FICTIONAL WESTBAHN CONTENT STRATEGY

AD DESIGN & CREATION - CROSSMEDIA

SOSE23 - BMM & BMT - BRUCKNER, KERN, NASSIOUDIS, POLITZER UND VADOUDI

WESTBAHN

ANALYSIS WESTBAHN

-WHATCANYOURECOGNIZEINTHEEXISTINGCOMMUNICATION?

THEWESTBAHNSHOWSINTHEIRADVERTISEMENTSWHICHROUTESEXIST,BUTTHEYDONOTSHOWPICTURESOFTHEDESTINATIONANDWHYYOU SHOULDGOTHERE

ÖBBFOREXAMPLEOFFERSCITYTRIPPOSTSONINSTAGRAMWITHSIGHTSEEINGTIPS

ATTHEHAUPT-ANDWESTBAHNHOFTHEREAREPRINTADVERTISEMENTSWITHTICKETOFFERSWITHAPICTUREOFTHECITYYOUCANGOTOIN THEBACKGROUND→MOREATTRACTIVETOTRAVELTHERE

THEYTYPICALLYHAVENEUTRALCOMMUNICATION,FOREXAMPLEBYLISTINGHARDFACTS,BUTSOMETIMESTHEYALSOPUBLISHMEMEPOSTSOR POSTERS,ASWELLASMOCKTHEIRCOMPETITION(GUARANTEEDSEATING).

-ISTHEREARECOGNIZABLESTRATEGY?

RELATABLETOCUSTOMERS,THEYLIKETOINCLUDE“TYPICAL”AUSTRIANPHRASES(“AGMAHDEWIESN”,“URLEIWAND”).IFTHEYDONOTINCLUDE THOSE,THEYTYPICALLYFOCUSONGIVINGHARDFACTSABOUTTHEIRTRAVEL(SPACIOUS,CHEAP,CLIMATEFRIENDLY,ETC.).THEYALSOREUSEOLD POSTSRATHERFREQUENTLY/OFTEN.

-ARETHEYTALKINGABOUTPRODUCTSANDTICKETSORDOTHEYALSOOFFERCONTENTWHICHCONTAINSBENEFITS/BENEFITS/ENTERTAINMENTOR BOTH?

THEYTALKABOUTBOTH-THEREAREALOTOFADSTHATFOCUSONTICKETSANDNEWTRAINLINES,BUTTHEREAREALSOLOTSOFADSTHAT TALKABOUTTHEFLEXIBILITY,SPACIOUSSEATS,ETC.

ONTHEIRINSTAGRAMPAGETHEFOLLOWERSARENOTINFORMEDABOUTANYTICKETOFFERSORTHATYOUCANUSETHEWESTBAHNAPPFORAN EASIERCHECK-INORCOLLECTINGWESTBAHNPOINTS

ONTHEIRYOUTUBECHANNELEXISTSAVIDEOONHOWTOUSEYOURWESTBAHN-POINTSFORSNACKSANDDRINK.THISISRATHERATUTORIAL THANAMOTIVATIONFORPEOPLETOTAKETHEWESTBAHNANDCOLLECTTHESEPOINTS.

THEYALREADYHADANESTABLISHEDSTYLEOFADVERTISINGONSOCIALMEDIABUTCHANGEDIT~1½YEARSAGO.THEIROLDSTYLEWASMORE FOCUSEDONACTUALLYSHOWINGTHETRAINSGOINGABOUTANDINCLUDEDDIFFERENTDESTINATIONSANDALSOSHOWEDTHEPEOPLEWORKINGON THETRAIN.ALSO,FORWHATIT’SWORTH,THEIRLIKECOUNTWENTDOWNSIGNIFICANTLYAFTERTHISCHANGE(>250LIKESTO~120).

STRATEGY

THEIDEAFORASTRATEGYISA

COMBINATIONTICKETTHATINCLUDESTHECITIESOFMUNICH,SALZBURGAND INNSBRUCK.

THETICKETISVALIDFORFIVEDAYS.

THEAIMISTHATCUSTOMERSCANSEETHECITIESOVERASHORTPERIODOF TIMEANDCANFREELYDECIDEHOWLONGTHEYWANTTOSTAYINACITY. (WORKSSIMILARTOANINTERRAILTICKET,BUTTHISTICKETISONLYVALIDFOR WESTBAHNTRAINS).

IFYOUBUYTHETICKETONLINE,YOUWILLRECEIVEATRAVELGUIDEWITH ACCOMMODATION,SIGHTSEEINGANDOTHERTIPSVIAEMAIL.THECOMBINED TICKETISSUPPOSEDTOCOSTLESSTHANBUYINGEACHTICKETSEPARATELY.

99 - 130 EURO FOR THE FIVE DAYS

ALTERNATIVELY,THEWESTBAHNCOULDCREATEADVERTSTHATSHOWTHE DESTINATIONINALLITSGLORY,INSTEADOFONLYSHOWINGTHEMEANSOF TRANSPORTATION,SINCEYOUWILLSPENDMOSTYOURTIMEOUTSIDEOFTHETRAIN DURINGYOURHOLIDAYS/TRIPS.

PHOTO: Tiboas Kammerl

DEMOGRAPHY:

Education Career, Family

Housing situation, Age, Gender, income

Gender: Male

Age: 27

Education: master’s degree in expanded museum studies at

BACKGROUND:

Personality, interests, other information

Career: Museum curator

Yearly Income: €37,000

Family: Single, no children

Housing situation: lives on his own in an apartment in the city center of St.

