Transcript KModelewski_EducationInIT

Marketing Identity and Promotion
of ITS in Europe
Krzysztof Modelewski
[email protected]
Network of National Associations Meeting
Prague, Czech Republic, October 15, 2009
Presentation Outline
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What is promotion?
Marketing Mix
Campaign strategy
The role of ITS Polska in ITS Education
Promotion
Form of corporate communication that uses
various methods to reach a targeted
audience with a certain message in order to
achieve specific organizational objectives.
Marketing Mix (4P)
Product
Place
Price
Promotion
How to achieve the goal
The system name and logo
The right name and brand identity can help create a positive image in
the customer’s mind
System Zarządzania
Transmilenio,
Easyway
Green
RuchEm
project
IT
Bogota
na drogach Krajowych
How to achieve the goal
User needs
How to achieve the goal
The choice of communication medium
Events (picnics, car free days)
Forums
Social networks (www.twitter.com/itspolska)
Youtube
Second Life
(http://www.youtube.com/user/Intelligentransport)
How to achieve the goal
Public education campaign
Public education campaign should be specified depending on receipient:
Public administration
The government
Children
Students
Parents
Business professionals
Older people
Disabled persons
 Others
ITS Promotion in Poland
Example
Warszawska Karta Miejska – electronic ticket
ZTM and Gadu Gadu
Personalized special cards
ITS Promotion in Poland
Example
„Chaos, horror, communication cataclysm”
ITS Promotion in Poland
Mostly, public transport authorities are aware of
the need of ITS promotion
They don’t know how to do it
The role of ITS Polska in public education
Seminars
Open doors
The best Master’s thesis
3rd ITS Polish Congress May 19-20, 2009
Marketing Identity and Promotion
of ITS in Europe
Krzysztof Modelewski
[email protected]
Thank You
Network of National Associations Meeting
Prague, Czech Republic, October 15, 2009