Transcript SEGMENT Project PowerPoint

SEGmented Marketing for ENergy
efficient Transport
SEGMENT
IEE/09/250759-SEGMENT: 19-Apr-10 to 18-Apr-13
SEGmented Marketing for ENergy efficient Transport
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.
SEGmented Marketing for ENergy efficient Transport
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.
SEGmented Marketing for ENergy efficient Transport
Objectives
•
•
•
A transferable “market
segmentation” model
Successful targeted marketing
campaigns
Building capacity in the citypartners
SEGmented Marketing for ENergy efficient Transport
Outputs, Results, Achievements
• 6 very different cities did 18 marketing campaigns;
common elements (the target populations, the lifechange 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
SEGmented Marketing for ENergy efficient Transport
Partners
1.
2.
3.
4.
5.
6.
7.
8.
9.
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:
[email protected]
SEGmented Marketing for ENergy efficient Transport