Marketing Identity and Promotion of ITS in Europe

Krzysztof Modelewskikmodelewski@itspolska.pl

Network of National Associations MeetingPrague, Czech Republic, October 15, 2009

Presentation Outline

What is promotion? Marketing Mix Campaign strategy The role of ITS Polska in ITS Education

PromotionForm of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives.

Marketing Mix (4P)

Product

Place

Price

Promotion

How to achieve the goal

The right name and brand identity can help create a positive image in the customer’s mind

The system name and logo

Transmilenio, BogotaGreen ITEasyway projectSystem Zarządzania RuchEm na drogach Krajowych

How to achieve the goalUser needs

How to achieve the goalThe choice of communication medium

Events (picnics, car free days)

Forums

Social networks (www.twitter.com/itspolska)

Youtube

Second Life

(http://www.youtube.com/user/Intelligentransport)

How to achieve the goalPublic education campaign

Public education campaign should be specified depending on receipient:

Public administrationThe government

ChildrenStudentsParents

Business professionalsOlder people

Disabled persons Others

ITS Promotion in PolandExample

Warszawska Karta Miejska – electronic ticket

ZTM and Gadu Gadu Personalized special cards

ITS Promotion in PolandExample

„Chaos, horror, communication cataclysm”

ITS Promotion in Poland

Mostly, public transport authorities are aware of

the need of ITS promotion

Mostly, public transport authorities are aware of

the need of ITS promotion

They don’t know how to do itThey don’t know how to do it

The role of ITS Polska in public education

Seminars

Open doors

The best Master’s thesis

3rd ITS Polish Congress May 19-20, 2009

Marketing Identity and Promotion of ITS in Europe

Krzysztof Modelewskikmodelewski@itspolska.pl

Thank You

Network of National Associations MeetingPrague, Czech Republic, October 15, 2009