Master Class Cycle Planning Bolzano, 21st October 2005 Thomas Krag Mobility Advice Information,...
Transcript of Master Class Cycle Planning Bolzano, 21st October 2005 Thomas Krag Mobility Advice Information,...
Master Class Cycle PlanningBolzano, 21st October 2005
Thomas Krag Mobility Advice
Information, communication and
marketing
Contents
Master Class Cycle PlanningThomas Krag Mobility Advice
1. A theoretical framework
2. Information hardware – signposting and other facilities
3. Information software – campaigns ond other means
4. Elements of a communication strategy
Pre-assumption (target group)
Master Class Cycle PlanningThomas Krag Mobility Advice
Planners 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 Advice
Overall objective:
Improving urban living conditions
Subsidiary objective N:
Improving urban mobility
Sub-subsidiary objective N’:
Increasing cycle use
Subsidiary objective 1:...
Subsidiary objective 2:...
Subsidiary objective ...:...
Sub-sub-subsidiary objective 1: Physical measures
Sub-sub-subsidiary objective 2: Soft measures
1. Theory
Master Class Cycle PlanningThomas Krag Mobility Advice
More cycling trips are created by a mixture of:
1. Hard measures(new road design, signs, cycle lanes, cycle
tracks, paths...) and
2. Soft measures(information, communication, marketing)
In any case, increasing cycle traffic means
changing human behaviour and
individuals’ habits.
1. Theory
Master Class Cycle PlanningThomas Krag Mobility Advice
WARNING
Promoting 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 Advice
Marketing means
to 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 service
or, in this connection:
Marketing means making the citizens cycle more by communication means.
1. Theory on behavioural change
Master Class Cycle PlanningThomas Krag Mobility Advice
”I cycle regularly”
”I tried, and cycle now and then””I would like
to try cycling””Cycling
might be an option””Cycling is
not relevant for me”
Stages of change –model:
1. Theory on behavioural change
Master Class Cycle PlanningThomas Krag Mobility Advice
Cycle promotion can thus be rephrased as
1. promoting individuals moving up the stairs
2. preventing individuals moving down the stairs.
1. Means “getting new customers” – which is difficult and expensive.
2. 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 Advice
”I cycle regularly”
”I tried, and cycle now and then””I would like
to try cycling””Cycling
might be an option””Cycling is
not relevant for me”
Make cycling a
good alterna-
tive
Raise interest
for cycling
Give good
personal argu-ments
for cycling
Make cycling enjoy-able
Give good
oppor-tunities to try
cycling
Municipal tasks:
1. Theory – evaluation
Master Class Cycle PlanningThomas Krag Mobility Advice
”I cycle regularly”
”I tried, and cycle now and then””I would like
to try cycling””Cycling
might be an option””Cycling is
not relevant for me”
Where 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 Advice
Why make signposting for cyclists?
• To help bicycle users finding their way
• To explain how to use special facilities
• To signpost targets of special interest to bicycle users
• To raise the image of cycling
2. Signposting
Master Class Cycle PlanningThomas Krag Mobility Advice
Different types of signing
• Horisontal signing (road marking)
• Vertical signposts
• Other vertical signing
2. Signposting
Master Class Cycle PlanningThomas Krag Mobility Advice
Different purposes of signing
• Guidance on how to position in streets and crossings
• Warning other road users to take care of cyclists
• Route guidance for everyday purposes
• Route guidance for touristic purposes
2. Signposting
Master Class Cycle PlanningThomas Krag Mobility Advice
Demands to signs for cyclists
• Coherent system
• Easy to recognize
• Nice design, clear information
• Sufficiently big letters to be read en route
2. Signposting
Master Class Cycle PlanningThomas Krag Mobility Advice
Challenges 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 Advice
Swiss examples
2. Signposting
Master Class Cycle PlanningThomas Krag Mobility Advice
From the Danish guidelines
2. Signposting
Master Class Cycle PlanningThomas Krag Mobility Advice
Intensive signing will
• raise 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 Advice
”Bicycle barometre”
2. Other information hardware
Master Class Cycle PlanningThomas Krag Mobility Advice
Green wave for cyclists
2. Other information hardware
Master Class Cycle PlanningThomas Krag Mobility Advice
Nice design is marketing in itself
3. Information software
Master Class Cycle PlanningThomas Krag Mobility Advice
Information 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 Advice
• Information from the city- Website information- Magazines- City maps for cyclists- Electronic bicycle route planners- Gimmicks
• Campaigns- Advertisement campaigns- Other sorts of campaigns
• Press coverage- Intentional- Unintentional
3. Information software - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
Websites
3. Information software - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
Websites
3. Information software - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
A magazine about cycling and cycle policy
3. Information software - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
City maps for cyclists
Lots 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 transport
• include information of special interest to cyclists (bicycle shops, bicycle parking, slopes, bicycle access, ...).
