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Project overview and project results


Project SEGMENT Utrecht: new primary school pupils' parents 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 Total Budget show_help € 25,000
Evaluation Design show_help One group before/after Target Group show_help 2,030 persons
Type of Project show_help Single measure(s) Emission effect show_help -59.60 tons of CO2 per year
Links Campaign website
SEGMENT Utrecht Local project website
Project as case study on Eltis.org
Downloads Brief_Segment_ouders_9_-_22_juni_PS_CV_03_discl.pd
UTRDS1209_5_flyer_mailing-def.pdf
UTRDS1209_3_segment-campagne-ouderskind-memory_310

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. One of the target groups for this project were the parents of children going to primary school for the first time. In the Netherlands, this happens around their 4th birthday.

Based on the results of a SEGMENT survey among parents who had a child of four years old, Utrecht choose to aim at the segment 'Active Car Owners'. The analysis of the survey data showed that this group (market segment) does not want to be patronised and that we won't be successful when we use a quite general message to promote sustainable transport. What we needed to do was encouraging good behaviour and connecting to needs, to what really moves them.

With this aim, we designed a campaign with the key message "cycling and walking is fun, practical and healthy": "Lekker lopen Fijn fietsen".

During the campaign period (April - September 2012) we have sent the parents of every child who celebrates his/her fourth birthday between March the 1st and August the 31st a letter, a flyer and a traffic memory game. We ask them to cycle or walk to school at least 4 times in the first two weeks and to visit the special website www.lekkerlopenfijnfietsen.nl. On this site they can fill on which days they walked or cycled, they can write a comment and we give information why it is important to cycle/walk. If they do so the child can win a children's bicycle. The winning children receive their bicycle on a ceremony at their own school. Furthermore the parents who subscribe on the website receive three newsletters.

We received a lot of enthusiastic and positive responses from the parents. Total response (i.e. unique visits on the website) was 590, meaning 29%, which is very high for a marketing campaign.

For many years, Utrecht has been focusing on schools through the Utrecht road safety label. This includes traffic courses and a uniform school environment. The SEGMENT campaign, directly targeting the parents, forms an addition to these activities.

Description of the system effects show_help

No description of system effects has been defined for this project.

Lessons Learned show_help

Response on the campaign has been extremely high. We think the look, feel and message based on the target segments were crucial for this success.
Also crucial for this campaign was access to municipal administration containing complete data on residents addresses and their dates of birth. By using this, we could approach all parents of children turning 4 years directly by mail. Otherwise we would have to use the schools and then you have to rely on their cooperation.
Addressing solely the target segment is very difficult, since the segment of a new resident is not known beforehand. Maybe geodata can help finding the segments better beforehand (big shares of certain segments in certain neiighbourhoods)
For the rest, the only thing we would do differently is running it longer if possible!

Project measures and effects

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Modal Split show_help
Change of car-users: -4.6%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 14.8 10.9 (-3.9)
Car passenger 2.9 2.2 (-0.7)
Walking 33.6 27 (-6.6)
Cycling 48 58.6 (+10.6)
Bus 0.7 1.3 (+0.6)
Train/tram/metro
Motorcycle/Scooter
Zero-emissions vehicle
Mileage Effect show_help
Long-term change of car usage: -316,680 km/year
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  Before (km) After (km) Long-term (km)
Car driver 10 1,201,760 885,080 (-316,680)
Car passenger 10 235,480 178,640 (-56,840)
Walking 272,832 219,240 (-53,592)
Cycling 1,169,280 1,427,496 (+258,216)
Bus 34,104 63,336 (+29,232)
Train/tram/metro
Motorcycle/Scooter
Zero-emissions vehicle
Emission effect show_help
Emission effect (in total): -59.60 tons of CO2 per year
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  tons of CO2 per year
Car driver -56.4
Car passenger -6.1
Walking 0
Cycling 0
Bus 2.9
Train/tram/metro 0
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect -59.6

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

Project Promotion Activity show_help
6 occasions
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Distributed materials (leaflets, brochures etc) Date Description Number
  2012-06-30 Campaign e-newsletters 590
  2012-05-16 Campaign flyer 2030
  2012-05-16 Campaign website www.lekkerlopenfijnfietsen.nl
Articles in internal and external media, including press releases Date Description Number
  2012-05-16 Press release announcing the SEGMENT new residents and new primary school pupils' parents campaigns.
  2013-01-10 Press release announcing the name of the child having one the last bike of this campaign and marking the end of the SEGMENT new residents and new primary school pupils' parents campaigns.
Other Date Description Number
  2012-05-16 "Lekker Lopen Fijn Fietsen" traffic Memory game 2030
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
B. Awareness 2030 100%
C. Usage 1500 74%
D. Satisfaction with services 1500 74%
E. Acceptance 500 25%
F. Take up of mobility options offered 250 12%
G. Satisfaction with mobility options offered 238 12%
H. Long-term attitudes and behaviour 137 7%
Lessons Learned:

Response on the campaign has been extremely high. We think the look, feel and message based on the target segments were crucial for this success.
Also crucial for this campaign was access to municipal administration containing complete data on residents addresses and their dates of birth. By using this, we could approach all parents of children turning 4 years directly by mail. Otherwise we would have to use the schools and then you have to rely on their cooperation.
Addressing solely the target segment is very difficult, since the segment of a new resident is not known beforehand. Maybe geodata can help finding the segments better beforehand (big shares of certain segments in certain neiighbourhoods)
For the rest, the only thing we would do differently is running it longer if possible!
Services Provided show_help
 
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No Data has been specified here.
Overall Targets show_help
 
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No Data has been specified here.
External Factors show_help
 
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No Data has been specified here.