Marketing and Communication

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Marketing and Communication
  • Training
02/10/2017
Add to Calendar
04/10/2017
London
  • United Kingdom

About: 

Learning Objectives

The key Ingredients to make your Marketing and Communication Strategy successful

Which fundamental elements should be identified and acted upon to conceive an adapted marketing strategy? Marketers are facing the challenge of developing new ways to approach customers or potential customers in order to convince them to make public transport and sustainable mobility modes their preferred means of transportation. To be more cost efficient and result-oriented, a marketing approach must be enhanced with better professional techniques and tools which will be addressed throughout the course: the importance of building a strategy around the customer, the necessity of a strong brand and image, the development of an attractive mobility product and the use of effective communication tools which meet today’s lifestyles, needs and expectations.

Marketing and Communication to meet today’s Lifestyle Needs

Successful marketing measures can significantly increase public transport market share, ridership, profit margins and stimulate demand as a whole. People have dramatically changed the way they move around cities with a high increase of public transport usage and a rapid development of new mobility services such as car sharing, ride-sourcing (Uber ..) or cycling. Therefore developing lifestyle services to make public transport, in combination of these new services, the mode of choice for citizens is a key challenge for cities and public transport organisations. With this respect public transport marketers have a key role to play in supporting the development of new products which are inclusive of these new mobility needs and modes.

Marketing and Communication in the Era of Digitalisation

The course will provide the most innovative knowledge on today’s marketing and communication tools which draw primarily on the development of information technologies and digitalisation. Today marketers must make an efficient use of these technologies, which have become an essential tool to better understand customers and communicate with them. From smart card systems and big data to the use of social media and digital communication channels, IT literacy is an indispensable skill for marketers and will be used as a unifying thread throughout the course.

Target Audience

  • Marketing and communication technicians and executives eager to learn more about the specific aspect of what is marketing and communication in public transport
  • Professionals interested in obtaining a wider and international perspective on the topic of marketing and communication in public transport and eager to learn more from international best practice
  • The course is adapted to experienced marketing and communication professionals eager to learn more about their activity in the field of public transport but also to newcomers willing to learn more about marketing and communication
  • The course welcomes participants from local transport authorities, public transport operators and the supply industry

A good level of English is a compulsory requirement to attend the training

Methodology

  • Get inspired by our trainers, understand the main principles of marketing and communication in public transport and learn from best practice
  • Participate to interactive plenary sessions with introduction by course leaders, presentation by the trainer and open discussion with participants
  • Challenge your practical knowledge on marketing strategies, plans and tools
  • Address the topic from an international perspective, enriched by different cultural approaches and points of views
  • Participate to workshops allowing you to apply on a concrete case the main principles and tools learned
  • Benefit from a unique exchange between marketing professionals

Inspiring Trainers

Our skillful trainers are composed of international marketing and communication experts and professionals active in the field of public transport with extensive experience in strategic and operational activities.

Speakers: 

Chris Macleod, Customer Director at Transport for London (TfL), United Kingdom

Alison Naylor, Vice Chair of UITP Marketing & Product Development Commission / Head of Marketing Business Management at Transport for London (TfL), United Kingdom

David Favest, Marketing Director at STIB, Brussels, Belgium
Patrique Campal-Lindahl, Deputy Director, Group Commercial Department at Transdev Group, Paris, France
Miki Szikszai, CEO at Snapper Services Ltd, Wellington & Wairarapa, New Zealand

 

Programme: 

Participants recommend this programme

"A rare opportunity to gain insight into the marketing and communications strategies for large and well developed public transport networks. It was an open and fun forum to share information and learn best practice from each other. I would recommend to any senior marketing executive looking for ways to improve comms to the travelling public as well as sync with internal strategies and KPI's."
(Nina Ive, Marketing Manager at Vega - Berlin 2016 Edition)

"Very good examples and best practices from very qualified experts in our industry."
(Alberto Quesada, Strategic Planning Manager at Metro de Madrid - Berlin 2016 Edition)

Customer Centricity in Public Transport

A 360° knowledge of your customers is needed to meet all their single needs. Traditional market research tools have allowed a certain understanding of the customer and in some cases complex segmentation of customer needs and profiles have been developed. Today however, new technologies and tools are emerging providing an enormous amount of information which was not available before. Looking at big data and CRM, what added-value do these tools provide today and how do they compare with traditional ways of market research? How do companies segment their customer profiles and understand customer needs? What are the current most adapted market research tools and how are their outcomes analysed and used?

This session will look at:

  • Understanding customer needs
  • Defining behavioral groups
  • Building a customer journey
  • Developing a customer promise and culture
  • Achieving & managing customer satisfaction

Branding and Image in Public Transport

To convey an attractive and trustworthy image, every company needs to position itself when facing customers and the wider public sphere. As do public transport companies or authorities which are the prime mobility providers in cities, whether for locals or visitors. As such, a strong brand and image is needed not only to retain regular public transport users but also to seduce non regular users and spread a modern and blooming image of the city. What are the functions and how to manage a brand in public transport? How to define values and missions for companies and authorities, which today do more than just running buses or trains, by offering for example far broader mobility packages? How to develop a unique selling proposition (USP) in often complex, public-driven and multiple-stakeholder environments?

