ROBSON BROWN

LOCAL LESSONS - GLOBAL ISSUES

Marketing Travel Awareness in Rural Areas

Case Study - North Yorkshire

Who are Robson Brown

An award winning full service communications agency

Based in Newcastle upon Tyne

Appointed by North Yorkshire County Council to handle the Travel Awareness project

Stephen Green ACCOUNT DIRECTOR

Who are Robson Brown

Local lessons - global issues

North Yorkshire is a massive geographical area– the largest county in the UK in terms of area covered– from the coast to the dales– a varied demographic spread

Some unique issues created by a significant rural population– but actually an ideal starting point for developing a

marketing approach for Travel Awareness

Equally applicable to urban areas

Marketing not information

Understanding the motivations and dynamics of our audience (customers) is central to our approach

We need to meet their expectations in order to have any impact– in the same way that any product or service would be

marketed

Especially as we are competing against the marketing activities of motor manufacturers– with huge budgets

Marketing not information

Marketing not information

Marketing not information

Marketing and communication issues

Influencing actions and altering behaviour patterns relies on the ability to control a large number of external factors– regardless of the mindset amongst people to use the car

less or otherwise– our exercise could not influence these external factors

Differing circumstances of the people across North Yorkshire

Communication needs to acknowledge these restrictions and limitations

Our approach

Our approach

We didn’t prepare any creative work initially!

Desk research– to establish background– to identify other campaigns

Research focus groups– to test concepts developed through desk research amongst

our audiences

Preparation of a strategy and creative approach

Desk research

DfT

CfIT

Lobby groups

Official statitics

Our own research

Desk research

Commission for Integrated Transport report published in 2001 suggests that– transport is the most important issue locally - especially

congestion - and that people were prepared for fast radical action to improve the situation

– four in ten are now willing to pay more taxes in order to have a better public transport system

– two thirds of people say more must be done to persuade parents not to take children to school by car

– there is massive support for park and ride schemes, bus lanes and innovative measures

Research method

Three focus groups were conducted each lasting approximately an hour and a half

There was a mix of females and males in each group

All respondents drove a car and had access to it at all time

The groups took place in North Yorkshire, with respondents from Reeth, Barlby and Knaresborough.

Research model

The model was based on the idea of promoting alternatives to

single car occupancy in three key stages

1. Short term awareness of immediate journey options- ‘is the car best for this journey?’

2. Medium term consideration of alternative modes of transport- ‘is the bus really that bad?!’

3.Long term lifestyle choices- ‘do I really want to be dependent on the car?’

Research issues

Current travel patterns

Car usage

Perceived advantages of not using the car

Attitudes towards concept names, straplines, advertising concepts and marketing ideas

Research concepts

Better health

Cleaner air to breathe

Less social isolation

Fewer road accidents

Less time and resources wasted

Save money

Opportunities to do something

What the people said

‘addicted to the car’

Its so easy to just ‘throw the kids in the car.’

‘We’ve got a walking club already, but you still need a car to drive to the start of the walk.’

If mine wasn’t available ‘I would take my husband to work and then use his car.’ Or ‘I could get a car from my brother’s garage.’

What the people said

‘poor alternatives’

‘Now isn’t a good time to be talking about trains.’

‘Buses aren’t ‘family friendly’ as there is no room for prams, no one helps you get on or off.’

What the people said

‘why should we?’

‘We’ve got a lot more to lose (from not using cars) than people in urban areas. And there’s no pollution in the Dales.’

‘The power stations in the area give out so much pollution that our efforts wouldn’t have any effect.’

‘There must have been twenty RAF Tornadoes that flew over today. They don’t care about polluting.’

What the people said

‘green lifestyles?’

‘If there’s someone that hasn’t got a car we double up.’

‘I take someone everywhere I go if I can.’

‘You might see someone at the bus stop getting shivers, if you know them you give them a lift.’

