Successful transport decision-making - Osmose

Vol 1 - Table of Contents
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Instititional marketing
Institutional marketing is a tool used to influence and win the support of groups mainly responsible for strategic decisions
about a project and the distribution of resources, for example, politicians, authorities and municipal administrations. These
stakeholders sometimes have conflicting, or even opposing, views with regard to transport projects. Therefore, institutional
marketing promotes the benefits of a project in order to reduce internal opposition within authorities and municipal
administrations. It also aims to create a common attitude towards a project resulting in a more consistent portrayal of the
project to the stakeholders that will be affected by it.
Information and image campaigns
Product marketing does not generally include the provision of a lot of information. It concentrates on the development of
a certain image or brand value. For marketing campaigns associated with transport projects a different approach is
necessary, as it is not sensible to create a new image for a project as long as the public does not know what the project
is about.
Market research surveys to identify behaviour and attitudes of the public are an important input for marketing campaigns,
as they can provide guidance on the emphasis and direction of the marketing activity, recognising the varying concerns
and needs of different stakeholder groups.
Awareness campaigns
An awareness campaign can focus on a very particular issue (or a range of issues) associated with transport related
problems, such as, levels of pollution, traffic accidents etc. These campaigns may not have a direct measurable effect on
behaviour, but they can be important in increasing public awareness of the background factors influencing policy or
planning initiatives. Raising awareness is a part of the marketing mix and can be carried out sporadically or on an almost
continuous basis; but it should be noted that awareness campaigns require specialist skills to ensure that they are
effective. Awareness raising does not, necessarily, need to be connected to a specific project; it can also be done
continuously as a general campaign to increase the use of sustainable modes of transport.
Individualised marketing
Individualised marketing campaigns to change the attitude of citizens towards a project are best employed when targeting
groups with a strong interest, like citizens directly affected by a project. By giving them personalised information through
personal contact, their attitude towards a project can be significantly changed. Individualised marketing is very important
in transport schemes where there is little or no new infrastructure, but a change in public behaviour is required; for
example, car sharing schemes. In these cases, individualised marketing can provide the main tool for initiating change and
achieving success.
Potential problems
The benefits of transport projects are not always self
evident, and have to be 'sold' to stakeholders. A good
marketing strategy can avoid problems by promoting the
positive aspects of a project, and will be an essential tool
in the process of shaping attitudes and stakeholder
perceptions. The following should be taken into account
to avoid or overcome potential problems:
Many projects might require significant changes in
stakeholder behaviour. To avoid creating barriers it is,
therefore, essential to get the 'tone' of the marketing
strategy right. People generally do not like being told
what to do or what is good for them; therefore, a
marketing campaign that is too strident will cause
barriers, as will a campaign that seems to talk down
to stakeholders.
While a good marketing campaign will concentrate on
the positive aspects of a project, barriers can
sometimes be avoided if the strategy is open about
any negative effects. By recognising the dis-benefits
of a scheme, the marketing campaign can take the
initiative and direct the debate on how to mitigate any
adverse impacts.
A good marketing strategy will be concerned with
control over the flow of information, identifying who
gets what information at what time and in which
format. However, barriers will occur if stakeholders
feel that information is being withheld or manipulated.
It is important to include the decision-makers in the
marketing strategy, and link it to the political process.
Barriers will occur where the decision-makers are
continually having to respond to events, especially
where they have not been given adequate advance
information about potential problems or shifts in
public perception.
Before undertaking any project, market research
should be undertaken to get a firm idea of public
perceptions and in this way identify potential barriers
at an early stage in the project planning process.
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