Communications with existing transport operators

"And it should be realised that taking the initiative in introducing a new form...is very difficult and dangerous, and unlikely to succeed. The reason is that all those who profit from the old order will be opposed to the innovator, whereas all those who might benefit from the new order are, at best, tepid supporters of him."

- Niccolo Machiavelli

As Machiavelli noted in the 16th Century, change is never easy and likely will be resisted regardless of the benefits of the intended change. BRT can improve profits and working conditions for existing operators and drivers. However, in many countries, the sector is unaccustomed to any official involvement and oversight, and operators often carry a distinct distrust of public agencies. In cities such as Belo Horizonte (Brazil) and Quito (Ecuador) proposed formalisation of the transport sector has sparked violence and civil unrest.

Ideally, the existing operators can come to view BRT as a positive business opportunity and not as a threat to their future. How this key sector comes to view the concept, though, largely depends on the circumstances and manner in which BRT is introduced to them. The municipality will wish to carefully plan an outreach strategy that will build a relationship of openness and trust with the existing operators. At least one planning staff member should be dedicated permanently to liaison activities with the existing operators. In some instances, this position may best be filled by a former transit operator or another person who holds personal credibility with the operators.

Visits to cities with existing BRT systems can be quite appropriate for private transit operators. Many of the fears that the operators may hold about BRT can be successfully dispelled with a first-hand view of a system. Further, private operators are probably most convinced by speaking directly with operators in other cities which have already experienced a conversion from conventional services to BRT. Discussions between different private operators are thus a very effective mechanism to create an atmosphere of support and trust.

3.3.3 Marketing plan

Bus Rapid Transit is not just another bus service. However, communicating this effectively to the public is not an easy task. The negative stigma of existing bus systems is a formidable barrier to overcome in selling the BRT concept. In most parts of the world, the words “public transport” have the same connotation as some other public goods such as “public restrooms”. Thus, public transport is something that is not clean and not particularly nice, and should only be endured when truly necessary.

The right marketing campaign can help put BRT in a new light for the customer. The civic pride exuded from the TransMilenio system in Bogotá has manifested itself through several unusual outcomes. Some couples have decided to hold their weddings in the system (Figure 41). Additionally, some unrelated establishments have decided to co-opt the TransMilenio name into their own business (Figures 42 and 43). In general, the borrowing of the system’s name and image should be avoided since their unauthorised use can ultimately damage the system’s public esteem. Further, intellectual pro perty rights should be closely guarded. However, the borrowing of the TransMilenio image by others is in many respects a compliment to the system’s high quality. The image would not be expropriated in this manner if it was not highly valued by the public .

An effective marketing plan begins with the identification and segmentation of potential user groups. The use of focal groups is a standard market research technique to gain insights into customer impressions. By understanding the needs and constraints of each market segment, tailored marketing strategies can then be designed and employed.

3.3.3.1 System logo

The name and logo of the system is another key starting point to impart the sense of a new type of transit service. Creating the right marketing identity helps create the right image in the customer’s mind. Cities that have successfully implemented BRT have developed marketing identities that set their product apart and excite the public’s imagination (Figure 44). In many instances, avoiding the term “bus” can be part of a strategic plan to re -position the new transit service in the market. Since the word “bus” can sometimes have a negative connotation, the use of other terms such as “metro” or “rapid transit” will instil the preferred sort of image with the customer. For example, the developers of the proposed BRT system in Barranquilla (Colombia) have chosen the name “TransMetro”, which helps to invoke an image of modernity, quality, and sophistication (Figure 45). Likewise, the new system in Guayaquil (Ecuador) is known as “Metrovía”.

Figure 44 Examples of mass transit logos

The colours utilised within the logo and the physical system should also be carefully considered. Colours can both influence public receptiveness to the system as well as reinforce the system’s meaning to the city. For example, Bogotá chose red as the colour for both the buses and the logo. The idea was to equate the

TransMilenio system to the life-blood of the city with the BRT corridors representing th e life -giving arteries. Other cities select colours that relate to a local flag or other identifiable attribute of the local environment.

Creating a public recognition of the

system can also be bolstered by a slogan or tag line that accompanies the name and logo. The message from such a slogan may highlight an aspect of the system that is of particular value to the targeted audience (Figure 46). For example, the message may stress the time saving aspects, the level of convenience and comfort, or the modernity of the system. The logo should also be integrated into the system’s infrastructure. A recognisable motif adorning stations and buses will help gain customer familiarity with the system. Further, archways or poles with system signage at stations will help alert potential customers that there is a station in this location.

3.3.3.2 Marketing campaign strategy

Transit agencies should consider the use of a range of outreach media for their message. The promotional campaign can be communicated in billboards, print ads, radio, television, and special events. The choice of communication medium depends upon the cost and expected number of persons to be reached. While television can be most effective in reaching a large audience, it is by far the most costly option. However, in many cases, media organisations may donate the cost of the advertising as a public service announcement.

Integrating celebrities into the marketing campaign can be quite beneficial. Entertainers, political officials, and other well-known persons can help draw attention to the system. Convincing leading political officials to utilise the system for their daily travel is of particular value. If a Mayor, Governor, or other official makes regular use of the system, this practice sends an important message that the system is of high quality and that all members of society can be proud to use it.