Achieving Behaviour ChangeBirmingham City Council in partnership with NectarSteve RoseHead of Strategic Research15th March...
Corporate Strategy Team            Policy                 Leadership         Development                Support           ...
Background• Be active & leisure  pass scheme                                          • Citizen information               ...
Partnership        –   Fleet and Waste        –   Sport and Leisure        –   Erdington Leisure Centre        –   Custome...
The business case  • IEWM sponsor match funded by BCC  • Why Nectar…?  • Cost benefit business model     – Benefit of £150...
Communications
Process - recycling  100 pts register25 pts per collection
Process - leisure 25pts per activity                      100pts new member                       100pts direct debit
Results so far….
Recycling - registrations                • 1,121 registered households - 140% of target                • 26% of eligible h...
Recycling - participation                               100                                        6.0          3.9       ...
Recycling – behaviour change   Based on pre-trial monitoring:   • 9% who didn’t recycle have registered and recycled at le...
Leisure - registrations    • 536 registrations    • Represents 25% of all active leisure members at this centre    • 19% a...
Index (Activities per week)-100                  0                                               150                      ...
Press and media coverage• 45+ articles• Circulation 2.9m• PR value £180k  Sep 11 - Jan 12
Evaluation     • Is there an appetite for this type of incentive scheme?     • Can it effect Behaviour change?     • Can i...
Evaluation - Quantitative  •   Sources      –   Weekly BCC and Nectar reports      –   Recycling scans and tonnages      –...
Evaluation - Qualitative  •   Sources      – Customer surveys and focus groups      – Staff feedback      – Lessons learnt...
Next Steps  • Complete the trial (May 2012)  • Evaluation (ongoing)  • Roll out business case (June 2012)  • Roll out tend...
Behaviour ChangeBirmingham City Council in partnership with NectarSteve RoseHead of Strategic Research0121 675 9566 / 0777...
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Achieving Behaviour Change: Birmingham City Council in partnership with Nectar

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Steve Rose, Birmingham City Council: Achieving Behaviour Change: Birmingham City Council in partnership with Nectar

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Achieving Behaviour Change: Birmingham City Council in partnership with Nectar

  1. 1. Achieving Behaviour ChangeBirmingham City Council in partnership with NectarSteve RoseHead of Strategic Research15th March 2012
  2. 2. Corporate Strategy Team Policy Leadership Development Support Strategic Research Community Research Customer Engagement Knowledge
  3. 3. Background• Be active & leisure pass scheme • Citizen information attitudes research • In depth waste profiling/analysis
  4. 4. Partnership – Fleet and Waste – Sport and Leisure – Erdington Leisure Centre – Customer Knowledge
  5. 5. The business case • IEWM sponsor match funded by BCC • Why Nectar…? • Cost benefit business model – Benefit of £150 per tonne of paper recycled – Income through increase leisure membership and activity • First scheme in UK using major private sector brand • Sep 11-Feb 12, further extended May 12 • Hypothesis: – h1: Use of nectar points to reward positive behaviours in recycling and leisure will increase recycling and leisure participation and cover the cost of the scheme.
  6. 6. Communications
  7. 7. Process - recycling 100 pts register25 pts per collection
  8. 8. Process - leisure 25pts per activity 100pts new member 100pts direct debit
  9. 9. Results so far….
  10. 10. Recycling - registrations • 1,121 registered households - 140% of target • 26% of eligible households (28% Cotteridge, 23% Erdington) • 70% via online registration, 77% emails captured Following email campaign to increase registration
  11. 11. Recycling - participation 100 6.0 3.9 5.0 Zero scan 7.5 Less than half 90 9.4 8.5 % Recycling Participation Half or more 3/4 or more 80 16.1 All 18.3 20.3 70 60 50 37.1 52.1 44.2 40 30 20 27.3 24.0 10 20.4 0 Cotteridge Erdington All
  12. 12. Recycling – behaviour change Based on pre-trial monitoring: • 9% who didn’t recycle have registered and recycled at least three times • 6% who recycled sporadically have registered and recycled every time • Comparing pre-trial to mid-trial monitoring, 35% who didn’t recycle at all have now done so at least once.
  13. 13. Leisure - registrations • 536 registrations • Represents 25% of all active leisure members at this centre • 19% are new leisure members • 23 Your Choice (Direct Debit) • 70% email capture rate
  14. 14. Index (Activities per week)-100 0 150 200 250 300 350 -50 50 100 400 09 Oct 450 16 Oct 23 Oct 30 Oct 06 Nov 13 Nov 20 Nov Leisure - frequency 27 Nov 04 Dec 11 Dec 18 Dec 25 Dec 01 Jan Index (Activities per week) 08 Jan holidays New Year Christmas/ -100 -50 0 50 100 150 200 250 300 350 400 450 15 Jan 09 Oct 16 Oct 22 Jan 23 Oct 30 Oct 29 Jan 06 Nov 05 F eb 13 Nov 20 Nov 12 F eb 27 Nov 04 Dec 19 F eb11 Dec During Trial Before Trial 18 Dec 26 F eb 25 Dec 01 Jan 04 Mar 08 Jan 15 Jan 22 Jan 29 Jan
  15. 15. Press and media coverage• 45+ articles• Circulation 2.9m• PR value £180k Sep 11 - Jan 12
  16. 16. Evaluation • Is there an appetite for this type of incentive scheme? • Can it effect Behaviour change? • Can it be rolled out across the city and how? • Will it generate income or at least sustain itself?
  17. 17. Evaluation - Quantitative • Sources – Weekly BCC and Nectar reports – Recycling scans and tonnages – LeisureFlex transactions – Participation monitoring • Measures – Registrations – Frequency recycling and leisure activities – Behaviour change – Tonnages – Segments: Birmingham Segments and Green Aware
  18. 18. Evaluation - Qualitative • Sources – Customer surveys and focus groups – Staff feedback – Lessons learnt log • Measures – Type of rewards and behaviours – Communications – Processes, e.g. registration – Behaviour change – Thoughts for the future
  19. 19. Next Steps • Complete the trial (May 2012) • Evaluation (ongoing) • Roll out business case (June 2012) • Roll out tender (Summer) • Roll out delivery (Autumn/Winter 2012)
  20. 20. Behaviour ChangeBirmingham City Council in partnership with NectarSteve RoseHead of Strategic Research0121 675 9566 / 07776 014 046steven.rose@birmingham.gov.uk

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