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