February ,2014

EMBARQ WORKSHOP ON

Talking Transit

Social Marketing of JANMARG,
Ahmedabad’s BRT System

Kumar Manish
twi...
Social Marketing of Janmarg , BRTS in Ahmedabad

1.
2.

ROM
tot& Trials

ROME WAS NOT BUILT IN A DAY. SO, DOES JANMARG BRT...
Social Marketing of Janmarg , BRTS in Ahmedabad

.

Launched on Oct 14, 2009

Cycle Sharing System
Social Marketing of Janmarg , BRTS in Ahmedabad

1.
2.

ROM
tot& Trials

PRE JANMARG ERA (2000-2009)
-it all started with ...
Social Marketing of Janmarg , BRTS in Ahmedabad

•BRTS workshop
Jan, 2000
•Series of public
consultations, Feb 2002• Works...
Social Marketing of Janmarg , BRTS in Ahmedabad

TARGET AUDIENCE FOR INITIAL PROMOTION OF BRTS CONCEPT
•Ahmedabad Municipa...
Social Marketing of Janmarg , BRTS in Ahmedabad

1. Logo design by National Institute of Design

Cycle Sharing System
Social Marketing of Janmarg , BRTS in Ahmedabad

2. Designer Uniform designs for Pilots/Staffs/Traffic Brigade

Cycle Shar...
Social Marketing of Janmarg , BRTS in Ahmedabad

3. Free trial run- three months during Navratri
-taste of the service & o...
Social Marketing of Janmarg , BRTS in Ahmedabad

4.Word of mouth publicity- The best publicity

Cycle Sharing System
Social Marketing of Janmarg , BRTS in Ahmedabad

5. Special visits/ ride for professionals groups/ opinion makers

•School...
Social Marketing of Janmarg , BRTS in Ahmedabad

6. Media Support

Cycle Sharing System
Social Marketing of Janmarg , BRTS in Ahmedabad

5. Exhibition - Janmarg Exhibition at Vibrant Gujarat Summit-2009

Cycle ...
Social Marketing of Janmarg , BRTS in Ahmedabad

6. Events - International Workshop on BRTS – Year 2007

Cycle Sharing Sys...
Social Marketing of Janmarg , BRTS in Ahmedabad

7. Visit of National & International Delegation.

Cycle Sharing System
Social Marketing of Janmarg , BRTS in Ahmedabad

8. Team Matters – Coordination & Collaboration (elected wing & administra...
Social Marketing of Janmarg , BRTS in Ahmedabad

9. Information Booklet
Social Marketing of Janmarg , BRTS in Ahmedabad

1.
2.

ROM
tot& Trials

COMMUNICATE WITH MEDIA-(LOCAL & NATIONAL)
-Inform...
Social Marketing of Janmarg , BRTS in Ahmedabad

1.
2.

ROM
tot& Trials

MEDIA SENSITIZATION & CORDINATION EFFORT
•Media i...
Social Marketing of Janmarg , BRTS in Ahmedabad

Positive Feedbacks for Improvement by Media
Social Marketing of Janmarg , BRTS in Ahmedabad

Times of India Headline -“King of The Road”
Social Marketing of Janmarg , BRTS in Ahmedabad
Social Marketing of Janmarg , BRTS in Ahmedabad

1.
2.

ROM
tot& Trials

POST JANMARG LAUNCH
•User feedback survey by CEPT...
Social Marketing of Janmarg , BRTS in Ahmedabad

IN NUTSHELL – THE SOCIAL MARKETING OF JANMARG IS ALL ABOUT
•

Brand & Ide...
Social Marketing of Janmarg , BRTS in Ahmedabad

1.
2.

ROM
tot& Trials

WORD OF CAUTION :
• All said and done- Quality Se...
Thank you
Photo Credits: CEPT
University & Times of India
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Social Marketing of Janmarg, Ahmedabad BRTS

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Gave a presentation on Social Marketing of Janmarg, BRTS in Ahmedabad at Talking Transit, an event organized by Embarq India and AICTSL. The event has participation from government officials, NGOs, media personnel among others.
Janmarg is one of the most successful BRTS system in the country. The presentation covers pre Janmarg launch era, during and post launch era of the system. It covers the steps taken to popularize and promote the system among public & media.

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Social Marketing of Janmarg, Ahmedabad BRTS

