Marketing Sustainable Mobility!

Transcription

1 Klicken Sie, um das Titelformat zu bearbeiten Marketing Sustainable Mobility! CORPUS Second Policy Meets Research Workshop Szentendre, 6 October 2011

2 Klicken ContentSie, um das Titelformat zu bearbeiten Mobility in Munich Basic Conditions Marketing Sustainable Mobility Theoretical Background The Munich Concept München Gscheid Mobil Example: Dialogue Marketing für New Residents Evaluation Results Factors of Success... Discussion...

3 Klicken Sie, um das Titelformat zu bearbeiten Source: City of Munich

4 Klicken The Munich Sie, Metropolitan um das Titelformat Regionzu bearbeiten The region: 5,5 Mio inhabitants 20 counties, 6 urban municipalities Population growth: 6,3% Prognose 2025: 7,3% Average commuter trips: 17,1 km Source: EMM e.v. The City of Munich 1,4 Mio inhabitants Forecast 2030: 1,54 Mio inhabitants t Monocentric structure von road and railroad network commuters/day Main political challenges: Housing Daycare-Facilities for children Transport Budget consolidation

5 Klicken City of Munich: Sie, um Modal das Titelformat Split (Trips) zu bearbeiten Source: City of Munich, Dep. Of Urban Planning MIT-Driver MIT-Co-Driver PT Cycling Walking

6 Klicken Positive Sie, Trends um das since Titelformat 2000 zu bearbeiten Source: City of Munich, Dep. Of Urban Planning Reduction of motorized traffic into the inner city center: - 50% Reduction of motorized traffic, flowing into the area inside the middle ring, where 50% of Munichs inhabitants live: - 10% / -15% Reduction of average trip distance: - 10% Reduction of km/pers./day (MIT): - 5% (=-1,5 Mio.km) Go Growth thofkm/pes/da km/pers./day (PT): - 8% Growth of km/pers./day (Cycling): + 60%

7 Klicken Factors Sie, of Success um das Titelformat zu bearbeiten Sustainablity is the basic principle of the whole urban development Settlement structure Public transport supply Cycling supply Parking management Mobility management and marketing Restrictions for motorized traffic Environmental oriented traffic management Stabile political situation with strong ecological power

8 Klicken Challenges Sie, um das Titelformat zu bearbeiten Urban sprawl, strong growth in the region, weak regional planning Not enough tangential ti public transport t supplies Overstrained and error-proned pt-system. Only one tunnel for all s-bahn- lines under the city center Cycling infrastucter doesn t grow fast enough for the strong increasing demand d conflicts and safety problems Limit exeeded for NOx and finedust Safety problems with senior citizens, cyclists and trucks. Noise

9 Klicken Munich Definition Sie, um das of Titelformat zu bearbeiten Marketing, information, guidance, motivation and education in order to enable people p to improve their mobility while reducing their car use What does improve mean? faster cheaper energy-efficient safer healthier more comfortable

10 Klicken How does Sie, it um work? das Titelformat zu bearbeiten Private Car Car Rental Car Sharing Car Pool S-Bahn U-Bahn Tram Bus Supply Private Bike Bike Rental Call a Bike Walking Bus Flexible Services Taxis P+R B+R Information, Guidance, Marketing, Education Demand Senior Citizens Location Kids / Teens Location vicinity New Residents Event Manager Firms Guests Handicaped Commuters Quarters Borough City Region

11 Klicken Family Brand Sie, um das Titelformat zu bearbeiten Munich provides an attraktive, high-end supply of services for sustainable mobility Be intelligent, if you organise your mobility and you will have a lot of advantages The City of Munich guarantees for the qualitiy of all informations and offers All informations and services are central coordinated

12 Klicken Concept Sie, um das Titelformat zu bearbeiten Mobility Management for New Residents Mobility Management for Children and Teenager Mobility Management for Senior Citizens Mobility Management for Companies Mobility Management for Residents Other target groups Companies Residents e.g. Migrants, Tourists Cycling Marketing Campaign Internet t Platform for Mobility in Munich: Quality Management, Evaluation, Updating, Regional Expansion

