ADD HOME TRAINING. VI. MOBILITY MARKETING CONTENTS Why mobility marketing? Who is the main target...

ADD HOME TRAINING

VI. MOBILITY MARKETING

VI. MOBILITY MARKETING

CONTENTS

• Why mobility marketing?

• Who is the main target group?

• Which are the stakeholders involved?

• What are the types of activities?

• Examples from partner cities

• Best practices from other countries

• How to develop a mobility marketing campaign

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The process of marketing on mobility issues is to inform the population and the local communities of the alternatives to the private cars and to give them the necessary advice that they need to change their travel habits towards sustainable modes.

The mobility marketing is to make people aware of the adverse impacts of traffic, of the existence of sustainable modes and their potential to fulfill individual mobility needs.

Why mobility marketing?

Why mobility marketing?Mobility marketing is to respond to several identified barriers of the useof more energy effective ways of transport:a) Individual barriers:

- Our individual perception of mobility: our habits and values, our attitudes and preferences, our experiences, the perception we have about different modes. - Our environment and our way of living: the composition of the household, the place where we are living and the activities we do. - Our social status: our financial capacity, our age, our family situation.

b) Collective barriers: - The level of knowledge and information about transport. - Public opinion. - Community culture. - The history of transport policies and plans in the area.

Why mobility marketing - the Tapestry approach

Habitual behaviour

Experimental behaviour

Making a choice

Evaluation of options

Perception of options

Accepting responsibility

Awareness of the problem

There are seven stages for changing behaviour regarding transport:


In the case of urban mobility, the process of change is illustrating the change to more energy efficient modes of transport.

Thus, the Tapestry approach is translated to the following steps concerning sustainable urban mobility:1. Awareness of the problem of increased car use 2. Acceptance of a level of personal responsibility for the problems and for contributing to the solutions 3. Perception of options and attitude toward alternative modes 4. Evaluation of options to prioritise the characteristics of the different alternatives 5. Making a choice: the intention to change one step before a measurable change in behaviour 6. Experimental behaviour, for certain trips or for a short time 7. Habitual behaviour: long-term adoption of the new mode of travel


The measures for changing behavior are targeted to:

Raising people’s awareness, to make them change their values, their perceptions, their attitudes, and their travel habits

Improving transport information and publicity to influence people’s travel behaviour

Helping people change their behaviour by offering them tailor-made solutions, which take into account their needs, their expectations and their habits

Influencing peoples habits (their way of living, their rhythm of working, the ‘relation’ they have with their cars…) to reduce their need to travel

Who is the main target group?The marketing tools are developed for a specific purpose of convincing a definite target group through:

Direct interventions: Young people – kindergarten, school and university students People frequently traveling – employees, car users, households Local Stakeholders – fleet managers, transport providers, seniors Women – having a different travel behavior Immigrants & newcomers – having adapted to the local regularities Seniors – adapting to their changing mobility needs with retirement and

aging

Indirect actions: Politicians, decision makers Local stakeholders Local communities Public institutions

Which are the stakeholders involved?

• Governmental authorities, local transport authorities• Politicians, legislative bodies, developers, town planning agencies• Energy Agencies, Mobility Centres• Transport service providers (public transport, car-sharing, etc.)• Chamber of commerce• Labour associations or unions• NGOs, volunteers (mobility, environment etc.)• Local residents• Kindergartens, schools• Seniors and seniors’ associations• Funding partners at national and international level• Campaign material producers and developers

Types of activities

Marketing tools include the implementation of soft measures which in practice are disaggregated by categories:

Information and Advice on public transport and other sustainable modes such as walking, cycling, car pooling, car sharing, ridesharing, taxis etc.

Consulting & tailor-made advice for customers, which for example includes how to introduce job-tickets or car-pooling for companies or comprehensive mobility plans for companies.

Awareness and Education activities that draw peoples’ attention to the existence of sustainable modes and their potential to fulfil the mobility needs of the individual. Educational tools can help highlight the advantages and disadvantages of different modes of transport.

Types of activities

Transport Organisation and Co-ordination between the new sustainable transport forms and the existing services. The co-ordination between the different modes of transport is important for the integrated use of transport and should be between the different providers, the local authorities and local interests.

Communication campaigns, designed to increase people’s awareness or to provide better information on alternative modes:

Distribution materials (guides, leaflets); Interactive communication ( web tools, GPS-tools, internet services); Telecommunications as an alternative to travel (one-way Information - TV, radio, newspapers, maps, folders); Mobility management centres (info points)

Promotion activities - i.e. ridesharing (car pooling, car sharing that offers alternative solutions to solo car use) Flexible working hours that can influence people’s travel behaviour Public information meetings / exhibitions

Examples from partner cities

Using world-wide well established days

to promote sustainable modes of transport

in Maribor, Slovenia

Link to case study description

Joining forces to support cycling, cyclists and road safety: improving

traffic conditions and public involvement,

Sofia, Bulgaria



To school? Of course I walk! –

Travel stories to raise awareness, Austria.


