Geoff Gardner [email protected] Not necessarily the views of the Highway Authority or LEA Our priorities are as per LTP Sustainable Transport in the UK
Mar 27, 2015
Geoff [email protected]
Not necessarily the views of the Highway Authority or LEAOur priorities are as per LTP
Sustainable Transport in the UK
Understand the barriers to change
• Awareness , knowledge Skills
• Motivation Acceptance and beliefs
• Practicalities external environment
"I signed up in the first week and quickly found others within a five mile radius of home. It wasn't long before there were four of us sharing. This is very convenient for me as there is less stress in not having to drive every day, and the financial savings are amazing. I am saving in excess of £1200 a year!" Peter, 2003.
“This is very convenient, less stressful than having to drive everyday, and I’m saving in excess of £1200 per year!” Peter“For someone like me who lives in an isolated area it was a perfect solution. Thank you for setting it up. Ray”
• Franking machine messages
• Displays in libraries
• Messages to Devon Council staff
• Leaflets, posters, tax disc holders, coasters, notepads, car air freshners
Promotion Methods
Carsharedevon.com - New Membership Each Month
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Caption Competition
Who Shares Wins!
Seats Spare? Car Share!
Jam Today?
Share Tomorrow
Boards on lamp posts 80%
Adverts on radio 34%
Leaflets 29%
Adverts on buses 28%
The Top Four Methods
Next we also need: Link to CO2 Action.Big Ideas & imagination.
Extract from Social MarketingStrategy for Cycling, by Dr IanWalker, University of Bath
MARKETING IS NOT JUST ADVERTISING
Favourite of a minority, a bit 'techy. 'Not forceful or sharp'
Marketing Model1. 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 a car for ever”
HENCE – THE ART CAR !
<<< MULTIMEDIA >>>
• THIS SLIDE CLICKS TO PLAY A 4 MINUTE VIDEO OF THE SUSTAINABLE TRANSPORT ART INSTALLATION.