Innovations

Individualised mobility marketing

Code

PT2.17

Title

Individualised mobility marketing

Case study/reference

http://civitas.eu/content/individualised-mobility-marketing

Recommendations for the design

Overall, the following on-terrain actions were performed inside this measure included:

Training workshop on individualised marketing campaign for the relevant city administrators and other stakeholders
Production of Training manual - publication on individualised marketing campaign for the use of the relevant city administrators and other stakeholders (i.e. Public Transport) has been prepared and delivered to the specified public.

Recommendations for the implementation

Two small scale surveys were included in the individualised mobility marketing campaign to assess/evaluate the success rate of campaign.

Brief description

The individualised mobility marketing campaign started in May 2011 and reached more than 2.600 households in Ljubljana (with 600 individuals being included in a special deep communication strategy procedure of the individualised mobility marketing campaign).

Full description

Ljubljana started to introduce individualised mobility marketing by establishing specific manners of inclusion/participation of the public in the process of creating a new city traffic arrangement.

Firstly, the area of corridor was thoroughly analysed through public opinion surveys. The public opinion surveys performed in 2009 and 2012 analysed the legitimacy of changes to the Public Transport arrangement in Ljubljana including anticipation and mitigation of possible contradictions that may emerge as consequence of a transformed transport system.
Secondly, the development of proposals for optimising synergetic effects of the new traffic arrangement, which are compatible with the functional operation of the city centre (reviving and strengthening heterogeneity and variety in the city centre by supporting a user-friendly traffic arrangement) have followed.
Thirdly, the process of individualised mobility marketing based on citizens’ involvement in defining transport policy involved the introduction of the principle of interactivity in formulating policies and the use of gathered data and public feedback to develop an individualised mobility marketing strategy.

CIPTEC score

3.6