CYCLING MONITORS - CYCLING CAMPAIGNS HOW CITIES CAN LAUNCH AND - - PowerPoint PPT Presentation

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CYCLING MONITORS - CYCLING CAMPAIGNS HOW CITIES CAN LAUNCH AND - - PowerPoint PPT Presentation

Sep 18, 2022 342 likes •476 views

CYCLING MONITORS - CYCLING CAMPAIGNS HOW CITIES CAN LAUNCH AND EVALUATE MARKETING CONCEPTS AND CAMPAIGNS TO PROMOTE CYCLING SUCCESSFULLY CONTENTS LIGHTNING TALK Introducing presentation: Project abc.multimodal Cycling ABC

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CYCLING MONITORS - CYCLING CAMPAIGNS

HOW CITIES CAN LAUNCH AND EVALUATE MARKETING CONCEPTS AND CAMPAIGNS TO PROMOTE CYCLING SUCCESSFULLY

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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CONTENTS LIGHTNING TALK

Introducing presentation:

  • Project „abc.multimodal“
  • ABC approach
  • Cycling campaigns
  • Cycling monitor

Deeper discussion and more input:

  • About our target groups
  • Marketing concepts and campaigns
  • How to evaluate cycling campaigns
  • Cycling monitor 2.0

Cycling improves the city!

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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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PROJECT: ABC.MULTIMODAL

5 Partners (3 Cities, 2 NGOs):

  • Hanseatic City of Rostock
  • City of Gdansk
  • Kalmar Municipality
  • ADFC Rostock
  • Polish Union of Active Mobility

36 month (07.2011 – 06.2014) 1,18 Million EUR 1 goal:

  • Access by Cycling: Integrating cycling into

multimodal transport system and mobility culture

Gdansk PUMA Rostock ADFC Kalmar

Cycling connects!

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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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ABC APPROACH

5 different backgrounds and experiences 3 different target groups

  • Rostock: commuters, students, pupils
  • Gdansk: mass media companies and journalists
  • Kalmar: retailers and clients in 3 shopping areas

1 methodology:

  • Analysis of good practices
  • Target group analysis, participation
  • Action plan and implementation
  • Evaluation

Cycling policy meets the interest

  • f people and

activates them for participation

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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CYCLING CAMPAIGNS

ABC strategy:

  • Analysis of 10 best

practices for campaigns

  • Analysis of 5 evaluations
  • Choose good elements
  • Adapt strategies
  • Develop own marketing

concepts

  • Implement measures in

short time

  • Evaluate their effect
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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CYCLING CAMPAIGNS

For example Rostock:

  • Logo and brand, website
  • Car-free climate action day
  • PARK(ing) day
  • Photo shooting for cyclists
  • Citylight posters, citycards
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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CYCLING CAMPAIGNS

Gdansk and Kalmar: Cycling promotion is an easy way to increase livability in cities and regions.

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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CYCLING CAMPAIGNS

Campaigns can:

  • influence the choice of transport

mode and change behaviour.

  • be cheaper and more effective

than infrastructure measures. But: It is difficult to motivate politicians to spend money for soft measures like campaigns. Therefore:

  • It‘s important to use an evaluation method and

measure the success of campaigns.

  • The ABC-partners develop a „cycling monitor“ that

evaluates and promotes cycling in the same time. Cycling promotion is a success story for your city – measure the progress.

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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CYCLING MONITOR

  • Counting cyclists
  • Displaying numbers
  • Motivating cyclists
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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CYCLING CAMPAIGN & MONITOR

Please visit us: www.abcmultimodal.eu

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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CONTENTS LIGHTNING TALK

Thank you and welcome to the discussion Introducing presentation:

  • Project „abc.multimodal“
  • ABC approach
  • Cycling campaigns
  • Cycling monitor

Deeper discussion and more input:

  • About our target groups
  • Marketing concepts and campaigns
  • How to evaluate cycling campaigns
  • Cycling monitor 2.0
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Velo-city conference Vienna, 13.06.2013 Steffen Nozon, Hanseatic City of Rostock Thomas Möller, radplan nordost

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CONTACT US:

  • Steffen Nozon, Hanseatic City of Rostock

tel +49 381 3817328 steffen.nozon@rostock.de

  • Thomas Möller, ABC information manager

tel +49 179 7041949 thomas.moeller@radplan-nordost.de

  • www.abcmultimodal.eu
  • www.cyclinginspiration.eu

More information More inspirations