Framework conditions and initial phase of Active Mobility

Framework conditions
and initial phase of
Active Mobility Consultancy Campaigns
Marek Bauer, Katarzyna Nosal, Urszula Duda
Cracow University of Technology
SmartMove Final Conference Cologne, Germany  22nd June 2016
Framework conditions
of Active Mobility Consultancy Campaigns
 General rule:
GARBAGE IN, GARBAGE OUT
(GIGO)
 extremely important role of campaign
planning
 mistakes made at the beginning are very
difficult to repair (selection of the area
and target group, methods of research)
 use of the experience of successful
campaigns
 taking into account local conditions
Final Conference Cologne, Germany  22nd July 2016
The importance of the initial phases
of Active Mobility Consultancy Campaigns
 1st phase of AMC-campaign:
PREPARATION OF THE CAMPAIGN
 2nd phase of AMC-campaign:
GENERAL CONTACT PHASE OF TARGET PERSONS
 3rd phase: Segmentation
 4th phase: Individualised contact with participants
 5th phase: Delivering „thank you presents“
 6th phase: Consulting phase
Final Conference Cologne, Germany  22nd July 2016
Initial phases
of Active Mobility Consultancy Campaigns
 1st phase of AMCcampaign:
PREPARATION OF
THE CAMPAIGN
• CLEAR DEFINITION
of the campaign
objectives
 MAIN GOAL
 additional
objectives
 specification of the
area
Final Conference Cologne, Germany  22nd July 2016
Initial phases
of Active Mobility Consultancy Campaigns
 1st phase of AMC-campaign:
PREPARATION OF THE
CAMPAIGN
• Specification of the target
group(s) of the campaign
 all inhabitants of the considered
area
 selected groups: elderly people,
pupils, public transport nonusers
• Support of local stakeholders
 local authorities, transport
organizers and operators, local
organizations and associations
Final Conference Cologne, Germany  22nd July 2016
Population density in
district WITTENBERG
Initial phases
of Active Mobility Consultancy Campaigns
 1st phase of AMC-campaign:
PREPARATION OF THE
CAMPAIGN
• Collection of existing information
material => DIAGNOSIS
 current state of the transportation
system (road, rail, bike and walk
infrastructure, public transport offer,
P&R, B&R)
 transportation behaviours, traffic
volumes, passenger streams
• Development of a road map =>
GENERAL PLAN OF ACTIVITIES
 strategies, mobility measures, events
Final Conference Cologne, Germany  22nd July 2016
Verkehrsverbund
OberlausitzNiederschlesien
GmbH
Initial phases of Active Mobility
Consultancy Campaigns
 1st phase of AMC-campaign:
PREPARATION OF THE CAMPAIGN
• Preparation of the representative sample size
•
adequate number of participants (statistical methods)
•
selection of the households (depends on the target
group)
• Preparation of the personal consulting phase
•
survey and measurement techniques
•
questionnaires, gifts
• Staff training for all persons involved
•
all levels – not only interviewers!
