Marketing Campaign Contract Somerset – Bridgwater Way Car Share Campaign

Marketing Campaign Contract Somerset – Bridgwater Way Car Share Campaign

To increase awareness of CarShareSomerset.com and promote the benefits of car sharing. To increase the number of car share memberships.

Somerset County Council
The Bridgwater Way Car Share Campaign
None
 

The Bridgwater Way project relates to a number of initiatives.  This brief relates specifically to commuter travel and those who use a car (single occupancy) to commute whilst in Bridgwater.

 

To increase awareness of CarShareSomerset.com and promote the benefits of car sharing

 

To increase the number of car share memberships

 

Increase membership to the CarShareSomerset website by 1,000 end February 2015 at least 50% of whom should be people travelling to/from Bridgwater. Please see supporting information regarding measures.

 

Staggered/phased approach from August 2014 to February 2015 inclusive. An example could be first phase awareness, second phase promotes sign ups, third phase refer a friend.

Campaign activity will need to cease and all results gathered and presented before end March 2015.

Please review appendix b, previous campaigns have seen experiential as being the most effective channel with the least cost per pledge.  Therefore please ensure this is included in the campaign, providing details of the experience of the team used and the on the ground delivery would work.  The online element may not have had the online support required so please review the cost per pledge figure with caution.  We are keen to hear your suggestions/knowledge about petrol pump advertising.

 

Target Audience

-Single occupancy car users who reside in Bridgwater and travel within Bridgwater

-Single occupancy car users who reside in Bridgwater and travel outside of Bridgwater

-Single occupancy car users who reside outside Bridgwater and travel to Bridgwater

Commuters who commute in the project area.

 

Location

-All messages must be delivered within the Bridgwater area

Contact:
Mrs Christi McIntosh-Wright
Email Address:
cmwright@somerset.gov.uk
Telephone:
0
Address:
County Hall
Taunton
Somerset
TA1 4DY
United Kingdom
Key Dates
24/06/2014
31/03/2015
19/05/2014 16:00
10/06/2014 11:59
Other Information
6 (months)
0 (months)
0
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