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Segment: promotion campaign of 1st Year pupils and their parents
Athens City Hall
Athens, 14th May 2012
SEGMENT PMG Meeting 5
Pedro Machado
AGENEAL
Almada Target Groups
SEGMENT
1. First year pupils and their parents
2. New Residents
3. First year university students
First year pupils and their parents - identification
SEGMENT
12 Schools – 440 first year pupils
(all Almada Primary Schools that do not have kindergarten)
440 questionnaires completed in May 2011
300 questionnaires analyzed randomly
First year pupils and their parents - identification
SEGMENT
First year pupils and their parents - identification
SEGMENT
First year pupils and their parents - identification
SEGMENT
SEGMENT
Surveys results analysis lead to the following segmentation
CAR COMPLACENTS14%
DEVOTED DRIVERS26%
CONCERNED CAR USERS27%
ACTIVE CAR OWNERS19%
CAR CONTEMPLATORS5%
CAR FREE CHOOSERS8%
Non-car owning segments
First year pupils and their parents – data analysis
SEGMENT
First year pupils and their parents – data analysis
SEGMENT
“This group uses the car a lot but, unlike Active Car Owners and
Devoted Drivers, are quite concerned about traffic,
environmental and health implications of car use for themselves
and for society. They are not passionate about driving and even
agree that it can be stressful. They admit there are alternatives to
car use and so they intend to try and use these more. They are
particularly keen on walking and cycling as they see public
transport as problematic.”
CAR COMPLACENTS14%
DEVOTED DRIVERS26%
CONCERNED CAR USERS27%
ACTIVE CAR OWNERS19%
CAR CONTEMPLATORS5%
CAR FREE CHOOSERS8%
Non-car owning segments
Concerned Car Users (27%)
SEGMENT
First year pupils and their parents – data analysis
SEGMENT
First year pupils and their parents – Attitudes towards cycling
• Cycling is very low (Nil) for all journey purposes
• Bike ownership is average
• Highest ‘liking’ of travelling by bike
• Believe they are the kind of person who rides a bicycle
• Relatively positive about cycling – particularly its potential fitness benefits
• Above average intention to cycle to school
SEGMENT
Campaign Target – Concerned Car Users: “They are
particularly keen on walking and cycling as they see
public transport as problematic”
Campaign Objective – To influence pupils and parents to
leave car and cycle to school
Campaign Central Idea – To take profit of the “My Bike
Book” recent publication and develop an exciting board
game based on the book that would make kids and
parents play the game together
First year pupils and their parents – Campaign
SEGMENT
First year pupils and their parents – Campaign
SEGMENT
First year pupils and their parents – Campaign
SEGMENT
SEGMENT
Christmas School Party – Bike Book Kit distributed amongst kids
Throughout the second semester – several campaign sessions in schools
SEGMENT
Thank you!Pedro Machado
AGENEAL, Agência Municipal de Energia de Almada
+351 21 272 23 80
www.ageneal.pt