designated social marketing case studies involving...

Cullbridge Marketing and Communications | Tools of Change | www.toolsofchange.com

A Review of Recent Landmark-Designated Social Marketing Case

Studies Involving Sustainable Transportation

World Social Marketing Conference,

Sydney, April 2015

Cullbridge™ Marketing and Communications | www.toolsofchange.com WSMC, Sydney, April 2015

Recent Landmark Case Studies Involving Sustainable Transportation

World Social Marketing Conference,

Sydney, April 2015


2. Barriers & Benefits

3. Segmentation & Personalization

4. Building Engagement Over Time

5. Lessons Learned

1. Introduction: the Designation & Case Studies


Landmark Case Studies

Designation recognizes programs and social marketing approaches considered to be among the most successful in the world




Rated by a peer-selection panel based on: •  Impact •  Innovation • Replicability •  Adaptability


Call for Nominations

•  Topic Areas o Transportation o Home / Building Energy

• Must have measured impacts

• Due June 12, 2015 www.toolsofchange.com/en/landmark/


BIXI

Before BIXI Two Years Later

0

10

20

30

40

50

60

Cycle to Work

Percentage of C

ycling Trips

Love to Ride

Non-cyclists (3 months) •  54% now cycle at least

once a month

•  35% now cycle to work at least once a week


Smart Trips Welcome

Congestion Pricing


1. Introduction



5. Lessons Learned


Congestion Pricing



1. Introduction


5. Lessons Learned

3. Targeting, Segmentation & Personalization


•  Location •  Age •  Income •  Current travel habits •  Stage of change •  Recently moved

Targeting and Segmentation by ...

Segmentation- Based Site Selection

Find clusters where people live, work, shop, play through

surveys & requests

DENSITY – PROXIMITY

•  Age: 25-‐34

• Income : $30K to 40K

• OccupaCon: White

collar • Regular user of public transportaCon

• University degree

BIXI


Shot of targeted messaging


Shot of back end set up

New Residents

Target participants: those who had moved within the last six months

The SmartTrips “Recipe”

Customized and Personal Communications

• Phone Calls • Transit Emails • Targeted Messaging

Market Segmentation Two customized and personal emails addressing:

1) Primary Work Mode 2) Primary Neighborhood Mode

Market Segmentation Matrix

Reinforcement and Encouragement



1. Introduction


5. Lessons Learned

4. Building Motivation and Engagement Over Time

Messaging Timeline (2011)

IniCal postcard 9/7

Paper order form 9/14

Reminder postcard 9/28

Email blast (primary commute mode) 10/16

Email blast II (Primary

neighborhood mode 10/23

Pledge form follow up 11/14

Follow up phone calls 9/21 – 10/31

E-newsletter (12/1/11 – 10/1/12)



1. Introduction



5. Additional

Lessons Learned


•  Web-based communications are making it increasingly practical to personalize communications.

•  For transportation-related behaviours, factors to consider when targeting and segmenting audiences include: location, age, income, current travel habits, stage of change, and whether or not the household had recently moved.


•  To achieve maximum public support, time referendums after rather than before trials or pilots (Stockholm Congestion pricing).


•  Congestion pricing was initially resisted in Stockholm and is almost universally avoided– but ended up being popular, working well, and generating significant additional funds for municipalities.


Thank you

Questions?

Jay Kassirer Cullbridge Marketing & Communications

(613) 224-3800 [email protected]

www.cullbridge.com

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