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

pedro.machado@ageneal.pt

www.ageneal.pt