f rom Here to tHere A creative guide to making public transport the way to go CoNTENtS 02 Introroduction: A competitive marketplace 06 Brand and identity 12 Internal communication 16 User education 22 User information systems 28 Marketing campaigns 34 Public relations and external communications 40 User feedback systems 44 Online engagement EMBARQ catalyzes environmentally and financially sustainable transport solutions to improve quality of life in cities. This work is licensed under a Creative Since 2002, it has grown to include five offices, located Commons Attribution-NonCommercial- in Mexico, Brazil, India, Turkey and the Andean Region, NoDerivs 3.0 Unported License. that work together with local transport authorities to reduce Report by: pollution, improve public health and create safe, accessible Erik Weber, Visiting Fellow and attractive urban public spaces. EMBARQ employs more
[email protected] than 130 experts in fields ranging from architecture to air Ethan Arpi, Strategic Communications quality management; geography to journalism; and sociology and Marketing Manager to civil and transport engineering.
[email protected] Aileen Carrigan, Transport Planner
[email protected] Design and layout by Dave K. Cooper, Video Production and Design Manager
[email protected] www.embarq.org Introduction Introduction: $21 A Competitive BillioN Advertising dollars spent by Marketplace major auto companies in 2009 Motor companies like Toyota, Ford and Tata $3.2 spend tens of billions of dollars per year creating BillioN Advertising dollars spent and maintaining their images, cultivating their by General Motors in 2009 customers and selling their products. According to Advertising Age, in For anyone interested in the sustainability 2009, major auto companies spent of developing world cities, these trends a whopping $21 billion worldwide don’t bode well.