8 main categories or “elements” of a comprehensive branding, marketing and communications plan :
1. System brand – logos, color schemes, vehicle designs & wraps
2. Internal communication – organizational action plans, brand training
3. User education – special event outreach, school programs, free trials, user guides
4. User information systems – maps & diagrams, timetables, wayfinding systems
5. Marketing campaign – print ads, guerrilla marketing, TV & radio spots, “freebies”
6. Public relations & external communications – press kit, media plan, neighborhood notices
7. Feedback systems – call centers, comment cards
8. Online presence – website, social media, mobile apps
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