1 / 6

SEGMENT

SEGMENT project used commercial marketing techniques to promote sustainable travel behavior change, testing segmentation approaches and trigger points. The toolkit developed for 6 cities showed a 4% modal shift with €50k average campaign cost.

shirleyj
Download Presentation

SEGMENT

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 • SEGmented Marketing for ENergy efficient Transport IEE/09/250759-SEGMENT: 19-Apr-10 to 18-Apr-13

  2. Background • We applied the lessons of commercial marketing techniques to public policy • to develop a cost-effective way to achieve travel-behaviour-change. • We tested a ‘market segmentation approach’ (attitudes to environment and travel eg “devoted drivers”), • and used life change ‘trigger points’ which force people to question their travel habits. • We carefully measured what we did, and then extracted the essentials to create an approach that can be used anywhere.

  3. Project summary • 6 cities (BG, DE, NL, PL, PT, UK) test the effectiveness of market segmentation. • Can it cost-effectively achieve shift towards sustainable travel? • Actions include: analysis of target populations; skills development; campaign design and delivery. • Outputs include a basic toolkit that can be used by any city without the need for costly preparation.

  4. Objectives • A transferable “market segmentation” model • • Successful targeted marketing campaigns • • Building capacity in the city-partners

  5. Outputs, Results, Achievements • 6 very different cities did 18 marketing campaigns; common elements (the target populations, the life-change moments) and impact analysis allowed for comparisons. • In 18 months the average modal-shift was 4%, and average campaign-cost was €50k • The same attitudinal segments exist in all cities, though in different %s • Life-change moments are an effective trigger for segmented marketing • But each campaign has to be carefully designed • Tools have been developed so that other cities can short-cut. Online “golden questions” economically collect the key data: no need for expensive surveys • All city-partners were pleased with the impact and will use the approach in the future

  6. Partners • London Borough of Hounslow • Local Energy Management Agency of Almada, Portugal • Municipality of Athens Development Agency SA, Greece • City of Sofia, Bulgaria • City of Utrecht, Netherlands • City of Gdynia, Poland • City of Munich, Germany • Aberdeen University, Centre for Transport Research, UK • European Platform On Mobility Management, Belgium CONTACT: Mark.Frost@hounslow.gov.uk

More Related