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8 Marketing BRT
Elements of marketing programme
Name and logo
Market segmentation
Promotions
Media outlets
Visual tools
Advertising and information
Logos
The choice of system name and logo is one of the most
important initial decisions in the development of the system
The design package includes
the system name, logo, and
sometimes a slogan
The logo could take the form of
an animal, cartoon figure,
natural environment, abstract
figure, etc.
System name
Rapid
Speedy
TransManila
Manila Express
SurfaceMetro
MyManila
FastWay
The right name can excite the public and
shape the image of the system.
It is generally not recommended to
simply use an acronym as the system
name (e.g. LRT or MRT).
Short names tend to be more
memorable and have more impact.
Given the potential for international
visitors, it might be best to choose a
name that works well in Tagalog and
English; or use a logo layout that
makes use of both Tagalog and
English.
Since the word bus has a negative
connotation, it may be best not to use
the word bus in the system name.
A few sample names
Slogans
A slogan is a tag line that describes a key feature of the system
and will feature is some promotional materials
Slogan examples
Rapid transit for everyone
The fast way across Manila
Manila now!
Not just another bus
Relax and let us do the driving
Wherever life takes you!
When you need to get there
The easy way to work
Visual and conceptual marketing tools
Simulation videos
Simulation photo images
Before and after images
Sample travel times between
points in system
Spider map showing
complete system network
(including future corridors)
A complete network map including
future corridors is important to
show how the system will improve
transport in the entire city
Promotions
Hold radio shows, fashion
shows, celebrity
interviews, etc. inside
system
Free gifts to users (toy
bus, key chain, etc.)
Sell system t-shirts
Sell replica articulated
buses
Fashion show in BRT vehicle
Celebrity interview in BRT
system
TransMilenios impact as a brand
Free service as a promotion
Many systems have provided free
service for the first weeks of operation
in order to attract customer interest.
However, you must be careful that free
service does not result in chaos and
discomfort.
In the case of the two demonstration
corridors in Manila, it should be
possible to offer 1-2 weeks of free
service without problems.
Free service in Jakarta resulted in
problems with over-crowding, but it can
work well in other circumstances
Soft launch
Demonstration bus and station in local park
Lima, Peru
Soft launch techniques:
Demonstration buses and stations
Maps and street signage
Painting of exclusive bus lanes
Free services during initial period
Customer information
Ask Me People , Honolulu
Information kiosk, Brisbane
Information kiosk, Ottawa
Information kiosks
Setting up information kiosks
on the system around Manila
can cost-effectively reach the
public.
Possible locations:
Parks
Commercial centres
Bus and rail terminals
Governmental buildings
BRT kiosk in Brisbane
Outreach and direct marketing
Community outreach workers can directly inform people
of the new BRT system.
People are directly approached along corridors at:
Bus stops
Businesses and shops
Intersections
Hawaii, USA Bogota, Colombia
TravelSmart
Individual marketing technique
1. By telephone, homes with interest in alternative
transport options are identified
2. Families receive visits and information (transit maps,
schedules, cycle route locations) from transport
advisors
3. The transit agency also receives information from the
public (needs for new / better stations, maps, bicycle
routes, etc.)
Initial results from TravelSmart
Perth, Australia
Experiment with 380 families
Toal cost of experiment US$ 61,500
2% Percentage of trips by
bicycle before
7% Reduction in auto use after
one year
4% Percentage of trips by
bicycle after
6% Immediate reduction in auto
use
Travel Blending
Similar to the TravelSmart concept
1. By telephone, identify homes with interest in
alternative transport options
2. Participants complete a travel diary for 7 days
3. Travel advisor examines diary and suggests
alternatives
4. Participant tries out suggested alternative, and
completes another 7-day travel diary
Initial results from Santiago:
25% reduction in private auto use
Commuter competitions
A competition held during
rush hour to demonstrate
that the bicycle can often
be a more rapid transport
option
Competition participants
can include political
leaders, athletes, and
other celebrities
30.4 Private auto
20.2 Bus
13.6 Bicycle
Time (minutes) Mode
Results from the commuter
competition of Cambridge, USA
Potential TOR elements
1. Develop concepts for system name, logo, and slogan
2. Hold focus groups with key audiences and understand most
important factors for each (e.g., speed, safety, security, fare price,
comfort, convenience, etc.); understand potential barriers to use
3. Develop key messages for each of the key audiences (general
public, car owners, bus users, taxi drivers, bus operators,
commercial owners, etc.)
4. Develop a marketing strategy for each of the key audiences (news
articles, posters, etc.)
5. Develop press releases and direct outreach to news media
6. Implement strategy
7. Evaluation of strategy effectiveness
Potential elements of a TOR for marketing assistance
Marketing exercise
Each team represents a world famous PR firm
Teams must develop 2-3 possible names for the new Manila
BRT system
Bonus points for also developing possible slogans