Transforming Transportation:Transforming Transportation:The Lagos BRT Lite Communications ExperienceThe Lagos BRT Lite Communications Experience

World Bank & World Resources Institute Transforming Transportation World Bank & World Resources Institute Transforming Transportation

Workshop Workshop January 14, 2010January 14, 2010

ByByDr Dayo MobereolaDr Dayo Mobereola

MD/CEOMD/CEOLagos Metropolitan Area Transport Authority Lagos Metropolitan Area Transport Authority

(LAMATA)(LAMATA)

Lagos BRT Lite: Lagos BRT Lite: Communications’ ChallengesCommunications’ Challenges

Attracting private sector participationAttracting private sector participation Gaining ‘union’ buy-inGaining ‘union’ buy-in Explaining the BRT concept and its benefitsExplaining the BRT concept and its benefits Managing adverse impact of construction Managing adverse impact of construction

activityactivity Response to feedback arising from Response to feedback arising from

operationsoperations

StakeholdersStakeholders

Commuting publicCommuting public– EducatedEducated

– Non EducatedNon Educated

The then public transport operatorsThe then public transport operators– NURTW, Taxi Drivers Association of Nigeria, RTEAN, OKADA NURTW, Taxi Drivers Association of Nigeria, RTEAN, OKADA

riders , NARTO, etc.riders , NARTO, etc.

GovernmentGovernment PoliticiansPoliticians Organised private sectorOrganised private sector Financial InstitutionsFinancial Institutions

BRT Lite – Communications StrategyBRT Lite – Communications Strategy

Pre – Project PublicityPre – Project Publicity

– Stakeholder Identification & MeetingsStakeholder Identification & Meetings

– Study TourStudy Tour

– Development of a brand via verifiable brand promisesDevelopment of a brand via verifiable brand promises

Publicity during construction and pre-launchPublicity during construction and pre-launch

– Advertising (Press, Radio, TV, Billboards, Flyers)Advertising (Press, Radio, TV, Billboards, Flyers)

– Public Relations (3Public Relations (3rdrd Party Advocacy, Issue Creation, Media Party Advocacy, Issue Creation, Media Relations)Relations)

– Before/After Animated video/PicsBefore/After Animated video/Pics

– Events (Road Shows)Events (Road Shows)

– Safety CampaignSafety Campaign

– Trial RunTrial Run

5

BRT Lite – Communications Strategy – Cont’dBRT Lite – Communications Strategy – Cont’d

6

Publicity after project deliveryPublicity after project delivery

– Feed back mechanism: CRM platform Feed back mechanism: CRM platform (Call centre, BRT parliament, BRT (Call centre, BRT parliament, BRT newsletter)newsletter)

– TV programmes (BRT ½ Hour, Lagos on TV programmes (BRT ½ Hour, Lagos on

the Movethe Move

– Free services during public holidaysFree services during public holidays

Picture showing a Picture showing a billboard displayed billboard displayed during constructionduring construction

Picture showing road show campaign to encourage Picture showing road show campaign to encourage BRT acceptance – Pre-LaunchBRT acceptance – Pre-Launch

Newspaper advert to Newspaper advert to announce beginning of announce beginning of

operationsoperations

Another newspaper Another newspaper advertadvert

Call Centre OperatorsCall Centre Operators

Benefits of BRT Lite Benefits of BRT Lite Communications StrategyCommunications Strategy

Early stakeholder buy-inEarly stakeholder buy-in Project acceptance & ownershipProject acceptance & ownership Strong brand visibilityStrong brand visibility Continuous customer participationContinuous customer participation

OutcomesOutcomes

Project acceptance from the commuting public and Project acceptance from the commuting public and demand for expansiondemand for expansion

Improvement in standing of union leadersImprovement in standing of union leaders Private Sector Participation – Increasing interestPrivate Sector Participation – Increasing interest Politicians keen to associate with BRTPoliticians keen to associate with BRT LAMATA associated with innovative PT solutions and LAMATA associated with innovative PT solutions and

increase in responsibilityincrease in responsibility

THANK YOUTHANK YOU