Pölten

Personality:

Punctual and organized quality oriented: due to his busy time schedule and kind of workaholic behavior he craves organization, as well as punctuality and thrives from good quality

Humble and straightforward: he values clarity and simplicity, for example when planning, buying or booking something and wants the transaction to be fast

Workaholic and passion driven: when he loves something, he cannot stop doing it even if it means to work all around the clock

Adventurous and open minded: loves to visit new places and to be on the road 24/7 and enjoys to connect with other people

Detail oriented: loves everything that is appealing to the eye and with that he values unique aesthetic with lots of detail

“dieAngewandte Wien”

NAME and

BACKGROUND:

Personality, interests, other information

Interests:

Loves non mainstream and specific types of sports such as Formel Eins, Dart and Snooker

Is always on the go and explores different Countries, his favorite is Italy where he can enjoy one or two glasses of Aperol (sometimes more than that) Is curious about politics and generally about what is going on in Austria.

Art has of course a special place in his heart, and he loves to explore every bit that exhibitions have to offer

Other background information:

Is always on the go and spends most of his times on planes and trains (due to his job and also for his beloved vacation)

Loves the Brand Feeling of apple and uses it for keeping track with his appointments.

Loves to work and barely even stops (typical day of work starts at 7:00/7:30 and ends at 21:00-21:30)

Values quality over quantity friendship vise, due to his job he has quite a lot acquaintances but only two real close friends that he is on contact on a daily basis and sees on the weekends

Lives in St. Pölten but travels a lot between Vienna (where most of his friends are at) and Linz (where his family lives)

He actually prefers train over plane, due to all the bureaucratic work beforehand as well as the whole security-check process, the fact that you have to be three 2 hours earlier and the comfort he is missing out on

INFORMATION

BEHAVIOUR: sources of inspiration, Media use

BUYING BEHAVIOUR:

Sources of inspiration:

For him, networking with other people is at the top of the list, whether within the industry or outside. You can learn from a lot of people, and you only get the best insider information if you are well networked and also maintain these contacts. Since he travels a lot, the easiest way to do that is through social media. These are the kind of apps he uses the most. He travels a lot and usually uses the time to do so as soon as he is in his seat on the plane or train. From time to time (if time allows), he also likes to attend cultural events and to use Twitter and Industry Magazines to get new information.

Media use:

He can be found on the most popular social media platforms. But he states that LinkedIn and Twitter are the most practical, because they are easy to combine with his professional life. He can also always be reached via email. To switch off a bit, he prefers to use Disney+ and Instagram.

GOALS AND MOTIVATION:

Problems, needs, challenges

He values exclusive events and products and often plans those in advance. But he also loves to throw in some spontaneous trips from time to time. He swears by card payment with his N26 Account, as it is fast, uncomplicated and comfortable.

Career objectives: Building a strong professional network within the museum field is very important for him in terms of professional development. He would like to try even more to connect with colleagues, attend conferences and seminars, and participate in professional associations to keep up to date with current trends and opportunities. >next page

GOALS AND MOTIVATION:

Problems, needs, challenges

Career objectives: In addition to his main tasks of expanding and managing the museum's collection and managing exhibitions, he would particularly like to focus on developing multimedia elements for diverse audience, bringing more innovative immersive exhibitions to Austria's communities and with that being able to foster inclusivity.

Personal Goals: He strives for perfection, but doesn't want to set limits in his life and wants to try out and get to know as much as possible. For the future, he has set himself the goal of paying more attention to a healthy work-life balance, especially from the time when he starts a family and settles down a bit more. Before that, it is important for him to get everything out of his work and to pursue his passion. His most important values are personal responsibility and freedom.

Challenges: Keeping up with the newest trends and technology overall. He as well is being challenged with being on the road all the time and not having enough time to plan ahead sufficiently most of the time and then ending up in chaotic situations and not being able to relax and recharge (which stresses him out as he’s a very organized person). He also challenges with delays and not being able to arrive on time to his appointments.

Fears: Not meeting the expectations of his customers and with that having to see unhappy and unsatisfied people leaving the exhibition. Not being able to climb the career ladder and being able to fulfill his passion to the fullest. One of his fears is to might not being able to settle down and start a family as he is always on the go.

Frustrations: He hates being stressed and not being able to put his whole heart into the shows. He gets frustrated being in places where he doesn't have enough space. He also hates messy websites and complicated booking processes.

GOALS AND MOTIVATION:

Problems, needs, challenges

CONCEIVES

Why is this persona not buying

Struggles: One of his struggles is that he might be working a bit too hard and due to that forgetting to meet friends and to pursue a hobby. Another struggle of his is that he finds it difficult to relax, as he’s always in museums or squished in a train/plane. He also struggles with efficient time management as it is really hard to manage/coordinate all the curator tasks as well as planning the route to his destinations at the same time. He is always on the go and might not even know that the Westbahn has a lot to offer.

He is a “Gewohnheitsmensch” and always relies on the safest option. He might not have considered traveling outside of Austria to Munich Westbahn is very pricey, and he is not sure if the price-performance ratio is adequate.

SOLUTIONS and HELPS

How can the company/the product/ our service specifically help the persona to satisfy the problems or needs?)

A QUOTE

Westbahn could promote cultural aspects of their destinations (for example Munich)

Westbahn could showcase the benefits of traveling by train, and especially their special features of the comfort class.

Westbahn could bring it more to light how simple, laid back and organized their booking process is.

