Mobility Management in Munich - A Marketing Platform for Bicycle Transport -

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1 City of Munich Department for Public Law and Order Mobility Management in Munich - A Marketing Platform for Bicycle Transport - Velo-city 2007 June12th 15th, Munich, Germany Martin Schreiner Coordinator Mobility Management

2 Content Structural Deficits of Marketing Bicycle Traffic The new Munich overall concept Mobility Management The familiy brand Gscheid Mobil Target groups, instruments, products, processes Chances and Risks for Marketing Bicycle Traffic as part of Multimodal Marketing Homework for the future

3 Family Brand Whoever wants to be mobile in Munich can make use of a highly qualitative and attractive range of transport services Seek information, be clever, to make sure, that your ride in the city will be faster, less expensive and often more healthy

4 Overall Concept Mobility Guidance for New Residents Mobility Guidance for Children and Young people Mobility Guidance For Business Companies Mobility Guidance for further more Target Groups (e.g. Senior Citizens) Internet: Quality Management, Evaluation, Continuation, Regionalisation

5 One of New Residents in Munich Every Year...

6 Welcome Letter for New Residents

7 Mobility Guidance for New Residents City of Munich Department for Public Law and Order

8 Content Bike Traffic Network of bikeways Signposted main bike routes Parking and storage of bikes Links to public transportation Bike+Ride Carrying bikes on public transport Recreational bike routes in the region Call a Bike

9 Effects on Modal Split (Travel Proportion) Test Group Control Group Difference N = 297 N = 303 Cars 27.0% 30,3% -3,3% Public Transport 41.3% 33.7% +7,6% Bike 7.1% 9.4 % -2,3% Foot 22,3% 23,5% -1,2% Reduction of car traffic: 80 Mio.km/a Reduction CO 2 : tons/a Reduction of costs in national economic terms: 16 Mio. /a

10 Mobility Guidance for Business Companies City of Munich Department for Public Law and Order Quelle: Referat für Arbeit und Wirtschaft / Arqum 20

11 Mobility Education Quelle: Green City e.v. 2007

12 Mobility Education Quelle: Green City e.v. 2007

13 Walking Bus Quelle: Green City e.v. 2007

14 Mobility Education City of Munich Department for Public Law and Order Quelle: TU / ADFC / MOBINET 2001

15 Mobility Guidance for Senior Citizens Quelle: Green City e.v. 2007

16 Mobility Guidance for Senior Citizens Cooperation Partners City of Munich HPV e.v. Ludwigs-Maximilians-Universität Traffic Police Senior Citizens Magazine Treffpunkt 55 plus Old Age Homes and Geriatric Service Centers

17 Mobility Portal (www.muenchen.de/mobil) City of Munich Department for Public Law and Order

18 Traffic Mobility Portal Pageimpressions Visitors Dez Dez Jan Jan Feb Feb Snow chaos Mrz Mrz Apr Apr Soccer-World Championship Mai Mai Jun Jun Jul Jul Aug Aug Pope Sep Sep Okt Okt Nov Nov Storm Warning Dez Dez Jan Jan st Year 3 Mio. Pageimpressions 1 Mio. Visitors

19 Category Bike Traffic

20 Category Bike Traffic

21 New Service: Online Bike Routing

22 Feedback Press

23 Reflection There are cannibalising effects between public transport and bicycle transport The quality of products in bicycle transport, but even the available materials, are far from being comparable with the offerings of public transport. As marginal the marketing of public transport may be in comparison with the efforts of the automotive industry, it still possesses a tremendous advantage of expertise and ressources over bicycle transport

24 Conclusion Mobility management as marketing platform offers a large potential for bicycle transport. It provides access to big target groups embedding bicycle traffic in a very useful manner into all other offerings of the environmental transport association, as seen from the perspective of the clients. We need to systematically bring up the product round about cycling to a higher level. Setting of a specific focus within the framework of the multi-modal mobility management and we will probably have to provide sufficient funds for it as well.

25 Thank you foryourattention!

26 Demand on Coordination Participants Administration Interest Groups Mobility Providers Dritter Dritter Bürgermeister Bürgermeister Planungsreferat Planungsreferat Referat Referat f. f. Ges. Ges. u. u. Umwelt Umwelt Referat Referat f. f. Arbeit+Wirtschaft Arbeit+Wirtschaft ( (...Andere...Andere fallweise...) fallweise...) Coordination Work Packages MVG MVG GmbH GmbH S- S- Bahn Bahn GmbH GmbH DB DB Rent Rent GmbH GmbH Car Car Sharing Sharing (z.b. (z.b. Stattauto) Stattauto) Taxi Taxi MVV MVV GmbH GmbH II II II III III IV IV V V

27 Organisation of the Process Steering Committee (City of Munich) Head: Department of Public Law and Order Participating Departments Dep. of Public Building Constructions Dep. of Urban Planning Dep. of Health and Environment Dep. of Labour a. Economic Development gives order to recommends Municipal Working Group Work in Task Forces Participating Departments Dep. of Public Building Constr. Dep. of Urban Planning Dep. of Health and Environment Dep. of Labour and Economic Development... further institutions, if necessary reports comments Regional Advisory Board Participating Institutions City of Munich Highway Adminsitration Admin. of Upper Bavaria Police Munich Transport and Tariff Association Transport Companies reports comments Inzell Initiative (Round Table) Forum Traffic Management 22

28 Der TMP - a Project of the Inzell-Initiative 17

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