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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
“Communicating with the Citizen”
VANGUARD/MIMOSA Training Workshop
Leuven
8-9 February 2010
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
DAY ONE
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Welcome to the Flanders Region… home of marketeers for sustainable urban transport!
1. Saskia Schatteman, Marketeer of the year 2008
3. Wim Van Hees, veteran marketeer stopped €4 billion bridge project
2. Red de Stoep, smart marketing for smart use of sidewalks
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
By popular demand!
LDM PDM
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
The VANGUARD training offer
Date Location Cluster & Theme
2009 November 18-19 Ghent Cluster 1: Stakeholder consultation
2010 February 8-9 Leuven Cluster 1: Marketing and branding
2010 September Szentendre Cluster 2: city sector/corridor approach
2011 January Brussels Cluster 3: Soft measures in mobility management
2011 March Brussels Cluster 1: Social marketing in Mobility Management
2011 September Szentendre Cluster 2: integrated “vehicle-infrastructure-user” approach
2012 January Szentendre Cluster 3: Target group related measures/ Travel training for specific user categories & cultural differences
2012 March Brussels Cluster 1: Evaluation, monitoring, legacy and exploitation
2012 September CIVITAS Plus City Cluster 2: Legacy: from experiment to mainstream measure
2013 January Szentendre Cluster 3: Social inclusion in urban transport
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
What did we learn in the first training?
• City = central coordinator, initiator of mobility services
• Costumer care comes with this role (and so does marketing and branding!)
• Get the objectives right
• Know your audience: analysis of target groups is essential
• Smart choice of tools and methods
• Make things real (visualise, show realistic solutions)
• Smart use of external expertise
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Agenda: Day 1
• Communications Overview
• Defining Your Target Audience
• --> Spotlight On: Aalborg, DK (ARCHIMEDES)
• Message Development
• Analysing, Creating and Defining Brands
• --> Spotlight On: Perugia, IT (RENAISSANCE)
• Museum Tour
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Agenda: Day 2
• Direct-to-Consumer Communication: Promotional Products and “Branded” Materials
• Events: Successful Event Organisation
• --> Spotlight On: Zagreb, HR (ELAN)
• Media Relations: How it works, Making it Happen
• --> Spotlight On: Gent, BE (ELAN)
• Social Media and Web 2.0 Techniques
• Group Exercise: Creating and Selling-in a News Story --> Mobility Week 2010
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Training Team
• Rachel Barnett, EUROCITIES
• Amy Johnson, Mostra
• Caroline Maertens, Mostra
• Kostas Mastakas, Mostra
• John Porter, MIMOSA
• Greg Spencer, REC
• Peter Staelens, EUROCITIES
• Colombe Warin, Mostra
Special thanks to:
Lucia Cristea (Perugia)
Patty Delanghe (Gent)
Gustav Friis (Aalborg)
Lidija Pavic-Rogosic (Zagreb)
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Awareness-raising, Dissemination and Communication Strategy
• Developed throughout 2009
• Finalised in November 2009
• Serves as the overall communications strategy for CIVITAS
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THE CIVITAS INITIATIVE IS CO-FINANCED
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KOSTAS: OK?
Dissemination of “CIVITAS”
Communicating with the consumer (Awareness raising among citizens)
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Our Focus for this Workshop:
Communicating with the consumer (Awareness raising among citizens)
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Communications OverviewThe Essentials
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
What is Consumer Communication?
Positioning and promoting a product, service or issue
to a potential customer or citizen. Consumer
communication is aimed at individuals, not
organisations, and promotes the product or service
directly to the end-user.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Why the CITIZEN?
• In the kingdom of consumption… “Citizen is King.”
• Citizens are the ultimate target group of clean urban transport measures
• And: the European Union co-finances CIVITAS measures
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Communications OverviewCommunicating about Sustainability
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THE CIVITAS INITIATIVE IS CO-FINANCED
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“Sustainable”/“Sustainability”in the News
Source: Google news archive
QuickTime™ and a decompressor
are needed to see this picture.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Today’s Media Environment
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Today’s Media Environment
Your competition is fierce!
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
EXERCISE: News Review
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Creating a Communications Plan
1.Define your objectives.
2.Determine your audience.
3.Create your messages.
4.Select your tools and channels.
