شذى الطيب

2009- 2012 : Communication strategy for Casablanca first tramway line
• « Casa Tramway » brand building and action plan to promote the brand and to ensure public information throughout the works.
• Development of the brand visual identity
• Strategic ATL and BTL planning and action bridge building
• Management with creative and media agencies for the launch of large multi media campaigns
• Management with various services suppliers for public information (construction sites signalization, nearby residents’ information, drivers’ information, awareness campaigns for road security, mailings…).
• PR strategy and point of contact of the media
• Digital communication through a dedicated web site about the works of Casablanca first tramway line
• Film production of Casablanca first tramway line
• Photo and video data archive
• Organisation of companies events

Results:
• Continuous multi canal public and media information throughout the period of construction
• Weekly press coverage over 90% neutral or positive
• Low accidents rate (0.8% accidents per 10000 km) after only one year within tramway launch

2013 - present : Evaluation and repositioning of Casablanca’s first tramway line strategy as an ambassador of the tramway network in progress
• Corporate communication strategy in line with new mobility political strategy of the city (110 km public transportation network, road works, mobility master plan…)
• Action planning, budgeting and bridge building in line with companies various mobility projects
• Supervision of Tramway Operations Company communication strategy to ensure respect of budgets and coherence of messages
• Development of key partnerships to promote mobility in Casablanca
• Press relations and point of contact of the media
• Public relations with corporate or political partners.
• Development of communication tools such as: web site (www.casatransport.ma), tramway magazine, corporate brochures, communication kits etc.