Corporate Branding Slide Deck I created for Workplan 2010

1. LTA CorpCommsGroup
Workplan 2010
THE 7 STEPS TO BUILDING
A STRONGER CORPORATE BRAND

2. OLD PR & MARKETING MODEL
LTA CorpCommsGroup
Workplan 2010
Target the Audience and use “interruptive” techniques to convince.
It was like archery or darts.
Messages were product focused with little regard to providing value
beyond the intrinsic value of the product.

3. PR & MARKETING MODEL
LTA CorpCommsGroup
Workplan 2010
Use human engagement and dialogue to drive stakeholder preference &
influence public perception.
It’s more like tennis.
Focus on forging meaningful relationship that provides far greater value
to the stakeholder than the intrinsic value of the product.
NEW

4. STEP 1
WHAT’S OUR ONE THING?

5. LTA CorpCommsGroup
Workplan 2010
NIKE
APPLE
GOOGLE
STARBUCKS
LTA
SPORTS Just Do It
INNOVATION Think Different
ACCESS TO INFORMATION Don’t Be Evil
GREAT COFFEE Handcrafted Beverages &
Fulfilled “Partners"
PEOPLE-CENTRED LAND TRANSORT
We Keep Your World Moving

6. PR & MARKETING IS CENTRED AROUND
LTA CorpCommsGroup
Workplan 2010
Focus on the ONE THING and build our initiatives around it
PASSION
BOTH OURS AND OUR STAKEHOLDER’S
SUCCESSFUL

7. STEP 2
WHAT DO WE DO?

8. We build Rail & Road
Infrastructure that enhances
Connectivity & Accessibility
We implement policies &
schemes that Make Public
Transport A Choice Mode
We are steadfast in fulfilling
our Corporate Mission & Vision
We support national
programmes and activities to
position Singapore favourably at
international arena
Opening of Circle Line Bartley
to Dhoby Ghaut,
Downtown Line 1, 2 & 3, Jurong
East Extension, MCE, CTE
widening, Tuas Extension, etc
Bus Route Master Plan &
Distance-Based Through Fares
Graciousness Campaign
Park & Ride
LTA’s 15th Anniversary & tie-in
with Corporate Positioning
Youth Olympic Games
Celebration of Youth Art-in-
transit competition
F1 Race traffic management

9. STEP 3
WHAT’S OUR PITCH?

10. WHAT’S OUR PITCH?
The elevator pitch is dead. Now we must say it in
140 characters or less and still have room for a URL

11. TUNE TO WII FM …What’s In It For Me?
ADDRESS STAKEHOLDERS’ CONCERNS
LTA CorpCommsGroup
Workplan 2010
Is it to raise Awareness and Understanding?
Is it to seek views & feedback?
Distance-Base Through Fares
Bus Route Master Plan
Is it a Call To Action?
Graciousness on Public Transport.

12. FEATURES ATTRIBUTES BENEFITS
LTA CorpCommsGroup
Workplan 2010
Don’t Focus On Features & Attributes
FOCUS ON BENEFITS
How the initiative benefit our stakeholder?
10 minutes from Bartley to
Dhoby Ghaut?
MORE TIME FOR
OTHER STUFF
FABulous
Approach

13. STEP 4
HOW CAN WE BE HUMAN?

14. IT’S ABOUT PEOPLE. NOT SLOGANS
LTA CorpCommsGroup
Workplan 2010
Don’t talk too much. Listen, observe and respond authentically.
Make our stakeholder the Star of the show
FOCUS ON THE HUMAN FACTOR

15. STEP 5
HUB & SPOKES MODEL

16. LTA CorpCommsGroup
Workplan 2010
All outreach elements, traditional and digital, lead back
to the centre of our strategy – our LTA Corporate Website,
the digital embodiment of our BRAND.
HUB & SPOKES MODEL

17. Project
Communication Marketing
Media
Relations
LTA
BRAND
Website
QSM
Feedback
New Media
Events &
Public
Education
FOLTA
Online
Communities
Followers.
Fans
Grassroots
&
Stakeholders
Youth
Public
Participants
On-going
Feedback
FGDs
NOW WE CAN THINK ABOUT THE TOOLS

18. Project Comms Initiatives
Expand outreach to private estates by -
Engaging NCs, MCST, schools, shopping centres and
distributing info at shopping centres, super-markets,
petrol stations, condos, schools, clubs
Providing updates through CDC newsletters
Emailing updates to private estate residents
Displaying banners & using VMS to announce upcoming
works at condo entrances, community spots, along
alignment
Expand existing heartland outreach:
Through above channels as well as Community Outreach
Programmes for GRLs, Community Talks, etc.

