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Successful transport decision-making - Osmose

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Vol 2 - Table of Contents Next Practical information<br />

Who participates and how?<br />

Research activities<br />

(optional/<br />

recommended)<br />

Selection of<br />

instruments for the<br />

information campaign<br />

Compilation of<br />

information to be<br />

communicated<br />

Conducting information and image campaigns<br />

Often research activities are undertaken at the beginning of an information and image<br />

campaign. Surveys to identify behaviour and the attitudes of the public can represent<br />

a vital source of information for the development of the campaign and also help with<br />

the identification of problem areas and target audiences.<br />

The following instruments are commonly used in information and image campaigns:<br />

Exhibitions; Posters; Newsletters; Leaflets and brochures; and Media coverage (press<br />

releases, advertisements). The selection and the extent to which these instruments<br />

are used depends on the funds available and the objectives of the exercise.<br />

The objectives also determine the contents of the information communicated.<br />

Depending on the intended goals of the campaign (increase knowledge regarding the<br />

project, provide information on the implementation of the project,…) different<br />

information packs should be prepared. As it is not sensible to flood the public with too<br />

much information it is necessary to select the most important information and to give it<br />

an appealing layout. For the layout it is sensible to ask for professional help especially<br />

if the project partners do not have a lot of practical experience in this area.<br />

Implement information campaign<br />

The partner with the highest public credibility should<br />

take leadership of the campaign. In some European<br />

countries, if a public <strong>transport</strong> company is involved in<br />

a project, it is often sensible to let it take the<br />

leadership as its image maybe better than the image<br />

of public authorities.<br />

What skills are required?<br />

Extensive knowledge about marketing and<br />

communication techniques are necessary to select<br />

appropriate strategies.<br />

How is it used with other techniques?<br />

Information and image campaigns are a fundamental<br />

part of engagement activities. The provision of<br />

information to stakeholders is essential if real<br />

engagement is to take place.<br />

What are the drawbacks?<br />

The costs of such a campaign make it important that<br />

a budget is reserved for it from the beginning as it is<br />

often difficult to organise the necessary funds later<br />

during a project.<br />

<br />

T6<br />

Image campaign<br />

phase<br />

While it is possible to start improving the image of a project during the first phases of<br />

an information and marketing campaign the main emphasis should be on the provision<br />

of information. Only after the information demands of the public are sufficiently fulfilled<br />

is it sensible to concentrate on improving the image.<br />

Checklist: information and image campaigns<br />

Think about an adequate budget for information and image campaigns before a project starts and not only after public opposition<br />

has enforced a campaign.<br />

If specific target groups are chosen the best approach is to reach them in their own setting for example, children and young<br />

people at schools and local communities in community centres.<br />

When employing external consultants check their experience of <strong>transport</strong> related marketing and not only with product marketing.<br />

Provision of detailed information on expected traffic obstructions during implementation is of special importance for large<br />

infrastructure projects as this can significantly reduce public opposition.<br />

Do not start a campaign if you do not have the necessary facts about a project as people become angry when they get the<br />

impression that they are not being sufficiently informed.<br />

43

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