Mobility marketing: the right tools at the right time
any successful training programme is a successful marketing campaign to ensure
that there are enough participants to make the effort worthwhile, and that the
right kinds of participants are on hand to receive the kind of training on
offer. Krakow, Poland's 'Mobility Marketing' initiative is a fine example of
good marketing backing up a solid training effort. Targeted marketing also comes
into play when it comes to merely doing a good turn, such as when the City of
Munich mailed a Mobility Guidebook to more than 10,000 households which included
residents aged 60-75.
AENEAS final conference: registration is now open!
is now open for the final conference of the AENEAS project in Brussels on 8
April, 2011. At this conference,
European policy makers will share their views on the challenge of making urban
mobility greener while improving the quality of life of older people.
The conference will feature a panel discussion with members of the European
Parliament and representatives of the European Commission, national and
sub-national European governments and leading international players such as AGE
Platform. Participation at the event is free but registration is requested.
Salzburg: training toolkits now available
AG and partner organisation ZGB (Centre for Generations and Accessibility), in
an effort share their training-course experience focusing on older passengers,
have developed a 'toolkit' for public transport companies wishing to carry out
similar training programmes. Both kits contain a handbook available in German
and English, and a DVD with two 25-minute films.
AENEAS case studies now available through ELTIS web portal
two years into its implementation, the AENEAS project has harnessed a valuable
resource in the field of energy-efficient mobility for older people. AENEAS has
by now made dozens of case studies available in six languages. As of November
2010, these case studies are now available through the European Local Transport
Information Service (ELTIS).
AENEAS hosts roundtable on older people's mobility at CIVITAS Forum
partner cities implemented a wide range of activities over the course of 2010.
The cooperative community of project-external experts is growing steadily,
resulting in an expanding pool of shareable know-how. To this end, AENEAS
organised a number of events over the past year to share experience and good
practices within the professional community of urban transport practitioners.
Reconsidering public transport fare policies for elderly passengers
recent survey from the European Metropolitan Transport Authorities (EMTA) shows
that reduced fares for target groups in public transport are common practice
across European cities. Senior passengers are one such group. Demographic
studies show that the number of peopled aged 60 or higher will increase
significantly in coming decades. Encouraging older people to use more public
transport instead of private cars is part of a global strategy of local
authorities for sustainable mobility. more>>
American report investigates shifting age demographic
American Public Transit Association (APTA) has published a report titled
'Funding the Public Transportation Needs of an Aging Population'. The report
argues that anticipated rapid growth in the number of older people in the United
States in coming decades will require greatly increased need for expanded and
enhanced public transportation services. more>>
European mobility projects to be featured in forthcoming 'Good Practice
AENEAS team learned about several great projects in recent months. Our
impression is that there are many interesting projects for older people
throughout Europe, and that everybody working in this area possesses great
commitment and enthusiasm. The 'AENEAS Good Practice Implementation Guide' will
appear soon, and here are some of the projects you can read about.
Of course, many more interesting projects will be described in more detail in
the 'Good Practice Implementation Guide'. This book will be available as printed
copies and as downloadable PDF document in April 2011.
Mobility trainings in Krakow provide valuable experience to organisers
and participants alike
main idea behind Krakow's 'Mobility Marketing' initiative is to make older
people aware of the advantages of energy-efficient travel, and to this end a
number of trainings have been organised in the past two years. Participants
(i.e. older passengers) learned how to operate on-vehicle ticket machines;
became familiar with the automated Krakow Municipal Card system; and, were
instructed in public transport safety regulations for passengers (the latter
lesson taking place onboard a tram.
Targeted marketing produces some intriguing results
In January 2010, the Mayor of Munich sent a
Mobility Guidebook to 10,000
households including residents aged 60 to 75. The Guidebook contains a
comprehensive overview of sustainable mobility options in the city of Munich,
and presents arguments for smarter use of private automobiles. A sophisticated
marketing approach was used in the mailing. The analysis of this marketing
campaign yielded some interesting results.
Mobility marketing goes 'on the air'
planning mobility marketing activities for older people, it is important to use
communication channels that these people use. Older people generally prefer
traditional media, and radio is especially important. Bearing this in mind, a
series of radio discussions were organised in 2009 and 2010 in AENEAS partner
cities Krakow (Poland), Donostia-San Sebastian (Spain) and Salzburg (Austria).
These programmes focused on specific issues of interest to local people and
offered an opportunity to explore different viewpoints.
Mobility tip: Check to see if you can save up to 70 percent per trip
If you're a reader of our newsletter, there's a good chance that you're
already a regular user of your local public transport provider. You probably
even have a monthly pass. But have you ever checked how much you could save if
you buy an annual pass? In many European countries, an annual pass works out to
riding for just 30 percent of the fare of a single ticket!