3. Knowing the customer
Who are our customers?
What do they want from us?
How do they want it?
When?
4. Old meets new
Traditional marketing
New and emerging
technology and channels
10% of our web traffic is
from mobiles
– Expected to be 50% in
2013
19. Where we are at
210% increase in demand from mobile phones in 2010
640,000 YouTube views
1,487 followers on twitter
720,000+ visits per month
Previously old fashioned, authoritarian view toward customers Users obliged to do business with us Communication done unconsciously, reactively, and by rote
Now we had a case for change. Clips have won many awards New direction for targeting key audiences With agency JWT, produced iPhone app CityGT Internal workshops to educate staff Social media is the way forward
Around two years ago, with the arrival of the graduated licence, it kicked in Ads were being placed in newspapers. Why? Audience was 16-18 yr olds primarily. Not traditionally newspaper-readers Something needed to change
City GT – road safety
Stretched envelope to save lives Polarised community Pull back to a connection-focus
Looking at our customer service figures, we spotted large numbers returning to customer service centres being unclear about what documents they needed etc. Many problems with those without English as their first language. So: Five top clips into five top languages To inform, prepare and reduce traffic at CSCs Combine old and new media Determined to talk to audiences in their own language, which means using appropriate language with English speakers too
Hoddle St Online think tank Supplement existing communications
Plus twitter – tweeting about procurement opportunities and upcoming, as well as existing tenders and contracts
Building on what we’ve learnt Traffic app, see cameras, plug in route and plan around accidents Clearways app to help customers and reduce congestion Customer service functionality on Facebook Building a bike app Emergency map app Modernising and refocusing existing clips Driving transactions online to reduce strain on CSCs
Roads App update Registration and Licensing New customer service opportunities Transferring registrations online Safety Online logbooks for learners