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Organising an individualised social marketing campaign for sustainable transport solutions in cities

By News Editor / Updated: 07 Sep 2015

This training workshop, organised by CIVITAS VANGUARD 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.

Training ISM: Step by step guide for a successfull social marketing based intervention

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Training ISM: Local Challenge in Coimbra

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Training ISM: The Segment project

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Training ISM: Promoting Sustainable Urban Mobility with CIVITAS

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Trainig ISM: Individualised social marketing - what’s in a name

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Training ISM: Personalised Travel Planning in BH

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The Hammersmith Study

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VANGUARD report Toulouse

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Training ISM: Using MAXSem in an evaluation tool

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Training ISM: Resource Pack

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Training ISM: Using the market segmentation model (MaxSem) in an evaluation tool (MaxSumo) within the context of a Company Mobility Plan

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Training ISM: Introduction to social marketing and segmentation

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Published: 
17 May 2011
Topic: 
Mobility management
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