This presentation discusses the importance of marketing and communications in promoting public transportation. It notes that car companies spend billions on marketing but public transit is often promoted through basic advertisements and announcements. To increase ridership, public transit needs to envision better customer experiences and create demand through storytelling that highlights emotions, aspirations and benefits like avoiding traffic. Case studies from cities like Delhi, Ahmedabad, TransMilenio and Brampton that increased ridership through branding, uniforms, station design, films and engaging with traditional and social media. The presentation emphasizes developing a unified brand message and using low-cost social media to reach younger audiences.

1. Communicating
Public Transport
Kumar Manish
Communications & Public Outreach Professional
kumar@cgm.org.in
Twitter@kumarmanish9

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All that matters-Marketing !
Car industry (automakers' generally spend 2.5% to
3.5% of revenue on marketing)- 21 billion dollars alone
in year 2009.
Source: Business week

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Storytelling is the key!
Pitch for Indian Masses:
-Context
-Emotions
-Aspirations

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POTHOLES ROADS!

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PARKING –NO ISSUE

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ECONOMICAL

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OWNERS PRIDE-CELEBERATION

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STATUS SYMBOL

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Myths?
•Marketing is a luxury public transit companies cannot
afford.
•Public Transport is subsidized. Those who need the
service will automatically come to avail it.
•Advertisement in paper & banners are good enough.
•Announcement & launch event will suffice for its
promotion

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We need to help more people envision what public
transport could be like.

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TRANSJAKARTA-INDONESIA

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BRAMPTON-ENGLAND

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GOOD TRAVELLING EXPERIENCE

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CONGESTION FREE ROADS

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Case Study:
Reporting of Delhi BRTS

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Case Study:
Reporting of Ahmedabad BRTS

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KEY - Communicate & Engage with Media.
Make them Your ALLY !

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Envisioning public transport.
• We will succeed only when it is good experience to
drive in a bus/BRTS.
• We have to create the demand for sustainable
transportation. Communications is therefore key in
order to accelerate the pace of change.
• We must ensure that our projects are highly visible and
that the people they serve become ambassadors for
them.

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Brand- identity
Transmilenio-Bogota
Janmarg-Ahmedabad
Rajpath -Rajkot

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Brand- Uniqueness & Consistency
Uniform of employees
Bus Station-
Design
Janmarg BRTS
Pilot Short films

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User Education & information Systems
Poster
Signage
Radio
TV Media

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The Game Changer - Social Media
India is a young nation. More than half of its 1.2 billion
people is aged below 25, and two-thirds below 35.
85% of young India is hooked on to some or more
social networking sites.
The costs involved are miniscule as compared to
traditional media.
It is the fastest growing and one of the most reliable
word of mouth medium.
You can listen what people are saying easily.

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Digital Media
Global figures - 2012

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Digital Media
Facebook

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Interactive /Engaging-Website

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Digital Media-Mobile Application

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One Vision, One Mission, One Brand
• "Given how hard the consumer is to reach
today, a strong and unified brand message
is increasingly becoming the only way to
break through.”
- Jan Lindemann, Managing Director,
Interbrand (creator of annual Top 100 Brands ranking

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Look Out for these signs -Car Vs Public
Transport
Brand & Identity
Messaging -Coherence in internal communications.
User Education & information Systems
Marketing Campaigns
External Communications & Media Management
Online engagement – Social Media
Word of Mouth Publicity

48. Twitter : @kumarmanish9
Info-graphics : Enliven
Credit Images: TOI/HT/Google