Effective communication - the key to building bus rapid transit (BRT) success
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Effective communication is the key to success when introducing bus rapid transit service. Developing a strong brand is particularly important as it helps communicate the features and benefits of the new service. This presentation was delivered to the
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Effective communication - the key to building bus rapid transit (BRT) success
- 1. Effective communication: the key to building BRT success Canadian Urban Transit Association November 11, 2007
- 2. Today’s Agenda What is a brand? How does it work? Viva, York Region Lessons learned
- 3. What is a brand? A brand is an idea and perceived value, formed by its intended audience, based on a company’s culture, product, and service.
- 4. A brand isn’t what we say it is… it’s what people think it is
- 5. More than just a mark Logo symbolizes all the things you want your customer to believe about you connects to the idea Idea behind the logo is key
- 6. Steps in the branding process Market analysis Brand architecture A big idea Marketing communications Employee involvement Measurement
- 7. Coffee…or an experience? “We care about giving our customers a personal and enjoyable experience in an environment where they can relax with a good cup of coffee, share a treat with friends, find a gift for a family member or discover new music.”
- 8. Case Study: Viva BRT 610,000 935,000 1,505,000 150,000 290,000 455,000 800,000
- 9. But… There was skepticism York is among the wealthiest areas in Canada There was the media Who could say nothing good
- 10. However… There was leadership Local support for transit improvements There was the plan That changed the landscape
- 11. Goal: motivate behavioural change
- 13. Scope and Work Plan
- 14. Speed, comfort and difference are important to customers Market Research
- 15. Key Insight Transportation is perceived to be a chore “between” the things that really matter – home, work, shopping and friends.
- 16. Difference Spirited Friendly New Innovative Comfort Clean Upscale Crisp Convenience Fast Frequent Reliable Prompt Brand goal: uniquely great transit Brand promise: great everyday moments Brand Foundation
- 17. Naming
- 19. aliveconnectedon the movehappy Brand Creative
- 20. Brand Creative
- 21. Marketing and Communication • white
- 22. Results
- 23. System-wide boardings are up over 35% Weekday Viva transit boardings are approaching 31,000 Transit mode share is increasing In less than two years…
- 24. Importance of public transit 0 10 20 30 40 50 60 70 Top Priority Medium Priority Low Priority 2003 2006
- 25. Comfortable Reliable Convenient High-tech Good value Fast Convenient Fast Frequent Reliable Prompt High approval and awareness Comfortable Clean Upscale Crisp Different Spirited Friendly New Innovative
- 26. Lessons learned Research Research Research…Repeat Get support of key decision makers Treat public transit like any other product
- 28. Thank you.