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

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESIndividuals who find car share partners via the web site may remove their details fromthe database, unless there is an incentive for them to keep registered, as they perceiveit has served its purpose and they don’t want to be bothered by other share enquiries.Incentives are not provided by many member organisations aside from SCC, whichprovides dedicated car parking for registered car sharers in an area where parking is inshort supply. Deregistration of drivers who have found lift share partners makes itdifficult to use the database as an accurate measure of the level of car sharing inSomerset.One of the scheme users complained that there was occasionally some abuse of thecar park spaces: “You sometimes get the police parking in them, as they share thesame car park.”Supporting Measures / Alternative Approaches Considered12.16 SCC provides the following measures to encourage car sharing:25 dedicated car share parking spaces (from a limited stock), the number of which willbe expanded if demand increases. Drivers have to share at least two days a week tobe given a space.Drivers who lose their car share partners are given a period of grace to find anotherbefore access to their dedicated parking space is removed.Guaranteed ride home in an emergency.Flexitime to enable employees greater choice in commuting options, includingestablishing car share arrangements.12.17 The majority of other Somerset Car Share Scheme member organisations do not offer thesame variety of incentives. Specifically, those with no shortage of parking cannot usededicated spaces as an incentive to start car sharing among the reticent.Integration with Other Schemes12.18 Somerset Car Share Scheme represents, essentially, a county-wide integration of individualorganisations’ car share initiatives. In covering the development costs, marketing thescheme, enabling pooling of database lists, and providing overarching administration,support and mentoring to members, SCC has encouraged much greater take-up of carsharing in the County than would have been the case had it been left to individualorganisations to pursue it alone.Marketing and Promotion12.19 SCC has employed the following marketing tools, at a cost of around £5,000, in its promotionof the Somerset Car Share Scheme:A CD explaining the benefits of the scheme, and how it works, for both organisationsand individualsA booklet, again explaining how the scheme works and the arguments for gettinginvolvedFinal V1.1, Dec. 2004 - 80 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESWindow stickersPostersFliersBookmarksMouse matsMug matsInformation, often used on the above fivemeasures, about the personal (particularly thefinancial) benefits of car sharingA web siteA mobile display, which is loaned to companiesand used at appropriate eventsA dedicated logo12.20 One of the scheme members interviewed commented thathe considered the balance of information and promotionabout right. “There’s posters all over the building, whichmeans you can’t help but be aware of the scheme. But at thesame time it’s not rammed down your throat, which I thinkwould be counter-productive. People know that it’s there ifthey need it, but there’s no great pressure to buy into it.”Financial Performance / Targets12.21 Somerset Car Share Scheme has not been set any targetsto date, in part as it was a fairly novel idea when it was first introduced and there was little inthe way of ‘benchmark’ targets. However, now it is well established, and car sharing isgaining currency nationally, there are plans to set targets for the scheme in Somerset in theCounty’s next LTP.12.22 SCC pays Jambusters £2,500 per annum to administer the web site. Once an organisationhas joined the scheme, it should also pay Jambusters an annual membership fee of £75(referred to above under ‘Operating Structure’).12.23 In addition to the annual membership fees, organisations pay a one-off joining fee, on anescalating scale based on the number of employees/students/potential database members(again, referred to above under ‘Operating Structure’). Discussions have recently been heldbetween SCC and Jambusters to negotiate lower joining and membership fees for smallercompanies, of which there are a high proportion in Somerset. The first membershipcategory is currently 0-50 employees, so those with five employees pay the same as thosewith 50. Jambusters have actively sought to reduce costs for these smaller organisations.Final V1.1, Dec. 2004 - 81 -
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