SEGMENTed mobility marketing in Utrecht

SEGMENT PMG424-25 Nov 2011, Utrecht

Parents:Active Car Owners

• Car use home to school in Utrecht already low.

• Positioning good behaviour positively

• Influence other trips

• Influence two segments that are sensitive for what others do.

Proposed parents campaign

• Show that it’s normal to on foot or by bike• Quality time

• Parents as example to other parents• Special DVD for all new parents• Gift for children coming on foot / by bike

Status Seekers7%

Devoted Drivers16%

Reluctant Pragmatists24%

Practical Travellers16%

Active Car Owners30%

Car Contemplators3%

Car Free Choosers4%

Non-car owning segments

Employees:Reluctant Pragmatists

• Home-to-work travel #1 congestion cause

• Relatively low satisfaction with their work trip

• Intention to cycle more if no constraints

• Chance to lower car use further in other segments

Proposed employees campaign

• Campaign promoting the use of an alternative to the car: E-bike!

• Segment wants to use alternatives, but think it is not suitable, so change image

• Minimise burden for employers• Challenge: how to find our target group

(specific areas, specific jobs?)

New residents: Active Car Owners and Aspiring Environmentalists

• Cycling in Utrecht relatively high, higher results ask for large and long term interventions.

• Target segments bike for the same reasons: it's quick, flexible, healthy

• Car use for the peddlers is going up

• Open for alternatives

Proposed residents campaign

• Affirmation of good (cycling) behaviour• Experiments with new means of transport• Peddlers: Facts & figures, Practical messages &

gadgets (travel info, apps, sms-alerts), no bullshit stories (allergic for ideologic messages)

• Environmentalists: facts & figures on benefits for environment and Utrecht mobility

• Both segments: test facilities for e-bikes, public transportbikes, carsharing

Combined citywide “event”?

• Mark start of campaigns• Tell the bigger story• Trigger people again• Wider influence than only “new” people