International workshop
Improving Cycling Culture in Cities
...
Promotion Campaigns
Main Topics
• How to develop cycle promotion campaigns.
• How to create a detailed implementat...
Promotion Campaigns
Campaign Target Groups
• Small children
• School children
• Workplaces
• Recreatio...
Promotion Campaigns
Troels Andersen:
• Civil Engineer
• Traffic Planner
• Odense - Denmark's National Cycl...
Promotion Campaigns
Mass Media Strategy:
• Positive messages
• Image
• Quality
Keywords:
• Freedom...
Promotion Campaigns
Small children
On-site training: Tczew Pro...
Promotion Campaigns
Cycle Duckie
• Motivating new cyclists
• Cycle Duckie meets you!
• Tattoos
• 5,000...
Promotion Campaigns
Cycle Trailers
• Free trial for 1 week.
• 10 trailers.
• 6,000 parents got the offer.
...
Promotion Campaigns
School children
On-site training: Tczew Pr...
Promotion Campaigns
Free Wheeling
• Competing school classes
On-site training: Tczew Promotion ...
Promotion Campaigns
Workplaces
On-site training: Tczew Promotio...
Promotion Campaigns
Company Bikes
• 29 companies
• 67 bicycles
• 500 km in ½ year
= ½ price
• ...
Promotion Campaigns
The Worst Cycle Path Ever!
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Get Rid of the Sack!
• Middle-aged men
• Advertisements
• Bus ends
• Go-cards to 8...
Promotion Campaigns
Recreation
On-site training: Tczew Promotio...
Promotion Campaigns
Guided Cycle Tours
• Free
• Thematic
• Seniors
On-site training: Tczew ...
Promotion Campaigns
Cycle Route Planner
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
I'm Cycling to the Bakery
• “Cycle first – eat later”
• Local trips in weekends
• 32 b...
Promotion Campaigns
Urban city life & branding of cycling as a life style.
On-site training: Tczew ...
Promotion Campaigns
Logo
• City identity
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Public Branding
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Public Branding
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Permanent Cycle Light
• Magnets in the wheel
• No batteries
• Fixed at the cycle
•...
Promotion Campaigns
Campaign Items
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Rewarding Activities
• 5,000 pieces of chocolate
and apples
• Post-cards
• Com...
Promotion Campaigns
Role Models
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Google Latitude
• Free
• Google Maps
• "Find your friends down town"
• Route assis...
Promotion Campaigns
Mobile Dialogue
• Cyclists happiness is crucial.
• Close and ongoing dialog with
t...
Promotion Campaigns
Mobile Dialogue
• Campaigns
• Events
• Voting - Hot or Not?
• Yearly cycle account...
Promotion Campaigns
Selling the Good Stories
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Selling the Good Stories
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Email Signatures
Med venlig hilsen
...
Promotion Campaigns
Transportation Calculator
• Distance
• Time
• Expenses
• Environment CO2
• Hea...
Promotion Campaigns
Cycle Counters
On-site training: Tczew Promotion Campaigns
Promotion Campaigns
Evaluation
On-site training: Tczew Promoti...
Promotion Campaigns
Monitoring
• On going figures
• Counting stations
• Questionnaires
• Web based sur...
Promotion Campaigns
How to get Started:
• Small scale
• Test
• Show results
• Improve
• Ask for fu...
International workshop
Improving Cycling Culture in Cities
...
of 43

Presto Topic 2 Promotion Campaigns

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - Presto Topic 2 Promotion Campaigns

