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Marketing Identity and Promotion of ITS in Europe

Marketing Identity and Promotion of ITS in Europe. Krzysztof Modelewski kmodelewski@itspolska.pl Network of National Associations Meeting Prague, Czech Republic , October 15 , 2009. Presentation Outline. What is promotion? Marketing Mix Campaign strategy

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Marketing Identity and Promotion of ITS in Europe

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  1. Marketing Identity and Promotion of ITS in Europe Krzysztof Modelewski kmodelewski@itspolska.pl Network of National Associations Meeting Prague, Czech Republic, October 15, 2009

  2. Presentation Outline • What is promotion? • Marketing Mix • Campaign strategy • The role of ITS Polska in ITS Education

  3. Promotion Form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives.

  4. Marketing Mix (4P) Product Place Price Promotion

  5. How to achieve the goal The system name and logo The right name and brand identity can help create a positive image in the customer’s mind System Zarządzania RuchEm na drogach Krajowych Transmilenio, Bogota Easyway project Green IT

  6. How to achieve the goal User needs

  7. How to achieve the goal The 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)

  8. How to achieve the goal Public education campaign Public educationcampaignshould be specifieddepending on receipient: • Public administration • Thegovernment • Children • Students • Parents • Business professionals • Olderpeople • Disabledpersons • Others

  9. ITS Promotion in Poland Example Warszawska Karta Miejska – electronic ticket ZTM and Gadu Gadu Personalized special cards

  10. ITS Promotion in Poland Example „Chaos, horror, communication cataclysm”

  11. ITS Promotion in Poland Mostly, public transport authoritiesareaware of theneed of ITS promotion Theydon’tknowhow to do it

  12. The role of ITS Polska in public education • Seminars • Open doors • The best Master’s thesis • 3rd ITS Polish Congress May 19-20, 2009

  13. Marketing Identity and Promotion of ITS in Europe Krzysztof Modelewski kmodelewski@itspolska.pl Thank You Network of National Associations Meeting Prague, Czech Republic, October 15, 2009

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