Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESThe provision of secure parking, showers, lockers, tools and road safety events forcyclists and motorcyclists, together with the provision of interest-free loans forequipment.The introduction of two park and ride services to GCHQ from other areas of the town.Integration with Other Schemes3.14 Owing to security issues, the scheme is available only to GCHQ staff.Marketing and Promotion3.15 GCHQ has employed a number of approaches to market its car/parking space sharingscheme, and supporting travel planning measures.26 seminars were held in the twelve month period before the travel plan measureswere introduced, to consult on them, involving a total audience of 1,106 GCHQ staff.“The change management team responsible for travel to work issues had an infectiousenthusiasm, and were determined they were going to sort out the car parking problem.” The change management team have adapted elements of the TravelSmart campaign –pioneered in Perth, eastern Australia – which was based on personalised travelinformation. In brief, 30 existing GCHQ staff who were known to possess goodcommunication and interpersonal skills were identified and appointed as ‘pathfinders’.Each pathfinder was given responsibility for ageographical area, or route corridor, and asked to assiststaff living in that area who needed help overcoming travelto work problems. The scheme has proved verysuccessful. Pathfinders have, for example, organisedcoffee breaks to bring people in their area together todiscuss car sharing, as well as to seek advice on walking,cycling or using public transport. “It helped that thepathfinders were themselves facing the same problemsand issues as the people they were trying to help. Theycould empathise, and there was a feeling they were one ofus.” The car parking restrictions at GCHQ apply across the board. The changemanagement team insisted that the scheme would only work if all managers anddirectors were included, demonstrating commitment and leadership.The marketing campaign adopted the ‘INSTEAD’ slogan (e.g. ‘Walk instead’, ‘Cycleinstead’).Fliers, stickers and posters have been used to advertise a variety of travel planinitiatives. To encourage car sharing two example slogans used were: ‘Start the daywith a pick-me-up!’ and ‘Have you the drive to make car sharing work?’It encourages staff to use the flexitime system to work a compressed working week,and promotes this with the slogan “Don’t drive one in five”.Final V1.1, Dec. 2004 - 18 -