Successful transport decision-making - Osmose
Successful transport decision-making - Osmose
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 />
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