  • 1. International workshop Improving Cycling Culture in Cities February 26th-27th, 2010 Tczew - POLAND Promotion Campaigns Troels Andersen Bremen Tczew Cycle Traffic Planner Denmark Venice Grenoble Zagreb Presto is supported by
  • 2. Promotion Campaigns Main Topics • How to develop cycle promotion campaigns. • How to create a detailed implementation plan. • Focus on the most cost effective way. • Evaluation integrated in the concept • Results all ready made in different campaigns. Promotion Campaigns Promotion Campaigns
  • 3. Promotion Campaigns Campaign Target Groups • Small children • School children • Workplaces • Recreation • Urban city life & branding of cycling as a life style. On-site training: Tczew Promotion Campaigns Promotion Campaigns
  • 4. Promotion Campaigns Troels Andersen: • Civil Engineer • Traffic Planner • Odense - Denmark's National Cycle City • Consultant for Copenhagen, Mexico City, Oslo, Århus and others • Fredericia • Chairman On-site training: Tczew Promotion Campaigns
  • 5. Promotion Campaigns Mass Media Strategy: • Positive messages • Image • Quality Keywords: • Freedom • Mobility • Modern life style On-site training: Tczew Promotion Campaigns
  • 6. Promotion Campaigns Small children On-site training: Tczew Promotion Campaigns
  • 7. Promotion Campaigns Cycle Duckie • Motivating new cyclists • Cycle Duckie meets you! • Tattoos • 5,000 children On-site training: Tczew Promotion Campaigns
  • 8. Promotion Campaigns Cycle Trailers • Free trial for 1 week. • 10 trailers. • 6,000 parents got the offer. • 45% of the users used to drive a car instead. • 2.5 times higher use On-site training: Tczew Promotion Campaigns
  • 9. Promotion Campaigns School children On-site training: Tczew Promotion Campaigns
  • 10. Promotion Campaigns Free Wheeling • Competing school classes On-site training: Tczew Promotion Campaigns
  • 11. Promotion Campaigns Workplaces On-site training: Tczew Promotion Campaigns
  • 12. Promotion Campaigns Company Bikes • 29 companies • 67 bicycles • 500 km in ½ year = ½ price • Average 5 km/day/bicycle • Stimulated private cycle trips On-site training: Tczew Promotion Campaigns
  • 13. Promotion Campaigns The Worst Cycle Path Ever! On-site training: Tczew Promotion Campaigns
  • 14. Promotion Campaigns Get Rid of the Sack! • Middle-aged men • Advertisements • Bus ends • Go-cards to 84,000 households • TV spots • Meet the Sack • 75% remember the campaign On-site training: Tczew Promotion Campaigns
  • 15. Promotion Campaigns Recreation On-site training: Tczew Promotion Campaigns
  • 16. Promotion Campaigns Guided Cycle Tours • Free • Thematic • Seniors On-site training: Tczew Promotion Campaigns
  • 17. Promotion Campaigns Cycle Route Planner On-site training: Tczew Promotion Campaigns
  • 18. Promotion Campaigns I'm Cycling to the Bakery • “Cycle first – eat later” • Local trips in weekends • 32 bakeries • Posters in the shop • Trolley coins goes with bread - 15,000 • 40,000 lottery coupons • Wellness weekend – and cakes On-site training: Tczew Promotion Campaigns
  • 19. Promotion Campaigns Urban city life & branding of cycling as a life style. On-site training: Tczew Promotion Campaigns
  • 20. Promotion Campaigns Logo • City identity On-site training: Tczew Promotion Campaigns
  • 21. Promotion Campaigns Public Branding On-site training: Tczew Promotion Campaigns
  • 22. Promotion Campaigns Public Branding On-site training: Tczew Promotion Campaigns
  • 23. Promotion Campaigns Permanent Cycle Light • Magnets in the wheel • No batteries • Fixed at the cycle • 16,000 signed up • 2,000 got free lights • 2,000 in control group • 98% happy cyclists • - 32% accidents On-site training: Tczew Promotion Campaigns
  • 24. Promotion Campaigns Campaign Items On-site training: Tczew Promotion Campaigns
  • 25. Promotion Campaigns Rewarding Activities • 5,000 pieces of chocolate and apples • Post-cards • Competition at the web site On-site training: Tczew Promotion Campaigns
  • 26. Promotion Campaigns Role Models On-site training: Tczew Promotion Campaigns
  • 27. Promotion Campaigns Google Latitude • Free • Google Maps • "Find your friends down town" • Route assistance • Data isn't logged • Campaign On-site training: Tczew Promotion Campaigns
  • 28. Promotion Campaigns Mobile Dialogue • Cyclists happiness is crucial. • Close and ongoing dialog with the citizens, cyclists and non cyclists. • RMS (Reply Message Service) - a new service sends questionnaires to mobile phones. • Virtual bridge for mass dialog. • Viral marketing by using 'Send to a Friend' On-site training: Tczew Promotion Campaigns
  • 29. Promotion Campaigns Mobile Dialogue • Campaigns • Events • Voting - Hot or Not? • Yearly cycle accounts • Public participation On-site training: Tczew Promotion Campaigns
  • 30. Promotion Campaigns Selling the Good Stories On-site training: Tczew Promotion Campaigns
  • 31. Promotion Campaigns Selling the Good Stories On-site training: Tczew Promotion Campaigns
  • 32. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  • 33. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  • 34. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  • 35. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  • 36. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  • 37. Promotion Campaigns Email Signatures Med venlig hilsen Pablo Celis Civilingeniør Trafik og Veje | Teknik og Miljø | Århus Kommune Grøndalsvej 1 - 8260 Viby J Tlf. 8940 4479 - Mobil 3030 4479 - Fax 8940 4440 Mail: pace@aarhus.dk On-site training: Tczew Promotion Campaigns
  • 38. Promotion Campaigns Transportation Calculator • Distance • Time • Expenses • Environment CO2 • Health KJ • Weight loss On-site training: Tczew Promotion Campaigns
  • 39. Promotion Campaigns Cycle Counters On-site training: Tczew Promotion Campaigns
  • 40. Promotion Campaigns Evaluation On-site training: Tczew Promotion Campaigns
  • 41. Promotion Campaigns Monitoring • On going figures • Counting stations • Questionnaires • Web based surveys • Benchmarking • Broadcasting the results • Count press coverage On-site training: Tczew Promotion Campaigns
  • 42. Promotion Campaigns How to get Started: • Small scale • Test • Show results • Improve • Ask for further financing • Up scaling --> Try and error On-site training: Tczew Promotion Campaigns
  • 43. International workshop Improving Cycling Culture in Cities February 26th-27th, 2010 Tczew - POLAND Thank you for your attention! More information on: www.presto-cycling.eu Bremen Tczew Contact: mail@troels-andersen.dk Venice Grenoble Zagreb Promoting Cycling for Everyone as a Daily Transport Mode is supported by

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