In recent months, several of the SmartMove project’s key publications have been finalised and posted on the project website. They include a brochure giving an overview of the project’s mobility marketing concept; a set of guidelines to aid authorities and transport operators carrying out active mobility consultancy campaigns; and a state-of-the-art report on AMCs, including details about effective techniques and the psychological underpinnings behind them. A new page on the website gives a rundown of all the training materials from SmartMove’s first public take-up seminar. The new materials are presented below.
Getting people on board! Using active mobility consultancy to promote public transport use in rural areas (SmartMove brochure)
This new project brochure describes how the SmartMove project is promoting the innovative concept of active mobility consultancy campaigns to increase passenger numbers. Direct marketing techniques, the provision of customised travel information and minor adjustments to scheduling have already been shown to help change people’s perceptions of public transport. The higher revenues from increased ridership can then be used to make the system even more attractive to potential users, creating a virtuous cycle. Besides English, the brochure is available in German, Greek, Polish, Portuguese and Spanish.
Guidelines on the SmartMove AMC concept
This new set of guidelines provides a comprehensive overview of the AMC concept and the practical implementation of an AMC campaign. The guidelines describe how AMC campaigns should proceed and, in particular, contribute to the implementation of dialogue marketing, the backbone concept of the AMC approach. Practical implementation is illustrated with selected examples. The guidelines are available here.
State-of-the-art report on active mobility consultancy campaigns
This document collects state-of-the-art techniques that have been used in other mobility projects that might contribute to the design and implementation of AMC campaigns. Approaches from several disciplines such as psychology and marketing have been considered in order to provide a range of techniques to boost the impact of the campaigns foreseen within the SmartMove project. A web version of the guidelines is available here.
Proactive marketing for public transport: Training materials
A new page of the website lists all the presentations from the project’s first take-up seminar in Krakow, Poland. Held on January 21, 2015, the event drew almost 50 people. It aimed to present how the AMC approach, combined with proactive mobility measures, can help to reverse the trend of declining public transport use. In addition, it was a valuable opportunity for foreign guests to learn about practical experiences, and vica-versa. The event page, with downloads, can be found here.
As the project progresses, a set of double-sided thematic factsheets is being released, drawing attention to selected project highlights. Currently four have been developed and translated into all SmartMove languages. The first covers Europe’s first rural AMC campaign, which inspired the launch of the SmartMove project and which is the prime model for its activites. The second collects highlights from the SmartMove implementing regions. The third looks at mobility trends and challenges in rural areas. Finally, the fourth covers active mobility for senior citizens.