The persona goes by "Creativity is contagious. Pass it on." - Albert Einstein

Prompt for ChatGPT as a base for our following persona:

"YouareapassionatemarketingexecutiveworkingforanAustrianrailwaycompanywhichisrenownedforitsexceptionalservices. Recently,thecompanyhasexpandeditsroute,connectingthepicturesquecitiesofSalzburg,Munich,andInnsbruck.Astheheadof marketing,yourmissionistocreatewidespreadawarenessaboutthisexcitingnewrouteanddriveticketsalestomaximizeitssuccess. Withcompetitionfromothertransportationoptions,youmustcraftacompellingmarketingcampaignthathighlightstheconvenience, comfort,andscenicbeautyoftravelingbytrain.Additionally,youneedtotapintotheculturalandhistoricalattractionsofeachcity, showcasingtheuniqueexperiencesandhiddengemsthatawaitpassengersalongtheway.Asyounavigatetheworldofdigitalmarketing, socialmediainfluencers,andtraditionaladvertisingchannels,howwillyoucaptivatetheheartsandmindsofpotentialtravelers,making themchoosethisspecificcompanyastheirpreferredmodeoftransport?Howwillyouleverageyourcreativity,strategicthinking,and marketinsightstopositionthenewrouteasamust-visittravelexperience,enticingbothlocalsandinternationaltouriststoembarkonthis unforgettablerailwayjourneythroughAustriaandGermany?

CreateadetailedBuyerPersonaofan28yearoldmuseumcuratorthatwouldpossibleusethisrailway companywithdescribingallfollowingpointsviabulletpointsinexcellentdetail:

1)BackgroundandDemography:Name,Education,Career,Family,Housingsituation,Age,Gender,yearlyIncome

2)Personalityattributes,thinkandfeel

3)InformationBehaviour:sourcesofinspiration?Mediause?

4)BuyingBehavior:when,paymentmethod,savingorspending?

5)GoalsandMotivationandFrustration:CareerObjectives,Problems,Needs,Challenges,Frustrations,personalgoalsin life?

6)Conceives:alistofreasonswhyisthispersonanotbuying?

7)SolutionsandHelps:Alistofhowthecompany/theproduct/ourservicecanspecificallyhelpthepersonatosatisfy theproblemsorneeds?

8)aquotethepersonagoesby"

NAME and PHOTO: DEMOGRAPHY:

Education Career, Family

Housing situation, Age, Gender, income

Lisa Wagner

BACKGROUND:

Personality, interests, other information

INFORMATION

BEHAVIOUR:

sources of inspiration, Media use

Education: master’s degree in art history

Career: Museum curator

Family: Single, no children

Housing situation: Rents a small apartment in the city center

Age: 32

Gender: Female

Yearly Income: €45,000

Personality:

Artistic and creative: Appreciates beauty, culture, and aesthetics

Curious and intellectual: Enjoys learning and exploring new things

Adventurous: Thrives on new experiences and discovering hidden gems

Independent: Prefers traveling alone or with like-minded individuals

Quality-oriented: Values high-quality experiences and services

Environmentally conscious: Cares about sustainable travel and eco-friendly options

Sources of inspiration: Art and travel magazines, cultural events, online platforms featuring local artists and cultural experiences

Media use: Active on social media platforms like Instagram and Pinterest, follows travel bloggers, reads travel and art-related blogs, watches documentaries and travel videos

BUYING

BEHAVIOUR: Plans trips well in advance to secure tickets for popular exhibitions or events

Uses online booking platforms, comfortable with digital transactions

Willing to spend on enriching experiences, values cultural immersion

GOALS AND MOTIVATION:

Problems, needs, challenges

CONCEIVES

Why is this persona not buying

Career objectives: Advancing her career in the art and culture industry, networking with professionals in her field

Problems and needs: Seeks cultural experiences, access to museums, galleries, and historical sites, desires convenient and comfortable transportation options

Challenges: Finding reliable information on cultural events, discovering unique and off-thebeaten-path attractions, fitting everything into a limited travel schedule

Frustrations: Crowded tourist spots, lack of personalized recommendations, limited availability of art-focused travel options

Personal goals in life: Deepening her knowledge of art and culture, exploring new artistic landscapes, promoting cultural exchange

Lack of awareness: Unaware of the new route and the artistic and cultural offerings along the way

Perceived inconvenience: Concerned about the availability and reliability of transportation options to reach cultural attractions

CONCEIVES

Why is this persona not buying

Limited time and budget: Worried about the feasibility of visiting multiple cities within a limited time frame and budget

Safety and security: Concerned about traveling alone and navigating unfamiliar cities

SOLUTIONS and HELPS

How can the company/the product/ our service specifically help the persona to satisfy the problems or needs?)

The company/the product/our service can specifically help the persona to satisfy the problems or needs by:

Showcasing the rich cultural heritage of each city along the route, highlighting the museums, galleries, and cultural events that passengers can explore

Providing curated itineraries and travel guides focused on art and culture, offering recommendations for off-the-beaten-path attractions and local artistic experiences

Emphasizing the convenience and comfort of traveling by train, with spacious seating, onboard amenities, and scenic views

Offering special packages that include discounted or priority access to exhibitions and events, ensuring an immersive cultural experience

Promoting the company's commitment to sustainability and eco-friendly travel, aligning with the persona's values

A QUOTE

The persona goes by "Art enables us to find ourselves and lose ourselves at the same time."

