Marketing Sustainable Mobility in Munich - The Mobility ... · Dr. Martin Schreiner Mobility...

Klicken Sie, um das Titelformat zu bearbeiten

Dr. Martin Schreiner Mobility Management

Strategic Traffic Management Local Authority Consultancy

Marketing Sustainable Mobility in Munich - The Mobility Management Concept -

Sustainable Urban Mobility: Planning Tools

Knowledge Sharing Seminar Kyiv City State Administration

September 21, 2012






Content

Marketing Sustainable Mobility – Theoretical Background

The Munich Concept „München – Gscheid Mobil“

Example: Dialogue Marketing für New Residents

Evaluation Results

Factors of Success




Munich Definition of Mobility Management

Marketing, information, guidance, motivation and education in order to enable people to improve their mobility while reducing their car use

What does „improve“ mean?

faster

cheaper

energy-efficient

safer

healthier

more comfortable




How does it work?

Information, Guidance, Marketing, Education

Flexible Services

Taxis P+R B+R Private

Bike Bike

Rental

Call a Bike

Walking Bus

Car Pool Private

Car Car

Sharing Car

Rental S-Bahn U-Bahn Tram Bus

Supply

Senior Citizens

Kids / Teens

Handi- caped

New Residents

Event Manager

Firms Guests Com-

muters

Location Location vicinity

Quarters Borough City Region

Demand




Family Brand

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




Concept

Mobility Management

for New

Residents

Mobility Management

for Senior

Citizens

Internet Platform for Mobility in Munich: www.muenchen.de/mobil

Mobility Management

for Children

and Teenager

Mobility Management

for Companies

Cycling Marketing Campaign

Mobility Management

for Residents

Other target groups

e.g. Migrants, Tourists

Quality Management, Evaluation, Updating, Regional Expansion




Mobility Guidance for New Residents

Cooperation with public transport and a lot of partners; Premium partner: Münchner Verkehrsgesellschaft (MVG)

Over 85.000 new residents in about 43.000 households per year

Each household gets a personal suitable guidance offer




Arrival

New in town: daily mobility has to be organised under new circumstances




Official Registration

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 ...




Individual Guidance

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?

...




Servicecard

Order of information material and provision of contact details (phone number)

... super ... test ...

test… test….




Sale Contact

Sale of season tickets for PT, Carsharing memberships etc.

... yes ... no

congestions ... no

need of parking ...

very helpful ...

... Did you receive it? ...

questions? ... relevant

for you?... daily trip to

work? ...




Evaluation: Modal Split

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%




Evaluation

Reduction car-traffic: 80 Mio. km /year

(= ca. 1% of traffic in Munich)

Reduction CO₂ : 12.000 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




Positive Feedback from the Citizens




Positive Feedback from the Media




In the end...

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




Vision

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 ...




Barriers / Factors of Success

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 / professional marketing agencies

Financial and human ressources

Data protection

Hard and transferable evaluation results




Contact

Private Contact (Consultant):

Dr. Martin Schreiner

Mobility Management

Strategic Traffic Management

Local Authority Consultancy

Anton-Geisenhofer-Str. 15

D-81825 München

Festnetz: +49 (0)89 30702839

Email: [email protected]

Contact on Official Business:

City of Munich

Department of Public Order

Head Strategy and Policy

Implerstraße 9

81371 München

Tel: +49 (0)89/233-39960

Mobil: +49 (0)1520/1657979

PC-Fax: +49 (0)89/233-989-39960

Email: [email protected]

mailto:[email protected]

Date post:	17-Sep-2018
Category:	Documents
Upload:	trinhduong
View:	215 times
Download:	0 times

Marketing Sustainable Mobility in Munich - The Mobility ... · Dr. Martin Schreiner Mobility...

Documents