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Fact Sheet S-02 - Targeting Public Relations

Introduction

Start ot Underganon

When a chtM int leanis to cysto

Start ot pnmary scbool

Start ot secondary Ktcd

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Start Ot hijner eA*»6on

First entptoymani (induding appreniio^tp)

Reorentenl

Socal erpagoment ano lersur actroty Changes in pbypcal abit«» and needs

Stareng a <amly.'|Oty hcuttfrold Brtti ot cnfctren Changrg residenoe Oongo ot errptoymenl Carng tor a iąmly member

Identification of target groups is a pre-condition tor successful campaigning. Cyding is feasable for almost everytiody. which indudes young and old. małe and female and persons from different social groups. In addition. soft measures should not onty target citizens but also planners. politicians and stakeholders ot cyding promotion. There will be no single mes-sage that appeal to this wide rangę ot target groups. Therefore targeting public relations is crucial. Against the background ot constant addressing ot people through marketing campaigns. targeted campaigning is promising in order to increase re-cognisability ot cyding campaigns.

Target groups

Tradibonally. potential cydists have been the only target group for cyding promotion. However. in the course ot Central MeetBike. partners found that there are morę groups with spedfic needs for information. which should be provided by different means of public relation (see CMB fad sheet S-03). The main target groups can be dassified as fdlows:

Politicians and decision makers: They will be responsible for finał de-cisions on cyding measures and can demand for morę sustainable transport planning in generał. Therefore they should be aware about the State ot the art in cyding planning and .about generał benefits of cyding.

Transport and urban planners: As representatives of the city they will have to prepare concrete measures. They should therefore know about the newest design principles in mobility planning.

Stakeholders: They represent va-rious assodations and Citizen groups that might be affected by cyding measures. Thus they should be informed about municipal strategies and stan-dards in cyding planning.

Citizens: The group of dtizens is inho-mogeneous with respect to habits. per-ception and barriers to cyding. Therefore further segmentation considering the following criteria is recommended:

Ąąe_t demography. phase of lite: In order to promote life-long cyding. persons in all phases of life should be addressed specifically. Research has shown that there are specific times in a person's life. where he/she rethinks their daily mobility habits. These chan-ges should be used to inform about the benefits of cyding (see figurę 1).

Cyding habits: different cyding habits (frequency. purpose of cycle trips) resutt in yarying needs to public relations. Re-gular cydists may already be aware of the benefits ot cyding. but they need to be continuousty rewarded and reassured. In contrast. potenbal cydists might be motivated for cyding. if they receive morę information on the benefits of cyding and about possibilities ot cycling in the aty.

Location of place of res.dence, This mainly determines mobility options. Therefore it might be promising to de-velop campaigns to e.g. make persons aware that they are living closely to a newly constructed cyding main route that might bring them to their place of work.

Mobility styles. Transport modę choice is not only based on "hard" reasons alone. but also on emotions and symbolism. Research identified three mobility styles that bear high potential for everyday cycling: fun- and performance oriented. nature-and health oriented and avid culture oriented (Deff-ner et al (2012). p.195).

Figurę 1: Opportunities during a lite ythert new roubnes are fot-med ara fius changes in mobility behayiour are easier (source: Deffnef et al <2012). p.194)