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Marketing Identity and Promotion of ITS in Europe Krzysztof Modelewski Network of National Associations Meeting Prague, Czech.

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Presentation on theme: "Marketing Identity and Promotion of ITS in Europe Krzysztof Modelewski Network of National Associations Meeting Prague, Czech."— Presentation transcript:

1 Marketing Identity and Promotion of ITS in Europe Krzysztof Modelewski kmodelewski@itspolska.pl Network of National Associations Meeting Prague, Czech Republic, October 15, 2009

2 Presentation Outline What is promotion? Marketing Mix Campaign strategy The role of ITS Polska in ITS Education

3 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.

4 Marketing Mix (4P) Product Place Price Promotion

5 How to achieve the goal The right name and brand identity can help create a positive image in the customers mind The system name and logo Transmilenio, BogotaGreen ITEasyway projectSystem Zarządzania RuchEm na drogach Krajowych

6 How to achieve the goal User needs

7 How to achieve the goal The choice of communication medium Events (picnics, car free days) Forums Social networks (www.twitter.com/itspolska)www.twitter.com/itspolska Youtube Second Life (http://www.youtube.com/user/Intelligentransport)

8 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

9 ITS Promotion in Poland Example Warszawska Karta Miejska – electronic ticket ZTM and Gadu Gadu Personalized special cards

10 ITS Promotion in Poland Example Chaos, horror, communication cataclysm

11 ITS Promotion in Poland Mostly, public transport authorities are aware of the need of ITS promotion Mostly, public transport authorities are aware of the need of ITS promotion They dont know how to do it

12 The role of ITS Polska in public education Seminars Open doors The best Masters thesis 3rd ITS Polish Congress May 19-20, 2009

13 Marketing Identity and Promotion of ITS in Europe Krzysztof Modelewski kmodelewski@itspolska.pl Thank You Network of National Associations Meeting Prague, Czech Republic, October 15, 2009


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