- Thomas Merton

IttooksometimetofigureoutwhattotypeintoChatGPT,orhowtophrasethesentencessothatyougeta usefulresult.IthelpedtoletChatGPTwriteapromptandbreakdownalltherequestedcriteria.Whentrying backandforthtoooften,thesameanswerswereoftensimplyrepeated,soithelpedtoopenanewchat.Itis noticeablethatthesalarydoesnotquitecorrespondtoourresearchandwasestimatedtoohighbyChatGPTfor Austrianstandards.Ingeneral,therewasnotmuchoutputforthepoint"GOALSANDMOTIVATION",whileweas agrouphadbrainstormedquiteabitonthepreviouslydefinedpersona-butthismayalsohavebeenduetothe factthatwehadprovidedChatGPTwithaquestionthatwastooimprecise.Ingeneral,however,wewouldsay thatwedidnotgeta"weakoutput“buthadanswersthatwedidnotthinkof.

Please support your assumptions with one human persona* and check the results of your ChatGPT output. If you receive weak output in ChatGPT, explain why.

Document your results (interview, own thoughts) compared to ChatGPT results: what did you learn from the real conversation?

Probablythebiggestdifferenceinaface-to-faceinterviewcomparedtoChatGPTisthateverythingiscloserand feelsmorerealbecauseoftheimmediatereactionsandemotions.Youdon'tonlyhaveplainanswers,butalso facialexpressions,possiblepauseswhenthepersonisthinking,andyoualsolookintoablankfacesometimes.In general,younoticethatarealpersonmayoftennotknowwhathisorhergreatestwishesareandhastofindout forhimselforherselfbeforehandandthereforecannotgiveaconcreteanswertothequestion.Sometimesthere isnoanswer,ornottheperfectanswerwe’dwishtohear.Anotherpointisthevarietyofanswersyouget, maybeyouevenhearthingsyoudidn'texpectbecausetheywouldn'tfitthepersonatallaccordingtoyour personalperception.WithChatGPTyoudon'treallyhavethisatall,becausehereitseemsasifalltheanswersare perfectlycoordinatedandareratherclichéd.Whatwasparticularlystrikingwasthatallpersonalitytraitswere actuallyadaptedtothejoband,ifwearehonest,ourhobbiesandourpersonalityarenotbasedonourjob. Anotherdifferencewouldalsobethatinaface-to-faceinterview,youcanfollowupmuchbetterandmore seamlesslyandthusalsogetmoreinterestinganswers.Ingeneral,however,ithastobesaidthatChatGPTalso comesupwithcreativesuggestionsthatyoucanverywelluseforyourcustomerjourney.

NAME and PHOTO: DEMOGRAPHY:

Education Career, Family

Housing situation, Age, Gender, income

Tiboas

Kammerl

BACKGROUND:

Personality, interests, other information

Gender: Male

Age: 28

Education: master’s degree in expanded museum studies

“dieAngewandte Wien”

Career: Museum curator

Yearly Income: €37,000

Family: Single, no children

Housing situation: lives on his own in an apartment in the city center of St.

Pölten

Personality:

Punctual, organized and quality oriented: due to his busy time schedule and kind of workaholic behavior he craves organization, as well as punctuality and thrives of good quality.

Humble and straightforward: he values clarity and simplicity, for example when planning, buying or booking something and wants the transaction to be fast and simple.

Workaholic and passion driven: when he loves something, he cannot stop doing it even if it means to work all around the clock

Adventurous and open minded: loves to visit new places, discovering hidden gems. He enjoys being on the road 24/7 and being able to connect with other people

Detail oriented: loves everything that is appealing to the eye and with that he values unique aesthetic with lots of detail

BACKGROUND:

Personality, interests, other information

Interests:

Loves nonmainstream and specific types of sports such as Formula One, Dart and Snooker

Is always on the go and explores different Countries, his favorite is Italy where he can enjoy one or two glasses of Aperol (sometimes more than that)

Is curious about politics and generally about what is going on in Austria.

Art has of course a special place in his heart, and he loves to explore every bit that exhibitions have to offer.

Other background information:

Is always on the go and spends most of his times on planes and trains (due to his job and also for his beloved vacation)

Loves to work and barely even stops (typical day of work starts at 7:00/7:30 and ends at 21:00-21:30)

Lives in St. Pölten but travels a lot between Vienna (where most of his friends are at) and Linz (where his family lives)

Values quality over quantity friendship vise, due to his job he has quite a lot of acquaintances but only two real close friends

He actually prefers train over plane, due to all the bureaucratic work beforehand as well as the whole security-check process, the fact that you have to be thee 2 hours earlier and the comfort he is missing out on.

Loves the Brand Feeling of apple and uses its devices for keeping track with his appointments.

INFORMATION

BEHAVIOUR: sources of inspiration, Media use

BUYING

Sources of inspiration: For him, networking with other people is at the top of the list, whether within the industry or outside. You can learn from a lot of people, and you only get the best insider information if you are well networked and also maintain these contacts (referral Marketing). Since he travels a lot, the easiest way to do that is through social media. These are the kind of apps he uses the most. He travels a lot and usually uses the time to do so as soon as he sits in his seat on the plane or train. From time to time (if time allows), he also likes to attend cultural events and art and travel Magazines to get new information. Media use: He can be found on the most popular social media platforms. But he states that LinkedIn and Twitter are the most practical, because they are easy to combine with his professional life. He can also always be reached via email. To relax a bit, he prefers to use Disney+ and Instagram.

BEHAVIOUR: He values exclusive events and products and often plans those in advance. But he also loves to throw in some spontaneous trips from time to time. He is the most comfortable with digital transactions with his N26 Account, as it is fast, uncomplicated and comfortable.

