2. Introduction
Credentials Statement
About Rio Subway Company
Overall Objective
Project Targets
Project Constraints
Action Plan
Project Outcomes
Le Parkour
Summary
Agenda
3. Public transit system
46 subway stations, 6 integrations, subway
bus service
780,000 passengers / daily
Foundation: 1979
Number of Trains: 66
Employees: 2,500
Rio de Janeiro population: 16 million
About The Company
4. Teach the passengers how to better
use the Subway bus service
Overall Objective
5. Increase brand awareness
Relaunch the subway bus service
Decrease customer complaints by 15%
Increase media coverage
Teach the passengers how they should
use the subway bus service
Project Targets
6. Project Budget: $ 2 million
Internal Resources: 5-staff team
Timeline: 3 months
Project Constraints
7. Communicating with an innovative approach:
− Le Parkour
Training street marketing promoters
Giving some lectures at the universities
Applying consistent brand messaging across
both traditional and non-traditional channels
Organizing meetings with the Ad, Press
Agencies, Customer Service and Sales Areas
Redesigning the website
Increasing the number of targeted, free events
from 3 to 10 events / month
Action Plan
8. Raised brand awareness by 20%
Increased the number of new customers by
30% in 3 months after implementing Le
Parkour
Decreased the number of new customer
complaints by 50% in just 6 months
Recovered communications budget
investment in a month
Enhanced the interdepartmental integration
Project Outcomes (1/2)
9. Generated two times the media coverage
($6 million) in only 3 months
Updated the website – page views
improvement: 25,000 to 132,000/ month
Improved access to healthcare,
entertainment activities and interactive
lectures for subway travelers
Increased the Subway´s revenue by 20% in
just 6 months
Project Outcomes (2/2)
10. Le Parkour
Athletic activity in which the participant seeks
to move quickly and fluidly by surmounting
obstacles such as walls, bus stop, between
buildings
Le Parkour - Metro Rio
