Liverpool John Moores University Student Sustainable Travel Marketing Campaign

 To design and launch a social marketing campaign to influence student mode choice behaviour  Complement and raise awareness of existing LJMU student travel plan interventions  Targeted at first year students, who are most susceptible to behaviour change  Student engagement and involvement essential  Improve the sustainable travel choices that LJMU offers to both current and prospective students, adding value to the student experience Campaign goals ‘Preferred’ student commuting behaviour: Kick-start a sustainable travel culture and mentality among students at LJMU ‘Competitive’ student commuting behaviour: Habitual single occupancy car use and dependency

Phased approach Phase 1: market research and insight  Focus groups and online student travel behaviour survey  To better understand the key issues that influence student commuting habits Phase 2: brand development  Design an exciting and engaging brand identity  To accompany the campaign and all future LJMU student travel plan communications Phase 3: pre-testing and campaign launch  Ensure both the brand and campaign resonate with students  Create social networking sites, merchandise and viral video campaign

Student engagement Communicatio n channels Flyers distribute d across campus QR code on flyers for smartphone s Adverts on LJMU student homepage LJMU student news bulletin LJMU Faceboo k & Twitter posts Announcement s on LJMU student blackboard Plasma screen adverts across campus LJMU student work placement Promotional stands at key university sites Presence at LJMU ‘Getting Greener’ campaign event  Generate behavioural insight into student attitudes, perceived social norms, barriers and motivations to sustainable travel

Actionable insights and opportunities for behaviour change Need to target and tailor interventions to different audiences Significant market of potential ‘mode switchers’ currently driving less than 5 miles (‘cycleable’ distance) Transition from first to second year – an opportunity to establish lasting sustainable travel habits Greater propensity to cycle in warm, dry summer months Currently low student uptake of cycling to LJMU Interest in online student car- sharing tool, particularly for those travelling more than 5 miles Largely female demographic of single occupancy car users

Brand development  Informed by sound market research and student engagement as well as learnings from other university sustainable travel campaigns Brand identity components Resonate strongly with students Complement existing LJMU student travel plan intervention s Simple and memorabl e Suitable for use on a wide- range of media Recognisabl e as an LJMU sub- brand Engage students and convey a strong sense of student ownership Represent a wider social movement and culture Avoid being too ‘preachy’ or ‘corporate’ Instantly stand- out Somethin g different

Brand development

Pre-testing  Ensure the brand, campaign merchandise and social networking sites resonate with students  Elicit student attitudes and opinion to brand names, taglines, images, colours, language etc  Use traditional in-depth focus groups as well as Facebook ‘Like’ voting competition

Next steps  Create social networking sites and produce campaign merchandise  Launch student script writing competition as part of a viral video campaign in collaboration with LJMU Screen School  Campaign launch in time for 2012 student intake

1.Know your target audience 2.Engagement and communications 3.Target and tailor interventions to different subgroups 3 key take-home messages

 Think of a barrier or problem to increasing uptake of sustainable transport among students and/or staff…  How would you overcome this barrier?  Who is your target audience?  How would you engage with and generate insight into your audience?  What communication channels would you use?  What interventions would you design and implement?  How would you raise awareness and promote your interventions?  How would you monitor the effectiveness of your interventions? Exercise

12 Your next steps – making the most of your EAUC Membership… 1. Resources - visit the dedicated behaviour change EAUC resource bank section 1. Networks - Join our Transport Planning Network Community of Practice - for College and University travel planning professionals Visit the EAUC stand for more information on this group 2. Networks - Join our Embedding Positive Attitudes and Behaviours Community of Practice - for those wanting to identify with the challenges of changing the behaviour of staff and students Find out more about this group at 5pm today – see programme for details 3. Recognition - want recognition for your behaviour change initiatives – enter the 2012 Green Gown Awards behaviour change category. Entries open summer Measure and improve - sign up to LiFE – EAUC Members receive a significant discountwww.thelifeindex.org.uk LiFE offers a dedicated ‘travel and transport’ framework for implementation Membership matters at