UITP Training Programme on Marketing & Communication

Transcription

1 UITP Training Programme on Marketing & Communication Berlin, June 2016 DRAFT PROGRAMME Accommodation and directions Meeting venue: VÖB-Service, Lennéstraße 11 - Ulrich-von-Hassell-Haus, Berlin How to get there? Public transport passes for the whole length of the course will be provided at your arrival on the first day of the course The nearest S-Bahn and U-Bahn station is Potsdamer Platz. From Tegel Airport the airport-bus brings you to Unter den Linden station where you can catch the S-Bahn line S1 to Potsdamer Platz. From Schönefeld airport the S-Bahn line S45 brings you to to Papestraße station where you can catch the S-Bahn line S2 to Potsdamer Platz. From the main railway station Hauptbahnhof the bus M41 brings you directly to Potsdamer Platz in less than 10 minutes. Recommended Hotels Please check out our webpage under the Practical information section. 1

2 Tuesday, 14 th June 2016 Meeting venue: VÖB-Service, Lennéstraße 11 - Ulrich-von-Hassell-Haus, Berlin 9.00 Welcome & introduction to UITP Which fundamental elements should be identified and acted upon to conceive an adapted marketing strategy? Marketers are facing the challenge of developing new ways to approach customers or potential customers in order to convince them to make public transport and sustainable mobility modes their preferred means of transportation. To be more cost efficient and result-oriented, a marketing approach must be enhanced with better professional techniques and tools which will be addressed throughout the course: the importance of building a strategy around the customer, the necessity of a strong brand and image, the development of an attractive mobility product and the use of effective communication tools which meet today s lifestyles, needs and expectations. The course will provide the most innovative knowledge on today s marketing and communication tools, drawing throughout the programme on: The design and implementation of a successful marketing and communication strategy which will be presented at the beginning of each session The development of information technologies and digitalisation. From smart card systems and big data to the use of social media and digital communication channels, IT literacy is an indispensable skill for marketers The development of new lifestyle services to make public transport, in combination of new mobility services, the mode of choice for citizens [Adrien Moulin, Training Manager Knowledge and Programmes, UITP Centre for Training] [Agnès Peter, Jr Manager Design, Culture & Marketing] 9.45 Session 1: Inspirational speech Marketing and Communication in the Era of Digitalisation [Dr. Frank Wolter, DB Mobility Logistics AG] Break 2

3 11:00 Session 2: Customer Centricity in Public Transport A 360 knowledge of your customers is needed to meet all their single needs. Traditional market research tools have allowed a certain understanding of the customer and in some cases complex segmentation of customer needs and profiles have been developed. Today however, new technologies and tools are emerging providing an enormous amount of information which was not available before. Looking at big data and CRM, what addedvalue do these tools provide today and how do they compare with traditional ways of market research? How do companies segment their customer profiles and understand customer needs? What are the current most adapted market research tools and how are their outcomes analysed and used? [Maria Björner Brauer, Sales and Marketing Director, Västtrafik AB, Sweden] 12:30 Lunch 13:30 Session 3: Branding & Image in Public Transport To convey an attractive and trustworthy image, every company needs to position itself when facing customers and the wider public sphere. As do public transport companies or authorities which are the prime mobility providers in cities, whether for locals or visitors. As such, a strong brand and image is needed not only to retain regular public transport users but also to seduce non regular users and spread a modern and blooming image of the city. What are the functions and how to manage a brand in public transport? How to define values and missions for companies and authorities, which today do more than just running buses or trains, by offering for example far broader mobility packages? How to develop a unique selling proposition (USP) in often complex, public-driven and multiplestakeholder environments? [David Favest, Marketing Director, Sales, Marketing and & Network, STIB, Brussels, Belgium] Coffee break Session 4: Workshop End of day Evening Welcome Dinner: Restaurant Käfer, Reichstag (exact time tbc) Kindly offered by the Berliner Verksbetriebe (BVG) 3

4 Wednesday 15 th June :00 Session 5: Inspirational Speech Marketing and Communication in the Era of Digitalisation Netway are Neuro-UX architects using proprietary methodology, ERA, which combine Data and Neurosciences) to build digital screens (smartphone, tablet, computer) that give users a barrier-free multi-devices experience and that enable enterprises to achieve their business objectives. [Marc Van Rymenant, Founder & Partner, Netway, Belgium] 10:00 Coffee break Session 6: Product Development: From Public Transport to Mobility Services From the development of a single mode of transport to the provision of an attractive mobility service offer, the core activity of public transport companies has evolved from running vehicles to moving people (ever more increasingly from doorstep to doorstep). Today operators or authorities not only sell tickets but tend to develop more complex fare structures, ticketing options or services packages to better adapt to customer needs. Looking beyond, products can also be combined with other modes of transport, turning the offer into real mobility services (or Mobility as a Service - MaaS). This session will deal with the management and development of new products to increase sales and revenue, manage demand and make the service adapted and attractive to regular and potential customers. [Martell Beck, Divisional Director, Marketing and Sales, Berliner Verkehrsbetriebe (BVG), Berlin, Germany] 12:30 Lunch 4

5 13.30 Session 7: Innovative Communication tools With a good understanding of the market and customers, a strong brand and an attractive unique selling proposition, a clear strategy needs to be defined to select and apply the most effective communication tools. These must then be used efficiently to get the wanted results and reach the key objectives of the company or even those of the city. This session will give an overview of the tools available for marketers in public transport, looking at their respective application, their advantages and drawbacks, particularly focusing on the use of new information technologies, social media and video for example. Beyond traditional paid and owned media channels, the rise of participative communication and field marketing also deserve attention. Finally, the session will address the issue of public relations and press which are essential in the relation with the wider public and authorities. [Alexander Hall, Marketing & Communications Portfolio Manager, Transport for London (TfL), UK] Coffee break Session 8: Workshop 17:30 End of day 2 Evening Restaurant Lindenbräu at Potsdamer Platz (time tbc) Kindly offered by the Berliner Verkehrsbetriebe (BVG) 5

6 Thursday, 16 th June :00 Session 9: Engaging with customers through social media Social media represents an effective means for companies and institutions to open a direct dialogue with customers and citizens. It is an essential tool to manage reputation and image, to learn about experiences and expectations of customers and even further to enhance customer service, real time information or help in recruiting for example. What are the different functions of Social Media and how to use them? What can social media add to marketing and communication in public transport and does it deliver value for money? What are the opportunities, threats and challenges of engaging with customers through social media? This session will address these questions by providing a return on experience from the sector looking at social media implementation and day to day management, but also costs, resources and content monitoring. [David Favest, Marketing Director, Sales, Marketing and & Network, STIB, Brussels, Belgium] 10:00 Session 10: Mobility as a Service, the SMILE project in Vienna An integrated mobility platform ideally offers all available mobility options, private or public, into a One-Stop-Mobility-Shop bringing convenience, time, and cost savings to the mobility user through technology-enabled real-time, door-to-door, multi-modal travel information that encompasses pre-, in and post-trip services. It should enable planning, booking and ticketing for the whole trip. [Reinhard Birke, Project Leader, Wiener Stadtwerke, Vienna, Austria] 11:00 Coffee break 11:30 Session 11: Workshop 12:30 Session 12: Wrap up, Evaluation & Certificates 13:00 Lunch End of the programme UITP reserves the right to make amendments to the programme or any related activity 6