1. Master Class Cycle Planning Bolzano, 21st October 2005 Thomas Krag Mobility Advice Information, communication and marketing

2. Contents Master Class Cycle Planning Thomas Krag Mobility Advice 1.A theoretical framework 2.Information hardware – signposting and other facilities 3.Information software – campaigns ond other means 4.Elements of a communication strategy

3. Pre-assumption (target group) Master Class Cycle Planning Thomas Krag Mobility Advice Planners and politicians from a city which has the aim to increase the volume of bicycle traffic.

4. 1. Theory – the objective tree Master Class Cycle Planning Thomas Krag Mobility Advice Overall objective: Improving urban living conditions Subsidiary objective N: Improving urban mobility Sub-subsidiary objective N’: Increasing cycle use Subsidiary objective 1:... Subsidiary objective 2:... Subsidiary objective...:... Sub-sub-subsidiary objective 1: Physical measures Sub-sub-subsidiary objective 2: Soft measures

5. 1. Theory Master Class Cycle Planning Thomas Krag Mobility Advice More cycling trips are created by a mixture of: 1. Hard measures (new road design, signs, cycle lanes, cycle tracks, paths...) and 2. Soft measures (information, communication, marketing) In any case, increasing cycle traffic means changing human behaviour and individuals’ habits.

6. 1. Theory Master Class Cycle Planning Thomas Krag Mobility Advice WARNING Promoting cycling is not only a question of changing the physical conditions. (often, however, staff with main skills in the area of road design are asked to increase cycle traffic)

7. 1. Theory – defining marketing Master Class Cycle Planning Thomas Krag Mobility Advice Marketing means to make a communication about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the product or service or, in this connection: Marketing means making the citizens cycle more by communication means.

8. 1. Theory on behavioural change Master Class Cycle Planning Thomas Krag Mobility Advice ”I cycle regularly” ”I tried, and cycle now and then” ”I would like to try cycling” ”Cycling might be an option” ”Cycling is not relevant for me” Stages of change –model:

9. 1. Theory on behavioural change Master Class Cycle Planning Thomas Krag Mobility Advice Cycle promotion can thus be rephrased as 1.promoting individuals moving up the stairs 2.preventing individuals moving down the stairs. 1. Means “getting new customers” – which is difficult and expensive. 2. Means ”keeping existing customers” – which is easier. Preventing people from moving down – e.g. giving up cycling - should therefore be given priority.

10. 1. Theory – city opportunities Master Class Cycle Planning Thomas Krag Mobility Advice ”I cycle regularly” ”I tried, and cycle now and then” ”I would like to try cycling” ”Cycling might be an option” ”Cycling is not relevant for me” Make cycling a good alterna- tive Raise interest for cycling Give good personal argu- ments for cycling Make cycling enjoy- able Give good oppor- tunities to try cycling Municipal tasks:

11. 1. Theory – evaluation Master Class Cycle Planning Thomas Krag Mobility Advice ”I cycle regularly” ”I tried, and cycle now and then” ”I would like to try cycling” ”Cycling might be an option” ”Cycling is not relevant for me” Where are we? Year by year, or before/after a campaign activity ? 10% 38% 25% 15% 12%

12. 2. Information hardware Master Class Cycle Planning Thomas Krag Mobility Advice

13. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice

14. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice Why make signposting for cyclists? To help bicycle users finding their way To explain how to use special facilities To signpost targets of special interest to bicycle users To raise the image of cycling

15. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice Different types of signing Horisontal signing (road marking) Vertical signposts Other vertical signing

16. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice Different purposes of signing Guidance on how to position in streets and crossings Warning other road users to take care of cyclists Route guidance for everyday purposes Route guidance for touristic purposes

17. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice Demands to signs for cyclists Coherent system Easy to recognize Nice design, clear information Sufficiently big letters to be read en route

18. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice Challenges in signage for cyclists Lack of good system Legal barriers to sign in an efficient way. Good standards do however exist (e.g. Germany (NRW), Switzerland, Denmark).

19. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice Swiss examples

20. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice From the Danish guidelines

21. 2. Signposting Master Class Cycle Planning Thomas Krag Mobility Advice Intensive signing will raise the awareness of cycling(in all cases) raise the profile of cycling(if it is done well)

22. 2. Other information hardware Master Class Cycle Planning Thomas Krag Mobility Advice ”Bicycle barometre”

23. 2. Other information hardware Master Class Cycle Planning Thomas Krag Mobility Advice Green wave for cyclists

24. 2. Other information hardware Master Class Cycle Planning Thomas Krag Mobility Advice Nice design is marketing in itself

25. 3. Information software Master Class Cycle Planning Thomas Krag Mobility Advice Information software is (in this respect) all non-physical means aiming at getting more people on bicycles. (Safety-promotion is related, but is a different matter.)

26. 3. Information software - examples Master Class Cycle Planning Thomas Krag Mobility Advice Information from the city - Website information - Magazines - City maps for cyclists - Electronic bicycle route planners - Gimmicks Campaigns - Advertisement campaigns - Other sorts of campaigns Press coverage - Intentional - Unintentional

27. 3. Information software - examples Master Class Cycle Planning Thomas Krag Mobility Advice Websites

28. 3. Information software - examples Master Class Cycle Planning Thomas Krag Mobility Advice Websites

29. 3. Information software - examples Master Class Cycle Planning Thomas Krag Mobility Advice A magazine about cycling and cycle policy

30. 3. Information software - examples Master Class Cycle Planning Thomas Krag Mobility Advice City maps for cyclists Lots of examples from several countries. A city map for cyclists should: be a normal, detailed city map og high quality with street names and information on medium and long range public transport include information of special interest to cyclists (bicycle shops, bicycle parking, slopes, bicycle access,...).

31. 3. Information software - examples Master Class Cycle Planning Thomas Krag Mobility Advice Electronic bicycle route planners Quite a few have been provided – e.g. Dublin (Ireland), NRW/Germany, Aalborg and Odense (Denmark) The electronic planners usually can: find the shortest route find the safest route show the result on a map as well as in writing.

32. 3. Information software - examples Master Class Cycle Planning Thomas Krag Mobility Advice Gimmicks (funny, creative things) Typical promotion gifts – if possible of cycling relevance. Malmo (Sweden): Book on famous people who cycled in Malmo – distributed to all households!

33. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice ”Other sorts of campaigns” Bicycle to work Bicycle to school Shopping by bicycle Test-biker for a period of time Organised cycle rides Try to leave the car

34. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice Bicycle to work (as done in Denmark) Enroll and pay (3,5 Euro p p) Form a team (4-16 persons) Assign a team contact Report behaviour on team sheet Send in team sheet for lottery Final draw (chance ~ cycling days)

35. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice Bicycle to work (as done in Denmark) 3-4 weeks campaign period A magazine is provided to all participants A newsletter is sent to the contact persons Enrollment and reports is done by the contact persons (and can be done electronically) Small and big rewards are in play – some of them especially for the contact persons The campaign is upscaled to 100,000 persons – but was originally done in a single city. It can be carried out at all levels.

36. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice Shopping by bicycle (as done in Flanders, Belgium) Cooperation between NGO, municipalities and shopkeepers (99 resp. 7,000 in 2002) Rewards sponsored by shopkeepers or municipalities Cards used 2 weeks for the registra- tion of those who shop by bicycle Lottery (draw) with the best chances for most active shoppers Lots of positive publicity – and 2,5 million km cycled.

37. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice BikeBus’ters (test bikers, Aarhus, Denmark) 175 persons tried to cycle for one year 2-8 km home-work distance, former car users free bicycles, accessories and bus tickets manned secretariat health checks throughout the project transport behaviour investigated in depth total cost 385,000 Euro.

38. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice

39. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice

40. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice Try to leave the car - can families do it? (2001) Investigation May 2002

41. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice Try to leave the car - places of work (2002)

42. 3. Campaigns - examples Master Class Cycle Planning Thomas Krag Mobility Advice Try to leave the car - training course for individuals (2003)

43. 3. Campaigns – main issues Master Class Cycle Planning Thomas Krag Mobility Advice Main issues depend on country, city, traditions, etc, but... personal health and well-being winning opportunities collegiality sport (exercise) fun seem usually to be important, while environment is of less importance from the individual point of view.

44. 3. Press Master Class Cycle Planning Thomas Krag Mobility Advice Several possibilities national/regional newspapers local newspapers radio, TV (not least local/regional channels) news on the web. Main opportunities it is cheap - and fast. Main disadvantage it is outside your (full) control.

45. 3. Press Master Class Cycle Planning Thomas Krag Mobility Advice How does it work? The press loves news – the more local the media is, the better chance that even small stories are taken. The press also loves conflicts. News about the city’s bicycle programme are easy to control – and the press can be an excellent co-operation partner. Conflicts are much more difficult to manage, and should generally be avoided (but will always be a potential risk). Press-releases are one way to work – but once a good relationship has been built, a phone call is often sufficient. It is all a matter of symbiosis – both parties gain.

46. 4. Communication strategy Master Class Cycle Planning Thomas Krag Mobility Advice You need to know what to communicate 1.Develop first a cycle policy and an action plan. 2.Develop then a communication strategy as part of the action plan.

47. 4. Communication strategy Master Class Cycle Planning Thomas Krag Mobility Advice Elements in a communication strategy Logo/design line Provision of relevant information material - website (formation, editing) - magazines, newsletters, info leaflets - cyclists’ maps - electronic bicycle route planners - gimmicks Public hearings Guidelines on how to treat questions from the public How and when to communicate physical activities How and when to communicate campaigns

48. 4. Communication strategy Master Class Cycle Planning Thomas Krag Mobility Advice

49. 4. Communication strategy Master Class Cycle Planning Thomas Krag Mobility Advice Gimmicks

50. 4. Communication strategy Master Class Cycle Planning Thomas Krag Mobility Advice Communication strategy evaluation Can be done by simple, internal self-evaluation (did we do what we wished to do – and did it work?). Be aware of the contact price (number of aware people per Euro spent). Could be done by user surveys using the stages of change-model (and, in case such surveys are carried out, it is a good idea to include relevant questions on how city information has been received). Easy and highly recommendable is however: Require media surveillance (press clippings, reports on radio/TV passages).

51. Some references Master Class Cycle Planning Thomas Krag Mobility Advice Signposting Swiss system In Italian): www.svizzera-in-bici.chwww.svizzera-in-bici.ch German (NRW) system (In German): www.radverkehrsnetz.nrw.de/RVN_schilder01.htmlwww.radverkehrsnetz.nrw.de/RVN_schilder01.html Danish system: On the web (in Danish): www.vejregler.dk/pls/vrdad/vr_layout.vis?p_gren_id=3310 Publication (in Danish): ”Vejregler for vejvisning på cykel- og vandreruter” Publication (shorthand version, in English): ”Signing for cyclists and hikers in Denmark” The publications can be ordered at Vejdirektoratet (Road Directorate) vd@vd.dk.www.vejregler.dk/pls/vrdad/vr_layout.vis?p_gren_id=3310vd@vd.dk Electronic cycle route planners Nordrhein Westfalen (Germany): www.radroutenplaner.nrw.dewww.radroutenplaner.nrw.de Dublin (Ireland): www.dto-journeyplanner.iewww.dto-journeyplanner.ie Odense (Denmark): www.cyclecity.dk/rute.aspwww.cyclecity.dk/rute.asp Aalborg (Denmark): www.aalborg-trafikinfo.dk/dynmenu/jump.asp?url=asplinks/cykelrute.htm&n1=2&n2=3 www.aalborg-trafikinfo.dk/dynmenu/jump.asp?url=asplinks/cykelrute.htm&n1=2&n2=3

52. Thank you for your attention Master Class Cycle Planning Thomas Krag Mobility Advice More information is available at: www.thomaskrag.com tk@thomaskrag.com