  1. 1. February ,2014 EMBARQ WORKSHOP ON Talking Transit Social Marketing of JANMARG, Ahmedabad’s BRT System Kumar Manish twitter@kumarmanish9 Head of Strategic Communications and Public Outreach
  2. 2. Social Marketing of Janmarg , BRTS in Ahmedabad 1. 2. ROM tot& Trials ROME WAS NOT BUILT IN A DAY. SO, DOES JANMARG BRTS IN AHMEDABAD. Cycle Sharing System
  3. 3. Social Marketing of Janmarg , BRTS in Ahmedabad . Launched on Oct 14, 2009 Cycle Sharing System
  4. 4. Social Marketing of Janmarg , BRTS in Ahmedabad 1. 2. ROM tot& Trials PRE JANMARG ERA (2000-2009) -it all started with focused workshop & public consultation starting in year 2000. Cycle Sharing System
  5. 5. Social Marketing of Janmarg , BRTS in Ahmedabad •BRTS workshop Jan, 2000 •Series of public consultations, Feb 2002• Workshop 2003 January 20-25th, 2000 • Series of Consultations, Feb 02 -03 •BRTS Workshop– • Specific consultations on BRT: August 24, 2005 – August 2005 •Vehicle Technology – Bus manufacturers and experts Workshop – October 28th, 2005 consultations, 2006 – International workshop on BRT •Specific consultations on BRTS, August 2005 held in Ahmedabad, September 2007 •Bus manufacturers Directors Forum (2 meetings) – and experts’ consultations, 2006 •International visit – administrative & political wing
  6. 6. Social Marketing of Janmarg , BRTS in Ahmedabad TARGET AUDIENCE FOR INITIAL PROMOTION OF BRTS CONCEPT •Ahmedabad Municipal Corporation, •Gujarat Infrastructure Development Board (GIDB), •Ahmedabad Urban Development Authority • CEPT University, •Government of India, •Government of Gujarat, •State Road Transport officials •Municipal Transport Officials, •Bus Operators (Local & regional), •Institutions (CRRI, IIT Delhi, IIM, ITDP) •Opinion Makers
  7. 7. Social Marketing of Janmarg , BRTS in Ahmedabad 1. Logo design by National Institute of Design Cycle Sharing System
  8. 8. Social Marketing of Janmarg , BRTS in Ahmedabad 2. Designer Uniform designs for Pilots/Staffs/Traffic Brigade Cycle Sharing System
  9. 9. Social Marketing of Janmarg , BRTS in Ahmedabad 3. Free trial run- three months during Navratri -taste of the service & opportunity for public feedbacks Cycle Sharing System
  10. 10. Social Marketing of Janmarg , BRTS in Ahmedabad 4.Word of mouth publicity- The best publicity Cycle Sharing System
  11. 11. Social Marketing of Janmarg , BRTS in Ahmedabad 5. Special visits/ ride for professionals groups/ opinion makers •School children •Physically challenged •Visually impaired •Doctors •Industrialists •Religious leaders •Technical experts and delegations’ visit •Officers of Government of Gujarat with their family •Local Corporaors •Media Personalities •Members of Parliament, •Legislative assembly Cycle Sharing System
  12. 12. Social Marketing of Janmarg , BRTS in Ahmedabad 6. Media Support Cycle Sharing System
  13. 13. Social Marketing of Janmarg , BRTS in Ahmedabad 5. Exhibition - Janmarg Exhibition at Vibrant Gujarat Summit-2009 Cycle Sharing System
  14. 14. Social Marketing of Janmarg , BRTS in Ahmedabad 6. Events - International Workshop on BRTS – Year 2007 Cycle Sharing System
  15. 15. Social Marketing of Janmarg , BRTS in Ahmedabad 7. Visit of National & International Delegation. Cycle Sharing System
  16. 16. Social Marketing of Janmarg , BRTS in Ahmedabad 8. Team Matters – Coordination & Collaboration (elected wing & administrative wing ) at Ahmedabad Municipal Corporation
  17. 17. Social Marketing of Janmarg , BRTS in Ahmedabad 9. Information Booklet
  18. 18. Social Marketing of Janmarg , BRTS in Ahmedabad 1. 2. ROM tot& Trials COMMUNICATE WITH MEDIA-(LOCAL & NATIONAL) -Inform -Share -Engage Cycle Sharing System
  19. 19. Social Marketing of Janmarg , BRTS in Ahmedabad 1. 2. ROM tot& Trials MEDIA SENSITIZATION & CORDINATION EFFORT •Media interaction with Municipal Commissioner, IP Gautam on weekly basis •Single channel of communications in AMC & CEPT University. •Good Crisis Communications in wake of Delhi BRTS fiasco •Openess for Criticism & Suggestions Cycle Sharing System
  20. 20. Social Marketing of Janmarg , BRTS in Ahmedabad Positive Feedbacks for Improvement by Media
  21. 21. Social Marketing of Janmarg , BRTS in Ahmedabad Times of India Headline -“King of The Road”
  22. 22. Social Marketing of Janmarg , BRTS in Ahmedabad
  23. 23. Social Marketing of Janmarg , BRTS in Ahmedabad 1. 2. ROM tot& Trials POST JANMARG LAUNCH •User feedback survey by CEPT university •Visits by local, national & international delegation •Brand ambassadors of the project at different venues •National & international awards Cycle Sharing System
  24. 24. Social Marketing of Janmarg , BRTS in Ahmedabad IN NUTSHELL – THE SOCIAL MARKETING OF JANMARG IS ALL ABOUT • Brand & Identity • Messaging –Coherent internal communications (Political + Administrative wing ) • User Education & information Systems • Marketing Campaigns – offline • External Communications & Media Management • Word of Mouth Publicity • Online engagement – Social Media – Yet to start
  25. 25. Social Marketing of Janmarg , BRTS in Ahmedabad 1. 2. ROM tot& Trials WORD OF CAUTION : • All said and done- Quality Service & facility ultimately decides the success and failure of projects in long run. • Create Communications plan well in advance and include it in initial stages. •Use the power of social media to engage & listen more. Cycle Sharing System
  26. 26. Thank you Photo Credits: CEPT University & Times of India

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