5.Plan and activate your programme.
6.Evaluate success and share info.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Creating a Communications Plan
1.Define your objectives.
2.Determine your audience.
3.Create your messages.
4.Select your tools and channels.
5.Plan and activate your programme.
6.Evaluate success and share info.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
1. Define your objectives
• Specifying your communications objective(s) is not always obvious, and usually not an easy task
• Communication objectives are not the same as your overall programme (or overall measure) objectives
• Can you define why you promote and raise-awareness of your individual measures?
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Developing SMART Objectives
• Specific: What is the end game? Are outcomes and audiences clearly identified?
• Measurable: Will we be able to tell whether it worked?
• Attainable: Is it reasonable to expect that the proposed strategies will help us attain the desired end result?
• Realistic: Is it realistic to expect that the plan can be implemented given existing capacity limitations?
• Timely: What is the implementation timetable? Is it doable?
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THE CIVITAS INITIATIVE IS CO-FINANCED
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This nation should commit
itself to achieving this goal, before
the decade is out, of landing a man on the moon and
returning him safely to earth.
J.F. Kennedy, May 25, 1961
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Creating a Communications Plan
1.Define your objectives.
2.Determine your audience.
3.Create your messages.
4.Select your tools and channels.
5.Plan and activate your programme.
6.Evaluate success and share info.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
2. Determine Your Target Audience
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Identifying target audiences: Who? Where? Why?
• What are they interested in?
• What media do they read, listen to or watch?
• Can they be influenced?
• Will our news interest them?
• Is our announcement newsworthy? Will the media be interested?
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Dissect your “who”
EVENT 2
After-dinner speech at a regional chamber of commerce event in
southern Spain
EVENT 1
Keynote speech at an annual international
urban mobility conference in Brussels
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Who is your “who”?
• Identify links between attitudes and behaviours
• For more, see “Making Campaigning for Smarter Choices Work” (UK Department for Transportation/ TAPESTRY project)
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
EXERCISE: Mapping your target audiences
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Step I
List all the target audiences
that are relevant to your city’s project.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Step II
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THE CIVITAS INITIATIVE IS CO-FINANCED
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SPOTLIGHT ON: Aalborg, DK (ARCHIMEDES)
Target Audiences
Commuter Route for Cyclists
Gustav Friis, City of Aalborg
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THE CIVITAS INITIATIVE IS CO-FINANCED
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The first high-quality commuter route for cyclists
- 5 kilometres long
- 1,000-2,000 cyclists every day
- Main route for students
- Inauguration of the route in autumn 2010.
Main targeted issues:
- Free Flow
- Safety
- Visibility UniversityUniversity
City CentreCity Centre
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Cycle Motorway Workshop September 28, 2009
1) Start and Ends + Overall concept
2) Bonnesensgade + Samsøgade: City stretches
3) Hadsundvej – from Riishøjsvej to Humlebakken: Intersections
4) Hadsundvej – from Humlebakken to Motorvejen: The Hill
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Target Audience
• The participants represented a broad range of groups engaged in bicycle matters, from the students that bike to the university on a daily basis to the traffic police
Technicians from the municipality to identify technical solutions and to increase ownership of the project in the organisation
End users from Aalborg University and the Danish Cycling Association to identify problems and solutions
Community groups to identify demographics and geography of the communities along the route
The police to identify any legislative challenges and possibilities in the planning of the route.
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THE CIVITAS INITIATIVE IS CO-FINANCED
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How it looked
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Conclusions
• Creativity and engagement were the goals as Aalborg invited selected stakeholders to have a say in choosing which initiatives will be developed for the cycle motorway.
• The purpose of the workshop was to develop new ideas for the stretch and to get the input of bicycle user on existing ideas for the stretch
• The participants represented a broad range of groups engaged in bicycle matters; from the students that bike to the university on a daily basis to the traffic police. The ideas were tested because of the variety of the participants.
• The engaging discussions during the workshop resulted in the development of several new ideas for the cycle motorway. In addition, the participants had valuable inputs to the improvement of some of the initiatives already discussed for the cycle motorway.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Creating a Communications Plan
1.Define your objectives.
2.Determine your audience.
3.Create your messages.
4.Select your tools and channels.
5.Plan and activate your programme.
6.Evaluate success and share info.
