TfL Car Clubs Campaign Richmond and Brent 0910

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TfL Car Clubs Campaign Richmond and Brent 09/10

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Contents

• Background to the campaign
• Objectives
• Campaign strategy
• Target Audience
• 2 boroughs to trial this activity
• Advertising, creative and media
• Evaluation findings to date
• Conclusions

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Background campaign objectives

• Background
• TfLs Car Clubs Strategy (March 2008) outlines
  the importance of the role that Car clubs can
  play in supporting the Mayors economic, social
  and environmental strategy areas.
• As well as outlining the commitment to ensure
  comprehensive coverage of car clubs in central
  and inner London boroughs, the strategy also
  outlines that schemes should also be
  supported in small number of outer London
  boroughs.
• Campaign 09/10 - to run a pilot campaign to
  support outer London boroughs through promotion
  of the concept of car clubs
• Overarching objective Increase awareness of the
  concept of car clubs and availability and
  advantages of joining.

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Campaign Strategy 09/10

• Run a 12 month promotional campaign in two outer
  London boroughs to increase awareness of the
  concept of car clubs.
• Supporting promotional objectives- Promote the
  benefits of joining a car club, i.e. The cost
  savings- Increase understanding of car clubs
  through promoting www.carclubs.org.uk supported
  by TfL- Increase membership to Car Clubs- Best
  practise exercise to provide boroughs with
  learning's and insights around promotional to
  support bay implementation through raising
  awareness of car clubs within the borough.

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Target Audience Who are we targeting and what is
the size of the audience?

• There are currently 81,000 car club members
  living in London. The majority of these members
  are
• Living in outer London and within close proximity
  to a tube or rail station or bus stop.
• Live within ½ mile/15 minute walk of a car club
  parking bay.
• aspiring environmentalists or car
  vulnerable.
• There was an equal split between those who has
  access to a car prior to joining a car club and
  those that had no prior access to a car.

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Trial borough criteria

• Two outer London boroughs were selected as the
  trial campaign boroughs against the following
  criteria
• To support boroughs that has received TfL funding
  for the implementation of car club bays
• To select a multi-operator borough ( all 4
  providers Streetcar, Zipcar, Whizzgo and CityCar
  clubs are operating in the borough)
• To select boroughs with a) a high number of bays
  
  
  b) a
  low ratio of members per bay
  c) Headroom for growth
• Nov 2008 against this criteria the boroughs of
  Richmond and Brent were selected as the two
  London boroughs to trial the promotional
  activity

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Selection rationale - Richmond

• Level of high car ownership - Richmond upon
  Thames has higher than average car ownership with
  1.3 cars per household, scope for car reduction
• Low awareness of car clubs in the borough. TfL
  Research in Richmond Sept 08 showed only 12 of
  respondents were aware of car clubs operating in
  the borough.
• Increase of 80 bays from Jan May 09 from a base
  of 12 off street Jan 08
• No marketing of car clubs from the borough taken
  place prior Jan 09
• Large proportion of the borough fall within the
  aspiring environmentalist segment identified as
  being the most likely to join a car club

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Selection rationale - Brent

• High car ownership (equivalent to the 1.3 cars
  per household for Richmond)
• Further 48 bays from a base of 64 introduced in
  Jan 09
• Relatively low ratio of members per bay for the
  original 48 bays

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Advertising and Creative

• Key message Cost saving of up to 3,500 per year
• Existing creative work produced by CarPlus used
  as a basis and pay-as-you-go logo incorporated
• Call to action www.carclubs.org.uk

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Media timings and Channels

• Mediax 5 bursts of activity Feb 09 March 2010
• Channels Outdoor, inc Bus Backs, billboards and
  proximity poster ads local press, inc
  advertorials and cover wraps and online banner
  advertising

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Evaluation

• Steer Davies Gleave, on behalf of TfL are
  conducting an evaluation of this campaign.
• The evaluation is ongoing until the end of the
  campaign March 2010, however results to date are
  encouraging and show that
• Exceptional growth in membership in Richmond and
  Brent compared to the control area, Hackney (Feb
  May 09) 41 Richmond and 27 in Brent from
  Jan May 09 compared with 15 in Hackney

Growth in Car Club Members
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Evaluation
Peaks in visitor numbers to www.carclubs.org.uk

• Webstats spike in visits to www.carclubs.org.uk
  March and May when TfL advertising was live
  encouraging results, however awaiting stats for
  further 3 bursts of advertising

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Impact Forecast

• Sustained use of car clubs from new members in
  Richmond and Brent could achieve huge CO2 savings
  through the potential impact car clubs could have
  on car ownership and use in the two boroughs.

• 0.59 cars taken off the road for each car club
  member (TfL Car Club Strategy
• 36 reduction in car mileage for each car club
  member (TfL Car Club Strategy
• 1 tonne of CO2 savings per car club member per
  annum (Car Plus)

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Conclusions

• Evaluation report is ongoing and we will continue
  to end of the campaign at the end of March 10 and
  next steps will be agreed on analysing the full
  evaluation of the campaign
• Data gaps In compiling this report SDG have
  identified a number of gaps in data that is
  required in order to evaluate the campaign fully.
• All of the lessons learned from this campaign we
  can make available to the boroughs
• Is there a role for TfL for future to promote car
  clubs through ad campaigns
• Collaborative working has worked quite well with
  the operators - Is there the potential for
  greater partnership working with the borough and
  operators to help add credibility to the concept
  of car clubs?

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• Data gaps Matthew Clark
• Any questions