A mobility campaign is a targeted communication approach to inform and influence people regarding accessibility, traffic, and mobility. The goal is to steer behavior, for example by encouraging people to choose a different route, travel time, or mode of transport.
When do you use a mobility campaign?
A mobility campaign is deployed for:
- Roadworks
- Closures or diversions
- Events with traffic impact
- Infrastructure projects
- Changes in mobility policy
As soon as you want to influence the behavior of road users, a mobility campaign is relevant.
What is the goal of a mobility campaign?
The aim is to:
- To inform people in a timely manner
- To influence behavior
- to manage traffic flows
- to limit nuisance
- To increase understanding
It is not just about informing, but about achieving desired behavior.
Who are the target audiences?
Typical target groups are:
- Forensics
- Neighbours
- Visitors
- Companies
- Tourists
Each target audience requires a different message, timing, and choice of channel.
What resources do you use?
Commonly used remedies are:
- Social media
- Navigation apps
- Search engines
- Websites
- Digital screens (DOOH)
The choice of resources depends on the target group and the situation.
What makes a mobility campaign effective?
An effective mobility campaign is:
- In good time
- Targeted at the right audience
- Clear message
- Disseminate through the appropriate channels
- Tailored to behavior
Effectiveness lies in the combination of message, timing, and channel.
Common mistakes
Common mistakes include:
- Starting too late
- Communication that is too general
- Choosing the wrong channels
- Ignore behaviour
- No coherence between campaigns
These errors cause campaigns to be visible but have little effect.
How do you set up a mobility campaign?
A simple approach consists of:
- Determine the situation and impact
- Define the target audiences
- Choose the right channels
- Compose targeted messages
- Timing plan
- Monitor and adjust
By following these steps, a structured campaign is created.
The role of digital platforms
Digital platforms, such as Traffic Solvers' BaaS platform, make it possible to set up mobility campaigns faster and more targeted. By combining data, target group selection, and channels, it becomes easier to reach people effectively.
Summary
A mobility campaign is a way to inform people and influence behavior regarding accessibility and traffic. Through the right combination of message, timing, and channels, you can limit disruption and manage mobility better.
