Dirk Schockaert, head of communication How to build a strong brand?

Content 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 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 2 van 61

De Lijn, a short introduction 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 3 van 61

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 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 4 van 61 Holland France

Facts & figures 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 5 van 61

–Staff: (2.500 in the private companies) –Customers: 550 million –Kilometers: 225,9 million 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 6 van 61 Fact & figures

Facts & figures –Number of buses: 2500 –Number of trams: 360 –(trams along the Belgian coast, in Antwerp and Ghent) 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 7 van 61

Coastal tram –Coastal tram is the same age as the Blackpool tram. –1885 –To become partners 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 8 van 61 (maybe in crime)

Mission statement 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 9 van 61

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. 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 10 van 61

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. 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 11 van 61

Strategic plan –In 2009 > refocused our mission. –Strategic objectives ■One strategic is goal is more travellers: in 2020 ■Double ■ Trouble 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 12 van 61

Future plan: Mobility vision 2020 –Mobility vision 2020 > helping to achieve the strategic goals –Expand our network and make it more perfomant 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 13 van 61

Performance Service, a good product, high frequency,… are not enough 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 14 van 61

We need strong brand a strong brand 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 15 van 61

Strong brand Love (mark) 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 16 van 61 Get respect

Building a strong brand 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 17 van 61

10/01/2015 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 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 19 van 61 FACT: “De Lijn is not really a brand" No coherent picture No brand attributes (except logo) Low recall advertising No knowledge of profiling EMOTIONAL: "no relationship between De Lijn & consumers" Feeling of detachment

10/01/2015 Positioning of the brand: 2 pillars smart people

10/01/2015 Image determination Reliability - soundness For everybody - democratic Confidence – responsible way of travelling inflexible – rigid - cold Safe - accessible individualistic Consumer perception Convenient, smooth contemporary, innovative clever, intelligent, smart warm pleasant, lively, relaxed people-oriented Ideal consumer perception Smart People Desired image De Lijn rational emotional Gap To resolve the gap we need a lovemark

Segmentation study 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 22 van 61 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 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 23 van 61

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 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 24 van 61

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, … 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 25 van 61

Cfr chosen image Low hanging fruit 10/01/2015 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 10/01/2015 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 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 28 van 61

10/01/2015 We checked smart and people statements Ik denk, ik vind dat >70% >50% >90% TOP 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

Smart statements –‘SMART’ scores high: almost ALL items people agree: What do people consider ‘SMART' about De Lijn? To travel to downtown To avoid traffic jams Because it is environmentally friendly If one plans drinking alcohol To avoid parking problems 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 30 van 61 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 much social and cultural activities keep in touch with friends / family age 65 + the most positive, especially freedom aspect & social events years the least positive years moderate positive despite higher use of public transport 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 31 van 61

10/01/2015 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.

10/01/2015 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.

10/01/2015 The tv-commercials htm

The tv-commercials /01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 35 van 61 ocampagne.htm#imagocampagne_2011

Campaign evaluation 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 36 van 61

10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 37 van 61 Campaign evaluation within 25% best spots benchmark Sympathetic, 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 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 38 van 61

10/01/2015

Thank you for your attention 10/01/2015 Doelgroepen + imago De Lijn in kaart brengen Dia 40 van 61