The CIVITAS High Level Training Workshop on Integrated Planning provided participants with a thorough understanding of integrated planning as a means to better manage transport in cities. Using real-life experiences from Ghent (Belgium) and Nantes (France), it substantiated the need for integrated planning, providing insights in the planning and operational process, and presenting the tools presently at hand.
This training workshop, organised by the CIVITAS VANGUARD project, provided a theoretical background to individualised social marketing; a generic step-by-step guide for setting up an individualised marketing campaign; and real-life examples and concrete case studies.
Participants were encouraged to bring in their own experiences and questions. This workshop introduced participants to the general concept of individualised social marketing with an emphasis on the benefits. All phases of an individualised social marketing campaign from planning, to implementation and evaluation were covered, with a particular focus on the main dos and don’ts to ensure the campaign is a success.
Market segmentation, being an important aspect of individual marketing, was also addressed, both from a theoretical and practical perspective. A number of inspiring good practice examples were provided to illustrate how others have used segmentation to enhance the success of campaigns they have implemented.