marketing transportation brand

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Developing andamp; Marketing a Transportation Brand November 1, 2006

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Introductions ( Lisa Holtorf Scott Lewellen

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Overview ( Branding and brand development – general Successful marketing campaign examples Branding and brand development – transportation

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Research ( Conduct research to gain insights that lead to the development of branding and marketing strategies that deliver results.

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Research ( Primary research Target audience insights and perspectives Competition Secondary research Industry trends and relevant observations Perspectives from staff

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Brand Development ( Analyze and report research findings Define ultimate truth Involvement and distinction, current and future

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Define brand personality, benefits, position Develop brand Determine marketing objectives Develop a creative brief to ensure creative executions deliver against strategy and objectives Brand Development (

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Review similar campaigns and brands Develop brand campaign strategy and creative executions Develop integrated communications strategies Advertising including media planning and placement Public relations Database and direct marketing Web and interactive Brand Development (

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Execute strategies Measure response to assess and validate strategies Brand Development (

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Examples ( Successful campaigns that changed customer behaviors

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First Example ( Campaign to increase political participation of Iowans with disabilities, which led to the development of the ID Action brand.

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Focus groups Town hall meetings Research (

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Lack of understanding of political process Lack of access to information Transportation and accessibility barriers Confidence barriers Social isolation Findings (

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Free, accessible information, skills and training Information packets Advocacy University (

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Newsletters Website Media relations Communication (

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The number of ID Action registrants has increased by 94% since 2002 Attendance at Advocating Change Day has increased by nearly 80% since 2002 Distribution of ID Action’s quarterly newsletter is up more than 65% since 2003 Results (

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Motivate Iowans with disabilities to vote Vote 2004 (

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News conference Public service announcement Media kits News releases, editorials, media pitches Communication (

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Iowa election officials, in a Des Moines Register article the day after the 2004 election, attributed Iowa’s high voter turnout rate to increased voting by people with disabilities Generated nearly $45,000 in media coverage for Vote 2004 with Iowa print, radio and television media outlets Produced an estimated 2.2 million impressions through newspaper and radio media coverage Results (

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Campaign to inform Iowans how to prepare an emergency kit and develop a communication plan in the event of a public health emergency Second Example (

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Focus groups Advisory board Research (

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Little awareness Need for clear, simple communication Findings (

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Guidebook Television, radio and newspaper 'Hero' ads Website Media kit News releases Communication (

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More than 70,000 Guidebooks distributed in Phase 1 More than 500,000 website hits 150,000 new Guidebooks printed Within the 12-month campaign span Doubled the number of Iowa families who have developed an emergency plan from 15% to 32% Increased the number of Iowans who say they feel 'prepared' for a public health emergency by 22% Results (

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Transportation Brand Development ( Research Passenger surveys Community surveys Focus groups Gatekeeper interviews

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Development Identity (name, logo, tagline) Marketing (awareness, education, promote trial) Targeted groups (employers, seniors, students) Transportation Brand Development (

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Potential elements Advertising and promotion Employer programs Product/service development Customer relations Community relations Transportation Brand Development (

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Thank you. Qandamp;A (