Company Cycling Party in Graz/ Austria



TRAFFIC SNAKE GAME - a travel awareness campaign, Austria


Anton Paar in Graz/ Austria encourages

their employees to cycle to work



Service for bicycles: Guarantee for Mobility

for the “VSF.all-ride” Bicycles, Germany


Bicycle day of Rhomberg in Bregenz


Best practices from other countries - Aalborg

Creation of integrated marketing strategy to raise awareness and inform the selected target groups about sustainable transport in Aalborg, Denmark

The little devil using a car and the green angel using a sustainable transport mode were the main characters of the information and marketing campaign based on the marketing strategy

Source: MIDAS - www.midas-eu.com


Target groups Group of first year students at Aalborg University, at the teacher

training college and one upper secondary school in the MIDAS corridor who are likely to purchase a car within a short period of time if they not already own one

Group of employees at the large company KMD in Aalborg at the age between 18-65 years. They have lived in Aalborg for some time and are more likely to own a car than the students.

Focus area The corridor between the city centre / waterfront and the university

campus at the south east of the city


Goal

To get car users out of their cars and to postpone car ownership among people who did not already own a car. This means that the car users of the company should be encouraged to take the bike or the bus, while the students already using sustainable modes of transport should be encouraged to continue

Consultation process – carried out in two directions • Focus group • Online survey


Advantages and disadvantages for car and bike used in the marketing strategy in Aalborg

Best practices from other countries - Bologna

Initiation of consultation process in Bologna, Italy

Goal

Understanding basic needs of the users of mobility patterns and development of appropriate measures

Approach

Interviews and focus groups

Target area

The entire area of Bologna city where the surveys were carried out among inhabitants of two specific areas, with different levels of sustainable services and facilities

Best practices from other countries - Bologna

Initiation of consultation process in Bologna, Italy

Outcomes

Create a concise vademecum of all sustainable mobility services of Bologna to inform citizens on the existing alternatives to the private car.

Improve ATCittà point services in order to have main point of reference for all sustainable mobility services

Re-launch of car sharing service through an awareness campaign addressed to potential users (university students in particular)

Best practices from other countries - Clermont

Communication campaign for the revised Urban travel Planin Clermont Ferrand, France

Approach

• Revision of the Urban Travel Plan (UTP) - a planning tool for the agglomeration which deals with the implementation of soft measures as pedestrianisation, walking and cycling facilities, public transport services, car parking restriction, park and ride etc.

• Consultation process of the UTP which evolved the local population in total

• Application of the Urban Travel Plan

Best practices from other countries - ClermontCommunication campaign for the revised Urban travel Plan inClermont Ferrand, France

Tools

Organization of 2 plenary meetings and 12 thematic meetings for the local transport authorities, state representatives, town planning agency, environmental and associations of public transport rules

Exhibitions in the 22 city halls with panels explaining the actions proposed in the UTP, distribution of informative brochures & leaflets

Travel conference for public authorities and transport responsible

authorities at regional level for popularization of the results

Publication of a Travel guide on the steps undertaken within the UTP targeted to the whole population for raising the awareness

Best practices from other countries - Cork

Provision of integrated transport system in Cork, Ireland

GoalAscertaining the attitude of the travelling public in the study area towards the use of energy efficient transport means and to measure the actual travel patterns in the area.

Target GroupsTravelling public in East Cork area

ApproachPresentation of elaborated 7 day travel diary during consultations and discussions


The Pattern of trip-making in the Cork area where the width of the line is proportional to the volume of the flow.

Outcomes


Outcomes

People who are fully car-owning make up around half of those walking for 30 minutes or less and two-thirds of those walking for 40 minutes or more

Only 18 out of 634 respondents (2.8%) made any trips at all where the main mode was bicycle

Current levels of cycling are low where the activity is rather enthusiastic than a sustainable mode of transport

Bus mode share is highest for trips to school and college 70% of car users felt that travel by public transport could be

comparable to travel by car

How to develop a mobility marketing campaign

Steps you should consider while developing a marketingcampaign for mobility

1. Create a strong marketing strategy based on consultation with stakeholders. If you don’t know what your target groups want, or how they can be engaged, the measure will fail. Make sure that feedback from the consultation process is acted upon, to keep the stakeholders on board.

2. Do not try to convince people that they don’t need a car. The aim is to convey the message that alternatives are often available and should be considered.

3. Target young people, who have yet to become habitual car users. Children will grow up to be more open to alternatives if they have regularly walked or cycled, rather being driven everywhere.

How to develop a mobility marketing campaign

4. Try to involve seniors /elder people/ by motivating them of the advantages cycling & walking for healthy lifestyle can offer as alternatives to other transport means.

5. Make sure that the services (associated measures) are of a sufficiently high standard before the soft measures are implemented. You cannot convince anyone to use the bike or the bus if the services are not viable alternatives.

6. If possible, create a strong brand for your sustainable modes of transport. The more integrated the modes are, the better alternative it will produce.

! The approach towards people should be useful to them !

THANK YOU!

ADD HOME TRAINING. VI. MOBILITY MARKETING CONTENTS Why mobility marketing? Who is the main target...

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