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
3. Message Development
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Message Development
Where to begin? Ask yourself:
• Who are your target audience groups?
• What is the purpose of your city’s measures?
• Why is it interesting?
• What’s new, or different?
• Why should people care?
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THE CIVITAS INITIATIVE IS CO-FINANCED
BY THE EUROPEAN UNION
Messaging Essentials
• Demystify “sustainable urban mobility”
• What do you want them to remember?
• Define it in one or two sentences
• Clear and compact
• Supporting data/evidence that links to the message
• Repeat your message to boost retention
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THE CIVITAS INITIATIVE IS CO-FINANCED
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What is a “proof point”?
• Also known as a “core indicator”
• Substantiates your message
• Gives credence to your statements
• How can you express your measure’s benefits to the citizen in terms that validate? Consider:
– Credentials/ certifications
– Years of experience
– Passenger retention/ growth rates
– Number of satisfied users
– Other ideas?
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“Our chairs will make your television watching experience more comfortable.”
• Proof point: 17 styles available.
• Proof point: All models have up to 15 settings to adjust your comfort.
• Proof point: All models have the option for a built-in cup holder.
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Tailor messages for your audiences
• Consider using an audience/ message matrix
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Defining Messages: Audience/ Message Matrix
• List your priority target audiences.
• What do they already know (or think) about your city’s project/ your sustainable mobility measure?
• What do you want them to know?
• How can you prove your point?
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Target Audience Current mindset Desired mindset Key message Proof point(s)
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Messaging Essentials
• Repeat, repeat, repeat
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Creating a Communications Plan
1.Define your objectives.
2.Determine your audience.
3.Create your messages.
4.Select your tools and channels.
5.Plan and activate your programme.
6.Evaluate success and share info.
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Creating a Communications Plan
1.Define your objectives.
2.Determine your audience.
3.Create your messages.
4.Select your tools and channels.
5.Plan and activate your programme.
6.Evaluate success and share info.
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THE CIVITAS INITIATIVE IS CO-FINANCED
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Creating a Communications Plan
1.Define your objectives.
2.Determine your audience.
3.Create your messages.
4.Select your tools and channels.
5.Plan and activate your programme.
6.Evaluate success and share info.
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BRANDING Analysing and Creating Brands
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Following 3 slides for a bit of fun
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Changing Attitudes TowardsChanging Attitudes Towards
Soap & Washing! Soap & Washing!
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Soap in 1884!
Product characteristics
• Grey
• Unreliable
• Drab paper wrapping
• Hard to use
• Didn’t last
• Inconsistent
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Branding (Lever Brothers)
The idea of branding emerged in late 19th century.
No mention of cleaning!
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Role of the Brand in Communications
Filter
Values
Values
Values
Values
Values
Values
Audiences
Audiences
Audiences
Conversation
Psycho-social process
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Brand definition
– Aim different products at different groups of people
– Differences between the products may be negligible,
• individual names • packaging • promoted separately - appropriate to each target
audience
– Strength of the brand
• powerful and emotional symbolism aimed at a specific market
– Giving everyday products and services special characteristics through imaginative use of name, packaging and advertising.
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Examples
• Brands communicate • physical attributes • emotional and aspirational values
• Commercial companies nurture their brands - they remain consistent and acquire great value.
• The same principles should be applied to Public Transport and Mobility Management initiatives.
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Examples Dublin Bus brand differentiation
The 'cheeky' IMP - here there and everywhere, local, friendly, frequent, nippy, Young, female
The CitySwift, a serious commuting alternative, modern, clean, fast, frequent - Men can use this!
O p e ra tin g a sC ity S w if t B ra n d
O p e ra tin g a sC ity S w if t B ra n d w ith fu ll Q u a lity B u sC o rr id o r in fra s tru c tu re a n dc u s to m e r in fo rm a tio n .
R o u te 4 6 - P a sse n g e r n u m b e r s p e r y e a r (M illio n s )
4
5
6
7
8
9
1 0
1 1
1 2
1 9 9 5 1 9 9 6 1 9 9 7 1 9 9 8 1 9 9 9 2 0 0 0 ( e s t ' d . )
Out with the old!
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Branding Exercise
Please consider the following ‘Products.’ Take a handful of images and without thinking deeply place each image next to the label that feels right. Act on gut feeling. Not too much thinking. Work quickly. If an image does not fit any of the labels return it to the store.
