Exploiting Marketing Methods for Increasing Participation and Engagement in Sustainable Mobility Planning

Abstract

Experience has shown that when a target group that benefits from or is affected by an intervention is included in the planning procedure from the beginning, underlying success factors are revealed and respected. Coming to sustainable mobility planning, an ideal participatory scheme (optimal synthesis of different perspectives) accompanying the sustainable mobility planning cycle would add to the interventions’ success. The current paper, based on the knowledge acquired within the e-smartec Interreg EUROPE project, is inspired by the wide spectrum of marketing techniques from the business sector and proposes the effective transfer of them to mobility co-planning and citizens’ engagement. The approach for developing this capacity-building guide (MOBENGAGE-RADAR) on engagement in mobility planning includes (i) review of existing appealing marketing techniques (1st level), (ii) extraction of the affiliated engagement methods (2nd level), (iii) identification of real-world examples of successful citizens’ engagement practices (3rd level), and (iv) correlation of methods and examples with SUMP steps. MOBENGAGE-RADAR visualizes the applicability of the different engagement and awareness raising methods for each step of mobility planning and can be used as the base for creative thinking while developing an engagement strategy.