Transcript Workshop Session 2

WP4 Workshop
Media and messaging
Marketing brief for Hounslow employees (1)
What is the objective, the purpose of the campaign?
- To develop marketing materials that were different and
eye catching compared to existing Council travel
marketing and to appeal directly to the appropriate
segments.
Who are we talking to, what do we know about them?
-Ready & Willing, Aspiring Environmentalists and Car
Complacents. We know their working habits e.g. hours
and usual mode of travel.
Marketing brief for Hounslow employees (2)
What do we want them to feel/to do?
- We would like them to reconsider their travel mode but to
come to that decision themselves i.e. we are not preaching
their behaviour.
What do we want to say?
- That employees have travel choice but where driving is their
only option that they do this in the most efficient way.
Marketing brief for Hounslow employees (3)
Why should they believe it?
- We are appealing to their own judgement be it to save
money, the environment or improve their health
What is compulsory?
- Potentially council branding but that will be decided
later!
What are the requirements?
- No prescribed requirements, develop bespoke
marketing for each segment via a variety of media
Group Exercise 2
Group 1 (Hounslow)
Chris Calvi-Freeman
Mark Frost
Jennifer Anderson
Craig Nelson (SDG)
Group 2 (Sofia)
Nadia Nikolova
Yanko Stoyanov
George Todorov
Karl-Heinz Posch
Tony Duckenfield (SDG)
Group 3 (Utrecht)
Mark Degenkamp
Chris Verhoeven
Sandra De Geeter
Patricia Stumpel
Jillian Anable (Aberdeen)
Group 4 (Gdynia)
Group 5 (Munich)
Alicja Pawlowska
Monika Pawlinska
Pedro Machado (Almada)
Matt Clark (SDG)
Kerstin Langer
Johanna Balthesen
Tim Cordy (Secretariat)
Eleni Harlan (SDG)