communication campaign for the introduction of …country were equipped with obu 22,000 registered...
TRANSCRIPT
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Communication Campaign for the Introduction of DarsGo system in SloveniaEmilija Erent, DARS d.d. ASECAP Marketing Event, Zagreb, 12.04. 2019
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Content
◼ Starting point
◼ Market and project specifics
◼ Goals and KPIs
◼ Challenges and solutions
◼ Lack of agency support
◼ Major Tasks
◼ Implementation and results
ASECAP Marketing Event, Zagreb 2019
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Market and project specifics defined strategy and tactics of campaign.
◼ System implementation required in 12 months
◼ 70% of foreign customers
◼ only 30% of users known or direct customers
◼ New sales channels required (also our own)
ASECAP Marketing Event, Zagreb 2019
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For successful launch of new tolling system it was crucial to reach all users.
◼ Awareness of the new ETC
◼ Recognition:
◼ Slovenian OBU
◼ new sales channels
◼ Understanding:
◼ system's operation,
◼ method of acquiring OBU
◼ the payment options
◼ 90% of Slovenian customers equipped with OBU by new system launch
◼ 60% of foreign customersequipped with OBU by new system launch
◼ No congestions due to tollingprocedures
◼ Budget of 300.000 EUR
GOALS KPI
ASECAP Marketing Event, Zagreb 2019
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Marketing and PR department came to rescue after Ad agency tender failed
◼ Creating visual identity of new service
◼ Selecting communication channels and preparing creative solutions
◼ Starting communication campaign and advertising
ASECAP Marketing Event, Zagreb 2019
![Page 6: Communication Campaign for the Introduction of …country were equipped with OBU 22,000 registered companies 129,000 registered vehicles 111,500 OBU issued. Costs within the budget](https://reader034.vdocuments.net/reader034/viewer/2022050206/5f58fac3fd63fa66b534716c/html5/thumbnails/6.jpg)
Creating visual identity of new service
Major Tasks
ASECAP Marketing Event, Zagreb 2019
![Page 7: Communication Campaign for the Introduction of …country were equipped with OBU 22,000 registered companies 129,000 registered vehicles 111,500 OBU issued. Costs within the budget](https://reader034.vdocuments.net/reader034/viewer/2022050206/5f58fac3fd63fa66b534716c/html5/thumbnails/7.jpg)
Visual identity
◼ Name and logo of the service – DarsGo
◼ Image of OBU - DarsGo unit and sales network
◼ Visual identity and equipment design of our own points of sale – „DarsGo servis“
◼ Image and content of the website
◼ Design of new traffic signs
ASECAP Marketing Event, Zagreb 2019
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Visual identity
◼ Name and logo of the service - DarsGo
◼ Image of OBU - DarsGo unit and sales network
◼ Visual identity and equipment design of our own points of sale – „DarsGo servis“
◼ Image and content of the website
◼ Design of new traffic signs
ASECAP Marketing Event, Zagreb 2019
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Visual identity
◼ Name and logo of the service - DarsGo
◼ Image of OBU - DarsGo unit and sales network
◼ Visual identity and equipment design of our own points of sale - „DarsGo servis“
◼ Image and content of the website
◼ Design of new traffic signs
ASECAP Marketing Event, Zagreb 2019
3
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Visual identity
◼ Name and logo of the service - DarsGo
◼ Image of OBU - DarsGo unit and sales network
◼ Visual identity and equipment design of our own points of sale – „DarsGo servis“
◼ Image and content of the website
◼ Design of new traffic signs
ASECAP Marketing Event, Zagreb 2019
4
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Visual identity
◼ Name and logo of the service - DarsGo
◼ Image of OBU - DarsGo unit and sales network
◼ Visual identity and equipment design of our own points of sale – „DarsGo servis“
◼ Image and content of the website
◼ Design of new traffic signs
ASECAP Marketing Event, Zagreb 2019
5
![Page 12: Communication Campaign for the Introduction of …country were equipped with OBU 22,000 registered companies 129,000 registered vehicles 111,500 OBU issued. Costs within the budget](https://reader034.vdocuments.net/reader034/viewer/2022050206/5f58fac3fd63fa66b534716c/html5/thumbnails/12.jpg)
Selecting communication channels and preparing creative solutions
Major Tasks
ASECAP Marketing Event, Zagreb 2019
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Communication channels and creative solutions
ASECAP Marketing Event, Zagreb 2019
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Communication campaign and advertising
Major Tasks
ASECAP Marketing Event, Zagreb 2019
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In September 2017, we started with the communication campaign, using …
◼ the road infrastructure possibilities:
◼ handing out leaflets at toll stationsand rest areas,
◼ banners on motorway overpasses
ASECAP Marketing Event, Zagreb 2019
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In September 2017, we started with the communication campaign, using …
◼ established connections with known customers:
◼ direct mail and e-mail,
◼ notifications to customersvia card issuers,
◼ individual support to key Slovenian clients ,
◼ informing via corporate website dars.si
ASECAP Marketing Event, Zagreb 2019
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In September 2017, we started with the communication campaign, using …
◼ networks of secondary target groups:
◼ Chamber of Commerce,
◼ National automotiveassociation,
◼ Consulate representatives of Slovenia abroad and foreign representatives in Slovenia,
◼ Slovenian Tourist Organisationwith its network
ASECAP Marketing Event, Zagreb 2019
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In September 2017, we started with the communication campaign, using …
◼ Business conferences and fairs
ASECAP Marketing Event, Zagreb 2019
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In September 2017, we started with the communication campaign, using …
◼ Traditional Media:
◼ printed Ads
◼ websites of reviewed journals,
◼ national and regional radio, and
◼ Digital media:
◼ Facebook and YouTube
◼ a viral video.
ASECAP Marketing Event, Zagreb 2019
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In September 2017, we started with the communication campaign, using …
◼ Advertising on the back of trailers
of transport companies operating in the southern and central European area
ASECAP Marketing Event, Zagreb 2019
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On 1 April 2018 …Achieved and even exceeded were all the campaign goals.
◼ 90% of Slovenian customers equipped with OBU by new system launch
◼ 60% of foreign customersequipped with OBU by new system launch
◼ Budget of EUR 300,000
◼ No congestions due to tolling procedures.
◼ 99.5% of vehicles entering the country were equipped with OBU
◼ 22,000 registered companies
◼ 129,000 registered vehicles
◼ 111,500 OBU issued.
◼ Costs within the budget
◼ No congestions
◼ No major difficulties in understanding the system's operation and new sales channels.
KPI RESULTS
ASECAP Marketing Event, Zagreb 2019
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"Implementation of electronic toll collection" was highest-rated research category in CSS.
◼ Customer Satisfaction Survey carried out in September 2018
◼ increase in the satisfaction index of heavy goods vehicle drivers (especially domestic drivers)
◼ The new research category "Implementation of electronic toll collection" was also the highest-rated research category
ASECAP Marketing Event, Zagreb 2019
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Thank you for your attention!
ASECAP Marketing Event, Zagreb 2019