1 / 17

SEGMENT campaign in Utrecht: parents of new primary school pupils

SEGMENT campaign in Utrecht: parents of new primary school pupils. SEG mented M arketing for EN ergy efficient T ransport. Parents survey Utrecht 2010 (response: 30%). Over all: car use already low 1 direct target segment: Active car owners Two indirect target segments.

bernie
Download Presentation

SEGMENT campaign in Utrecht: parents of new primary school pupils

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SEGMENT campaign in Utrecht:parents of new primary school pupils SEGmented Marketing for ENergy efficient Transport

  2. Parents survey Utrecht 2010(response: 30%) • Over all: car use already low • 1 direct target segment: Active car owners • Two indirect target segments

  3. Why Active Car Owners (ACO)? •  there's not much to gain with the practical peddlers (other big segment • ACO: still 12% car use for school • Car use for school makes parents feel guilty • they intend to reduce car use • high car use in general • Good behaviour of ACO influences dissatisfied drivers and image-consious intenders

  4. Tender process:Pitch for marketing agencies Three agencies have pitched their ideas What to do if the pitch winning agency demands twice as much money? Give them less then 5 days to make a new campaign design within the budget!

  5. Our campaign agency: • Most creative Excellent city knowledge • Smart use of all our SEGMENT labour

  6. Campaign purpose 1800 new pupils (age 4) in ½ year 400 Parent couples are Active Car Owners Aims: > 95% of the active car owners walk or cycles to school in the first 2 weeks (+ 7 %) < reduce car use home to school < reduce car use home to work + encourageparentswhodo the right thing

  7. Starting points for this segment Don'ts • Patronizing , pointing a finger • use a general key message to promote the means of sustainable transport Do's: • encourage good behaviour. • provide alternatives ('we tell, you choose') • connect to needs, to what really moves them

  8. Key message • cycling and walking is fun, practical and healthy.“LekkerlopenFijnfietsen” • 4 is the magic number • At 4th birthday, children go to primary school • 4 times walking or cycling

  9. Campaign means

  10. Campaign means

  11. Campaign means http://www.lekkerlopenfijnfietsen.nl

  12. Campaign means • Press event: the winning child receives the bike (16 May) • 3 On line newsletters

  13. A letter a website a price and a game.... Do we need a marketing agency for THAT? Maybe, maybe not. The difference is that there's a solid story behind each step.

  14. First results • 600 parents received a mailing in the first shift (child turned 4 between march 1st – april 27th) • After oneweek • 18 % (109) out of 600 visited the website • 11 % (66) filled out the form completely • 10 % (65) wrote a voluntary (!) trip review

  15. Trip review quotes My daughter is proud as a peacock to drive her own bike. The bike is by far the most practical solution for us. Besides that it provides fresh air for our son before he joins his classmates. I like being at the back of the bike. Sometimes I see a police car. And I see the blooming daffodils on the square! We cycle, even when it rains. Then we take our carrier tricycle. Tirza's classmates think we don't have a car. Let them think! Traffic lights seem to be red for ever. Could you adjust them in favour of cyclists?

  16. Lessons learnt so far • when 88% is cycling, it's hard to reach 100 %! • Segmented campaign messages seem to work • But we don’t know yet whether our selected segment has responded or another segment… • Focus on awareness and good behaviour works • 'you might not know, but your travel behaviour is a blessing for our city!’ • Cycle shops are very willing to contribute

  17. End

More Related