Hello!
I'm currently working on a social marketing project aimed towards increasing carpooling among workers who currently commute to work alone from a surrounding community. We are in the process of reviewing which surrounding communities to target with our pilot campaign. It has been suggested that we target businesses instead. Is anyone aware of which is more effective, community or business, when choosing the target audience?
Any information would be appreciated!
Thanks, Cathy
Cathy Aspen
Canada
Community vs. Business Target Audience
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Hi Cathy,
You might get some ideas from the slug line web site http://www.slug-lines.com.
Steve
Steve Gorzula
United States
We have had good success partnering with some of the larger employers, such as insurance companies, the university, health region and the steel mill. It has taken a few years, but now they come to us, asking to join!
Sheri Florizone
Emissions Reduction Coordinator
City of Regina
Canada
I would agree that targetting businesses is likely to be more successful, but that is largely based on the fact that they are (in most western societies) more well-connected communities. People are more likely to know the people they work with than the people who live on their street...
Ann Cousins
Australia
What would people say are is the most successful car pool initiative when targeting businesses? Here in the UK, most measures focus on dedicated car bays, databases to match partners, breakfast mornings. This sort of measures aren't particularly innovative and any other measures would be greatly received.
Thank you
Sally Herbert
Travel Plan Officer
Newcastle, UK
Sally Herbert
United Kingdom
...
Targeting businesses could always be a first step beacuse you will then have a point-source audience to cater. You will be able to reach out to more people within a short period of time, and spread the word. Once the buzz word is out and you have stories to tell, the communities will subscribe with less skepticism.
Next step could be reaching out to the community as a whole and the larger employers within and around the community.
We are also planning to take-up a social marketing campaign for carpools and vanpools in near future. Will share any educating experiences.
Thank you and Good Luck.
Jay Thakkar
Green Commute Coordinator
Greater Mercer TMA
United States