dirk schockaert, head of communication how to build a strong brand?

Dirk Schockaert, head of communication

How to build a strong brand?

Content of this powerpointContent of this powerpoint

– Presentation of De Lijn– Mission statement– Future goals– Building a strong brand– Almost last but not least the winning tv-commercial– Campaign evaluation

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De Lijn, a short introductionDe Lijn, a short introduction

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A very short introduction

– De Lijn is an autonomous state enterprise that is responsible for urban and regional transport by bus and tram in Flanders.

– 50% private compagnies– 50% on our own

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Holland

France

Facts & figures

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– Staff: 8.070 +(2.500 in the private companies)– Customers: 550 million– Kilometers: 225,9 million

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Fact & figures

Facts & figures

– Number of buses: 2500– Number of trams: 360– (trams along the Belgian coast, in Antwerp and Ghent)

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Coastal tram

– Coastal tram is the same age as the Blackpool tram.– 1885– To become partners

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(maybe in crime)

Mission statementMission statement

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Mission statement

– De Lijn wants to be a smart travel companion for trips throughout Flanders.

– De Lijn is close to its passengers and offers an extensive range of sustainable and high-quality transport solutions in which safety, reliability and efficiency are central.

– De Lijn is an important interlocutor for the Flemish authorities, which want to develop the mobility policy and thereby support economic, ecological and social development.

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Mission statement

– De Lijn creates a stimulating and respectful work environment so that our friendly and competent employees are our ambassadors.

– De Lijn contributes to a Flanders that is easily accessible and pleasant to live in. 

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Strategic plan

– In 2009 > refocused our mission.– Strategic objectives

■ One strategic is goal is more travellers: in 2020

■Double

■Trouble

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Future plan: Mobility vision 2020

– Mobility vision 2020 > helping to achieve the strategic goals

– Expand our network and make it more perfomant

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Performance

Service, a good product, high frequency,… are

not enough

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We need

a strong brandstrong brand

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Strong brand

Love(mark)

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Get respect

Building a strong brandBuilding a strong brand

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Building a strong brand

Image determination

Wich image do we want?

Segmentation survey

On wich target groups do

we focus?

Image-survey

What is our image now?

How do we become our desired image?

Concept test

How to reach our

desired image?Communication strategy

Conclusion of our brand survey

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FACT: “De Lijn is not really a brand"No coherent pictureNo brand attributes (except logo)Low recall advertisingNo knowledge of profiling

EMOTIONAL: "no relationship between De Lijn & consumers"Feeling of detachment

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Positioning of the brand: 2 pillars

smart people

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Image determination

Reliability - soundness

For everybody - democratic

Confidence – responsible way of travelling

inflexible – rigid - cold

Safe - accessible

individualistic

Consumer perceptionConvenient, smooth

contemporary, innovative

clever, intelligent, smart

warm

pleasant, lively, relaxed

people-oriented

Ideal consumer perception

Smart

People

Desired image

De Lijn

rati

on

alem

oti

on

al

Gap

To resolve the gap we

need a lovemark

Segmentation study

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Steering Stanny Active Annie Passive Patrick

Home Hilde Social Sonja Cantankarous Chantal

Segmentation study

– Steering Stanny:■ Man, family with childeren, workaholic, company car, time is

money, freedom

– Active Annie■ Urban, loves public transport for shopping, freetime, restaurant,■ Sustainable, likes to help other people

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Segmentation study

– Passive Patrick■ No hobbies, lower social class, not environmentally conscious,

doesn’t care about public transport

– Home Hilde■ Older woman with a lot of children, low social class, no hobbies,

stays at home, likes public transport for functional reasons

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Segmentation study

– Social Sonja■ Happy person, positive attitude towards public transport (always

the same route, helps other people and likes to talk, …)

– Cantankarous Chantal■ No social contacts, unsure, anxious, …

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Cfr chosen image

Low hanging fruit

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Attitude towards people

Attitude tov De Lijn

On wich target groups do we focus?

= negative attitude to De Lijn

= positive attitude to De Lijn

=size of the segment

They will never take public transport to go to work, but for a touristic trip, fun shopping (x-mas shopping,…) or to avoid parking problems they will take the bus

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Attitude to people

Attitude towards

De Lijn

To who we want to aim?

= negative attitude to De Lijn

= positive attitude to De Lijn

=size of the segment

ACTIVE ANNIE

SOCIAL SONJA

Home HILDA

PASSIVE PATRICK

Steering STANY

Cantankarous CHANTAL

Concept test

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We checked smart and people statementsIk denk, ik vind dat

>70%

>50%

>90%

TOP 2TOP 2 BOTTOM 2

BOTTOM 2

93% 2%

85% 6%

74% 14%

74% 13%

60% 22%

59% 25%

53% 28%

34% 49%

We translated the pillar ‘SMART' in various statements and asked people whether they agreed or disagreed

We translated the pillar ‘SMART' in various statements and asked people whether they agreed or disagreed

Smart statements

– ‘SMART’ scores high: almost ALL items people agree:

What do people consider ‘SMART' about De Lijn?

To travel to downtownTo avoid traffic jamsBecause it is environmentally friendly

If one plans drinking alcohol

To avoid parking problems

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Tonight in Blackpool

People statement

– Human aspect is not yet strong present

'PEOPLE' especially they see increasing mobility or freedom of movement=> Empathy

'PEOPLE' is NOT so muchsocial and cultural activitieskeep in touch with friends / family

age65 + the most positive, especially freedom aspect & social events25-44 years the least positive15-24 years moderate positive despite higher use of public transport

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Communication strategy

To travel with De Lijn is in many different situations a clever/smart idea: you avoid parking problems, you have fewer problems with stress during traffic jams, it is a cheap solution considering the high fuel prices, it is environmentally friendly, you can safely drink one third pint, etc.

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Communication strategy

Share and heartburn increase the brand De Lijn to a sympathetic / hot face, travelers evolve from 'Cold Users' to' Hot Lovers. " Through the human side, the social aspect of De Lijn for everyone, people-oriented, ...Due to the current users to count their use.Local marketing is extremely important to the human side to work with (people-oriented, for everyone, etc)

Local marketing is close to the people.

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The tv-commercials 2009

http://www.delijn.be/over/campagnes/imagocampagne_2009.htm

The tv-commercials 2011

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http://www.delijn.be/over/campagnes/imagocampagne.htm#imagocampagne_2011

Campaign evaluation

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Campaign evaluation within 25%

best spots benchmarkSympathetic, funny, original and likeable, with the

ability to attract attention.

Recognition 80%

Spots conveyed the campaign message well : the advantages of travelling in a group

Activation 20% talked to others, 30% heard positive opinions from others

Awards

– An award for best public transport campaign– We won awards in different advertising competitions

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Thank you for your attention

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