13 Klicken Mobility Sie, Guidance um das for Titelformat New Residents zu bearbeiten Cooperation with public transport and a lot of partners; Premium partner: Münchner Verkehrsgesellschaft (MVG) Over new residents in about households per year Each household gets a personal suitable guidance offer

14 Klicken Arrival Sie, um das Titelformat zu bearbeiten New in town: daily mobility has to be organised under new circumstances

15 Klicken Official Registration Sie, um das Titelformat zu bearbeiten Sending of Welcome kit Mobility Organizer: overview about the most important informations and offers in terms of transport and mobility in Munich Service card to order a test ticket for public transport and further informations free of charge MVG city map Map of all PT-Lines Tariff and special offers Bike map Munich by foot: historic and cultural paths P&R, B&R Leisure Time ideas using regional trains... and further more...

16 Klicken Individual Sie, Guidance um das Titelformat zu bearbeiten A couple of weeks later: personal guidance by call agents...your experience...?......now more public transport...? some more infos? yes, it works... direct to my office.. bike transport in PT?...

17 Klicken Servicecard Sie, um das Titelformat zu bearbeiten Order of information material and provision of contact details (phone number)... super... test... test test.

18 Klicken Sale Contact Sie, um das Titelformat zu bearbeiten Sale of season tickets for PT, Carsharing memberships etc.... Did you receive it?... questions?... relevant for you?... daily trip to work? yes... no congestions... no need of parking... very helpful...

19 Klicken Evaluation: Sie, Modal um das Split Titelformat zu bearbeiten Modal Split Control group (n=324) Target group (n=297) Shift Bike / Walking 32,9 % 29,4 % - 3,5 % Public Transport 33,7 % 41,3 % + 7,6 % Cars 30,3 % 27,0 % -3,3 % Other 3,1 % 2,3 % - 0,8 % Total 100 % 100% 0%

20 Klicken Evaluation Sie, um das Titelformat zu bearbeiten Reduction car-traffic: 80 Mio. km /year (= ca. 1% of traffic in Munich) Reduction CO₂ : tons/year Reduction macroeconomic costs: 16 Mio. /year Microeconomic cost-benefit relation: 1:2 (PT 1:4) 12 Euro cost / HH 23 Euro by additional ticket sale Positive image

21 Klicken Positive Sie, Feedback um das from Titelformat the Citizens zu bearbeiten

22 Klicken Positive Sie, Feedback um das from Titelformat the Media zu bearbeiten

23 Klicken In the end... Sie, um das Titelformat zu bearbeiten Very effective No expensive infrastructure No restrictions You earn money Attractive public service Advantages for the politicians... However a very good offer of sustainable mobility options which can be promoted is crucial for the success

24 Klicken Vision Sie, um das Titelformat zu bearbeiten All citizens, all guests, all companies get an individual offer for mobility guidance The supply of sustainable mobility services grows parallel to the increasing demand To prevent that the new capacities on the roads are filled up with newly inducted car traffic a complementary environmental oriented traffic control is established... all this even in the region...

25 Klicken Barriers Sie, / Factors um das of Titelformat Success zu bearbeiten Level of information of politicians, administration and mobility service provider Fulltime-Person in charge / Coordinator with direct access to decision makers Opportunities to introduce the topic (e.g. research projects) Very local specific concept Excellent coordination of the complex network Open minds for innovations and cooperation High end implementation ti / professional marketing agencies Financial and human ressources Data protection ti Hard and transferable evaluation results

26 Klicken ContactSie, um das Titelformat zu bearbeiten Private Contact (Consultant): Anton-Geisenhofer-Str. 15 D München Festnetz: +49 (0) Contact on Official Business: City of Munich Department of Public Order Head Mobility Strategies Implerstraße München Tel: +49 (0)89/ Mobil: +49 (0)1520/ PC-Fax: +49 (0)89/ [email protected]