enhanced sustainable mobility with marketing techniques
“e-smartec” project is designed to strengthen the urban dimension of regional and local mobility policymaking, contributing to the implementation of the EU Transport White Paper, Urban Agenda and EU 2020 with a view to transit to a low carbon economy. Many European urban areas face a series of environmental challenges linked to mobility – congestion linked to air pollution. Based on the experience, sustainable urban mobility planning cannot be achieved without the commitment of key stakeholders and travellers and given this need, e-smartec proposes accompanying each step of mobility planning with the deployment of targeted marketing techniques for linking bottom-up and top-down decision making. Users’ engagement in mobility planning is often a big challenge for authorities since it requires deep knowledge of marketing and sociological aspects – overcoming this threat (of developing plans that are not acceptable by the public, thus ineffective) is the central axis of the experience exchange among authorities and experts in e-smartec project. e-smartec aims in developing action plans to start and implement effective (acceptable from both stakeholders and travellers/citizens-tourists) mobility interventions. This is the basis for a competitive, resource efficient and low carbon oriented European transport system. The 9 e-smartec partners, from 7 EU countries representing the 6 e-smartec test-bed areas, join their forces in an ultimate goal to provide tailored guidelines on citizens’ and stakeholders engagement marketing techniques; innovative for decision-making traditional procedures although widely and effectively used in the business sector - Crowdsourcing, social media, personalized communication for awareness raising&behavior influence, “Word of Mouth communication”, “Wheel of Persuasion”&“Sustainable Market Segmentation”. Among project’s tangible outcomes are handbooks on engagement supplementing the different steps of plans and strategies development.