GOALS AND MOTIVATION:

Problems, needs, challenges

Career objectives: Building a strong professional network within the museum field is very important for him in terms of professional development. He would like to try even more to connect with colleagues, attend conferences and seminars, and participate in professional associations to keep up to date with current trends and opportunities. In addition to his main tasks of expanding and managing the museum's collection and exhibitions, he would particularly like to focus on developing multimedia elements for diverse audience, bringing more innovative immersive exhibitions to Austria's communities and with that being able to foster inclusivity.

GOALS AND MOTIVATION:

Problems, needs, challenges

Personal Goals: He strives for perfection but doesn't want to set limits in his life and wants to try out and get to know as much as possible. For the future, he has set himself the goal of paying more attention to a healthy work-life balance, especially from the time when he starts a family and settles down. Before that, it is important for him to get everything out of his work and to pursue his passion. His most important values are personal responsibility and freedom.

Challenges: Keeping up with the newest trends and technology overall and finding reliable information on cultural events. He as well is being challenged with being on the road all the time and not having enough time to plan ahead sufficiently most of the time and then ending up in chaotic situations and not being able to relax and recharge (which stresses him out as he’s a very organized person and seeks comfortable transportation options). He also has challenges with delays and not being able to arrive on time at his appointments.

Fears: Not meeting the expectations of his customers and with that having to see unhappy and unsatisfied people leaving the exhibition. Not being able to climb the career ladder and being able to fulfill his passion to the fullest. One of his fears is to might not being able to settle down and start a family as he is always on the go.

Frustrations: : He hates being stressed and not being able to put his whole heart into the shows. He gets frustrated being in places where he doesn't have enough space and when there’s only a limited availability in comfortable seats. He also hates messy websites and complicated booking processes.

Struggles: One of his struggles is that he might be working a bit too hard and due to that forgetting to meet friends and to pursue a hobby. Another struggle of his is that he finds it difficult to relax, as he’s always in museums or squished in a train/plane. He also struggles with efficient time management as it is hard to manage/coordinate all the curator tasks as well as planning the route to his destinations at the same time.

CONCEIVES

Why is this persona not buying

Lack of awareness: He is always on the go and might be unaware of the new route and benefits of the Westbahn, as well as the artistic and cultural offerings along the way.

Perceived inconvenience: Concerned about the availability and reliability of transportation options to reach cultural attractions. Limited time and budget: Westbahn is very pricey, and he is not sure if the priceperformance ratio is adequate. Safety and security: He is a “Gewohnheitsmensch” and always relies on the safest option he is already familiar with.

He might not have considered traveling outside of Austria to Munich

SOLUTIONS and HELPS

How can the company/the product/ our service specifically help the persona to satisfy the problems or needs?)

The company/the product/our service can specifically help the persona to satisfy the problems or needs by:

Showcasing the rich cultural heritage of each city along the route, highlighting the museums, galleries, and cultural events that passengers can explore (even outside of Austria in Munich)

Providing curated itineraries and travel guides focused on art and culture, offering recommendations for off-the-beaten-path attractions and local artistic experiences.

Emphasizing the convenience and comfort of traveling by train, with spacious seating in the comfort class, onboard amenities, scenic views, Westpunkte and the laid back, simple and organized booking process

Offering special packages that include discounted or priority access to exhibitions and events, ensuring an immersive cultural experience.

A QUOTE

The persona goes by

"Creativity is contagious. Pass it on." -

Albert Einstein

Mindset/ Insights/ Questions

Awareness (TOFU) Trigger/Problems/Wishes Consideration (MOFU) Comparison of solutions

how do I find hobbies that fit my work profile & are reachable by train fear of not being able to relax while sitting in a train

how can traveling by train help to ensure a healthy work-life balance

How do I time getting from A to B to work events which transport is the best?

not being on time while being under stress

Reviews of other travellers complicated booking process

challenges with time management than can be solved by using the train

concerns about reliability of transportation options getting insights and notifications about events through social media and ads

cost efficiencies and transparent pricing information

Timetable and intervals at which the trains run

What seating classes are available and what are the benefits of each one

Availibility of seats (either in person or online beforehand)

comparison of costeffectiveness in comparison to other transportation

is paying with card available for everyone at every time the design of interesting and captivating social media posts and ad campaigns

Is a private railway company better (punctuality equipment ..) than a civil one?

train tickets are kind of expensive is it worth it in contrast to just use the plane?

not being able to finish work due to internet d srupt on although a stable connection is/was promised

are there coupons and discounts by using the westbahn app?

Details about additional services and amenities offered (wifi chargers food etc.)

how exactly do other curators manage their busy schedule, ore they using Westbahn?

Mindset/ Insights/ Questions

Decision (BOFU) Decision for a provider

real-life testimonials from other art colleagues where to purchase tickets in an uncomplicated way

Promotions or exclusive offers tailored specifically for cultural travelers (discount codes bundled tickets .)

availability of customer service to address concerns Tiboas may have

Post Experience (Support) Recommendation

trigger

inform Tiboas about benefits of collecting Westpunkte

collaborations with other brands (eg leisure companies that are located in the route)

Personalized follow-up emails (sent out to customers after a journey)

Inbound Opportuniti (Lead Magn

different routes are there exactly and how long do they take from StPölten?

how exactly

does

detailed comparison with how much faster you get there by private train company + route comparison

information about reliability and punctuality of Westbahn

information about the best art exhibitions and cultural pieces in Austria and beyond

inform Tiboas about any special access or discounts he can receive as a Westbahn customer

Highlight the new additional services and amenities offered (For example board Catering)

