1.February ,2014EMBARQ WORKSHOP ONTalking TransitSocial Marketing of JANMARG, Ahmedabads BRT SystemKumar Manish twitter@kumarmanish9 Head of Strategic Communications and Public Outreach

2. Social Marketing of Janmarg , BRTS in Ahmedabad1. 2.ROM tot& TrialsROME WAS NOT BUILT IN A DAY. SO, DOES JANMARG BRTS IN AHMEDABAD.Cycle Sharing System 3. Social Marketing of Janmarg , BRTS in Ahmedabad.Launched on Oct 14, 2009Cycle Sharing System 4. Social Marketing of Janmarg , BRTS in Ahmedabad1. 2.ROM tot& TrialsPRE JANMARG ERA (2000-2009) -it all started with focused workshop & public consultation starting in year 2000.Cycle Sharing System 5. Social Marketing of Janmarg , BRTS in AhmedabadBRTS workshop Jan, 2000 Series of public consultations, Feb 2002 Workshop 2003January 20-25th, 2000 Series of Consultations, Feb 02 -03 BRTS Workshop Specific consultations on BRT: August 24, 2005 August 2005 Vehicle Technology Bus manufacturers and experts Workshop October 28th, 2005 consultations, 2006 International workshop on BRT Specific consultations on BRTS, August 2005 held in Ahmedabad, September 2007 Bus manufacturers Directors Forum (2 meetings) and experts consultations, 2006International visit administrative & political wing 6. Social Marketing of Janmarg , BRTS in AhmedabadTARGET AUDIENCE FOR INITIAL PROMOTION OF BRTS CONCEPT Ahmedabad Municipal Corporation, Gujarat Infrastructure Development Board (GIDB), Ahmedabad Urban Development Authority CEPT University, Government of India, Government of Gujarat, State Road Transport officials Municipal Transport Officials, Bus Operators (Local & regional), Institutions (CRRI, IIT Delhi, IIM, ITDP) Opinion Makers 7. Social Marketing of Janmarg , BRTS in Ahmedabad1. Logo design by National Institute of DesignCycle Sharing System 8. Social Marketing of Janmarg , BRTS in Ahmedabad2. Designer Uniform designs for Pilots/Staffs/Traffic BrigadeCycle Sharing System 9. Social Marketing of Janmarg , BRTS in Ahmedabad3. Free trial run- three months during Navratri -taste of the service & opportunity for public feedbacksCycle Sharing System 10. Social Marketing of Janmarg , BRTS in Ahmedabad4.Word of mouth publicity- The best publicityCycle Sharing System 11. Social Marketing of Janmarg , BRTS in Ahmedabad5. Special visits/ ride for professionals groups/ opinion makersSchool children Physically challenged Visually impaired Doctors Industrialists Religious leaders Technical experts and delegations visit Officers of Government of Gujarat with their family Local Corporaors Media Personalities Members of Parliament, Legislative assemblyCycle Sharing System 12. Social Marketing of Janmarg , BRTS in Ahmedabad6. Media SupportCycle Sharing System 13. Social Marketing of Janmarg , BRTS in Ahmedabad5. Exhibition - Janmarg Exhibition at Vibrant Gujarat Summit-2009Cycle Sharing System 14. Social Marketing of Janmarg , BRTS in Ahmedabad6. Events - International Workshop on BRTS Year 2007Cycle Sharing System 15. Social Marketing of Janmarg , BRTS in Ahmedabad7. Visit of National & International Delegation.Cycle Sharing System 16. Social Marketing of Janmarg , BRTS in Ahmedabad8. Team Matters Coordination & Collaboration (elected wing & administrative wing ) at Ahmedabad Municipal Corporation 17. Social Marketing of Janmarg , BRTS in Ahmedabad9. Information Booklet 18. Social Marketing of Janmarg , BRTS in Ahmedabad1. 2.ROM tot& TrialsCOMMUNICATE WITH MEDIA-(LOCAL & NATIONAL) -Inform -Share -EngageCycle Sharing System 19. Social Marketing of Janmarg , BRTS in Ahmedabad1. 2.ROM tot& TrialsMEDIA SENSITIZATION & CORDINATION EFFORT Media interaction with Municipal Commissioner, IP Gautam on weekly basis Single channel of communications in AMC & CEPT University. Good Crisis Communications in wake of Delhi BRTS fiasco Openess for Criticism & SuggestionsCycle Sharing System 20. Social Marketing of Janmarg , BRTS in AhmedabadPositive Feedbacks for Improvement by Media 21. Social Marketing of Janmarg , BRTS in AhmedabadTimes of India Headline -King of The Road 22. Social Marketing of Janmarg , BRTS in Ahmedabad 23. Social Marketing of Janmarg , BRTS in Ahmedabad1. 2.ROM tot& TrialsPOST JANMARG LAUNCH User feedback survey by CEPT university Visits by local, national & international delegation Brand ambassadors of the project at different venues National & international awardsCycle Sharing System 24. Social Marketing of Janmarg , BRTS in AhmedabadIN NUTSHELL THE SOCIAL MARKETING OF JANMARG IS ALL ABOUT Brand & IdentityMessaging Coherent internal communications (Political + Administrative wing )User Education & information SystemsMarketing Campaigns offlineExternal Communications & Media ManagementWord of Mouth PublicityOnline engagement Social Media Yet to start 25. Social Marketing of Janmarg , BRTS in Ahmedabad1. 2.ROM tot& TrialsWORD OF CAUTION : All said and done- Quality Service & facility ultimately decides the success and failure of projects in long run. Create Communications plan well in advance and include it in initial stages. Use the power of social media to engage & listen more.Cycle Sharing System 26. Thank you Photo Credits: CEPT University & Times of India