Dot pab forum september 2011


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  • Now we had a case for change. Clips have won many awards New direction for targeting key audiences With agency JWT, produced iPhone app CityGT Internal workshops to educate staff Social media is the way forward
  • Around two years ago, with the arrival of the graduated licence, it kicked in Ads were being placed in newspapers. Why? Audience was 16-18 yr olds primarily. Not traditionally newspaper-readers Something needed to change
  • City GT – road safety
  • Stretched envelope to save lives Polarised community Pull back to a connection-focus
  • Looking at our customer service figures, we spotted large numbers returning to customer service centres being unclear about what documents they needed etc. Many problems with those without English as their first language. So: Five top clips into five top languages To inform, prepare and reduce traffic at CSCs Combine old and new media Determined to talk to audiences in their own language, which means using appropriate language with English speakers too
  • Hoddle St Online think tank Supplement existing communications
  • Plus twitter – tweeting about procurement opportunities and upcoming, as well as existing tenders and contracts
  • Building on what we’ve learnt Traffic app, see cameras, plug in route and plan around accidents Clearways app to help customers and reduce congestion Customer service functionality on Facebook Building a bike app Emergency map app Modernising and refocusing existing clips Driving transactions online to reduce strain on CSCs
  • Previously old fashioned, authoritarian view toward customers Users obliged to do business with us Communication done unconsciously, reactively, and by rote
  • Roads App update Registration and Licensing New customer service opportunities Transferring registrations online Safety Online logbooks for learners
  • Dot pab forum september 2011

    1. 1. Corporate Communications at VicRoads - who weare, what we do and where we want to be -Dionne Lew - Director, Corporate CommunicationsSeptember 2011
    2. 2. Who are VicRoads?
    3. 3. Corporate Communications Is responsible for managing strategic and other signals that impact our reputation – brand identity (advertising, sponsorship, visual style and conferences), media inputs and community/stakeholder perception (resulting from communications received from VicRoads direct mail/letters, stakeholder engagement and in response to local/crisis issues).
    4. 4. Marketing, communications and design Advice to Minister for Roads and VicRoads CMG and staff on marketing and communication initiatives and programs Management of VicRoads projects through Advertising and Communications Committee processes Management of VicRoads projects through DoT, DPC and Whole of Government strategic communications Strategic brand development, advice and approval (eg L to P program, Driver’s Guide to Rural Victoria)
    5. 5. Marketing, communications and design Management of advertising campaigns Management of consumer and social trends research Management of centralised publications model for all VicRoads publications Centralised management of corporate communications functions/policies (Communications Leadership Team, visual identity, sponsorship, filming, merchandise, publications, new media) Sponsorship management (approximately 260 proposals per year)
    6. 6. Marketing, communications and design Management of Studio - an in-house new media and design team Management of Corporate publications (e.g. Annual Report, Registration and Licensing insert, Comms Talk ) Management of branding elements including image library, attributes Strategic management and overview of communications initiatives such as Registration and Licensing Facebook
    7. 7. Media operations Advice to Minister for Transport and Roads, VicRoads CMG, Regional Directors and staff on media issues Management of events for Minister for Transport and Roads (almost 150 in 2010) High level crisis, emergency, issues and media management (responded to 1,600 direct media enquiries in 2010) Writing speeches/presentations, media releases, articles, Q and As and messaging documents Conducting issues audits
    8. 8. Media operations Daily media monitoring, analysis and reporting (27,000 hits in 2010) Spokesperson briefing and media training Communications briefs for FOI briefs Emergency media and comms management/support (both at State (EMJPIC) and VicRoads regional level)
    9. 9. Web Services and Online EngagementTeam Management of the Victorian Governments 2nd most visited website, and the most visited site from a mobile phone. Over 1200 content pages and 25 applications. In July 2011 there were 550,000 unique visits to the site, and 5.5 million page views. 12 % of all page views now come from mobile devices and this is expected to rise to 50 % in the next 18 months.
    10. 10. Web Services and Online EngagementTeam The Web Team has the dual responsibility for managing the core website function as well as leading VicRoads Digital Vision of making the web a key channel in our business. Our vision is to meet the VicRoads objectives of providing Victorians timely information to make safe and easy connections to the people and places that matter most to them. At the core of our Digital Vision is moving VicRoads online presence from information to a interaction and transaction.
    11. 11. Web Services and Online EngagementTeam Our role is far more than a website, its mobile sites and applications, content distribution, partnerships, social media publishing and engagement. Central to everything we do is the consumer, knowing what they want, how they want it and when they want it drives our thinking and implementation. The team actively monitors Social Media, and champions the use of Digital tools and Social Media in all our communications plans.
    12. 12. Knowing the customer Who are our customers? What do they want from us? How do they want it? When?
    13. 13. The result Social media strategy Policies
    14. 14. Digital Strategies
    15. 15. Direct Route to Licence Town
    16. 16. Gaming
    17. 17. Online campaigns
    18. 18. Stretching the elastic Facebook Medical Air traffic
    19. 19. Melbourne International Film Festival 2010 2011
    20. 20. Customer service Arabic  YouTube – Multiple languages – Drive online transactions VietnameseBurmese Mandarin Spanish
    21. 21. Facebook
    22. 22. Location Finder
    23. 23. Stakeholder Engagement
    24. 24. Hoddle Street Study
    25. 25. Procurement Two-way communication/transparency
    26. 26. Real Time information, when it’sneeded
    27. 27. Distribution
    28. 28. Traffic VicTraffic LiveDrive Clearways app – SmartPark
    29. 29. Digital innovation – beyond a webpage• Consider new forms of publishing specific to audience and that allow cost reduction and recovery, ebooks• Third party leverage, we are a valuable ingredient, partner with people who are established in their field, educating, providing news, selling• Consumer-centred thinking – What is the problem we are going to solve vs what do we have we can put on the web
    30. 30. Ebooks
    31. 31. Outcomes
    32. 32. Old meets new Traditional marketing New and emerging technology and channels 10% of our web traffic is from mobiles – Expected to be 50% in 2013
    33. 33. Where we are at 210% increase in demand from mobile phones in 2010 640,000 YouTube views 2,225 followers on twitter 720,000+ visits per month
    34. 34. Mobile We are already seeing the shift in access from PC to Mobile 12 % of all views now from mobile – In July 2011 we had 2/3rd of 2010’s mobile traffic Only one area is mobile friendly – traffic Mobile is the perfect accompaniment for our users needs
    35. 35. Mobile –most popular iPhone and iPad account for 80% of that traffic Homepage Traffic information Contact Us Vehicle Status Checks Registration – pre purchase checks Licence questions, P’s L’s etc
    36. 36. Going ahead More sophisticated view of our consumers Keep listening to the consumer and building on the communication methods they use – making ourselves accessible
    37. 37. Coming soon Emergency map Cyclists’ app Freight app Move transactions online Online logbooks for learners