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

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

2. Barriers & Benefits

3. Segmentation & Personalization

4. Building Engagement Over Time

5. Lessons Learned

1. Introduction: the Designation & Case Studies

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

Landmark Case Studies

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

Landmark Case Studies

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

Landmark Case Studies

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

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

Call for Nominations

•  Topic Areas o Transportation o Home / Building Energy

• Must have measured impacts

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

Landmark Case Studies

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

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

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Smart Trips Welcome

Congestion Pricing

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1. Introduction

3. Segmentation & Personalization

4. Building Engagement Over Time

5. Lessons Learned

2. Barriers & Benefits

BIXI

Congestion Pricing

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

2. Barriers & Benefits

1. Introduction

4. Building Engagement Over Time

5. Lessons Learned

3. Targeting, Segmentation & Personalization

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

•  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

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

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

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

Shot  of  targeted  messaging  

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

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

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

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

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

2. Barriers & Benefits

1. Introduction

3. Segmentation & Personalization

5. Lessons Learned

4. Building Motivation and Engagement Over Time

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

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

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)

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

2. Barriers & Benefits

1. Introduction

3. Segmentation & Personalization

4. Building Engagement Over Time

5. Additional

Lessons Learned

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

•  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.

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

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

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

•  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.

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

Thank you

Questions?

Jay Kassirer Cullbridge Marketing & Communications

(613) 224-3800 kassirer@cullbridge.com

www.cullbridge.com