RE-BRANDING OF ECO-COMMUTING MEASURES AND THE EFFECT VERIFICATION USING MARKETING CONCEPT

Abstract

 Ministry of Land, Infrastructure, Transport and Tourism (MLIT) and Eco-Mo Foundation certifies the business sites encouraging employees to commute to work by environmentally-friendly travel modes such as public transport, bicycle and walk (eco-commuting) as . Number of business sites applying the “Excellent Eco-Commuting Business Sites Certification System” was declining in recent years. Therefore, the secretariat tried to "re-branding" the certification using knowledge of "design" and marketing theory.

 In this study, we describe PR activities of the certification designed based on customer journey theory. And we verify the effect of these PR activities by using practical data such as the number of Web page views and the distributed numbers of communication tool. Result of analyses quantitively shows the effect of communication tools on promoting to apply the certification. This result indicates the importance of the mind of "design" and "branding".