This document outlines 8 building blocks for successful influence strategies: 1) Brand and identity, 2) Internal communications, 3) User education, 4) User information systems, 5) Marketing campaigns, 6) Public relations and external communications, 7) User feedback systems, and 8) Online engagement. It provides examples and strategies for each building block, emphasizing the importance of coordinating all elements and avoiding silos. The overall message is that influence requires addressing the entire customer experience through strong branding, communications, education, information access, marketing, feedback systems, and online presence.
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
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
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
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
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
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
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
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
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