Ahmedabad metro rail project (amrc) deepen

A Project
Submitted by
Batch – 6, Section – B
Name Roll No
Deepen Upadhyaya 15
Ahmedabad Metro Rail Project
(AMRP)
A Strategic Communication Planning

What is Ahmedabad Metro Rail Project____
• Ahmedabad - Gandhinagar Metro rail project is being promoted
with the objective of providing safe, fast and eco-friendly
transportation services to the public at affordable rates while
simultaneously reducing the congestion on the roads. The metro rail
project will promote integration with AMTS, BRTS, Railways and
other modes of public transit system.
The project aims to be a model project not only for the state of
Gujarat, but also for the entire nation. This project holds the
advantage
• Very responsive State Government and progressive leadership
• Relatively flat terrain
• Use of state of the art technology
• Minimum land acquisition
• Majority elevated track

Features of the Project____
MEGA is committed to deliver World Class state-of-art
technology most cost efficient metro within the
shortest time span possible in the country.
The proposed metro will have majorly
• Ballast-less tracks
• Air-conditioned coaches
• GPS based rail tracking system
• Parking facilities
• Train destination indicators & stations with support
infrastructure like automated fare collection

What is Strategic Planning___
• Strategic planning is an organization's process of defining its strategy,
or direction, and making decisions on allocating its resources to pursue
this strategy. It may also extend to control mechanisms for guiding the
implementation of the strategy.
- In order to achieve the same communication to both internal & external
publics is required.
- Following skills are important in strategic planning
- a . Research to understand current situation
- b. Utilization of maximum resources by deciding modes
operandi
- c . Choosing medium, media mix and tactics operations
- d . Taking feedback and Researching after completing project

Nine Steps of Strategic PR Planning
 Phase One: Formative Research –
 Step 1: Analyzing the situation
 Step 2: Analyzing the Organization
 Step 3: Analyzing the Publics
 Phase Two: Strategy –
 Step 4: Establishing Goals and Objectives
 Step 5: Formulating Action and Response Strategies
 Step 6: Using Effective Communication
 Phase Three: Tactics –
 Step 7: Choosing Communication Tactics
 Step 8: Implementing the Strategic Plan
 Phase Four: Evaluative Research –
 Step 9: Evaluative the Strategic Plan

Strategic PR Planning on AMRC____
- Phase One: Formative Research
» Step 1: Analyzing the situation
• Analysis of the situation is the crucial beginning to the process. It is imperative that all
involved-planner, clients, supervisors, key colleagues and the ultimate decision makers
agrees to the opportunity or threat to be observed in this program.
i). Opportunities:
• High Demand of transportation alternative
• Growth of Population, both internal & external
• Transportation is much faster compared to Local Ferry by Jeep
• Is Economical and Saves time as compared to other transport
• Saves Fuel, Cost Effective and Controls Pollution
• Management is effective and easy compared to other Public Transport
• Effective link between Capital City and Commercial City
ii). Threat:
- Already Lagging Behind, Official Project was supposed to be completed by 2015
- The Approval from Central Government was given late
- Other Publics Transport roots are predefined, It would need restructuring and redesigning
- Budget allotment is of MEGA Project, investment in monetary, time & manpower would be
more

Phase One: Formative Research____
- Step 2: Analyzing the Organization:
This step involves a careful and candid look at three aspects of the organization:
(1) its internal environment (mission, performance and resources),
(2) its public perception (reputation)
(3) its external environment, (competitors and opponents, as well as
supporters).
 Metrolink Express for Gandhinagar and Ahmedabad (MEGA) is a proposed
mass-transit rail system for the cities of Ahmedabad and Gandhinagar, India.
 The DMRC (Delhi Metro Rail Corporation Ltd) has already done its techno-
feasibility study and submitted its report. Gujarat government has recently re-
approached Delhi Metro Rail Corporation (DMRC) for a modified detailed
project report (DRP) for a metro rail project in Ahmedabad.
 Based on a long-term cost and benefits analysis conducted by consultants M/s
Egis Rail of France, broad gauge was selected for this project
 Its other details are already mentioned in the features sections of this
presentation in the fourth slide.

Phase One: Formative Research_
- Step 3 : Analyzing the Publics:
• This step includes an analysis of each public in terms of their wants, needs and
expectations about the issue, their relationship to the organization, their involvement in
communication and with various media, and a variety of social, economic, political,
cultural and technological trends that may affect them
- To Analyzing the publics, three things are very important to understand the market
segments which comprises from family to friends, people to politics, boss to business etc.
and they are:
- i). Public : It consist of communication and interdependency between organizations
having common goals, command interest and face common concern.
- Ii). A Market : its mainly to conduct business or generate support and participation.
- Iii). Audiences : The main target or people for whom the process of informing & educating
to aware is done.
With reference to Ahmadabad and Gandhinagar, above segments are diverse because of
social, economic, lifestyle, external conditions and business environment.

