SEGMENT campaign in Utrecht: parents of new primary school pupils

17
SEGMENT campaign in Utrecht: parents of new primary school pupils SEGmented Marketing for ENergy efficient Transport

description

SEGMENT campaign in Utrecht: parents of new primary school pupils. SEG mented M arketing for EN ergy efficient T ransport. Parents survey Utrecht 2010 (response: 30%). Over all: car use already low 1 direct target segment: Active car owners Two indirect target segments. - PowerPoint PPT Presentation

Transcript of SEGMENT campaign in Utrecht: parents of new primary school pupils

Page 1: SEGMENT campaign in Utrecht: parents of new primary school pupils

SEGMENT campaign in Utrecht:parents of new primary school pupils

SEGmented Marketing for ENergy efficient Transport

Page 2: SEGMENT campaign in Utrecht: parents of new primary school pupils

Parents survey Utrecht 2010(response: 30%)

• Over all: car use already low

• 1 direct target segment: Active car owners

• Two indirect target segments

Page 3: SEGMENT campaign in Utrecht: parents of new primary school pupils

Why Active Car Owners (ACO)?

• there's not much to gain with the practical peddlers (other big segment

• ACO: still 12% car use for school• Car use for school makes parents feel guilty• they intend to reduce car use• high car use in general• Good behaviour of ACO influences dissatisfied

drivers and image-consious intenders

Page 4: SEGMENT campaign in Utrecht: parents of new primary school pupils

Tender process:Pitch for marketing agencies

Three agencies have pitched their ideas

What to do if the pitch winning agency demands twice as much money?

Give them less then 5 days to make a new campaign design within the budget!

Page 5: SEGMENT campaign in Utrecht: parents of new primary school pupils

Our campaign agency:

• Most creative Excellent city knowledge• Smart use of all our SEGMENT labour

Page 6: SEGMENT campaign in Utrecht: parents of new primary school pupils

Campaign purpose

1800 new pupils (age 4) in ½ year400 Parent couples are Active Car OwnersAims:> 95% of the active car owners walk or cycles to school in the first 2 weeks (+ 7 %)< reduce car use home to school< reduce car use home to work+ encourage parents who do the right thing

Page 7: SEGMENT campaign in Utrecht: parents of new primary school pupils

Starting points for this segment

Don'ts•Patronizing , pointing a finger•use a general key message to promote the means of sustainable transportDo's:•encourage good behaviour.•provide alternatives ('we tell, you choose')•connect to needs, to what really moves them

Page 8: SEGMENT campaign in Utrecht: parents of new primary school pupils

Key message

• cycling and walking is fun, practical and healthy.“Lekker lopen Fijn fietsen”

• 4 is the magic number– At 4th birthday, children go to primary school– 4 times walking or cycling

Page 11: SEGMENT campaign in Utrecht: parents of new primary school pupils

Campaign means

http://www.lekkerlopenfijnfietsen.nl

Page 12: SEGMENT campaign in Utrecht: parents of new primary school pupils

Campaign means

• Press event: the winning child receives the bike (16 May)

• 3 On line newsletters

Page 13: SEGMENT campaign in Utrecht: parents of new primary school pupils

A letter a website a price and a game.... Do we need a marketing agency for THAT?Maybe, maybe not. The difference is that there's a solid story behind each step.

Page 14: SEGMENT campaign in Utrecht: parents of new primary school pupils

First results

• 600 parents received a mailing in the first shift (child turned 4 between march 1st – april 27th)

• After one week– 18 % (109) out of 600 visited the website– 11 % (66) filled out the form completely– 10 % (65) wrote a voluntary (!) trip review

Page 15: SEGMENT campaign in Utrecht: parents of new primary school pupils

Trip review quotes

My daughter is proud as a peacock to drive her own bike.The bike is by far the most practical solution for us. Besides

that it provides fresh air for our son before he joins his classmates.

I like being at the back of the bike. Sometimes I see a police car. And I see the blooming daffodils on the square!We cycle, even when it rains. Then we take our carrier tricycle.

Tirza's classmates think we don't have a car. Let them think!Traffic lights seem to be red for ever. Could you adjust them in favour of cyclists?

Page 16: SEGMENT campaign in Utrecht: parents of new primary school pupils

Lessons learnt so far

• when 88% is cycling, it's hard to reach 100 %!• Segmented campaign messages seem to work– But we don’t know yet whether our selected

segment has responded or another segment…

• Focus on awareness and good behaviour works– 'you might not know, but your travel behaviour is a

blessing for our city!’

• Cycle shops are very willing to contribute

Page 17: SEGMENT campaign in Utrecht: parents of new primary school pupils

End