• Preparation of press releases and the
involvement of local media
Final Conference Cologne, Germany  22nd July 2016
Initial phases
of Active Mobility Consultancy Campaigns
 2nd phase of AMC-campaign: GENERAL CONTACT PHASE
OF TARGET PERSONS
• First DIRECT contact with the participants
 by sending an information letter and a registration postcard to the
potential participants
 by face-to-face or phone contact with the potential participants
• First INDIRECT contact with the participants
 by sending an information letter and/or face-to-face contact with
local representatives of the society („FRIENDLY BACKGROUND
FOR THE DIRECT CONTACT with the participants”) and then direct
contact with the participants
Final Conference Cologne, Germany  22nd July 2016
Initial phases
of Active Mobility Consultancy Campaigns
 GENERAL CONTACT PHASE OF TARGET PERSONS
SUCCESS
RECRUITMENT OF PROPER NUMBER
OF PARTICIPANTS
IN THE CAMPAIGN
 Awareness of the benefits of participation in the campaign:
 Better informed people (personal information)
 Higher quality of transportation system
 Gifts
Final Conference Cologne, Germany  22nd July 2016
Initial phases of AMC-Campaign (SmartMove)
 Different target groups:
All Residents
Students and
Employees
OBERLAUSITZNIEDERSCHLESIEN (DE)
WITTENBERG
(DE)
KREIS
EUSKIRCHEN (DE)
LISZKI DISTRICT,
KRAKOW (PL)
BURGOS (ES)
WACHAUWALDVIERTEL (AT)
ALMADA (PT)
LANGADAS (GR)
Final Conference Cologne, Germany  22nd July 2016
Elderly People
Initial phases of AMC-Campaign (SmartMove)
 Different ways of
communication:
Announcement
Post Letter
Announcement
E-Mail
OBERLAUSITZNIEDERSCHLESIEN (DE)
WITTENBERG
(DE)
KREIS
EUSKIRCHEN (DE)
LISZKI DISTRICT,
KRAKOW (PL)
BURGOS (ES)
WACHAUWALDVIERTEL (AT)
ALMADA (PT)
LANGADAS (GR)
Final Conference Cologne, Germany  22nd July 2016
Face-to-face
contact
Initial phases of AMCCampaign (SmartMove)
 Example of classic approach:
WACHAU-WALDVIERTEL (AT)
• Announcement letter directly to
the inhabitants (potential
respondents)
• Accompanying letter to respond
postcard
• Order form
• Envelop (prepaid postage)
• Accompanying letter for
distribution material
Final Conference Cologne, Germany  22nd July 2016
Initial phases of AMC-Campaign (SmartMove)
 Example of face-to-face
approach:
LISZKI DISTRICT,
KRAKOW (PL)
• Announcement letter to the
representatives of society
• Visiting households (first
contact + interview before
AMC-campaign)
• Accompanying order form
• Accompanying letter for
distribution material
Final Conference Cologne, Germany  22nd July 2016
Initial phases of AMC-Campaign (SmartMove)
Announcement Letter
Announcement E-Mail
Training material for contacts
Respond postcard
Leaflet with respond postcard
Accompanying letter to respond postcard
Order form
Envelop (prepaid postage)
Accompanying letter for distribution material
Final Conference Cologne, Germany  22nd July 2016
Wittenberg
Waldviertel
/ Wachau
VON
Langadas
Krakow
Kreis
Euskirchen
Burgos
Communication Material
Almada
 Different kinds of communication material:
Contact Stage – Letter / E-mail / Phone
Final Conference Cologne, Germany  22nd July 2016
Contact Stage – additional events
Final Conference Cologne, Germany  22nd July 2016
Gifts
Final Conference Cologne, Germany  22nd July 2016
Target group of
campaign
Almada
Burgos
Kreis Euskirchen
Krakow
Langadas
VON
Waldviertel /
Wachau
Wittenberg
Varied effectiveness in attracting and retaining
respondents (SmartMove)
People contacted
3000
648
5300
1950
620
1781
8992
5528
Persons willing to
participate in the campaign
1256
500
527
508
502
234
956
201
Response rate [%]
41,9
77,2
9,9
26,1
81,0
13,1
10,6
3,6
Final Conference Cologne, Germany  22nd July 2016
Response rates in AMC-campaign (SmartMove)
 Different target
groups and ways
of communication:
All Residents
contacted by
Announcement
Post Letter
All Residents
contacted by
Face-to-face
contact
Students and
Employees
contacted by
Announcement
E-Mail
OBERLAUSITZNIEDERSCHLESIEN (DE)
13.1%
WITTENBERG
(DE)
3.6%
KREIS
EUSKIRCHEN (DE)
9.9%
LISZKI DISTRICT,
KRAKOW (PL)
26.1%
WACHAUWALDVIERTEL (AT)
10.6%
BURGOS (ES)
77.2%
ALMADA (PT)
41.9%
Final Conference Cologne, Germany  22nd July 2016
Elderly people
contacted by
Announcement
Post Letter
LANGADAS (GR)
81.0%
Conclusions
 Different response rates in analysed regions
 8 regions => different contact strategies and
different target groups
 demographic structure
 current modal split
 cultural background
 the type and the quality of public transport
services
 the level of infrastructure
 level of civic awareness
 level of transportation awareness
 Always plan your AMC-campaigns individually, but
with the use of good practices
Final Conference Cologne, Germany  22nd July 2016