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Project overview and project results


Project SEGMENT Utrecht: New residents 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 € 30,000
Evaluation Design show_help Control group Target Group show_help 6,649 persons
Type of Project show_help Single measure(s) Emission effect show_help -204.10 tons of CO2 per year
Links Utrecht as bicycle friendly-city website
Utrechts\' SEGMENT website
Project description on eltis.org
Downloads UTRDS1208_fietskaart_schets-3.pdf
Brief_1a_Nieuw_bewoners-binnenverhuizingen.pdf
Brief_2a_Nieuw_bewoners-vestigingen.pdf

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 the framework of SEGMENT, Utrecht for the first time made a mobility campaign aimed at new residents. Although use of alternatives for the car, especially the bike, is already high, there are chances of car use going up, since the city is growing, so distances getting bigger.

A SEGMENT survey among divided the new residents into potential target groupts. Two segments to focus on were chosen: the "practical peddlers" and the "aspiring environmentalists", together 55% of the population. Both segments bike a lot already, but especially amongst the practical peddlers, car use is going up. We would like to stop this trend. Both segments are open for alternatives like car sharing or e-bikes, but for different reasons. Peddlers because they might be practical, Environmentalists for their ecological merit.

Whit this in mind, a campaign has been set up to promote Utrecht as Bicycle city (Utrecht Fietsstad, www.utrechtfietsstad.nl, see project files) and promoting other alternatives like e-bikes and car sharing along the way.

During the campaign period (June to September 2012) all new residents have received a specially designed bicycle map, that contains several interesting cycle destinations in town where the people can get a discount, if they come by bike. Think of restaurants, bicycle shops, canoe and boat hire etc. These destinations have been selected based on demography and preferences of our segments and are all over the city, so that people will really experience that every destination in Utrecht is really within biking distance. To be able to receive discounts, people have to register on the campaign website and download vouchers. By doing that, they also are in the running for winning an e-bike. On the back side of the map, all kind of facts and figures on (sustainable) mobility in Utrecht is being presented.

Description of the system effects show_help

Goal is to keep the share of alternatives for cars at least at the before level or in other words: avoid an upward tendency of car use in the target segments.

Lessons Learned show_help

Response was high for a marketing campaign and reactions were very positive in general.
Crucial for this campaign was access to municipal data on new residents. In The Netherlands it is compulsory to report where you live once you have moved and city administration can use these data.
Companies were very interested to offer discounts attached to the campaign. This might be continued with other copmanies for longer.
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)

Project measures and effects

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Modal Split show_help
Change of car-users: -3.6%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 24.2 23.83333 20.8 (-3)
Car passenger 4.8 4.76667 4.2 (-0.6)
Walking 1 1.4 0.1 (-1.3)
Cycling 35 35 36.6 (+1.6)
Bus 11 11 11.5 (+0.5)
Train/tram/metro 24 24 26.5 (+2.5)
Motorcycle/Scooter 0.3 (+0.3)
Zero-emissions vehicle

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

Mileage Effect show_help
Long-term change of car usage: -1,500,014 km/year
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  Before (km) After (km) Long-term (km)
Car driver 10 11,916,779 10,416,765 (-1,500,014)
Car passenger 10 2,383,358 2,083,355 (-300,003)
Walking 70,001 5,000 (-65,001)
Cycling 5,250,050 5,490,053 (+240,002)
Bus 3,300,032 3,450,033 (+150,001)
Train/tram/metro 7,200,069 7,950,076 (+750,007)
Motorcycle/Scooter 150,001
Zero-emissions vehicle

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

Emission effect show_help
Emission effect (in total): -204.10 tons of CO2 per year
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  tons of CO2 per year
Car driver -267
Car passenger -32.1
Walking 0
Cycling 0
Bus 15
Train/tram/metro 71.3
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect -212.8
Project Promotion Activity show_help
6 occasions
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Distributed materials (leaflets, brochures etc) Date Description Number
  2012-06-01 Campaign website Utrecht Fietsstad 1
  2012-06-01 Specially designed bicycle map, sent by regular mail 6649
  2012-07-30 News letter (e-mail) 839
Articles in internal and external media, including press releases Date Description Number
  2013-01-10 Press release announcing the names of the new residents having won the e-bikes and marking the end of the SEGMENT new residents and new primary school pupils' parents campaigns.
  2013-05-16 Press release announcing the SEGMENT new residents and new primary school pupils' parents campaigns.
Other Date Description Number
  2012-05-28 Discount vouchers for interesting shops, attractions etc on the bicycle map 6649
Services, Mobility Options and Effects show_help
 
Show details
  Number of people Target Group
B. Awareness 6649 100%
C. Usage 1330 20%
D. Satisfaction with services 3400 51%
Comment on the targets in level B-D:

Since the campaign information has been sent to the target group directly and personally, we assume a 100% knowledge.
E. Acceptance 665 10%
F. Take up of mobility options offered 500 8%
G. Satisfaction with mobility options offered 450 7%
H. Long-term attitudes and behaviour 333 5%
Description of reached system effects:

Goal is to keep the share of alternatives for cars at least at the before level or in other words: avoid an upward tendency of car use in the target segments.
Lessons Learned:

Response was high for a marketing campaign and reactions were very positive in general.
Crucial for this campaign was access to municipal data on new residents. In The Netherlands it is compulsory to report where you live once you have moved and city administration can use these data.
Companies were very interested to offer discounts attached to the campaign. This might be continued with other copmanies for longer.
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)
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.