3. Information software - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
Electronic bicycle route planners
Quite 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 Advice
Gimmicks (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 Advice
”Other sorts of campaigns”
• Bicycle to work
• Bicycle to school
• Shopping by bicycle
• Test-biker for a period of time
• Organised cycle rides
• Try to leave the car
3. Campaigns - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
Bicycle to work (as done in Denmark)
Enroll and pay (3,5 Euro p p)
Form a team (4-16 persons)
Assign a team
contact
Report behaviour on team sheet
Send in team sheet for lottery
Final draw (chance ~
cycling days)
3. Campaigns - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
Bicycle to work (as done in Denmark)
• 3-4 weeks campaign period
• A magazine is provided to all participants
• A newsletter is sent to the contact persons
• Enrollment 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 persons
• The 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 Advice
Shopping by bicycle (as done in Flanders, Belgium)
• Cooperation between NGO, municipalities and shopkeepers(99 resp. 7,000 in 2002)
• Rewards sponsored by shopkeepersor municipalities
• Cards used 2 weeks for the registra-tion of those who shop by bicycle
• Lottery (draw) with the best chances for most active shoppers
• Lots of positive publicity – and 2,5 million km cycled.
3. Campaigns - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
BikeBus’ters (test bikers, Aarhus, Denmark)
• 175 persons tried to cycle for one year
• 2-8 km home-work distance, former car users
• free bicycles, accessories and bus tickets
• manned secretariat
• health checks throughout the project
• transport behaviour investigated in depth
• total 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 Advice
Try to leave the car - can families do it? (2001)
Investigation May 2002
3. Campaigns - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
Try to leave the car- places of work (2002)
3. Campaigns - examples
Master Class Cycle PlanningThomas Krag Mobility Advice
Try to leave the car - training course for individuals (2003)
3. Campaigns – main issues
Master Class Cycle PlanningThomas Krag Mobility Advice
Main issues depend on country, city, traditions, etc, but...
• personal health and well-being
• winning opportunities
• collegiality
• sport (exercise)
• fun
seem usually to be important, while
• environment
is of less importance from the individual point of view.
3. Press
Master Class Cycle PlanningThomas Krag Mobility Advice
Several possibilities
• national/regional newspapers
• local newspapers
• radio, TV (not least local/regional channels)
• news on the web.
Main opportunities
• it is cheap - and fast.
Main disadvantage
• it is outside your (full) control.
3. Press
Master Class Cycle PlanningThomas Krag Mobility Advice
How 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 city’s 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 Advice
You need to know what to communicate
1. Develop first a cycle policy and an action plan.
2. Develop then a communication strategy as part of the action plan.
4. Communication strategy
Master Class Cycle PlanningThomas Krag Mobility Advice
Elements in a communication strategy
• Logo/design line
• Provision of relevant information material- website (formation, editing)- magazines, newsletters, info leaflets- cyclists’ maps- electronic bicycle route planners- gimmicks
• Public hearings
• Guidelines on how to treat questions from the public
• How and when to communicate physical activities
• How and when to communicate campaigns
4. Communication strategy
Master Class Cycle PlanningThomas Krag Mobility Advice
logo/design line
info leaflet on policy
guidelines on public comm.
public hearing on policy
website formation
website maintenance
info leaflet on progress
newsletter
cycle map of the city
campaign 1
campaign 2 (annual)
campaign 3
info on physical measure 1
info on physical measure 2
info on physical measure 3
info on physical measure 4
year 1 year 2 year 3
4. Communication strategy
Master Class Cycle PlanningThomas Krag Mobility Advice
Gimmicks
4. Communication strategy
Master Class Cycle PlanningThomas Krag Mobility Advice
Communication strategy evaluation
Can 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 Advice
SignpostingSwiss system In Italian): www.svizzera-in-bici.ch
German (NRW) system (In German): www.radverkehrsnetz.nrw.de/RVN_schilder01.html
Danish system:On the web (in Danish): www.vejregler.dk/pls/vrdad/vr_layout.vis?p_gren_id=3310Publication (in Danish): ”Vejregler for vejvisning på cykel- og vandreruter”Publication (shorthand version, in English): ”Signing for cyclists and hikers in Denmark”The publications can be ordered at Vejdirektoratet (Road Directorate) [email protected].
Electronic cycle route plannersNordrhein Westfalen (Germany): www.radroutenplaner.nrw.de
Dublin (Ireland): www.dto-journeyplanner.ie
Odense (Denmark): www.cyclecity.dk/rute.asp
Aalborg (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 Advice
More information is available at:
www.thomaskrag.com