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Segment: promotion campaign of 1st Year pupils and their parents

SEGMENT PMG Meeting 5. Segment: promotion campaign of 1st Year pupils and their parents. Pedro Machado AGENEAL. Athens City Hall Athens, 14th May 2012. SEGMENT. Almada Target Groups. First year pupils and their parents New Residents First year university students. SEGMENT.

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Segment: promotion campaign of 1st Year pupils and their parents

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  1. SEGMENT PMG Meeting 5 Segment: promotion campaign of 1st Year pupils and their parents Pedro Machado AGENEAL Athens City Hall Athens, 14th May 2012

  2. SEGMENT Almada Target Groups • First year pupils and their parents • New Residents • First year university students

  3. SEGMENT First year pupils and their parents - identification 12 Schools – 440 first year pupils (all Almada Primary Schools that do not have kindergarten) 440 questionnaires completed in May 2011 300 questionnaires analyzed randomly

  4. SEGMENT First year pupils and their parents - identification

  5. SEGMENT First year pupils and their parents - identification

  6. SEGMENT First year pupils and their parents - identification

  7. SEGMENT First year pupils and their parents – data analysis Surveys results analysis lead to the following segmentation

  8. SEGMENT First year pupils and their parents – data analysis

  9. SEGMENT Concerned Car Users (27%) “This group uses the car a lot but, unlike Active Car Owners and Devoted Drivers, are quite concerned about traffic, environmental and health implications of car use for themselves and for society. They are not passionate about driving and even agree that it can be stressful. They admit there are alternatives to car use and so they intend to try and use these more. They are particularly keen on walking and cyclingas they see public transport as problematic.”

  10. SEGMENT First year pupils and their parents – data analysis

  11. SEGMENT First year pupils and their parents – Attitudes towards cycling • Cycling is very low (Nil) for all journey purposes • Bike ownership is average • Highest ‘liking’ of travelling by bike • Believe they are the kind of person who rides a bicycle • Relatively positive about cycling – particularly its potential fitness benefits • Above average intention to cycle to school

  12. SEGMENT First year pupils and their parents – Campaign Campaign Target – Concerned Car Users: “They are particularly keen on walking and cycling as they see public transport as problematic” Campaign Objective – To influence pupils and parents to leave car and cycle to school Campaign Central Idea – To take profit of the “My Bike Book” recent publication and develop an exciting board game based on the book that would make kids and parents play the game together

  13. SEGMENT First year pupils and their parents – Campaign

  14. SEGMENT First year pupils and their parents – Campaign

  15. SEGMENT

  16. SEGMENT Christmas School Party – Bike Book Kit distributed amongst kids Throughout the second semester – several campaign sessions in schools

  17. SEGMENT

  18. Thank you! Pedro Machado AGENEAL, Agência Municipal de Energia de Almada +351 21 272 23 80 pedro.machado@ageneal.pt www.ageneal.pt

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