This session will look at:

  • Definition of branding today
  • The process of brand audit
  • Brand positioning: from customer targeting to brand promise
  • Brand Vision and road map: how to get there
  • Marketing & execution plan

Innovative Communication Tools

With a good understanding of the market and customers, a strong brand and an attractive unique selling proposition, a clear strategy needs to be defined to select and apply the most effective communication tools. These must then be used efficiently to get the wanted results and reach the key objectives of the company or even those of the city. This session will give an overview of the tools available, looking at their respective application, advantages and drawbacks, particularly focusing on the transition towards digital communication, social media and video for example. Beyond traditional paid and owned media channels, the rise of participative communication and field marketing also deserve attention.

This session will look at:

  • Building a communication strategy
  • Reputation management
  • Prioritisation of messages
  • Transition towards digital communication
  • Mobile applications
  • Social media strategies & Online campaigns
  • Opportunities with exploitation of data

Social Media to Engage With Customers

Social media represents an effective means for companies and institutions to open a direct dialogue with customers and citizens. It is an essential tool to manage reputation and image, to learn about experiences and expectations of customers and even further to enhance customer service, real time information or help in recruiting for example. What are the different functions of Social Media and how to use them? What can social media add to marketing and communication in public transport and does it deliver value for money? What are the opportunities, threats and challenges of engaging with customers through social media? This session will address these questions by providing a return on experience from the sector looking at social media implementation and day to day management, but also costs, resources and content monitoring.

Fare Management & Pricing

International (best) practice

In public transport the setting fares usually relies on political decisions and standardised calculations methods which take into account inflation and purchasing power for example. Nevertheless, in particular in more deregulated environments, pricing is used as a marketing tool to stimulate ridership, increase the attractiveness of some services or simply to manage demand. This session will look at different experiences across the world and finish with an open discussion on the opportunities and limits of applying pricing mechanism such as yield management in public transport.

Product Development: From Public Transport to New Mobility Services

Towards MaaS?

From the development of a single mode of transport to the provision of an attractive mobility service offer, the core activity of public transport companies has evolved from running vehicles to moving people (ever more increasingly from doorstep to doorstep). Today operators or authorities not only sell tickets but tend to develop more complex fare structures, ticketing options or services packages to better adapt to customer needs. Looking beyond, products can also be combined with other modes of transport, turning the offer into real mobility services (or Mobility as a Service - MaaS). Such “integrated mobility platform” ideally offers all available mobility options into a One-Stop-Mobility-Shop bringing convenience, time, and cost savings to the mobility user through technology-enabled real-time, door-to-door, multi-modal travel information.

Registration: 

Participation Fees

20% VAT excluded

Until 7/08/2017

After 7/08/2017

Member

1130 €

1510 €

Member « developing nations »*

830 €

1100 €

Non-member

1530 €

2040 €

Non-member « developing nations »*

1030 €

1380 €

Group UITP Member (4 or +)

1060 €

Group UITP Member (4 or +) « developing nations »*

780 €

Group UITP non Member (4 or +)

1430 €

Group UITP non Member (4 or +) « developing nations »*

955 €

* Participants from developing nations benefit from a special discount. Check here the list of eligible countries.

To register a group of 4 persons of more from the same organisation, please contact us: sunita.kelecom@uitp.org - Tel: +32 2 663 66 57

Participation fees include:

  • Training instruction
  • Lunches and coffee breaks
  • All training documents: binder including all presentations and supporting documents; access to all training material via UITP's electronic library Mobi+ (after the training)

Groups generally consist of 25 participants and are limited to about 30 in order to increase the learning experience and interaction during the programme. Places allocated on a first-come, first-served basis.

Terms and Conditions

Please download our Terms and Conditions here.

Contact Person

Sunita Kelecom, Training Assistant, UITP Centre for Training, sunita.kelecom@uitp.org, Tel: +32-2-663 66 57

Practical information: 

Training Venue

Transport for London
55 Broadway
London
SW1H OBD

The training venue is situated in the main entrance to St.James Park Underground Station.

https://tfl.gov.uk/

Accommodation

Participants are responsible for making their own hotel reservation.

Hotels nearby the training venue

Grange Rochester Hotel
69 Vincent Square
Westminster, London SW1P 2PA
Tel.: +44 2078 28 66 11
https://www.grangehotels.com/hotels-london/grange-rochester/about-this-hotel/

 

Speakers: 

Chris Macleod, Customer Director at Transport for London (TfL), United Kingdom

Alison Naylor, Vice Chair of UITP Marketing & Product Development Commission / Head of Marketing Business Management at Transport for London (TfL), United Kingdom

David Favest, Marketing Director at STIB, Brussels, Belgium
Patrique Campal-Lindahl, Deputy Director, Group Commercial Department at Transdev Group, Paris, France
Miki Szikszai, CEO at Snapper Services Ltd, Wellington & Wairarapa, New Zealand

 

Partners: 

This training programme is kindly hosted by Transport for London (TfL)

 

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