1. Changing behaviour marketing theory Jakub Bojczuk

2. The two target groups BusinessIndividuals

3. There are three market segments Self Actualisation Aesthetic Cognitive Self Esteem Esteem of Others Belonging Safety Air Food Water, Sex Security Comfort Love Acceptance Recognition Approval Achievement Beauty Symmetry To Know, Understand & Explore Inner Directed Outer Directed Sustenance Driven

4. Security Family Price Local Escapist Solidarity Community Thrifty Roots Comfort Fearful C ULTURAL D YNAMICS Sustenance Driven

5. What Sustenance Driven people say about themselves? C ULTURAL D YNAMICS

6. Sustenance Driven business approach  Use marketing / branding to promote business but not as an ethos of the company  Quite structured in approach / standardise systems for ease of administration Company Ethos  Parent – child style of management  Less social / engaged than other segments  Like a stable workforce to avoid logistics of having to re-recruit Relationship with staff  Competitive yet conservative  Financially and margin driven  Risk averse Business Leader Attitude Traditional and conservative approach to business

7. Jet Setting Wealth Appearance Keeping Up with the Jones’Right Neighbourhood Glamour Position Importance C ULTURAL D YNAMICS Outer Directed

8. C ULTURAL D YNAMICS S TRATEGY & M ARKETING What Outer Directed people say about themselves?

9. Outer Directed business approach  Strong branding and vision for the company  Want to be seen and heard  Company vision clearly communicated to staff and clients  Innovation rewarded  Potentially cut-throat / will do what is right for the business rather than staff if it comes down to it Company Ethos  Social and engaging environment  Modern style of management  Close and open relationship with staff  Fosters innovation  But free-flowing environment means employees can come and go quite easily Relationship with staff  Innovative and creative  Entrepreneurial spirit  Competitive and ambitious  Actively seeking opportunities  Risk taking  Excellent business acumen Business Leader Attitude Confident, innovative and ambitious businesses

10. Confident Value Knowledge Discerning Quality Information Contacts People-Focused Risk Takers Individuality C ULTURAL D YNAMICS Inner Directed

11. C ULTURAL D YNAMICS S TRATEGY & M ARKETING What Inner Directed people say about themselves?

12. Inner Directed business approach  On a steady trajectory, not to be swayed off course by business leaders or employees  Less likely to have brand or mission statement / mantra  More ‘jobbing’ approach to business  Culture of staff socialising but management can sometimes be a bit distant Company Ethos  Like to think of themselves as staff focussed  However, in reality they tend not to proactively seek feedback from staff  Wait for staff to come to them Relationship with staff  Feel strong in industry but out of depth beyond their specialism  Keep on top of the day to day management  Can rely on processes to help manage their business  Little marketing knowledge or interest  Fear change – either growth or decline Business Leader Attitude Day-to-day approach to business is more challenging in current climate

13. Triggers for consideration per segment Security Driven Traditionalists Inner Directed Pragmatists Outer Directed Idealists Cost saving A healthier & happier workforce Protecting the environment (a benefit of Enterprise but not a driver to trial) Responsible business practices Reputation benefits Advantage over competition Greater Productivity

14. Research comissioned by TfL Enterprise is a support package designed by Transport for London (TfL) for Small and Medium sized Enterprises (20-250 employees) offering free advice and assistance in creating a tailored Workplace Travel Plan. Market research companies SMP and 2CV were commissioned by Enterprise to undertake research on increasing Expressions of Interest (EoI) for the Enterprise scheme This strategy has proved successful to date, with 228 Enterprise workplace travel plans (WTP) developed since the program started. There are also a further 43 pledge signings and 106 Expressions of Interest recorded in iTRACE.

15. Recommended targeting approach Target Outer Directed Idealists Opportunity Security Driven Traditionalists Challenge Inner Directed Pragmatists

16. Our experience showed suitable channels to engage with businesses Case studies – tailored to different segments Sponsorship and Networking Events Word of mouth Merchandise Direct Mail marketing Accreditation scheme Local marketing resources Feature articles in relevant publications

17. Our usual enagagement process First Contact with Enterprise Face-to-face Meeting / Sign-up Immediate Follow-up Final follow-up Survey Reminder follow-up Development of the travel plan On-going implementation

18. Example of marketing initiatives targeted at staff Sharing survey results wth staff Travel plan on intranet Posters Staff events (e.g. Bike Week) Incentives (e.g. for car-sharers) Newsletters and email-campaigns