A direct marketing campaign, designed to promote public transport use, was targeted at new university students. A special form of info stand, designed to resemble a logo, was placed in university premises.
Background & Objectives
About 10,000 newcomers to university every year usually do not know how to use public transport in Brno and consider using the car instead of sustainable transport modes. There is a need to give these newcomers information about public transport services.
The first aim of KORDIS (public transport operator for the South Moravian Region) was to bring information directly to the new students.
The second aim was long-term. Quite a lot of students stay in Brno after their graduation. KORDIS hopes that the direct promotion of public transport services will lead students to feel more relaxed and satisfied with these services, and further, to consider public transport not only as a social service but also as a useful transport mode. This approach could persuade them to continue to use public transport after their graduation.
The activity started in May 2010 with discussions with university representatives during the student registration period. In September 2010, information meetings for students were organised. KORDIS placed a specially made info stand next to the classrooms and provided a personal service for students. The info stand was designed as the logo of our Integrated Public Transport system. During the presentations, KORDIS distributed information relating to public transport services.>This information included timetables, leaflets, Tips for Trips, maps and plans of public transport in Brno and the South Moravian region, public transport calendars for 2009/2010 and 2010/2011, and promotional materials such as badges relating to the BENEFIT project (co-funded within the STEER programme, EACI). This service was highly appreciated by the students as well as the university management. Implementation costs were about €3,000.
About 200 person hours were spent on this action.
KORDIS decided to use direct communication with their customers and tried to show that they are willing to help customers by making use of their service simpler and easier. The activity was targeted at 3,000 new students at the university (3,000 mobility packages) and a further 7,000 existing students. About 500 new students have visited the info stand during 1 week of the registration period. They all received the same plans and information leaflets, and they could directly discuss their transport issues. For all students of the university (10,000), there are 6 midi boards on campus with public transport information.
This low-cost activity cannot bring a direct change in the behaviour of students, but as part of the package of measures it can have quite a strong impact on people. It would appear to be easy to replicate this model in other schools/universities.
recommended link BENEFIT