Influencing cyclists · 10,000 cyclists leads to traffic congestion on the city ring And traffic...
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Influencing cyclists Smart Routes Jaap Valkema & Erwin de Jager City of Groningen
Transcript of Influencing cyclists · 10,000 cyclists leads to traffic congestion on the city ring And traffic...
Influencing cyclists
Smart Routes
Jaap Valkema & Erwin de Jager
City of Groningen
Smart Route: Center/Railway Station – University Campus
City Center
Railway Station
10,000 cyclists leads to traffic congestion on the city ring
And traffic safety issues
Two busy traffic lights
1,000 cyclists per hour
Bottleneck
Bottleneck
Smart Route:West
Smart Route:East
9,200
10,600
3,100
Framework
No budget for infrastructural changes;
Seduce cyclists to use alternative cycling routes;
Goal: reduce number of cyclist by 10%.
Attention points per route
Smart Route West
Smart Route East
Communication
How to seduce?
> Tour de France as inspiration
Communicate with whom?
> First year students
> New students
> International students
How to communicate?
Communication
Co-operation with marketing consultant;
Focus group with university, university of applied sciences, students
and cyclists’ federation;
Signage and markings;
Promotioncampaign;
Promotionteam;
Posters in bikeparking railway station, student houses and busses to
university campus!
Website;
Contest of smart ideas.
Campaign
Campaign
Campaign
Campaign
Campaign
Just do it!
Communication
Actions in different housing areas;
Communication department;
Vice mayor;
Important: when do you communicate?
> Start study year.
> Where is your audience?
Signage and markings
Signage and markings
Signage and markings
Campaign during KEIWEEK and sports day
Campaign during KEIWEEK and sports day
Campaign during KEIWEEK and sports day
Campaign during KEIWEEK and sports day
Campaign during KEIWEEK and sports day
Campaign on facebook
Reactions
Contest
Smart Route:
West
Smart Route:
East
9,900(2013)
11,700(2013)
3,000(2013)
Zonnelaan
19,200(2017)
5,000(2017)
10,400(2017)
+ 64%+ 5%+ 67%
Our message to you!
Don’t mension the problem itself!
Focus on the alternatives and opportunties!
Let the message be positive!
Care for connection with your target group!
Be visible!
For the future…
Improving alternative / attractive cycling routes;
Unbundling bicycle network and car network...;
And embedding alternative cycling routes in city policy.
Maatregelen: Oversteek Pleiadenlaan
Maatregelen: Fietspad Park Selwerd
Maatregelen: Fietspad Park Selwerd
Maatregelen: Oversteek Eikenlaan
Smart Route: Priority for cyclists
Maatregelen: Fietsstraat Bessemoerstraat
Fietsrotonde Wilhelminakade
