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

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 -