Marketing Plan to Promote Sustainable Transportation

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Marketing Plan to Promote Sustainable
Transportation

• Sameer Deshpande
• Centre for Socially Responsible Marketing,
  University of Lethbridge
• sameer.deshpande_at_uleth.ca 403-329-5196

Association for Commuters Transportation of
Canada Canadian TDM Summit Calgary 2007
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Centre for Socially Responsible
Marketinghttp//www.uleth.ca/man/research/centres
/csrm/

• Mission
• To create and disseminate research that uses
  marketing principles for the betterment of
  society.
• Objectives
• To foster research in three related areas of
  social welfare
• Social Marketing
• Corporate Social Responsibility
• Not-for-profit Marketing

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Objectives

• Apply Marketing Plan
• What is the problem?
• Whose behaviour change will solve the problem?
  (Target audience identification)
• Who are the competitors?
• Why do they behave in an undesirable manner?
  (Target audience analysis)
• How can we convince them to behave desirably?
  (Marketing Strategy)

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1. Problem Discovery and Definition

• Challenges in promoting sustainable
  transportation?
• Powerful automobile lobby
• Inefficient infrastructure
• Lack of support from policy makers

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Formative Research

• Within the municipality
• Lack of support
• Lack of resources
• Society
• Phony concern for climate change
• Love their car
• Media
• Poor exposure

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Does this call for creating posters?

• Or a comprehensive approach?

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2. Whose behaviour change will solve the problem?
(Target audience identification)

• Upstream
• Policy makers
• Senior staff
• Media
• Employers
• Downstream
• General public
• Hand Hygiene Promotion

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3. What is your Competition?

• Behaviors of target audiences
• Unsafe sex
• Global warming skeptics
• Car companies

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4. Why do they behave in an undesirable manner?
(Target audience analysis)

• For each selected segment, and
• Depending on the purpose, destination, and time
  of travel (Cells of TDM), consider for each mode
  of travel
• Motivation/Opportunity/
  Ability
• Benefits/barriers from
  current and new behaviors

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4A. The MOA Model Rothschild (1999)

• Motivation
• Consciousness
• Convenience
• Ability
• Transportation needs
• Opportunity
• What do audiences know and perceive?

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London Tube
Calgary Light Rail

• Opportunity Analysis
• Transit Maps of the World The Worlds First
  Collection of Every Urban Train Map on Earth
• By Mark Ovenden

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4B. Comparing behavioursfrom the audience
perspective
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What picture evolves from this audience analysis?

• Is the group prone to behave, resistant, or
  somewhere in between?
• Where is the problem?
• Do barriers outweigh benefits?

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Upstream Example

• If you want the policy makers to allocate more
  funds towards building bike paths

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Downstream Example

• If you want office-goers to use public transit

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Analyzing the target audience

• Driving after drinking not safe
• Could drive
• Alternatives not attractive

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5. How can we convince them to behave desirably?
(Marketing Strategy)

• Selection of social change strategy (Rothschild,
  1999)

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• Education influences

• Regulation motivates

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Social Marketing has its place
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If Marketing is the chosen strategy

• Facilitate exchange mechanism
• Irresistible offer
• Satisfy self-interest
• Offer benefits
• Personal and Attractive
• Immediate
• Tangible
• Certain

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Create Competitive Advantage
Increase benefits of desired behaviour so that
they are superior to the competing behaviour(s)
Decrease barriers of desired behaviour so that
they are lesser than the competing behaviour(s)
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Big Brothers Big Sisters

• Mentoring
• In-school
• Online
• Telephone
• Footstar Athletic Alliance

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Marketing Hooks

• Opportunity has to be offered
• Awareness is not sufficient
• What individuals desire
• What they care less

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Combating the competitor

• Anti-tobacco movement
• Anti-obesity movement
• The OTHER Ralph

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Conclusions

• Audience-centrism
• Going beyond blame-the-victim approach
• Resist the temptation of posters
• Give marketing a chance
• Learn from other marketing successes
• Learn from other successful movements

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Thank you!

• sameer.deshpande_at_uleth.ca
• 403-329-5196