Information, communication and marketing

Master Class Cycle Planning Bolzano, 21st October 2005Thomas Krag Mobility Advice

Contents

Master Class Cycle PlanningThomas Krag Mobility AdviceA theoretical frameworkInformation hardware signposting and other facilitiesInformation software campaigns ond other meansElements of a communication strategy

Pre-assumption (target group)

Master Class Cycle PlanningThomas Krag Mobility AdvicePlanners and politicians from a city which has the aim to increase the volume of bicycle traffic.

1. Theory the objective tree

Master Class Cycle PlanningThomas Krag Mobility AdviceOverall objective: Improving urban living conditionsSubsidiary objective N: Improving urban mobilitySub-subsidiary objective N: Increasing cycle useSubsidiary objective 1: ...Subsidiary objective 2: ...Subsidiary objective ...: ...

1. Theory

Master Class Cycle PlanningThomas Krag Mobility AdviceMore cycling trips are created by a mixture of:1. Hard measures (new road design, signs, cycle lanes, cycle tracks, paths...) and2. Soft measures (information, communication, marketing)In any case, increasing cycle traffic meanschanging human behaviour and individuals habits.

1. Theory

Master Class Cycle PlanningThomas Krag Mobility AdviceWARNINGPromoting cycling is not only a question of changing the physical conditions.(often, however, staff with main skills in the area of road design are asked to increase cycle traffic)

1. Theory defining marketing

Master Class Cycle PlanningThomas Krag Mobility AdviceMarketing meansto make a communication about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the product or serviceor, in this connection:Marketing means making the citizens cycle more by communication means.

1. Theory on behavioural change

Master Class Cycle PlanningThomas Krag Mobility AdviceI cycle regularlyI tried, and cycle now and thenI would like to try cyclingCycling might be an optionCycling is not relevant for meStages of change model:

1. Theory on behavioural change

Master Class Cycle PlanningThomas Krag Mobility AdviceCycle promotion can thus be rephrased aspromoting individuals moving up the stairspreventing individuals moving down the stairs. Means getting new customers which is difficult and expensive. Means keeping existing customers which is easier.Preventing people from moving down e.g. giving up cycling - should therefore be given priority.

1. Theory city opportunities

Master Class Cycle PlanningThomas Krag Mobility AdviceI cycle regularlyI tried, and cycle now and thenI would like to try cyclingCycling might be an optionCycling is not relevant for meMake cycling a good alterna-tiveRaise interest for cyclingGive good personal argu-ments for cyclingMake cycling enjoy-ableGive good oppor-tunities to try cyclingMunicipal tasks:

1. Theory evaluation

Master Class Cycle PlanningThomas Krag Mobility AdviceI cycle regularlyI tried, and cycle now and thenI would like to try cyclingCycling might be an optionCycling is not relevant for meWhere are we?Year by year, or before/after a campaign activity?10%38%25%15%12%

2. Information hardware

Master Class Cycle PlanningThomas Krag Mobility Advice

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility Advice

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceWhy make signposting for cyclists?To help bicycle users finding their wayTo explain how to use special facilitiesTo signpost targets of special interest to bicycle usersTo raise the image of cycling

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceDifferent types of signingHorisontal signing (road marking)Vertical signpostsOther vertical signing

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceDifferent purposes of signingGuidance on how to position in streets and crossingsWarning other road users to take care of cyclistsRoute guidance for everyday purposesRoute guidance for touristic purposes

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceDemands to signs for cyclistsCoherent systemEasy to recognizeNice design, clear informationSufficiently big letters to be read en route

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceChallenges in signage for cyclists Lack of good system Legal barriers to sign in an efficient way.Good standards do however exist (e.g. Germany (NRW), Switzerland, Denmark).

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceSwiss examples

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceFrom the Danish guidelines

2. Signposting

Master Class Cycle PlanningThomas Krag Mobility AdviceIntensive signing willraise the awareness of cycling(in all cases)raise the profile of cycling(if it is done well)

2. Other information hardware

Master Class Cycle PlanningThomas Krag Mobility AdviceBicycle barometre

2. Other information hardware

Master Class Cycle PlanningThomas Krag Mobility AdviceGreen wave for cyclists

2. Other information hardware

Master Class Cycle PlanningThomas Krag Mobility AdviceNice design is marketing in itself

3. Information software

Master Class Cycle PlanningThomas Krag Mobility AdviceInformation software is (in this respect)all non-physical means aiming at getting more people on bicycles.(Safety-promotion is related, but is a different matter.)

3. Information software - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceInformation from the city - Website information - Magazines - City maps for cyclists - Electronic bicycle route planners - GimmicksCampaigns - Advertisement campaigns - Other sorts of campaignsPress coverage - Intentional - Unintentional

3. Information software - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceWebsites

3. Information software - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceWebsites

3. Information software - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceA magazine about cycling and cycle policy

3. Information software - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceCity maps for cyclistsLots of examples from several countries.A city map for cyclists should:be a normal, detailed city map og high quality with street names and information on medium and long range public transportinclude information of special interest to cyclists (bicycle shops, bicycle parking, slopes, bicycle access, ...).

3. Information software - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceElectronic bicycle route plannersQuite a few have been provided e.g. Dublin (Ireland), NRW/Germany, Aalborg and Odense (Denmark)The electronic planners usually can: find the shortest route find the safest route show the result on a map as well as in writing.

