Transcript SEGMENT at PIMMS Transfer, Treviso, March 2011

SEGMENT
segmented marketing for
energy efficient transport
Jennifer Anderson
London Borough of Hounslow
Background & aims
• SEGMENT is a three year IEE STEER funded
project which will test the use of consumer
segmentation techniques in persuading
people to change their travel behaviour and
adopt more energy efficient forms of
transport
• Target groups selected that are going through
‘life change moments’ – more susceptible to
change travel behaviour
Project Partners
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P1 (Lead partner) – London Borough of Hounslow
P2 – Almada
P3 – Athens
P4 – Sofia
P5 – Utrecht
P6 – Gdynia
P7 – Munich
P8 – Aberdeen University
P9 - EPOMM
Project Partners Overview
• Diverse range of project partners and
circumstances in each!
• Differing levels of available information and
experience of mobility management
→ Transferable lessons for all partners
involved and on a European level.
Why SEGMENT?
• To promote less car-dependant lifestyles
• To achieve measurable changes in travel
behaviour
• Contribute to the wider dissemination and use
of proven, transferable strategies & methods
• To test the success of segmented marketing in
provide ‘best value’ from travel marketing –
particularly prevalent in current economic
climate
Objectives
1. A transferable market segmentation model:
SEGMENT will work to develop techniques to
‘smarten up’ the marketing of sustainable
transport through effective use of market
segmentation data
2. Successful targeted marketing campaigns
implemented in partner cities and changes in
public attitudes and behaviour
3. Build competence & capacity to increase and
accelerate the take up and transfer of best practice
across Europe
Background
• Transport for London have completed several
segmented marketing studies – Mosaic Driver,
Mosaic Cyclist and a further walking study
• Groups applicable to London (Mosaic Cycling):
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High earning professionals (purple)
Urban Living (yellow)
Hard Pressed Families (brown)
Suburban Lifestyle (blue)
Comfortable Maturity (green)
Young Couples & Families (turquoise)
Manual Trades (dark blue)
London wide postcodes
Hounslow
Usage of Mosaic
• Development of TfL campaign – Catch up with
the Bicycle
– Designed to target group – aged 25-34,
particularly young males, additional campaign
designed towards females
– New cycle guide images
– Posters available for transport providers
– Video clips
– Tailored Artwork within rail stations
Catch up with the Bicycle
Aspirational Images
Cycling with friends
Cool bikes, comfortable clothes
Girls dressed in funky clothes
– proving you don’t need to be
dressed in lycra to cycle!
Baskets for practical use
An example from Hackney
Cycle Training
MOSAIC? Why SEGMENT?
• Other than TfL Catch up With the Bicycle
campaign, this study hasn’t been used!
• Given Mosaic is the first study of it’s kind,
SEGMENT will be an ideal tool to test this
mobility management study in alignment with
our own derived segmentation campaign!
• Provide lessons learned across Europe and to
other London transport Boroughs
SEGMENT/MOSAIC Success Testing
Non segmented
marketing
1. TfL marketing
2. SEGMENT
SEGMENT
campaign
MOSAIC
campaign
MOSAIC/SEGMENT
Testing
SEGMENT
• We will build on MOSAIC to benefit the
SEGMENT study and as lead partner, share our
knowledge with our partner cities
• We will share lessons learned with Transport
for London (who conducted the study), other
London Boroughs and transport providers
within the UK.
Project Overview
WP1 – Project Management
WP Leader – LB Hounslow
WP2 – Surveys Methodology
WP Leader – University of Aberdeen
WP3 – Surveys & Data Collection
WP Leader – University of Aberdeen
Continued….
WP4 – Campaigns Design
WP Leader - Munich
WP5 – Campaigns Implementation
WP Leader - Utrecht
WP6 – Evaluation and Consolidation
WP Leader – University of Aberdeen
Communication & Dissemination
WP7 – Communication & Dissemination
WP Leader - EPOMM
WP8 – IEE Dissemination Activities
WP Leader – LB Hounslow
Project Specifics - Target groups
• LB Hounslow groups
– Parents of Year 1 pupils
– Patients attending health facilities
– New employees/employees undergoing change
• All partners have common group of Year 1
pupils – provides excellent trans-national
reporting and evaluation
Hounslow Employee Survey
• Survey August/September 2010 • Data analysis completed February 2011
• Sent to marketing expert for development of
marketing messages
• Key findings – 5 identified segments:
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Ready and Willing
Aspiring Environmentalists
Car Complacents
Malcontented Motorists
Die Hard Drivers
Interesting points to note
• 4 segments align with Mosaic!
• New group – Ready & Willing – aim to develop
campaign for this segment in advance of
PMG3 meeting in May
• Testing for postcodes within Ready & Willing
vs Mosaic – analysis June/July 2011
So what happens now?
• Finalisation of segments from attitudinal
survey (due March/April 2011)
• PMG3 & Marketing Workshop (May 2011)
• Campaigns Design (WP4) M10-13
• Campaign Implementation (WP5) M18-30
• Evaluation and consolidation (WP6) M32-36
• Reporting – for WP6 and to wider transport
professionals
Thank you
Any Questions - contact:
Jennifer Anderson
London Borough of Hounslow
[email protected]