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Marketing Identity and Promotion of ITS in Europe
Krzysztof [email protected]
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 [email protected]
Thank You
Network of National Associations MeetingPrague, Czech Republic, October 15, 2009