Marketing car clubs: The partnership approach

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Marketing car clubs The partnership approach

• Eric Manners
• London Borough of Islington
• 20 March 2008

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Overview

• Progress update
• Streetcar promotions in Islington
• Council publicity
• Selling car clubs internally

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Progress update How we lookin now?

• Members March 2006 400 (Streetcar CityCarClub)
• Members March 2007 1,000 (Streetcar only)
• Members March 2008 3,150 (Streetcar only)
• Bays April 2006 23
• Bays April 2008 77 (plus off-street)
• 9 of members and 6 of bays nationally
• London Transport Award Partnership of the Year

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More data from the Head of Locations

• Islingtons share of Streetcar members 2007 8
• Islingtons share of Streetcar members 2008 11
• Overall increase in Streetcarmembership (last 12
  months)140
• Increase in Streetcar membership in Islington
  (last 12 months) 221

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Good coverage
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Streetcar promotions in Islington

• Pedal-powered billboards
• Body banners and leafleting
• Flyer door-drops
• Events and fairs
• Streetvan

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Streetvan

• 95 utilisation
• 4 more Streetvanson their way

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Council promotion of car clubs

• Information boards
• Green Travel Map
• Car club marketing guide
• Vouchers for Permits
• Travel awareness eventsand campaigns
• Press releases Streetvan, 1000th member, etc
• S.106 contributions for membership, drive hours
  and bays

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The Info Board Family
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Marketing Booklet

• Distributed with parking permit renewal notices
• How car clubs work
• Locations of cars
• Benefits and savings
• Feedback card
• Funding from TfL

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Selling car clubs internally

• Building support residents,then members, then
  officers
• Buying support permitincome, TfL funding
• Discounted car clubmembership/usage for staff
• Promoting council use of the car club as fleet
  vehicles

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Conclusion

• Operator marketing is essential
• Local authority marketing and support can
  significantly boost awareness and membership
• The sum of the parts is greater than the whole?
• Working together is like really cool

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Questions

• Kathryn King (back 1 April)
• kathryn.king_at_islington.gov.uk
• 020 7527 2062
• Eric Manners
• eric.manners_at_islington.gov.uk
• 020 7527 2771