Corporate Communications at VicRoads - who we are, what we do and where we want to be - Dionne Lew - Director, Corporate CommunicationsSeptember 2011

Who are VicRoads?

Corporate Communications

Is responsible for managing strategic and other signals that impact our reputation – brand identity (advertising, sponsorship, visual style and conferences), media inputs and community/stakeholder perception (resulting from communications received from VicRoads direct mail/letters, stakeholder engagement and in response to local/crisis issues).

Marketing, communications and design

Advice to Minister for Roads and VicRoads CMG and staff on marketing and communication initiatives and programs

Management of VicRoads projects through Advertising and Communications Committee processes

Management of VicRoads projects through DoT, DPC and Whole of Government strategic communications

Strategic brand development, advice and approval (eg L to P program, Driver’s Guide to Rural Victoria)

Marketing, communications and design

Management of advertising campaigns

Management of consumer and social trends research

Management of centralised publications model for all VicRoads publications

Centralised management of corporate communications functions/policies (Communications Leadership Team, visual identity, sponsorship, filming, merchandise, publications, new media)

Sponsorship management (approximately 260 proposals per year)

Marketing, communications and design

Management of Studio - an in-house new media and design team

Management of Corporate publications (e.g. Annual Report, Registration and Licensing insert, Comms Talk )

Management of branding elements including image library, attributes

Strategic management and overview of communications initiatives such as Registration and Licensing Facebook

Media operations

Advice to Minister for Transport and Roads, VicRoads CMG, Regional Directors and staff on media issues

Management of events for Minister for Transport and Roads (almost 150 in 2010)

High level crisis, emergency, issues and media management (responded to 1,600 direct media enquiries in 2010)

Writing speeches/presentations, media releases, articles, Q and As and messaging documents

Conducting issues audits

Media operations

Daily media monitoring, analysis and reporting (27,000 hits in 2010)

Spokesperson briefing and media training

Communications briefs for FOI briefs

Emergency media and comms management/support (both at State (EMJPIC) and VicRoads regional level)

Web Services and Online Engagement Team Management of the Victorian Government's 2nd most

visited website, and the most visited site from a mobile phone.

Over 1200 content pages and 25 applications.

In July 2011 there were 550,000 unique visits to the site, and 5.5 million page views. 12 % of all page views now come from mobile devices and this is expected to rise to 50 % in the next 18 months.

Web Services and Online Engagement Team

The Web Team has the dual responsibility for managing the core website function as well as leading VicRoads Digital Vision of making the web a key channel in our business.

Our vision is to meet the VicRoads objectives of providing Victorians timely information to make safe and easy connections to the people and places that matter most to them.

At the core of our Digital Vision is moving VicRoads online presence from information to a interaction and transaction.

Web Services and Online Engagement Team

Our role is far more than a website, it's mobile sites and applications, content distribution, partnerships, social media publishing and engagement.

Central to everything we do is the consumer, knowing what they want, how they want it and when they want it drives our thinking and implementation.

The team actively monitors Social Media, and champions the use of Digital tools and Social Media in all our communications plans.

Knowing the customer

Who are our customers? What do they want from us? How do they want it? When?

The result

Social media strategy

Policies

Digital Strategies

Direct Route to Licence Town

Gaming

Online campaigns

Stretching the elastic

Medical

Air traffic

Facebook

Melbourne International Film Festival2010

2011

Customer service

YouTube

– Multiple languages

– Drive online transactions

Burmese Mandarin Spanish

Vietnamese

Arabic

Facebook

Location Finder

Stakeholder Engagement

Hoddle Street Study

http://hoddlestreetstudy.com.au

Procurement

Two-way communication/transparency

Real Time information, when it’s needed

Distribution

Traffic

VicTraffic

LiveDrive

Clearways app – SmartPark

www.vicroads.vic.gov.au/apps

Digital innovation – beyond a webpage

• Consider new forms of publishing specific to audience and that allow cost reduction and recovery, ebooks

• Third party leverage, we are a valuable ingredient, partner with people who are established in their field, educating, providing news, selling

• Consumer-centred thinking – What is the problem we are going to solve vs what do we have we can put on the web

Ebooks

Outcomes

Old meets new

Traditional marketing

New and emerging technology and channels

10% of our web traffic is from mobiles– Expected to be 50% in

2013

Where we are at

210% increase in demand from mobile phones in 2010

640,000 YouTube views

2,225 followers on twitter

720,000+ visits per month

Mobile

We are already seeing the shift in access from PC to Mobile

12 % of all views now from mobile – In July 2011 we had 2/3rd of 2010’s mobile traffic

Only one area is mobile friendly – traffic Mobile is the perfect accompaniment for our users

needs

Mobile –most popular

iPhone and iPad account for 80% of that traffic Homepage Traffic information Contact Us Vehicle Status Checks Registration – pre purchase checks Licence questions, P’s L’s etc

Going ahead

More sophisticated view of our consumers

Keep listening to the consumer and building on the communication methods they use – making ourselves accessible

Coming soon

Emergency map Cyclists’ app Freight app Move transactions online Online logbooks for learners