Derby Connected Travel Advice Service Emma Taylor, Principal Consultant, ITP CIHT Making better places Highways UK 9th November 2017 Outline of Derby’s LSTF programme, ‘Connected’ The business engagement process What did we deliver? Outputs and outcomes Lessons learnt and recommendations

CIHT Awards Sustainable Transport Award CIHT Award 2017 – Overall Winner

Derby Connected LSTF 2.5 years long (2012-15), extended to 2015-16 >£5m in DfT funding, capital + revenue Over 50 projects delivered Focused on SE quadrant of Derby Targeted commuters, employers and jobseekers

Our target area

Why is it important to change behaviour? Analysis by transport data company Inrix - Traffic jams were calculated to cost £9bn in wasted time, fuel and unnecessary carbon emissions. Transport is the biggest source of air and noise pollution in the UK. Surface transport for example is responsible for around a quarter of UK emissions of carbon dioxide (CO2)  41% of 40-60 year olds don’t manage one 10min brisk walk per month

Business Engagement – Engage + Established a substantial local business network Three key stages: Preparation Engagement Maintenance

The Connected ‘offer’ ‘Taster’ bus tickets Branded maps Travel information Grants Cycle training Dr Bike sessions Personal Travel Planning ‘Taster’ bus tickets

We worked with over 250 local businesses A deliberate mix of Derby’s largest and smallest employers

Accreditation Recognition of achievement Focused on each organisation’s progress Reflection of effort invested Also recognised engagement of staff

Awards and Accreditations Small Business Site of the Year Large Business Site of the Year Initiative of the Year Travel Champion of the Year

Multiple staff-focused initiatives: “SNC-Lavalin is proud to be part of the Connected scheme which both benefits our employees and our commitment to sustainable travel. We welcome the grant as it has helped to improve our facilities for those employees who want to leave the car at home.” Ian Phillips, UK Health, Safety, Quality and Environment Manager, SNC-Lavalin Early adopters Multiple staff-focused initiatives: Personal Travel Planning Bus ‘taster’ tickets Bike maintenance Travel seminars for graduates £17k grant for cycle parking & showers Interfleet were one of the first businesses in Derby to ‘Get Connected’. Interfleet ran a number of onsite initiatives for staff including free personal travel planning sessions, free bus taster tickets, cycle maintenance sessions and travel seminars for graduates. The staff travel survey showed a lack of high quality facilities for cyclists. As a result they successfully applied for a Connected grant to improve the facilities for cyclists. Interfleet was awarded a £17,000 grant which contributed to the refurbishment of showers, changing areas and locker facilities, together with security cameras and a brand new cycle shelter at their Pride Park site.

Outputs and Outcomes 33,000 employees engaged Significant impact on travel patterns 6% point reduction in drive-alone commute Reduced car mileage by 5.4m miles p/a 1.66m fewer tonnes carbon emitted C.250 businesses engaged with c.33k employees 229 travel action plans prepared 195 businesses undertook staff travel surveys In-depth analysis of staff travel survey data from 10 Connected businesses underpinned an estimate of the Travel Advice Service’s impact: 6% point average reduction in drive alone commuting trips Reduced car mileage by a total of 5.4 miles per year Achieved carbon savings of 1,66m tonnes CO2e per annum

Key Lessons Learnt 1. Keep it simple 2. Ensure businesses buy-in 3. Use ‘relationship marketing’ 4. Persevere 5. Recognise individual and corporate motivations 1. Keep it simple - Joining Connected was free, easy and unlocked tangible offers and incentives for employers and employees 2. Ensure businesses buy-in - Businesses were offered tailored support and incentives in exchange for making a commitment to undertake staff travel surveys and implement travel action plans. 3. Use ‘relationship marketing’ - Travel advisors sought to build trust and develop long-term relationships with business contacts 4. Persevere – Accept early refusals to participate on the basis that you can always come back to a business once a groundswell of positive local support has been established. 5. Recognise individual and corporate motivations – Target your messages and incentives to the types of organisation you are approaching, and their employees’ needs

Key Lessons Learnt 6. Tailor your communication methods 7. Combine a strong brand and a high-quality offer 8. Monitor progress 9. Recognise success 10. Consider legacy from the outset 6. Tailor your communication methods - Effective communication is essential so work with each individual business to quickly establish the best lines of communication 7. Combine a strong brand and a high-quality offer – Style is nothing without substance, so we were obsessive about having a tangible and compelling ‘offer’ for businesses 8. Monitor progress – Tracking who you are engaging with, and when helps you keep tabs on progress against output targets 9. Recognise success – To motivate businesses, a simple, achievable accreditation scheme was developed, with an annual awards event to celebrate success 10. Consider legacy from the outset - build in legacy measures to ensure that local employers are able to independently promote, encourage and support their staff

Emma Taylor 0115 988 6905 taylor@itpworld.net Thank you for your time – any questions? Emma Taylor 0115 988 6905 taylor@itpworld.net