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Get on the busUSING CONTENT MARKETING TO BUILD PUBLIC TRANSPORT LOVERS
Is your IPTN marketing plan covering all the traditional marketing elements?
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
Taken from this guide produced by EmbarqDownload from www.wrirosscities.org
To really engage with your commuter market you need to embrace content marketing
Denver – multiplatform campaign content campaign
Singapore Land Transport Authority
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.
Understand what’s relevant to your commuter
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
Using influencers, memes and videos works
All content should be Relevant Findable Readable
Actionable Shareable