Channels

Ask Tiboas if he would rate his travles via the westbahn app

route planner for my personal needs where I can also see events, leisure facilities and cities

create a long term partnership with cultural facilities where Westbahn users get special sneak peeks and discounts

whats new on board and how to use the new features to make the life of travellers even more seamless

digital discount codes for cultural attractions on the WB route

Customer satisfaction surveys, with discounts as rewards

Customer referral program

Provide travel guides for the most frequently visited destinations

networking events for cultural industry

email live event

ChatGPT Submission:

"you act like a content marketer doing a content strategy for a new route of an Austrian railway company. You want to dress the following persona: Austrian museum curator, 22 years old, not really any hobbies because he is always on the go, normally travels by train and plane in order do organize exhibitions, he struggles with a good work-life balance, he loves to be organized and punctual to his meetings, is not quite sure on how to relax, hates crowded places or when he has not enough space while traveling, loves his job but barely has time to see his friends, is a perfectionist and fears visitors might not like his exhibitions. Create 10 content ideas for each customer journey phase: awareness, consideration, decision and loyalty. Please do not give me suggestions on specific formats. Focus on ideas that are based on the topics and questions this persona might have."

"and now can you try to give me ideas on how to get leads for this persona exactly and try to be specific on topic and format of the lead magnet"

"last step, give me channel ideas for each stage"

Mindset/ Insights/ Questions

Awareness (TOFU)

Trigger/Problems/Wishes

Showcaselesser-knownmuseumsandexhibitionsinAustria,highlightingtheiruniquefeaturesand contributionstotheculturallandscape.

Sharecuratedtraveltipsandhacksforbusycurators,focusingonefficientandstress-freetravel experiences.

Highlighttheadvantagesoftraintravelforcurators,emphasizingspaciousness,quietenvironments, andreliableschedules.

Offerinsightsandstrategiesforachievingahealthywork-lifebalance,addressingthecurator's struggleinmanagingtimeeffectively.

Interviewsuccessfulcuratorsandexpertsinthefield,discussingtheirexperiences,challenges,and adviceforcuratingexhibitionsthatresonatewithvisitors.

Createaninteractivequizorsurveytohelpcuratorsdiscovertheiruniquepreferencesandinterests inAustriancultureandexhibitions.

Curateandshareinspiringstories,articles,andexhibitionsfromaroundtheworld,providingaregular doseofinspirationforthecuratorsownwork.

Provideglimpsesintothedailyroutines,challenges,andfulfillmentofmuseumcuratorsthrough engagingvisualcontent.

Inviteexperiencedcuratorstosharetheirtips,advice,andpersonalexperiencesinorganizing successfulexhibitions. Establishanonlinecommunitywherecuratorscanconnect,shareexperiences,andseeksupportfrom

Consideration (MOFU)

Comparison of solutions

SharecasestudiesandsuccessstoriesofhowtheAustrianrailwaycompanysupportscuratorsin theirtravelneeds,ensuringsmoothlogisticsforexhibitionorganization.

Providecuratedrecommendationsandinsightsonmust-visitexhibitioncitiesinAustria, showcasingtheculturalhighlightsanduniqueexperiencestheyoffer.

Conductinterviewswithrenownedcurators,discussingtheirinsights,challenges,andtipsfor successintheworldofexhibitioncuration.

Developinformativeresources,suchase-booksorguides,thatoffertravelitineraries,practical tips,andrecommendationsforcuratorsvisitingAustria.

Offervirtualexperiences,suchasvirtualmuseumtoursoronlineexhibitions,allowingcuratorsto exploreAustrianartandculturalspacesremotely.

Comparetheadvantagesanddisadvantagesofdifferenttravelmodes(e.g.,trainvs.plane)for curators,consideringfactorslikecomfort,convenience,andenvironmentalimpact.

Createengagingcontentthatshowcasesthebehind-the-scenesprocessesoforganizing exhibitions,includingplanning,curation,andinstallation.

Developresourcesandtoolsforcuratorstoenhancetheirorganizationalandtimemanagement skills,helpingthemstreamlinetheirexhibitionplanningprocesses.

Providein-depthinsightsintoexhibitiondesign,visitorengagement,andinnovativepresentation techniquestohelpcuratorscreateimpactfulexhibitions.

Offerexclusiveaccessordiscountstocuratedevents,workshops,orconferencestailoredtothe needsandinterestsofcuratorsintheartandmuseumindustry.

Inbound Opportunities (Lead Magnets)

Channels

"Curator'sHandbook:EssentialTipsforSuccessfulExhibitionCuration"(Ebook/PDF)

"CuratingArtintheDigitalAge:AGuidetoEmbracingTechnology" (Webinar)

"ArtConservationandPreservation:BestPracticesforCurators" (Whitepaper)

Websitesandart-relatedplatforms Blogs

culturalbloggers/influencers

SEO

"UnlockingFundingOpportunities:GrantsandSponsorshipforCurators" (Checklist/ResourceGuide)

"Curator'sCalendar:Must-VisitExhibitionsinAustria"(InteractiveOnline Calendar)

"MasteringExhibitionMarketing:StrategiestoAttractandEngageVisitors" (VideoCourse)

h a t G P T

email-marketing webinars

partnershipswithartorganizations

onlineforums

Mindset/ Insights/ Questions

Decision (BOFU)

Decision for a provider

Comparisonguides:Createdetailedcomparisonsofdifferentrailwayroutes,highlightingthebenefitsand featuresthataremostrelevanttocurators,suchascomfort,spaciousness,andreliability.

Casestudies:Sharesuccessstoriesofcuratorswhohavechosentherailwaycompanyfortheirexhibition travelneeds,showcasinghowitpositivelyimpactedtheiroverallexperienceandexhibitionoutcomes.

