shaping success with communication · starbucks strives to create an inviting, enriching experience...
TRANSCRIPT
Shaping Success with Communication Customer Dialogue Throughout the Transit Planning Process
University of Manitoba Transport Institute
Rapid Transit Conference 2011
November 3, 2011
The Art and Science
Of Communication
Colour
Colour
Colour + Shape = Visual Design
Goal of visual design:
to minimize thinking
Uninspiring data presentation
FY2010 Funding for New Starts Projects vs. Population
The science of persuasion: Fogg Behaviour Model
So
urc
e: D
r. B
.J.
Fo
gg,
Sta
nfo
rd U
niv
ers
ity
Rational vs Emotional
Scientific Facts
FACT #1
Colour and design matter
FACT #2
Emotions trigger behaviour
What do consumer brands do
to win customers?
Our world is branded
S
d S
D
A brand is an experience
...it’s what people think it is.
A brand isn’t what we say it is…
Winnipeg rapid transit brand
Like it or not, people are talking
What does a brand do?
1. Sets expectations
3. Delivers on expectations
2. Persuades you to:
Buy
Support
Use
Great brands
Revolutionary simplicity
Cool, hip, cutting-
edge products that
capture people’s
imaginations
Apple is about
imagination, design
and innovation
The greatest search on earth
Google =
The best search
service on earth
Core principles
(10 things) include:
You can be serious
without a suit
Personal luxury moments
Starbucks strives to
create an inviting,
enriching experience
that is stylish and
elegant and that
provides people with
respite, time out and
a personal treat.
Branding public transit
Engineered brands
What do geeky successful brands do?
Branding Rapid Solutions
Cleveland Metro BRT
= Better Rapid Transit
Managing perceptions
BRT
Clean, modern design
Silver Line launch November 2007 Silver Line becomes Health Line February 2008
Cleveland’s focus
Frequent service – every 5 minutes
Modern transit technologies
Performance of vehicles
Appearance of vehicles
Appearance of stations
“Rail like” service name (Silver Line)
Colour schemes, graphics, maps and logos
Publications, media/PR and marketing
Employees
LA Metro
Transforming Perceptions
No brand consistency = confusion
After: ‘M Symbol’ updated and made proprietary
New look: unified, related, consistent
Positioned Metro as a solution
Lessons Learned
Art and design can
transform perceptions
Quality design can
deliver results
Bringing Life to Transit
York Region Viva
Those who used the transit service, loved it
8-9% mode share
Majority were non-riders
Believed transit was not “for them”
Research showed that there was a perception problem
Speed, comfort and difference
are important to customers
Market Research
Key Insight
Transportation is perceived to
be a chore “between” the
things that really matter –
home, work, shopping and
friends.
Viva brand video
what do you call a revolution
in york region?
Brand integrated throughout
Targeted messaging
Lessons learned
Research is key
Treat public transit like any other consumer product
Create perceptions,
Deliver to those expectations
Rules for Engaging
Public Involvement
Purpose of public consultation
Listen
Learn
Build relationships
Communication tools
So
urc
e: N
eu
tron
, L
LC
Happens at every touch point with the customer
What are we saying to our customer?
Branding
Public relations
Social Media
Ima
ge
cre
dit: gh
irso
n
Public consultation using social media
Listening is important
Storytelling
The science of communication
√C = ∑K(R+E) + I∞
The root of powerful Communication is
the sum of Knowledge
(gained through Research and Engagement)
plus infinite Imagination
