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Project overview and project results


Project SEGMENT Utrecht: New employees campaign Duration 2010-04-20 to 2013-04-19
Customer (project initiator) show_help City of Utrecht Location Utrecht
Organisation show_help City of Utrecht / &Morgen Total Budget show_help € 15,000
Evaluation Design show_help Control group Target Group show_help 100 persons
Type of Project show_help Single measure(s) Emission effect show_help -13.80 tons of CO2 per year
Links Rij2Op5 campaign site (campaign smartened up throu
SEGMENT Utrecht local project website
SEGMENT project website
Downloads FlyerNieuweMedewerkers.pdf
begeleidende_brief_flyer.pdf

Overall Project Description show_help

Utrecht has a lot of experience with mobility management for employees, many of them run by &Morgen. One of the most successful campaigns the campaign "Rij2Op5", where car drivers are stimulated to use the bike 2 days out of 5 to go to work. It also contains the possibility for car users to try out the e-bike and afterwards by one with a discount, which proves to be very succesful.

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 the framework of SEGMENT, Utrecht extended the Rij2Op5 campaign with a module aimed at new employees.

A SEGMENT survey divided new employees into segments to target the campaign on: the "active car owners" and "reluctant pragmatics", adding up to 54% of all new employees. Active car owners already try to use the car as less as possible and are willing to reduce car use more if they are offered good alternatives. Reluctant pragmatics use the car for their journey to work a lot (62%), but are probably lacking a complete picture of the alternatives and their practical aspects.

The new employees module of Rij2Op5 consists of a special folder for new employees, with a look and feel that should appeal both target segments. During a 5 month campagn period in 2012, the new employees have been offered a two weeks e-bike try-out. They will also receive a personalised bicycle route advice. After the try-out period, they will receive a discount offer when buying an e-bike.

Description of the system effects show_help

Because of the low participation, the system effects are minor and surveys possible not that representative.

Lessons Learned show_help

Actual participation in the campaign was low, because of very few new employsse (economic crisis) and lower than expected participation of employees. Involving the employers is the biggest challenge, since they are the only parties offering access to data on new employees.

Project measures and effects

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Modal Split show_help
Change of car-users: -23.1%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 35.8 41.16667 21.9 (-19.3)
Car passenger 7.2 8.23333 4.4 (-3.9)
Walking 2 1.9 0.8 (-1.1)
Cycling 33 25 33.6 (+8.6)
Bus 3 3.5 5.8 (+2.3)
Train/tram/metro 19 19 26 (+7)
Motorcycle/Scooter 1.2 7.5 (+6.3)
Zero-emissions vehicle

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

Mileage Effect show_help
Long-term change of car usage: -90,475 km/year
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  Before (km) After (km) Long-term (km)
Car driver 10 193,483 103,008 (-90,475)
Car passenger 10 38,697 20,602 (-18,095)
Walking 893 376 (-517)
Cycling 35,250 47,376 (+12,126)
Bus 9,870 16,356 (+6,486)
Train/tram/metro 53,580 73,320 (+19,740)
Motorcycle/Scooter 5,640 35,250
Zero-emissions vehicle

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

Emission effect show_help
Emission effect (in total): -13.80 tons of CO2 per year
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  tons of CO2 per year
Car driver -16.1
Car passenger -1.9
Walking 0
Cycling 0
Bus 0.6
Train/tram/metro 1.9
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect -15.5
Project Promotion Activity show_help
4 occasions
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Meetings/verbal information occassions Date Description Number
  2012-06-01 Follow up phone conversations with employees having received the digital flyer 100
Distributed materials (leaflets, brochures etc) Date Description Number
  2013-06-01 Letter and digital flyer with segmented look and feel, to inform people about the advantages of (e-)bikes and on the try-out offer 100
  2013-06-01 Registration website for try-out offer 1
Articles in internal and external media, including press releases Date Description Number
  2012-07-20 Press release on the New employees campaign
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
B. Awareness 100 100%
C. Usage 75 75%
D. Satisfaction with services 75 75%
E. Acceptance 50 50%
F. Take up of mobility options offered 40 40%
G. Satisfaction with mobility options offered 30 30%
H. Long-term attitudes and behaviour 14 14%
Description of reached system effects:

Because of the low participation, the system effects are minor and surveys possible not that representative.
Lessons Learned:

Actual participation in the campaign was low, because of very few new employsse (economic crisis) and lower than expected participation of employees. Involving the employers is the biggest challenge, since they are the only parties offering access to data on new employees.
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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