• Express rail (Eurostar / TGV / Thalys)
• Local suburban rail
• Local Urban Bus
• Cycling
• CIVITAS
• How you would like your collaborative project/measure to be seen
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Branding Exercise – some possible brand attributes
• Tone of voice
• Colour
• Gender
• Age
• Animal
• Shape
• Texture
• Emotion
• etc. – add more to suit your application
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Draw the Brand Map
• Identify the main descriptive axes
• Position the ‘Products’
• Identify barriers to use
• Write a brand proposition for the Measures in your CP
– Personality
– Type of audience
– Colours
– ??
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NICE BUT RISKYNICE BUT RISKY
TRADITIONAL PTTRADITIONAL PT
THE PLACE TO BE!THE PLACE TO BE!WALK/CYCLEWALK/CYCLE
LOCAL RAILLOCAL RAIL
LOCAL BUSLOCAL BUS
EXPRESS TRAINEXPRESS TRAIN
CARCAR
Brand Map from previous researchBrand Map from previous research
professional professional / credible/ credible
grumpygrumpy/miserable/miserable
brightbright
dulldull
femalefemale
livelylively
happyhappy
friendlyfriendly
youngyoung
activeactive
boringboring
passivepassiveoldold
in controlin control
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Discussion on Branding
• Measure branding
• CIVITAS Co-branding
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SPOTLIGHT ON: Perugia, IT (RENAISSANCE)
Branding
Lucia Cristea
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Perugia
UMBRIA REGION
92 Municipalities
Inhabitants: 843.359
Surface area: 63.156 km2
MUNICIPALITY OF PERUGIA Inhabitants: aprox. 160.000
Surface area: 450 km2
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Perugia
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Why Branding?
• to raise the level of the awareness for the sustainable transport solutions
• to contribute to the public transport integration
• to improve the quality of the citizens’ life
• to increase the level of patronage for public transport
• to have a more efficient communication tool
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Elements of Perugia’s Communication Strategy
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EASY
INTERMODAL EXCHANGE NODES FOR PUBLIC TRANSPORT
TRIP AVOIDANCE STRATEGY
IMPLEMENTATION OF CITYPARKING STRATEGY
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SAFE
ASSESSING THE OPTIONS FOR MORE EFFICIENT PAVEMENT MARKINGS
ROAD SAFETY AND SECURITY TRAFFIC MONITORING/CONTROL CENTRE
SET UP OF THE MONITORING CONTROL CENTRE
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CLEAN
CAR SHARING
RETROFITTING THE SERVICE CAR FLEET OF THE MUNICIPALITY
PIPENET
CLEAN FUEL TECHNOLOGY ON PUBLIC TRANSPORT FLEET
CAR POOLING
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Actors involved – Stakeholders
Perugia Municipality
APM – bus operator
Minimetro – rail system operator
FCU – Regional Railway operator
FS – Italian Railway operator
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Main stages of the project
To carry out the baseline research
To choose a company specialized in communication
To prepare the elements of the visual communication
To design the brand
To implement the brand
To evaluate the brand
To consolidate the brand
Brand management - continuous
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Brand
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Brand – different ways to be used
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Costs
Short term- Initial research - Brand design- Stakeholder engagement
Long term- Brand implementation- Brand evaluation- Brand consolidation
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Evaluation
Quantitative evaluation
On-street surveys: APM, Minimetro, MUPER (car drivers)brand recognitionbrand acceptance increased market share
Qualitative evaluationFocus groups InterviewsDiscussions
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Lessons learnt ...till now
It is crucial the stakeholders’ involvement and
acceptance
Do your research first
Involve a specialized company for designing the
brand
Establish in a realistic way the time horizon for brand
implementation
Be sure that you have the budget
Be prepared to make internal changes
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Thank you!
[email protected]@fitconsulting.it
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Closing Remarks
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CIVITAS VANGUARD
REC
Mobiel 21
POLIS
ICLEI
EUROCITIES
SENTER NOVEM
FGM-AMOR
MOSTRA
[email protected]: +36 26 504 046
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Thank you
Konstantinos Mastakas
Mostra
Tel: +32 (0)2 537 44 00
E-mail: [email protected]
www.civitas.eu