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

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIES4.18 Both the Met Office and EDF Energy would like to roll the scheme out among otherbusinesses on the expanding Sowton Business Park, and are trying to progress thisobjective through Sowton Business Forum.Marketing and Promotion4.19 There have been two phases of marketing and promotion of the car share scheme: pre andpost its implementation. In advance of their relocation, both companies were engaged inpreparing and promoting a travel plan to staff, which included the car share scheme. Staffwere kept abreast of developments via staff newsletters, meetings and presentations. Sincethe move to new premises and the start of implementation of travel plan measures, bothcompanies have tended to rely on their intranet systems to remind and inform staff of theexistence of the car share scheme. Both also provide information about the scheme via theinduction process for new staff. Nevertheless, one of the existing car sharers interviewedcommented: “Promotion for the scheme could do with a concerted push to attract newmembers. The marketing has gone a bit limp.”Financial Performance/Targets4.20 No formal targets have so far been set relating to the car share scheme. However, the MetOffice’s staff travel plan, STEP, states that it is important to demonstrate the plan’s successthrough on-going monitoring, using performance measures covering all modes – which haveyet to be defined.4.21 The Met Office and EDF Energy agree that running their travel plan measures involvesresources equivalent to employing one full-time member of staff within each organisation.From the users' perspective, their main incentive for involvement in the scheme isundoubtedly the financial advantage of reduced fuel costs and less wear-and-tear on theirvehicles. One of the three scheme users interviewed had calculated that car sharing saveshim approximately £50 per month in fuel costs alone.Research and Development4.22 The Met Office engaged consultants Steer Davies Gleave to help them develop a staff travelplan in advance of their move from Bracknell to Exeter. Car sharing emerged as animportant element of this, taking account of the characteristics of the new office location andthe staff profile. Once new neighbour EDF Energy had emerged as a natural ally for a carshare scheme, not least as it was also required to develop a travel plan in advance ofrelocation, the two companies worked together to research the most appropriate system.They jointly bought into a computerised database system developed by Intrinsica, whichprovides on-going support for its software. The Met Office and EDF Energy have, however,implemented incentives to car sharing in a slightly different way, taking account of sitespecificcar park management systems.Support/Consultation4.23 Consultation was an inherent element of the development of the relocation-linked travelplans for both the Met Office and EDF Energy. These involved staff travel surveys, andFinal V1.1, Dec. 2004 - 28 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESpresentations on the resulting travel plan proposals, which included a car sharing scheme.Both companies have identified staff whose responsibility it is to provide ongoing support forthe implementation of the scheme. The main conduit for consultation with, and feedbackfrom, staff is the companies’ intranet systems.User Perceptions4.24 The following is a sample of the views of the three Met Office car sharing staff who wereinterviewed about the scheme:“The system works well as I know the sort of people employed by the Met Office are largelyreliable, professional and trustworthy.”“It helps that our car share group works for the same employer, as we have commonground for conversation. I suppose the company benefits to some extent, as we often haveinformal business meetings while we’re travelling to and from work.”“Working for the Met Office we are aware of issues like climate change and globalwarming, and feel a responsibility towards the environment. Yet there’s no doubt that themain driver to staff involvement in the car share scheme is personal cost savings.”Other General Issues4.25 Office relocation for the Met Office and EDF Energy was a critical catalyst in establishing theformal car sharing scheme, and ensuring it was well publicised among staff. The movesprompted both companies to focus – indeed they were required to focus as a condition ofplanning permission – on how their staff would travel to the new premises. Because of carparking restrictions at the constrained Bracknell site, there was a degree of informal carsharing among Met Office staff prior to the move to Exeter. Thus, it was not a novel concept– that drivers had to be persuaded of – when it emerged as a key feature of the travel plan.Final V1.1, Dec. 2004 - 29 -
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