- Phase Two: Strategy__________
-Step 4: Establishing Goals and Objectives
• The second phase of the planning process, Strategy, deals with the heart of
planning: making decisions dealing with the expected impact of the
communication, as well as the nature of the communication itself.
• The state government has set up a Rs 200 crore company for the execution of
the project. The company is named the Metro Link Express for Gandhinagar
and Ahmedabad (MEGA).
• Metro Link Ahmedabad & Gandhinagar (MEGA) is proposed to be designed
and completed into three phase and three route system
• Phase-I extension, Phase-II, Phase-III will include connecting Sardar
Vallabhbhai Patel International Airport to the MEGA network through
Motera. The services to Gandhinagar, GIFT City, etc. will be extended from
Motera towards North. Also, other parts of the city that have been left as of
now e.g. Civil Hospital, etc. will be connected. Most probably, if
commissioned, the proposed Fedara International Airport, Dholera SIR, etc.
will be connected to MEGA too, which will be after 10 years from now.

1. Motera to APMC Vasna (North-
South)
• Motera Stadium
• Sabarmati
• AEC
• Sabarmati Railway Station
• Ranip
• Juna Vadaj
• Usmanpura
• Income Tax
• Nava Gandhigram
• Madalpur
• Paldi
• Anjali
• Vasna
• APMC
2. Thaltej to Vastral Gam (West-East)
• Thaltej
• Doordarshan Kendra
• Gurukul Road
• Gujarat University
• Commerce Six Roads
• Navrangpura Stadium
• Income Tax
• Shahpur
• Relief Road
• Kalupur Railway Station
• New Cotton Mills
• Amraiwadi
• Rabari Colony
• Vastral
• Nirant Cross Roads
• Vastral Gam
Phase – I with following______
routes to be ready by 2018–19:

- Phase Two: Strategy_____
-Step 5: Formulating Action and Response Strategy:
• A range of actions is available to the organization, and in this step you
consider what you might do in various situations. This section includes
typologies of initiatives and responses.
-Communication Strategy : Approach with persuasion to make public
support and use maximum advantage of this service should be created in
order to avoid public opposition in development.
-Proactive Strategies: Utilizing Visual media and one on one personalized
communication to approach people in order to get supportive response. As,
there are fair chances of people opposing the operations when in progress if
they lack the vision of big picture
-Reactive Strategies: No, need to be reactive in giving response. Best form of
convincing is to persuade the audience of the bigger benefits they’ll get once
its done.

- Phase Two: Strategy_____________
-Step 6: Using Effective Communication:
• It deals with the various decisions about the message, such as the sources who will
present the message to the key publics, the content of the message, its tone and style,
verbal and nonverbal cues, and related issues
• Following strategy can be considered to communicate effectively
-Information level- Utilization of upgradable mass media like New Media, Social
media, Short Message Service, Monthly One article on MEGA in Gujarati News
Papers, Related events and Site updates.
-Persuasion level: In order to persuade skills like communication, data analyzing,
convincing, negotiation etc. is required. The best way to achieve the desired response
is to do lobbying and PR activity consisting of propaganda of modes operandi with
expected results.
-Dialogue level: The Level of communication should be taking place considering
Ahmedabad & Gandhinagar city in mind. Higher authorities in charge of decision
making should be communicating to the common mass and audience

Phase Three: Tactics__________
• During the Tactics phase, various communication tools are considered
& the visible elements of the communication plan are created.
Step 7: Choosing Communication Tactics
• This inventory deals with the various communication options. Specifically, the planner
considers four categories:
(1) Face-to-face communication & opportunities for personal involvement
(2) Organizational media (sometimes called controlled media)
(3) News media (uncontrolled media)
(4) advertising and promotional media (another form of controlled media).
While all of these tools can be used by any organization, not every tool is appropriate for each
issue. This is the phase where we allocate the controlled and uncontrolled media precisely.
Following approach can be used : -
 Multi Step flow Theory – Utilizing the maximum reach of opinion builders to make a
positive impression of MEGA project to public through various mass mediums.
 Interview in TV, News Paper and Magazines

Phase Three: Tactics__________
-Step 8: Implementing the strategic plan
• You develop budgets and schedules and otherwise prepare to
implement the communication program. This step turns the raw
ingredients identified in the previous step into a recipe for successful
public relations and marketing communication
• Currently
• As per the DPR, the total project cost was 4295 crore rupees, and the
project revenues were estimated based on projected Fare Box revenue.
In addition to Fare Box revenue, 10% of Fare Box revenue was
estimated to be generated through value capture of property
development. Based on above assumptions, It was assumed that about
1500 Crore rupees will be generated through property development,
and another 1500 Crore would be infused by the Government as
Viability Gap Funding. Later, it was decided not to go ahead with
Metro Rail project to give priority to the BRTS and Regional Rail system
Projects.

Phase Four: Evaluative Research___
• The final phase, Evaluative Research, deals with evaluation and
assessment, enabling you to determine the degree to which the stated
objectives have been met and thus to modify or continue the
communication activities
-Step 9: Evaluating the Strategic Plan
• This is the final planning element, indicating specific methods for
measuring the effectiveness of each recommended tactic in meeting the
stated objectives.
• Following Mass Communication Tools can be used to get personalize
feedback or in general feedback of public
 Toll Free Numbers for feedback
 Conducting survey
 Short Message enquiring or informing about feedback system
 Social Media
 Public Broadcast

Ahmedabad metro rail project (amrc) deepen

Ahmedabad metro rail project (amrc) deepen

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