3. Information software - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceGimmicks (funny, creative things)Typical promotion gifts if possible of cycling relevance.Malmo (Sweden): Book on famous people who cycled in Malmo distributed to all households!

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceOther sorts of campaignsBicycle to workBicycle to schoolShopping by bicycleTest-biker for a period of timeOrganised cycle ridesTry to leave the car

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceBicycle to work (as done in Denmark)Enroll and pay (3,5 Euro p p)Form a team (4-16 persons)Assign a team contactReport behaviour on team sheetSend in team sheet for lotteryFinal draw (chance ~ cycling days)

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceBicycle to work (as done in Denmark)3-4 weeks campaign periodA magazine is provided to all participantsA newsletter is sent to the contact personsEnrollment and reports is done by the contact persons (and can be done electronically)Small and big rewards are in play some of them especially for the contact personsThe campaign is upscaled to 100,000 persons but was originally done in a single city. It can be carried out at all levels.

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceShopping by bicycle (as done in Flanders, Belgium)Cooperation between NGO, municipalities and shopkeepers (99 resp. 7,000 in 2002)Rewards sponsored by shopkeepers or municipalitiesCards used 2 weeks for the registra- tion of those who shop by bicycleLottery (draw) with the best chances for most active shoppersLots of positive publicity and 2,5 million km cycled.

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceBikeBusters (test bikers, Aarhus, Denmark)175 persons tried to cycle for one year2-8 km home-work distance, former car usersfree bicycles, accessories and bus ticketsmanned secretariathealth checks throughout the projecttransport behaviour investigated in depthtotal cost 385,000 Euro.

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility Advice

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility Advice

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceTry to leave the car - can families do it? (2001)Investigation May 2002

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceTry to leave the car - places of work (2002)

3. Campaigns - examples

Master Class Cycle PlanningThomas Krag Mobility AdviceTry to leave the car - training course for individuals (2003)

3. Campaigns main issues

Master Class Cycle PlanningThomas Krag Mobility AdviceMain issues depend on country, city, traditions, etc, but...personal health and well-beingwinning opportunitiescollegialitysport (exercise)funseem usually to be important, whileenvironmentis of less importance from the individual point of view.

3. Press

Master Class Cycle PlanningThomas Krag Mobility AdviceSeveral possibilities national/regional newspaperslocal newspapersradio, TV (not least local/regional channels)news on the web.

Main opportunitiesit is cheap - and fast.Main disadvantageit is outside your (full) control.

3. Press

Master Class Cycle PlanningThomas Krag Mobility AdviceHow does it work?The press loves news the more local the media is, the better chance that even small stories are taken.The press also loves conflicts.News about the citys bicycle programme are easy to control and the press can be an excellent co-operation partner.Conflicts are much more difficult to manage, and should generally be avoided (but will always be a potential risk).Press-releases are one way to work but once a good relationship has been built, a phone call is often sufficient.It is all a matter of symbiosis both parties gain.

4. Communication strategy

Master Class Cycle PlanningThomas Krag Mobility AdviceYou need to know what to communicate Develop first a cycle policy and an action plan.Develop then a communication strategy as part of the action plan.

4. Communication strategy

Master Class Cycle PlanningThomas Krag Mobility AdviceElements in a communication strategyLogo/design lineProvision of relevant information material - website (formation, editing) - magazines, newsletters, info leaflets - cyclists maps - electronic bicycle route planners - gimmicksPublic hearingsGuidelines on how to treat questions from the publicHow and when to communicate physical activitiesHow and when to communicate campaigns

4. Communication strategy

Master Class Cycle PlanningThomas Krag Mobility Advice

4. Communication strategy

Master Class Cycle PlanningThomas Krag Mobility AdviceGimmicks

4. Communication strategy

Master Class Cycle PlanningThomas Krag Mobility AdviceCommunication strategy evaluationCan be done by simple, internal self-evaluation (did we do what we wished to do and did it work?). Be aware of the contact price (number of aware people per Euro spent).Could be done by user surveys using the stages of change-model (and, in case such surveys are carried out, it is a good idea to include relevant questions on how city information has been received).Easy and highly recommendable is however: Require media surveillance (press clippings, reports on radio/TV passages).

Some references

Master Class Cycle PlanningThomas Krag Mobility AdviceSignpostingSwiss system In Italian): www.svizzera-in-bici.chGerman (NRW) system (In German): www.radverkehrsnetz.nrw.de/RVN_schilder01.htmlDanish system: On the web (in Danish): www.vejregler.dk/pls/vrdad/vr_layout.vis?p_gren_id=3310 Publication (in Danish): Vejregler for vejvisning p cykel- og vandreruter Publication (shorthand version, in English): Signing for cyclists and hikers in Denmark The publications can be ordered at Vejdirektoratet (Road Directorate) vd@vd.dk.

Electronic cycle route plannersNordrhein Westfalen (Germany): www.radroutenplaner.nrw.deDublin (Ireland): www.dto-journeyplanner.ieOdense (Denmark): www.cyclecity.dk/rute.aspAalborg (Denmark): www.aalborg-trafikinfo.dk/dynmenu/jump.asp?url=asplinks/cykelrute.htm&n1=2&n2=3

Thank you for your attention

Master Class Cycle PlanningThomas Krag Mobility AdviceMore information is available at:

www.thomaskrag.comtk@thomaskrag.com