Awareness raising campaign for changing mobility behaviour in Toulouse
The different public transport actors will develop an individualised marketing product, through the deployment of a user panel, and launch a number of awareness campaigns to promote the use of public transport as a sustainable mobility option. By giving a public transport an attractive image, we want to change the citizens’ mobility behaviour.
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Objectives / Innovative Aspects
Develop an individualised marketing approach to promote use of the PT and multimodal behaviour. Within the renewing of the ticketing system and the development of new heavy PT infrastructures (metro, HQBC, …), this demonstration will aim to modify the final users behaviours by convincing them of the interest of travelling with PT or promoting benefits of attractive complementary services offered.
The Measure
The aim is to create a panel of 1.000 persons, to analyse their needs in terms of transport and to propose them through an individualised approach sustainable solutions for their mobility. More precisely the work will rely on:
the definition of the strategic axis and of the detailed action plan;
the establishment of the users panel (1.000 persons);
3 ‘global’ communication campaign that will be realized on a dedicated topic, linked to the PT and the new contactless card promotions, during 3 distinct periods in 2008;
3 meetings of the panel on a dedicated topic (in relation with the themes identified in the strategic axis definition and with each of the ‘global’ communication campaigns) during 3 distinct periods in 2008 ;
Synthesis of the individualized marketing demonstration with the production of a specific evaluation report.
In addition, it is planned to organize specific training sessions before the panel consultation in order to permit to technicians and marketing agents to prepare the specific individualized marketing exercises and follow the panel in the future while proposing appropriate personalized solutions to the final users.
The activities of this measure were carried out following the realisation of an important marketing study (see also measure about electronic ticketing) which permitted to define the main axis on which the created panel (1000 users) should be consulted.
More precisely, the related activities were:
the realization of an audit of the current customers loyalty policy of the PT authority,
the transposition of the strategic axis which were defined in the frame of a global marketing study,
the definition of a user panel which was consulted three times during the year 2008 and,
the analysis of the results of the follow-up of the user panel and the redaction of an associated evaluation report.
Results
The realization of the user panel is considered as an important federating element between the different services of the customers department of the public transport operator and this marketing campaign was an excellent opportunity to think about the customers’ priorities / expectations. From now on, these results will be taken into account in the definition of the new services to be provided by the customers department of Tisséo.
The results of the user panel consultation are considered as precious inputs in the objective to implement a real customer’s follow-up policy and culture.
