This document discusses the corporate communications department at VicRoads and its responsibilities. The department manages VicRoads' brand identity, media relations, website, social media presence, and digital strategies. It is responsible for overseeing marketing campaigns and publications. The department also monitors trends and ensures VicRoads provides timely traffic, licensing, and transportation information to customers through its website and mobile apps. It aims to transition VicRoads' online presence from solely providing information to enabling online transactions and engagement.

1. Corporate Communications at VicRoads - who we
are, what we do and where we want to be -
Dionne Lew - Director, Corporate Communications
September 2011

2. Who are VicRoads?

3. Corporate Communications
 Is responsible for managing strategic and
other signals that impact our reputation –
brand identity (advertising, sponsorship, visual
style and conferences), media inputs and
community/stakeholder perception (resulting
from communications received from VicRoads
direct mail/letters, stakeholder engagement
and in response to local/crisis issues).

4. Marketing, communications and design
 Advice to Minister for Roads and VicRoads CMG and
staff on marketing and communication initiatives and
programs
 Management of VicRoads projects through Advertising
and Communications Committee processes
 Management of VicRoads projects through DoT, DPC
and Whole of Government strategic communications
 Strategic brand development, advice and approval (eg L
to P program, Driver’s Guide to Rural Victoria)

5. Marketing, communications and design
 Management of advertising campaigns
 Management of consumer and social trends research
 Management of centralised publications model for all
VicRoads publications
 Centralised management of corporate communications
functions/policies (Communications Leadership Team,
visual identity, sponsorship, filming, merchandise,
publications, new media)
 Sponsorship management (approximately 260 proposals
per year)

6. Marketing, communications and design
 Management of Studio - an in-house new media and
design team
 Management of Corporate publications (e.g. Annual
Report, Registration and Licensing insert, Comms Talk )
 Management of branding elements including image
library, attributes
 Strategic management and overview of communications
initiatives such as Registration and Licensing Facebook

7. Media operations
 Advice to Minister for Transport and Roads, VicRoads
CMG, Regional Directors and staff on media issues
 Management of events for Minister for Transport and
Roads (almost 150 in 2010)
 High level crisis, emergency, issues and media
management (responded to 1,600 direct media
enquiries in 2010)
 Writing speeches/presentations, media releases,
articles, Q and As and messaging documents
 Conducting issues audits

8. Media operations
 Daily media monitoring, analysis and reporting (27,000
hits in 2010)
 Spokesperson briefing and media training
 Communications briefs for FOI briefs
 Emergency media and comms management/support
(both at State (EMJPIC) and VicRoads regional level)

9. Web Services and Online Engagement
Team
 Management of the Victorian Government's 2nd most
visited website, and the most visited site from a mobile
phone.
 Over 1200 content pages and 25 applications.
 In July 2011 there were 550,000 unique visits to the
site, and 5.5 million page views. 12 % of all page views
now come from mobile devices and this is expected to
rise to 50 % in the next 18 months.

10. Web Services and Online Engagement
Team
 The Web Team has the dual responsibility for managing
the core website function as well as leading VicRoads
Digital Vision of making the web a key channel in our
business.
 Our vision is to meet the VicRoads objectives of
providing Victorians timely information to make safe
and easy connections to the people and places that
matter most to them.
 At the core of our Digital Vision is moving VicRoads
online presence from information to a interaction and
transaction.

11. Web Services and Online Engagement
Team
 Our role is far more than a website, it's mobile sites and
applications, content distribution, partnerships, social
media publishing and engagement.
 Central to everything we do is the consumer, knowing
what they want, how they want it and when they want
it drives our thinking and implementation.
 The team actively monitors Social Media, and
champions the use of Digital tools and Social Media in
all our communications plans.

12. Knowing the customer
 Who are our customers?
 What do they want from us?
 How do they want it?
 When?

13. The result
 Social media strategy
 Policies

14. Digital Strategies

15. Direct Route to Licence Town

16. Gaming

17. Online campaigns

18. Stretching the elastic
Facebook
Medical
Air traffic

19. Melbourne International Film Festival
2010
2011

20. Customer service
Arabic
 YouTube
– Multiple languages
– Drive online transactions Vietnamese
Burmese Mandarin Spanish

21. Facebook

22. Location Finder

23. Stakeholder Engagement

24. Hoddle Street Study
 http://hoddlestreetstudy.com.au

25. Procurement
 Two-way communication/transparency

26. Real Time information, when it’s
needed

27. Distribution

28. Traffic
 VicTraffic
 LiveDrive
 Clearways app – SmartPark
 www.vicroads.vic.gov.au/apps

29. Digital innovation – beyond a webpage
• Consider new forms of publishing specific to audience
and that allow cost reduction and recovery, ebooks
• Third party leverage, we are a valuable ingredient,
partner with people who are established in their field,
educating, providing news, selling
• Consumer-centred thinking – What is the problem we
are going to solve vs what do we have we can put on
the web

30. Ebooks

31. Outcomes

32. Old meets new
 Traditional marketing
 New and emerging
technology and channels
 10% of our web traffic is
from mobiles
– Expected to be 50% in
2013

33. Where we are at
 210% increase in demand from mobile phones in 2010
 640,000 YouTube views
 2,225 followers on twitter
 720,000+ visits per month

34. Mobile
 We are already seeing the shift in access from PC to
Mobile
 12 % of all views now from mobile – In July 2011 we
had 2/3rd of 2010’s mobile traffic
 Only one area is mobile friendly – traffic
 Mobile is the perfect accompaniment for our users
needs

35. Mobile –most popular
 iPhone and iPad account for 80% of that traffic
 Homepage
 Traffic information
 Contact Us
 Vehicle Status Checks
 Registration – pre purchase checks
 Licence questions, P’s L’s etc

36. Going ahead
 More sophisticated view of our consumers
 Keep listening to the consumer and building on the
communication methods they use – making ourselves
accessible

37. Coming soon
 Emergency map
 Cyclists’ app
 Freight app
 Move transactions online
 Online logbooks for learners