Testimonials:Gathertestimonialsfromcuratorswhohavepreviouslyusedtherailwayservicesfortheir exhibitions,focusingontheirsatisfactionwiththecompanysofferingsandtheseamlesstravelexperience.

Interactiverouteplanner:Developanonlinetoolthatallowscuratorstoplantheirexhibitiontravelroutes, takingintoaccounttherailwayservicesandconnectionsavailableinAustria.

Expertinsights:Interviewindustryexpertsorinfluencerswhohaveexperiencewithexhibitiontravel, seekingtheirrecommendationsandopinionsonchoosingthebesttransportationoptions.

Pricingandpackageinformation:Providetransparentpricingdetailsandpackageoptionsspecifically tailoredforcurators,highlightingthecost-effectivenessandconvenienceofchoosingtherailwaycompany.

Highlightadditionalservices:Showcaseanyadditionalamenitiesorservicesthattherailwaycompany offers,suchasdedicatedworkspaces,Wi-Ficonnectivity,oronboardamenitiesthatwouldenhancethe curatorstravelexperience.

Partnercollaborations:Collaboratewithotherrelevantorganizationsorserviceproviders,suchasart supplycompaniesorexhibitionlogisticscompanies,toofferexclusivediscountsorpartnershipsfor curatorswhochoosetherailwayservices.

Interactivevirtualtours:Createvirtualtoursor360-degreevideosofthetraincabinsandonboard facilities,allowingcuratorstoexploreandgetafeelforthecomfortandambiancetheycanexpectduring theirjourney.

Comparisonwithothertransportationmodes:Developcontentthathighlightstheadvantagesofchoosing therailwaycompanyoverothertransportationmodes,emphasizingthecuratorspreferencesforcomfort, spaciousness,andavoidingcrowdedspaces.

Inbound Opportunities (Lead Magnets)

Post Experience (Support) Recommendation trigger

Createaloyaltyprogramspecificallydesignedforcurators,offeringperkssuchasprioritybooking, discountsonfuturetravels,oraccesstocuratedeventsorexhibitions.

Featurecuratedprofilesandinterviewswithloyalcuratorswhofrequentlyusetherailway services,showcasingtheirexperiencesandhighlightingthevaluetheyfindinthecompany's offerings.

Providepersonalizedrecommendationsforcuratorsbasedontheirtravelhistoryandpreferences, suggestingnewexhibitiondestinationsorculturaleventsalignedwiththeirinterests.

Partnerwithmuseumsorgalleriestoofferexclusiveearlyaccesstoexhibitionopeningsorspecial previeweventsforloyalcuratorcustomers.

Developexclusivecontentavailableonlytoloyalcuratorcustomers,suchasbehind-the-scenes insights,curatorinterviews,orsneakpeeksintoupcomingexhibitionsormuseumprojects.

Regularlyseekfeedbackfromcuratorcustomers,askingfortheiropinionsontheservicesprovided andtheirsuggestionsforimprovements,fosteringasenseofengagementandloyalty.

Fosteracommunityofcuratorcustomersbyorganizingnetworkingevents,onlineforums,or webinarswherecuratorscanconnect,shareexperiences,andexchangeideas.

Sendcuratedtraveltips,localinsights,andrecommendationstoloyalcuratorcustomersbasedon theirtravelhistoryandpreferences,ensuringtheyfeelvaluedandwell-informed.

Occasionallysurpriseloyalcuratorcustomerswithunexpectedperksorupgrades,suchas complimentaryupgradestofirst-classoraccesstoexclusiveonboardamenities. Collaboratewithmuseums,culturalorganizations,orrelevantindustrypartnerstoofferjoint promotions,exclusivediscounts,orbundledpackagesthatprovideaddedvaluetoloyalcurator customers.

"Curator'sToolkit:EssentialResourcesforArtResearch"(Resource Compilation)

"DesigningImmersiveExhibitionExperiences:TipsandCaseStudies" (CaseStudyCollection)

"CreatingEngagingEducationalPrograms:InspiringLearninginMuseums" (Toolkit/Guidebook)

landingpagesonmuseum'swebsites

personalizedemailcampaign

Channels

collaborationwithindustryassociationstofeatureleadmagnetsintheir newsletter

"NetworkingforCurators:BuildingConnectionsintheAustrianArt Community"(PodcastSeries)

"Curator'sShowcase:HighlightingEmergingArtistsinAustria"(Online Exhibition)"

"Curator'sCollaborativeWorkshops:EnhanceYourCuratorialSkills" (WorkshopSeries)

h a t G P T

exclusiveemailnewsletter

socialmediacommunities/groups

in-personnetworkingevents

loyaltyprograms/rewardsystem

collaboratingwithestablishedartcurators

Ingeneral,ChatGPT'soutputwasratherweak,becauseChatGPTdidnotfullyunderstandthatitshouldnotnameanyexactcontentideas,butratherdealwiththe questionsthatthepersonamighthave.ChatGPTthenwentintogreatdetailinitsanswersandspecificallymentionedanycontentthatmightbedesired(which againwedidnotwishfor).Inaddition,therewerealreadysuggestionsastowhattheWesternRailwayshouldoffer-thiswasnotactuallydesiredeither.From ourpointofviewChatGPTwouldthereforepossiblybegoodtoseeotherperspectivesthatyoumighthaveforgottenyourself,butyouwouldhaveto reformulatethemagainandconsiderhowexactlythetopicsaffectthepersona.

