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ROBSON BROWN

ROBSON BROWN. LOCAL LESSONS - GLOBAL ISSUES Marketing Travel Awareness in Rural Areas Case Study - North Yorkshire. Who are Robson Brown. An award winning full service communications agency Based in Newcastle upon Tyne

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ROBSON BROWN

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  1. ROBSON BROWN LOCAL LESSONS - GLOBAL ISSUES Marketing Travel Awareness in Rural Areas Case Study - North Yorkshire

  2. Who are Robson Brown • An award winning full service communications agency • Based in Newcastle upon Tyne • Appointed by North Yorkshire County Council to handle the Travel Awareness project • Stephen Green ACCOUNT DIRECTOR

  3. Who are Robson Brown

  4. Local lessons - global issues • North Yorkshire is a massive geographical area • the largest county in the UK in terms of area covered • from the coast to the dales • a varied demographic spread • Some unique issues created by a significant rural population • but actually an ideal starting point for developing a marketing approach for Travel Awareness • Equally applicable to urban areas

  5. Marketing not information • Understanding the motivations and dynamics of our audience (customers) is central to our approach • We need to meet their expectations in order to have any impact • in the same way that any product or service would be marketed • Especially as we are competing against the marketing activities of motor manufacturers • with huge budgets

  6. Marketing not information

  7. Marketing not information

  8. Marketing not information

  9. Marketing and communication issues • Influencing actions and altering behaviour patterns relies on the ability to control a large number of external factors • regardless of the mindset amongst people to use the car less or otherwise • our exercise could not influence these external factors • Differing circumstances of the people across North Yorkshire • Communication needs to acknowledge these restrictions and limitations

  10. Our approach

  11. Our approach • We didn’t prepare any creative work initially! • Desk research • to establish background • to identify other campaigns • Research focus groups • to test concepts developed through desk research amongst our audiences • Preparation of a strategy and creative approach

  12. Desk research • DfT • CfIT • Lobby groups • Official statitics • Our own research

  13. Desk research • Commission for Integrated Transport report published in 2001 suggests that • transport is the most important issue locally - especially congestion - and that people were prepared for fast radical action to improve the situation • four in ten are now willing to pay more taxes in order to have a better public transport system • two thirds of people say more must be done to persuade parents not to take children to school by car • there is massive support for park and ride schemes, bus lanes and innovative measures

  14. Research method • Three focus groups were conducted each lasting approximately an hour and a half • There was a mix of females and males in each group • All respondents drove a car and had access to it at all time • The groups took place in North Yorkshire, with respondents from Reeth, Barlby and Knaresborough.

  15. Research model The model was based on the idea of promoting alternatives to single car occupancy in three key stages 1. Short term awareness of immediate journey options - ‘is the car best for this journey?’ 2. Medium term consideration of alternative modes of transport- ‘is the bus really that bad?!’ 3.Long term lifestyle choices - ‘do I really want to be dependent on the car?’

  16. Research issues • Current travel patterns • Car usage • Perceived advantages of not using the car • Attitudes towards concept names, straplines, advertising concepts and marketing ideas

  17. Research concepts • Better health • Cleaner air to breathe • Less social isolation • Fewer road accidents • Less time and resources wasted • Save money • Opportunities to do something

  18. What the people said ‘addicted to the car’ • Its so easy to just ‘throw the kids in the car.’ • ‘We’ve got a walking club already, but you still need a car to drive to the start of the walk.’ • If mine wasn’t available ‘I would take my husband to work and then use his car.’ Or ‘I could get a car from my brother’s garage.’

  19. What the people said ‘poor alternatives’ • ‘Now isn’t a good time to be talking about trains.’ • ‘Buses aren’t ‘family friendly’ as there is no room for prams, no one helps you get on or off.’

  20. What the people said ‘why should we?’ • ‘We’ve got a lot more to lose (from not using cars) than people in urban areas. And there’s no pollution in the Dales.’ • ‘The power stations in the area give out so much pollution that our efforts wouldn’t have any effect.’ • ‘There must have been twenty RAF Tornadoes that flew over today. They don’t care about polluting.’

  21. What the people said ‘green lifestyles?’ • ‘If there’s someone that hasn’t got a car we double up.’ • ‘I take someone everywhere I go if I can.’ • ‘You might see someone at the bus stop getting shivers, if you know them you give them a lift.’

