WP4 – Campaign Design for Almada target groups

1. WP4 – Campaign Design for Almada target groups SEGmented Marketing for ENergy efficient Transport Pedro Machado AGENEAL – Local Energy Management Agency of Almada A G E N E A L Ideias com energia

2. ALMADA target groups-University 1st year students- Primary School 1st year pupils parents- New residents

3. University 1st year students Objective: to convince 1st year university students to use public transport (or walk or cycle) to the campus.Segments to address: all segments, despite knowing that it will be difficult to obtain behaviour change amongst “Car complacents” and “Devoted drivers”.

4. University 1st year students Implement an action framed by the European Mobility Week Take profit of the fact that all 1st year students are obliged to register in the university in personTo make a real-time personalised home-university travel plan for each student

5. University 1st year students Complete route (including 1st and last km)Time and distance of walking to public transport Time of waiting for the public transportTimes of riding public transportComplete cost of the journey CO2 emissions reduction

9. University 1st year students 1050 students had route calculated (all new students!) routes were sent by e-mail to each one of them SEGMENT brochures were given out action was disseminated through EMW flyers (60 000) action was disseminated through University EMW flyers results were published in Almada Magazine (70 000)

12. Primary School 1st year pupils parents Objective: to convince parents of 1st year school children that bring them to school by car to bring them by bike (or walking).Segments to address: “Concerned car users” (27%) + “Car contemplators” (5%) + all other segments, despite knowing that it will be difficult to obtain behaviour change amongst “Car complacents” and “Devoted drivers” (40% of total).

13. Primary School 1st year pupils parents We aim at addressing the total 73,6% of parents that bring their children to school by car, even though 87% of them say they are fairly or very satisfied with the transport mode they use. Moreover, we want to address also the parents that do not use the car, as we want to keep them not using it.

17. New residents ? Any ideas?

18. Thank you for your contribution!