Integrated TDM Marketing in the UK (March 2, 2010) - English (First 100 Canadians)

Le programme écoMOBILITÉ de Transports Canada prend des dispositions pour l’interprétation simultanée (une ligne audio pour le français et une ligne audio pour l’anglais) et paiera les 100 premières connexions canadiennes pour participer gratuitement. Pour obtenir les détails de même que pour vous inscrire, visitez www.surveymonkey.com/s/FDB9KVX

With support from Transport Canada, we are pleased to feature a case study involving two boroughs in London England, and illustrating the use of integrated marketing. For each target audience, this approach integrates common messaging and synergistic interventions across multiple communication channels, including partners such as physicians, police, NGOs, and chambers of commerce, as well as home visits that provide personalized travel planning. The initiative also includes cycle training, car sharing clubs, workplace and school programs. Dan will report on impact findings of the three year pilots - a £4.2 million initiative that is one of the largest schemes of its kind anywhere in the world. This case study illustrates the application of traditional social marketing methods, including formative research, setting measurable objectives, audience segmentation and piloting (including a control community.) Preliminary impact findings have indicated substantial changes in travel behaviour.

Free for the first 100 qualified Canadian connections. $50 for other registrants. 60 minutes. 12 noon to 1:00 Eastern Time.