Communication is the dialogue we need at every step of the development of a transit service. This presentation explores the art and science of communication, with particular reference to how communication has been effectively used to create engagement and improve customer experience in several North American transit systems. Lessons learned are identified and various aspects of communication explored including branding, public consultation, storytelling and the importance of research. Presented to the University of Manitoba Transport Institute Rapid Transit Conference 2011. Located within the I.H. Asper School of Business at the University of Manitoba, the mission of the Transport Institute is to facilitate awareness, expertise and education relating to the intersection of transportation and economic prosperity, sustainability, and social benefits through research and education that links business, government, not-for-profit organizations, academics, students, and the wider community. The Institute is recognized within Manitoba as a leading independent centre of academic and industry expertise in the business of transport.

1. Shaping Success with Communication
Customer Dialogue Throughout the Transit Planning Process
University of Manitoba Transport Institute
Rapid Transit Conference 2011
November 3, 2011

2. The Art and Science
Of Communication

3. ColourColour

4. Colour + Shape = Visual Design
Goal of visual design:
to minimize thinking

5. Uninspiring data presentation

6. FY2010 Funding for New Starts Projects vs. Population

7. The science of persuasion: Fogg Behaviour Model
Source:Dr.B.J.Fogg,StanfordUniversity

8. Rational vs Emotional

9. Scientific Facts
FACT #1
Colour and design matter
FACT #2
Emotions trigger behaviour

10. What do consumer brands do
to win customers?

11. Our world is branded
S
d S
D

12. A brand is an experience
...it’s what people think it is.
A brand isn’t what we say it is…

13. Winnipeg rapid transit brand

14. Like it or not, people are talking

15. What does a brand do?
1. Sets expectations
3. Delivers on expectations
2. Persuades you to:
 Buy
 Support
 Use

16. Great brands

17. Revolutionary simplicity
 Cool, hip, cutting-
edge products that
capture people’s
imaginations
 Apple is about
imagination, design
and innovation

18. The greatest search on earth
 Google =
The best search
service on earth
 Core principles
(10 things) include:
You can be serious
without a suit

19. Personal luxury moments
 Starbucks strives to
create an inviting,
enriching experience
that is stylish and
elegant and that
provides people with
respite, time out and
a personal treat.

20. Branding public transit

21. Engineered brands

22. What do geeky successful brands do?

23. Branding Rapid Solutions
Cleveland Metro BRT

24. = Better Rapid Transit
Managing perceptions
BRT

25. Clean, modern design

26. Silver Line launch November 2007Silver Line becomes Health Line February 2008

27. Cleveland’s focus
 Frequent service – every 5 minutes
 Modern transit technologies
 Performance of vehicles
 Appearance of vehicles
 Appearance of stations
 “Rail like” service name (Silver Line)
 Colour schemes, graphics, maps and logos
 Publications, media/PR and marketing
 Employees

28. LA Metro
Transforming Perceptions

29. No brand consistency = confusion

30. After: ‘M Symbol’ updated and made proprietary

31. New look: unified, related, consistent

32. Positioned Metro as a solution

33. Lessons Learned
 Art and design can
transform perceptions
 Quality design can
deliver results

34. Bringing Life to Transit
York Region Viva

35.  Those who used the transit service, loved it
 8-9% mode share
 Majority were non-riders
 Believed transit was not “for them”
Research showed that there was a perception problem

36. Speed, comfort and difference
are important to customers
Market Research

37. Key Insight
Transportation is perceived to
be a chore “between” the
things that really matter –
home, work, shopping and
friends.

38. Viva brand video
what do you call a revolution
in york region?

39. Brand integrated throughout

40. Targeted messaging

41. Lessons learned
 Research is key
 Treat public transit like any other consumer product
 Create perceptions,
 Deliver to those expectations

42. Rules for Engaging
Public Involvement

43. Purpose of public consultation
 Listen
 Learn
 Build relationships

44. Communication tools
Source:Neutron,LLC

45.  Happens at every touch point with the customer
 What are we saying to our customer?
Branding

46. Public relations

47. Social Media
Imagecredit:ghirson

48. Public consultation using social media

49. Listening is important

50. Storytelling
what do you call the evolution of a
transit system?

51. The science of communication
√C = ∑K(R+E) + I∞
The root of powerful Communication is
the sum of Knowledge
(gained through Research and Engagement)
plus infinite Imagination

52. Thank you!
Alina Kelly
alina@akellyinc.com
416.587.9903