What the people said - ad prompts

Favourite of a minority A bit 'techy’ 'Not forceful or sharp'

What the people said - ad prompts

‘Cheap and tacky.’ - for a limited audience. ‘Haven’t got seat belts on’ ‘Too many (people) on that back seat.’ ‘Why 4 young girls?’ may appeal to someone else

Next time you fill up the car - use people

What the people said - ad prompts

I am so relaxed and stress-free since I gave up driving

No more queuing - just an exhilarating start to the day

‘Not on the roads around here it isn’t’- but I can see that sitting in a car all day isn’t good for me

What the people said - ad prompts

The best way to reduce air pollution - sweaty feet

Negative response Memorable and quite funny Some not sure of the message

What the people said - ad prompts

Your car is causing serious congestion

Liked - relevant, pricks your conscience Would help to sway you Inclusion of children it 'brings the point across more.' Makes a point, though an unpleasant one

What the people said - concepts

Drivewise, Travelwise, Clean Air County, Living Streets ‘It’s a huge area, includes the cities. Not fair to put it all in one county’ ‘I like the idea but it sounds rather urban. We don’t have

streets here’

DriveLess, THRIVE, Are You Doing Your Bit? ‘Blunt and judgemental. No one’s telling me I should drive less’ ‘Nice but a bit vague / ambiguous’

Use the Car Less - Appreciate It More ‘OK - it does make you think’

What the people said - concepts

If it’s not far, forget the car Appealing Seen as ‘snappy’ and ‘fun’ ‘It’s not saying it’s bad to have a car, just think’ ‘A reachable goal’ Overall favourite of pensioners Overall favourite of commuters

Prompted responses

MAINLY ANADVANTAGE

CostHealthDevelopmentalbenefits for childrenReducing congestionPreserve townscape

MIXED RESPONSE

FunSomeone else driving(safe, route and traffichassle)Reducing pollutionPreserve landscapeBeing part of solution

MAINLY ADISADVANTAGE

TimeAbility to workSociabilityPreserve localcommunityFeel goodThinking global actinglocal

Research conclusions

Differing circumstances of groups clearly influenced their responses

All groups responded best to the ideas they perceived as achievable

Selfish motivation for taking an action seemed to be the most effective way to achieve a result

Groups did not respond well to broad and global concepts Lifestyle choices are likely to difficult to influence

– largely due to inertia – people are very defensive regarding their

major life decisions

Don’t let them put up barriers

Communicate with our audience in such a way that they – are prepared to listen– feel that there is a possibility that they can contribute

in some way to reducing car use

Guard against preaching or bullying– likely to disengage the audience– making them feel defensive regarding their car use – or even aggressive in their desire to perpetuate their

reliance on the car

The marketing plan - stage 3

Issues

– long term, infrequent consideration for most– lifestyle decisions to live in remote areas

Implications

– few will be in the market for our messages– other factors (noise) at time of key life choices will

impact on willingness to listen to our messages

The marketing plan - stage 2

Issues– lack of control over external factors - buses, trains– length of journeys a barrier to alternatives such as cycling– people with cars already see that they have invested -

and so want to make use of it– lack of opportunities for home working– impact of internet shopping on local communities

Implications– any activity needs to be selectively targeted in locations

where alternatives are viable– i.e. good public transport links, short

urban commutes

The marketing plan - stage 1

Issues– short trips easiest to influence– key to success is breaking / altering habit– frequent opportunities for consideration of car use– opportunity to reward existing behaviour– guard against 'allowing' long car journeys

Implications– applicable to almost all car users at some time– vehicle for pushing all aspects of car dependency– opportunity to communicate issues relating

to Stages 2 & 3

The marketing plan - stage 1

Objectives– engage as many people as possible– ensure that people think about car use at relevant times– ensure that we don't switch people offImplications

Strategy– communicate frequently and consistently– simple and relevant messages - executions linked to

media options– use selfish motivation - i.e. health and

safety issues

The campaign

Simple, consistent message– to engage audience

The message– Remember - it isn’t hard as you think to leave the car

behind for short journeys - you might feel better for it

Execution linked to activity and media choice

The campaign

Getting the message across

North Yorkshire is one of the most difficult areas to cover!– large geographical area– dispersed and rural population

Reasonable local press

Very limited outdoor opportunities

Make use of council links– bus operators, bus information sites– libraries, leisure centres, post offices, etc.

Where next?

Discussions with other Travel Awareness officers– re. extending the campaign across a wider area– taking advantage of regional media opportunities– opportunity for cost-efficiencies, more exposure and greater

impact

Flexible approach can be tailored locally to address specific issues

Discussions with bus operators to extend the campaign into stage 2– concepts and research

Summary

Marketing not information Treat you audience as a customer Remove barriers to action Ensure that you can deliver Be single minded and consistent Keep repeating the message Share resources and experience

Remember who and what you’re competing against!

Aim to punch above your weight!

The commercial

NYCC are prepared to share the concept!

Robson Brown can provide – professional advice on planning and creative development

to fit your specific circumstances

– professional advice and cost-effective buying for all types of local, regional and national media opportunities

STEPHEN GREEN 0191 244 6618Account Director stepheng@robson-brown.co.uk