19. By Gender
•Male 177 (74%)
•Female 63 (26%)
By Employment
• Employed:172 (71.7%)
• Students: 26 (10.8%)
• Self-Employed: 10 (4.1%)
• Retirees: 11 (4.6%)
• Homemakers: 4 (1.7%)
By Category
• Interest Groups (cycling,
green) 1
• Professionals 88
• Partners* 46
• Supporters
31
• Taxi/bus drivers 8
• PT Users
– Bus 131
– MRT/LRT 181
*GRLs, students, etc
Friends Of LTA 240 as of 2010

20. Growing & Sustaining FOLTA
Approach specific groups (students, elderly) to gauge
ground sentiment prior to DBTF, BRMP
Identify platforms to engage, and increase and sustain
membership by targeting specific groups
• Students —Land Transport Gallery guides; public
transport ambassadors; Art in Transit ambassadors;
leaders of school projects on public transport
• Senior Citizens – Promote elderly-friendly transport
facilities group to pilot new schemes
• General – increase communication via e-cards,
quarterly sharing sessions by subject matter experts,
consultation (focus groups discussions, tea sessions,
referral programme)

21. STEP 6
IDENTIFY & MEASURE SUCCESS

22. HOW
LTA CorpCommsGroup
Workplan 2010
Positive media coverage
Positive public feedback
Sustainable growth of Friends Of LTA
Sustainable growth of On-line Friends, Followers & Fans
Social Mention in new media platform: Twitter, Facebook, Blog
communities, online forums, etc.
Visible Increase in Web Traffic
Web Traffic Referrals
Recommendations & Positive Reviews of LTA Initiatives
Increase in Time Spent on LTA Website & Social Media platform
Repeat Visits & Social Mentions
Social Connectivity among Stakeholders
SUCCESSFUL?
WHAT MATTERS IS:

23. IMAGINE THIS…
LTA CorpCommsGroup
Workplan 2010
OUR CAMPAIGN MOTIVATED OUR STAKEHOLDERS TO
FOLLOW US ON FACEBOOK UPDATES WHICH
MOTIVATED THEM TO INSTALL OUR IPHONE APP
WHICH ARE SO USEFUL AND ENTERTAINING THAT THEY
VISIT OUR WEBSITE WHERE THEY SIGNED UP FOR
EMAIL NEWSLETTERS IN WHICH WE PROMOTED OUR
BLOG THAT CAPTURED DIRECT MAIL OPT-INS WHICH
INCLUDE OUR CUSTOM E-MAGAZINE THAT ENTICED
THE READER TO NOT ONLY FOLLOW OUR OTHER
INITIATIVES BUT LOVE IT ENOUGH TO TWEET IT AND
WRITE ABOUT IT ON THEIR FACEBOOK WALL.

24. STEP 7
FINE TUNNING

25. HOW TO
LTA CorpCommsGroup
Workplan 2010
Build & Expand Media Relations Network
Learn from negative feedback
Build & Expand Stakeholders Network
Create sustainable programmes to retain and attract new FOLTA
Create New Media Content
Participate more aggressively in new media platforms: Twitter,
Facebook, Blog communities, online forums, etc.
Relook Content and ease of navigation of Website
Review and enhance LTA Initiatives
Facilitate Social Connectivity among Stakeholders
IMPROVE?
WHAT MATTERS IS:

26. STEP 7 FINE TUNNING
STEP 1 WHAT’S OUR ONE THING?
STEP 2 WHAT DO WE DO?
STEP 3 WHAT’S OUR PITCH?
STEP 4 HOW CAN WE BE HUMAN?
STEP 5 HUB & SPOKES MODEL
STEP 6 IDENTIFY & MEASURE SUCCESS
LTA CorpCommsGroup
Workplan 2010