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Project overview and project results


Project SEGMENT London - Employee Campaign Duration 2010-01-04 to 2013-04-30
Customer (project initiator) show_help not available Location London Hounslow
Organisation show_help London Borough of Hounslow, UK Total Budget show_help not known
Evaluation Design show_help One group before/after Target Group show_help 1,000 persons
Type of Project show_help Single measure(s) Emission effect show_help +9.20 tons of CO2 per year
Links SEGMENT project website
Project as case study on Eltis.org
Downloads not available

Overall Project Description show_help

SEGMENT was an Intelligent-Energy-Europe-funded project which tested consumer market segmentation techniques to persuade people to adopt more energy efficient forms of transport.

In London-Hounslow, three groups were targeted; Health, Employees and Schools. The 'employee' target group received a series of campaigns specific to the segments identified. These campaigns included the development of a live public transport portal, walking and cycling promotion as well as eco driving courses. An electric pool car was also brought in for a short period for staff to use during the working day for meetings and similar purposes.

Description of the system effects show_help

Each of the campaigns were well received. The public transport portal was promoted to all 3000+ staff at LB Hounslow and to other businesses in Hounslow.

The eco-driving programme was taken up by 36 employees. Results showed that on average, an increase in fuel efficiency of 6mpg was recorded.

The electric pool car was brought in over the Olympics in London from mid July to mid September. The car was booked out the entire duration and approximately 28 employees made use of the pool car.

Cycle chic was well received by employees within the segment targeted and the campaign ran for one month. The Borough received 20 applications but has yet to review the results.
Results and feedback are still being collected for each of the campaigns.

Overall, the campaigns have been successful and employees are beginning to recognise the brands.

Lessons Learned show_help

The project relied mostly on employees who responded to the initial survey to identify segments and so Hounslow will explore how to capture all employees into the individual segments.

Project measures and effects

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Modal Split show_help
Change of car-users: +6.8%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 45 50 (+5)
Car passenger 7.5 9.3 (+1.8)
Walking 9.2 8.9 (-0.3)
Cycling 4.9 7 (+2.1)
Bus 12 8 (-4)
Train/tram/metro 21.1 15.6 (-5.5)
Motorcycle/Scooter 0.3 1.2 (+0.9)
Zero-emissions vehicle
Mileage Effect show_help
Long-term change of car usage: +117,500 km/year
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  Before (km) After (km) Long-term (km)
Car driver 5 1,057,500 1,175,000 (+117,500)
Car passenger 5 176,250 218,550 (+42,300)
Walking 86,480 83,660 (-2,820)
Cycling 69,090 98,700 (+29,610)
Bus 282,000 188,000 (-94,000)
Train/tram/metro 991,700 733,200 (-258,500)
Motorcycle/Scooter 7,050 28,200
Zero-emissions vehicle
Emission effect show_help
Emission effect (in total): +9.20 tons of CO2 per year
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  tons of CO2 per year
Car driver 20.1
Car passenger 3.3
Walking 0
Cycling 0
Bus -5.5
Train/tram/metro -10.6
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect 7.3

Note: These figures are adjusted according to control/comparison group results.

Project Promotion Activity show_help
3 occasions
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Distributed materials (leaflets, brochures etc) Date Description Number
  2012-08-13 Leaflets were distributed for various campaigns and mini competitions. 500
Articles in internal and external media, including press releases Date Description Number
  2012-09-10 Various articles on the company intranet 3000
Other Date Description Number
  2012-08-13 Direct email marketing on various occassions to staff regarding the campaigns/competitions. 275
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
Description of reached system effects:

Each of the campaigns were well received. The public transport portal was promoted to all 3000+ staff at LB Hounslow and to other businesses in Hounslow.

The eco-driving programme was taken up by 36 employees. Results showed that on average, an increase in fuel efficiency of 6mpg was recorded.

The electric pool car was brought in over the Olympics in London from mid July to mid September. The car was booked out the entire duration and approximately 28 employees made use of the pool car.

Cycle chic was well received by employees within the segment targeted and the campaign ran for one month. The Borough received 20 applications but has yet to review the results.
Results and feedback are still being collected for each of the campaigns.

Overall, the campaigns have been successful and employees are beginning to recognise the brands.
Lessons Learned:

The project relied mostly on employees who responded to the initial survey to identify segments and so Hounslow will explore how to capture all employees into the individual segments.
Services Provided show_help
 
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No Data has been specified here.
Overall Targets show_help
 
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External Factors show_help
 
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