, managing director of brand, FedEx
  • 19. Internal communications - Training manuals - Employee survey - Strategic plan - Town hall meetings - Idea box
  • 20. Internal communications Sell your values - Communicate up - Put your best face forward
  • 21. User education Photo: Fastcoexist 3)  
  • 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. User education Photo: Fastcoexist - Information kiosks - Station ambassadors - Outreach in schools - Trial periods - Local news segments
  • 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. User information Photo: Peter Gerdes 4)  
  • 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. 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. 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. Marketing campaigns Photo: ritwikdey 5)  
  • 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. 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. 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. 6) Public relations and external communications Photo: ritwikdey
  • 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. Public relations and external communications Photo: ritwikdey - Press kits - Mailings lists - Media interviews - Outreach at events - Construction updates
  • 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. 7) User feedback systems Photo: Indiana Public Media
  • 38. “Your most unhappy customers are your greatest source of learning”. -Bill Gates Photo: Adam BRI Smith
  • 39. Photo: Adam BRI Smith User feedback systems - Call center - Comment cards - SMS service - Online contact (email, web, app, social media, electronic kiosks)
  • 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. 8) Online engagement Photo: John Fera
  • 42. Canadians rank first in the world when it comes to Internet usage. TechVibes, 2013. Photo: Gualtiero
  • 43. Online engagement Photo: John Fera - Passenger-friendly website - Facebook - Twitter - Mobile/SMS tools - Mobile site - Smartphone app
  • 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. 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. Questions? 8 building blocks
  • 47. No silos
  • 48. Coordinate the 8 building blocks   Photo: Meena Kadri
  • 49. STAY IN TOUCH   Benoit Colin Marketing and Communications EMBARQ at the World Resources Institute benoit.colin@wri.org EMBARQ.org TheCityFix.com 49