Inthecaseofleadmagnetsandchannels,however,ChatGPTcameupwithverycreativeandgoodideasand,aboveall,mentionedplatformsthatarenotpartof thetypicalsocialmediarepertoireandsomewedidnotthinkof

Awareness

-Addressedtipsforahealthywork-life balance,butnotexactlythehobbyproblem.

-Theanswersweregenerallyonlyfocusedon theeverydaymuseumlife,althoughthe personaalsocaresaboutthewaytothe destinationandhasconcernsinthisrespect (doesnotwanttobelate,organises everythinghimself,canhardlyrelaxonthe wayandhatesitwhenhehastoolittlespace forhimselfandhisthings)

-Differencebetweenprivateandstateownedcompanieswasnotmentioned (althoughherethetravelexperiencecanbe significantlydifferent-atleastinAustria).

Consideration

-Inthisphasethereisbasicallyno weakoutputforus.ChatGPThas mentionedmanythingswehave notthoughtof,suchasageneral comparisonbetweenthedifferent meansoftransport(wehaveonly consideredvalueformoney),tools fortimemanagementforcurators, virtualexperiencesandalso curatedreviews(wehaveonly writtendowngeneralreviews)

Decision

-ChatGPThasgivenustheanswerto listacomparisonofthedifferent transportpossibilitiesHowever,we thinkthatthisisabittoolateinthe decisionstageandthatourpersona hasalreadydealtwiththisinthefirst twophases.

-However,agoodinputwastomakea detailedcomparisonofthedifferent routes(wehadonlymentionedthe timedifference,butnotthespecific route).

Postexperience/loyalty

-Wehadquitesimilarideashere. ChatGPThadevenmorecreative suggestions,suchasoccasionalsurprises forpeoplewholiveintheculturalsector, orexclusivebehind-the-scenescontent andbundledpackages

-Theonlythingmissingherewouldhave beenthatexistingcustomersarealso constantlyinformedaboutthe improvementstheWestbahnisstriving forandhowgreatthenewamenitiesare andhowtousethem.

FURTHER POTENTIAL 06

PERSONA1:DAILYCOMMUTER

NAME:LISAADAMS

AGE:32

OCCUPATION:ACCOUNTANT

BACKGROUND:LISAISADAILYCOMMUTERWHO RELIESONTHETRAINFORHERWORKCOMMUTE. SHE VALUES EFFICIENCY AND AFFORDABILITY WHENCHOOSINGHERMODEOFTRANSPORTATION.

LISAISPRICE-CONSCIOUSANDAPPRECIATESFARE POLICIES THAT OFFER DISCOUNTS OR MONTHLY PASSESFORREGULARCOMMUTERS.SHEPREFERS

A CLEAN AND WELL-MAINTAINED TRAIN WITH COMFORTABLE SEATING, AS SHE USES HER COMMUTETIMETORELAX,READ,ORCATCHUPON PERSONAL TASKS. LISA IS ALSO INTERESTED IN CONVENIENT AMENITIES SUCH AS WI-FI AND CHARGINGPORTS,ASTHEYALLOWHERTOSTAY CONNECTED AND PRODUCTIVE DURING HER COMMUTE.

PERSONA2:STUDENTTRAVELER

NAME:MICHAELRODRIGUEZAGE:20 OCCUPATION:COLLEGESTUDENT

BACKGROUND: MICHAEL IS A STUDENT WHO FREQUENTLYUSESTHETRAINTOTRAVELBETWEEN HISCOLLEGECAMPUSANDHISHOMETOWN.HE RELIES ON PUBLIC TRANSPORTATION FOR ITS AFFORDABILITYANDCONVENIENCE.ASABUDGETCONSCIOUSINDIVIDUAL,MICHAELLOOKSFORFARE POLICIES THAT OFFER DISCOUNTED RATES OR SPECIAL STUDENT PASSES. HE VALUES TRAIN SERVICES THAT OPERATE ON A RELIABLE SCHEDULE, AS IT HELPS HIM PLAN HIS TRIPS EFFECTIVELY.MICHAELENJOYSACOMFORTABLE SEATING ARRANGEMENT THAT ALLOWS HIM TO STUDYORRELAXDURINGHISJOURNEY.HEALSO APPRECIATES AMENITIES LIKE ONBOARD ANNOUNCEMENTSANDCLEARSIGNAGETOENSURE HEDOESN'TMISSHISSTOP.

PERSONA3:TOURISTEXPLORER

NAME:EMMATHOMPSON

AGE:42

OCCUPATION:TRAVELBLOGGER

BACKGROUND:EMMAISATRAVELBLOGGERWHO OFTENUSESTRAINSTOEXPLORENEWCITIESAND DESTINATIONS. AS A TOURIST, SHE SEEKS A HASSLE-FREE AND ENJOYABLE TRAVEL EXPERIENCE.EMMAAPPRECIATESFAREPOLICIES THAT OFFER TOURIST PASSES OR DISCOUNTED PACKAGES FOR MULTIPLE ATTRACTIONS AND DESTINATIONS. SHE VALUES CLEAR AND USERFRIENDLY INFORMATION REGARDING TICKETING OPTIONSANDTRAINROUTES,ASITHELPSHER PLANHERITINERARYEFFECTIVELY.EMMAENJOYS ACOMFORTABLEANDSCENICTRAINJOURNEY,AND SHEAPPRECIATESAMENITIESSUCHASSPACIOUS SEATING,PANORAMICWINDOWS,ANDONBOARD ENTERTAINMENTOPTIONSTHATSHOWCASELOCAL ATTRACTIONSANDPROVIDECULTURALINSIGHTS.