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

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESDirect mail, such as letters to airport-based companies and personal ones toemployeesPresentations to departmental meetingsAirline reportsIntranet and websiteCompetitions, with free flights as prizes.5.23 They were even able to roll out a series of 48-sheet billboards: fortunately the team does nothave to pay for them.5.24 More famously, they have the nodding dogs for the back parcel shelf and the fluffy dice forhanging off the mirror, together with a whole host of other trinkets and giveaways.5.25 More recently, the team has wanted to communicate about other modes. The new concept isAirport Commuter, complete with its own website (www.airport-commuter.co.uk). AirportCommuter is now the umbrella for a range of travel planning measures designed to achievemodal shift away from single occupancy vehicle travel to the airport. These include videoand audio conferencing, public transport, flexible working practices, and so on. There is anelectric Ford car available for staff, as part of the car pool.Financial Performance / Targets5.26 Just over £2m was spent via the Heathrow Area Transport Fund in 2002-03, which includedpublic transport support (£1.02m) and the Changing Direction team. £1.78m revenue offsetthis expenditure, with the gap met by BAA plc from its own resources. In addition, BAAspends another £0.5m p.a. on improving ground transport facilities.5.27 Travel data is slightly awkward to compare, as staff travel habits surveys have includeddifferent samples over time. A full survey carried out across the whole airport is undertakenevery five years, and one of these is underway currently.5.28 The team are confident about the figures produced in last year’s in-house survey of BAAstaff, as they had been able to take a much more representative sample.Final V1.1, Dec. 2004 - 34 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESMode of travelHeathrowEmploymentSurvey 1999BAA HeathrowStaff Survey 2003Car, single occupant 71.5% 75.3%Car, more than one occupant 4% 7%Bus & Coach 11.7% 8.8%Underground 6.3% 4.2%Bicycle 1.3% 0.6%Motorcycle 2.1% 2.7%On foot 0.6% 0.5%Train 0.8% 0.8%Taxi 0.8% 0.1%Air 0.9% 0.1%Research and Development5.29 In a recent presentation to the BAA Board, Heather McInroy has made a strong businesscase for the Changing Direction Travel Plan, accompanied by a full cost benefit analysis. Forexample, she can demonstrate that Airport Carshare means 800 fewer car parking spacesused daily at London Heathrow.Support/Consultation5.30 As must be evident from the rest of this note, the whole emphasis of the team is on engagingdirectly with potential car sharers, so they are constantly refining their ‘sales pitch’ andlearning about the nuances from their face-to-face work around the airport, the emails, theletters, the meetings, the focus groups, and the surveys.User Perceptions5.31 Three car sharers were interviewed during the site visit.5.32 Mr A was aged 35-44, and shares with one other person (not a family member) 2-4 times perweek. “Compatibility” is an important factor when looking for a car share partner. He isalways the driver. Previously he drove alone or took the train and bus. He was drawn to carsharing by the poster and leaflet campaign. But, on their own, these messages did not dothe trick. What “converted the sale”, he said, was the field sales campaign, that is, when theteam descended on his office and put the offer to him face-to-face at his desk.Final V1.1, Dec. 2004 - 35 -
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Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

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