Liverpool John Moores University Student Sustainable Travel Marketing Campaign.
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Transcript of Liverpool John Moores University Student Sustainable Travel Marketing Campaign.
Liverpool John Moores University
Student Sustainable Travel Marketing Campaign
To design and launch a social marketing campaign to influence student mode choice behaviour
Complement and raise awareness of existing LJMU student travel plan interventions
Targeted at first year students, who are most susceptible to behaviour change
Student engagement and involvement essential
Improve the sustainable travel choices that LJMU offers to both current and prospective students, adding value to the student experience
Campaign goals
‘Preferred’ student commuting behaviour:
Kick-start a sustainable travel culture and mentality among students at LJMU
‘Competitive’ student commuting behaviour:Habitual single occupancy car use and dependency
Phased approach
Phase 1: market research and insight
Focus groups and online student travel behaviour survey
To better understand the key issues that influence student commuting habits
Phase 2: brand development
Design an exciting and engaging brand identity
To accompany the campaign and all future LJMU student travel plan communications
Phase 3: pre-testing and campaign launch
Ensure both the brand and campaign resonate with students
Create social networking sites, merchandise and viral video campaign
Student engagement
Communication channels
Flyers distributed across campus
QR code on flyers for
smartphones
Adverts on LJMU
student homepage
LJMU student
news bulletin
LJMU Faceboo
k & Twitter posts
Announcements on LJMU
student blackboard
Plasma screen adverts across
campus
LJMU student
work placement
Promotional stands at key
university sites
Presence at LJMU ‘Getting
Greener’ campaign event
Generate behavioural insight into student attitudes, perceived social norms, barriers and motivations to sustainable travel
Actionable insights and opportunities for behaviour change
Need to target and tailor interventions
to different audiences
Significant market of potential ‘mode switchers’ currently driving less than 5
miles (‘cycleable’ distance)
Transition from first to second
year – an opportunity to
establish lasting sustainable travel
habits
Greater propensity to
cycle in warm, dry summer months
Currently low student
uptake of cycling to
LJMU
Interest in online student car-sharing tool,
particularly for those travelling
more than 5 miles
Largely female demographic of
single occupancy car
users
Brand development
Informed by sound market research and student engagement as well as learnings from other university sustainable travel campaigns
Brand identity
components
Resonate strongly
with studentsComplement
existing LJMU
student travel plan
interventions
Simple and
memorable
Suitable for use on
a wide-range of media
Recognisable as an
LJMU sub-brand
Engage students and
convey a strong sense
of student ownership
Represent a wider social
movement and
culture
Avoid being too
‘preachy’ or ‘corporate’
Instantly stand-
out
Something
different
Brand development
Pre-testing
Ensure the brand, campaign merchandise and social networking sites resonate with students
Elicit student attitudes and opinion to brand names, taglines, images, colours, language etc
Use traditional in-depth focus groups as well as Facebook ‘Like’ voting competition
Next steps
Create social networking sites and produce campaign merchandise
Launch student script writing competition as part of a viral video campaign in collaboration with LJMU Screen School
Campaign launch in time for 2012 student intake
1. Know your target audience
2. Engagement and communications
3. Target and tailor interventions to different subgroups
3 key take-home messages
Think of a barrier or problem to increasing uptake of sustainable transport among students and/or staff…
How would you overcome this barrier?
Who is your target audience?
How would you engage with and generate insight into your audience?
What communication channels would you use?
What interventions would you design and implement?
How would you raise awareness and promote your interventions?
How would you monitor the effectiveness of your interventions?
Exercise
12
Your next steps – making the most of your EAUC Membership…
1. Resources - visit the dedicated behaviour change EAUC resource bank section
1. Networks - Join our Transport Planning Network Community of Practice - for College and University travel planning professionals• Visit the EAUC stand for more information on this group
2. Networks - Join our Embedding Positive Attitudes and Behaviours Community of Practice - for those wanting to identify with the challenges of changing the behaviour of staff and students• Find out more about this group at 5pm today – see programme for details
3. Recognition - want recognition for your behaviour change initiatives – enter the 2012 Green Gown Awards behaviour change category. Entries open summer 2012
4. Measure and improve - sign up to LiFE – www.thelifeindex.org.uk. EAUC Members receive a significant discount
• LiFE offers a dedicated ‘travel and transport’ framework for implementation
Membership matters at www.eauc.org.uk