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Get on the busUSING CONTENT MARKETING TO BUILD PUBLIC TRANSPORT LOVERS
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Is your IPTN marketing plan covering all the traditional marketing elements?
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Have you looked at the eight areas where your marketing should be working?
1. Build a strong brand.
2. Sell your values.
3. Get started early.
4. Systematise your information.
5. Know what riders want.
6. Control the narrative.
7. Be responsive to riders.
8. Offer new ways to access information
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Taken from this guide produced by EmbarqDownload from www.wrirosscities.org
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To really engage with your commuter market you need to embrace content marketing
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Denver – multiplatform campaign content campaign
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Singapore Land Transport Authority
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What is content marketing? A strategic marketing approach focussed on creating and
distributing valuable, relevant, consistent content to attract and retain a clearly defined audience – and ultimately to
drive consumer behaviour or action.
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Understand what’s relevant to your commuter
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Facebook Twitter0 00.6 01.3 0.6
6.2
3.3
11.1
6.9
21.7
16.417.3 17.4
13.2
15.516.7
21.5
11.8
18.3
Social Media is now a mainstream medium for communication
13 million Facebook users in South Africa; 4 million Twitter users
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
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Using influencers, memes and videos works
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All content should be Relevant Findable Readable
Actionable Shareable
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