PROPS - Promotional Platform for Short Sea Shipping and Intermodality
Overview
Background & policy context:
The PROPS Coordination Action project built on previous EU and national activities undertaken to promote and develop short sea shipping. In particular, PROPS aimed to work closely with the Short Sea Promotion Centres (SPCs) to develop a workable and replicable methodology that enhances their practical promotion activities in the fields of legislative, technical, and operational actions and to extend their operations to encompass inter-modal and co-modal transport.
The first step was to identify, from the SPCs, the best practices aimed at improving the integration of short sea shipping with relevant inland logistics chains. Particular attention was paid to the linkages of key supply chain stakeholders and the removal of bottlenecks. This initial activity was followed by a comprehensive analysis of the core processes that are, or need to be, carried out by SPCs, both individually and via the SPC European Network, to develop and utilise a business networking approach to enhance the current. practical work of the SPCs. One outcome of this activity was a set of performance indicators and benchmarks, linked to self-assessment tools and training programmes for the SPCs. Tools were developed to assist the SPCs improve their performance and their overall integration into European logistics business networks.
For instance, an e-booking system integrator, to improve access to commercial freight booking systems, was established. Both strategic and tactical support mechanisms were developed, and learning from past failures was formalised as a mechanism for improving the work of the SPCs to promote short sea shipping and intermodal transport. A media campaign, run by a large, professional media company established and tested the campaign in enhancing role of the SPCs and the perception by business of the need to increase the amount of freight transport by short sea shipping as an integral part of logistics supply chains.
Objectives:
The procedural approach adopted was based on the following six work packages that map the implementation of the project specific objectives:
- Analysis of SSS and SPC Promotion Requirements
- Strategic Supports for SSS Services and Co-modality
- SSS-related Tactical Supports to SPCs
- Enhanced SPC Supports for the promotion of SSS and Intermodality
- Workshops – Pilot Operation - Evaluation - Development plan
- SSS strategic marketing and promotional campaign
- Project Management
Methodology:
PROPS introduced an effective methodology to support intermodal stakeholders achieve the quality of services that end-users require and to confidently market these services throughout Europe. The elements comprising the methodology were:
- a set of Strategic Supports addressing competitive, operational and marketing strategies to convince shippers to shift to SSS services and to provide persuasive material that will enable a promotional campaign to improve the image of SSS;
- a set of Tactical Supports that facilitate the implementation of SSS promotion strategies, and
- a set of SPC-specific Supports aimed at increased efficiency of SPCs, focusing on processes for collaboration between SPCs and managing performance and risk indicators.
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