  22. What the people said - ad prompts • Favourite of a minority • A bit 'techy’ • 'Not forceful or sharp'

  23. What the people said - ad prompts • ‘Cheap and tacky.’ - for a limited audience. • ‘Haven’t got seat belts on’ • ‘Too many (people) on that back seat.’ • ‘Why 4 young girls?’ may appeal to someone else Next time you fill up the car - use people

  24. What the people said - ad prompts • ‘Not on the roads around here it isn’t’- but I can see that sitting in a car all day isn’t good for me I am so relaxed and stress-free since I gave up driving No more queuing - just an exhilarating start to the day

  25. What the people said - ad prompts • Negative response • Memorable and quite funny • Some not sure of the message The best way to reduce air pollution - sweaty feet

  26. What the people said - ad prompts • Liked - relevant, pricks your conscience • Would help to sway you • Inclusion of children it 'brings the point across more.' • Makes a point, though an unpleasant one Your car is causing serious congestion

  27. What the people said - concepts Drivewise, Travelwise, Clean Air County, Living Streets • ‘It’s a huge area, includes the cities. Not fair to put it all in one county’ • ‘I like the idea but it sounds rather urban. We don’t have streets here’ DriveLess, THRIVE, Are You Doing Your Bit? • ‘Blunt and judgemental. No one’s telling me I should drive less’ • ‘Nice but a bit vague / ambiguous’ Use the Car Less - Appreciate It More • ‘OK - it does make you think’

  28. What the people said - concepts If it’s not far, forget the car • Appealing • Seen as ‘snappy’ and ‘fun’ • ‘It’s not saying it’s bad to have a car, just think’ • ‘A reachable goal’ • Overall favourite of pensioners • Overall favourite of commuters

  29. Prompted responses

  30. Research conclusions • Differing circumstances of groups clearly influenced their responses • All groups responded best to the ideas they perceived as achievable • Selfish motivation for taking an action seemed to be the most effective way to achieve a result • Groups did not respond well to broad and global concepts • Lifestyle choices are likely to difficult to influence • largely due to inertia • people are very defensive regarding their major life decisions

  31. Don’t let them put up barriers • Communicate with our audience in such a way that they • are prepared to listen • feel that there is a possibility that they can contribute in some way to reducing car use • Guard against preaching or bullying • likely to disengage the audience • making them feel defensive regarding their car use • or even aggressive in their desire to perpetuate their reliance on the car

  32. The marketing plan - stage 3 • Issues • long term, infrequent consideration for most • lifestyle decisions to live in remote areas • Implications • few will be in the market for our messages • other factors (noise) at time of key life choices will impact on willingness to listen to our messages

  33. The marketing plan - stage 2 • Issues • lack of control over external factors - buses, trains • length of journeys a barrier to alternatives such as cycling • people with cars already see that they have invested - and so want to make use of it • lack of opportunities for home working • impact of internet shopping on local communities • Implications • any activity needs to be selectively targeted in locations where alternatives are viable • i.e. good public transport links, short urban commutes

  34. The marketing plan - stage 1 • Issues • short trips easiest to influence • key to success is breaking / altering habit • frequent opportunities for consideration of car use • opportunity to reward existing behaviour • guard against 'allowing' long car journeys • Implications • applicable to almost all car users at some time • vehicle for pushing all aspects of car dependency • opportunity to communicate issues relating to Stages 2 & 3

  35. The marketing plan - stage 1 • Objectives • engage as many people as possible • ensure that people think about car use at relevant times • ensure that we don't switch people offImplications • Strategy • communicate frequently and consistently • simple and relevant messages - executions linked to media options • use selfish motivation - i.e. health and safety issues

  36. The campaign • Simple, consistent message • to engage audience • The message • Remember - it isn’t hard as you think to leave the car behind for short journeys - you might feel better for it • Execution linked to activity and media choice

  37. The campaign

  38. Getting the message across • North Yorkshire is one of the most difficult areas to cover! • large geographical area • dispersed and rural population • Reasonable local press • Very limited outdoor opportunities • Make use of council links • bus operators, bus information sites • libraries, leisure centres, post offices, etc.

  39. Where next? • Discussions with other Travel Awareness officers • re. extending the campaign across a wider area • taking advantage of regional media opportunities • opportunity for cost-efficiencies, more exposure and greater impact • Flexible approach can be tailored locally to address specific issues • Discussions with bus operators to extend the campaign into stage 2 • concepts and research

  40. Summary • Marketing not information • Treat you audience as a customer • Remove barriers to action • Ensure that you can deliver • Be single minded and consistent • Keep repeating the message • Share resources and experience • Remember who and what you’re competing against! • Aim to punch above your weight!

  41. The commercial • NYCC are prepared to share the concept! • Robson Brown can provide • professional advice on planning and creative development to fit your specific circumstances • professional advice and cost-effective buying for all types of local, regional and national media opportunities • STEPHEN GREEN 0191 244 6618Account Director stepheng@robson-brown.co.uk

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