Effective communication:the key to building BRT success

Canadian Urban Transit Association November 11, 2007

Today’s Agenda

What is a brand?

How does it work?

Viva, York Region

Lessons learned

What is a brand?

A brand is an idea and perceived value, formed by its intended audience, based on a company’s culture, product, and service.

A brand isn’t what we say it is…it’s what people think it is

More than just a mark

Logo symbolizes all the things you want your

customer to believe about you connects to the idea

Idea behind the logo is key

Steps in the branding process

Market analysis Brand architecture A big idea Marketing communications Employee involvement Measurement

Coffee…or an experience?

“We care about giving our customers a personal and enjoyable experience in an environment where they can relax with a good cup of coffee, share a treat with friends, find a gift for a family member or discover new music.”

Case Study: Viva BRT

610,000

935,000

1,505,000

150,000290,000

455,000

800,000

But…

There was skepticism York is among the

wealthiest areas in Canada

There was the media Who could say nothing

good

However…

There was leadership Local support for transit improvements

There was the plan That changed the landscape

Goal: motivate behavioural change

Building the Brand

Scope and Work Plan

Speed, comfort and difference are important to customers

Market Research

Key Insight

Transportation is perceived to be a chore “between” the things that really matter – home, work, shopping and friends.

Difference

SpiritedFriendlyNew

Innovative

Comfort

Clean

Upscale

Crisp

Convenience

Fast

Frequent

Reliable

Prompt

Brand goal: uniquely great transitBrand promise: great everyday moments

Brand Foundation

Naming

aliveconnectedon the movehappy

Brand Creative

Brand Creative

Marketing and Communication

• white

Results

System-wide boardings are up over 35%

Weekday Viva transit boardings are approaching 31,000

Transit mode share is increasing

In less than two years…

Importance of public transit

0

10

20

30

40

50

60

70

Top Priority Medium Priority Low Priority

2003

2006

ComfortableReliable ConvenientHigh-tech Good valueFast

Convenient

FastFrequentReliablePrompt

High approval and awareness

Comfortable

CleanUpscaleCrisp Different

SpiritedFriendlyNewInnovative

Lessons learned

Research Research Research…Repeat

Get support of key decision makers

Treat public transit like any other product

How to persuade

Excellent

Service

Delivery

Positive

Brand

Image

+=

Success

Thank you.