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SEGMENT - Key Lessons SOFIA

SEGMENT - Key Lessons SOFIA. Difficulties with addressing the campaigns and key messages to such specific target groups – undergoing ‘life change moments’. New employees & All employees New residents & All residents

stacy-holmes
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SEGMENT - Key Lessons SOFIA

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  1. SEGMENT - Key Lessons SOFIA

  2. Difficulties with addressing the campaigns and key messages to such specific target groups – undergoing ‘life change moments’. • New employees & All employees • New residents & All residents • Parents of 1st year pupils taking their children to school & All parents

  3. 2. People are willing to reduce their car use but behaviour change cannot be achieved if there are no adequate alternatives. • lack of basic infrastructure (bicycle lanes and stands) • public transport – fares, vehicles, priority • parking policy – park&ride, paid zones

  4. Segmentation and selection of target groups – planning and managing all steps • The role of schools, companies, institutions • Database for targeted groups, e.g. new residents, new pupils, new employees • 3rd party involvement in initiatives and campaigns

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