HOW TO MARKET YOUR TRAVEL PLAN

Can you cope with a challenge?

Give a background to marketing and how it applies to transport Help you understand the role of a travel plan co- ordinator and how marketing is important for this Give you some ideas for how to start marketing to key stakeholders Case Study – University Hospital of Coventry and North Warwickshire Consider how to challenge negative perceptions of sustainable travel AIMS OF TODAY’S WORKSHOP

Welcome & Why marketing is important Issues and Solutions activity Key Factors Refreshments Case Study – University Hospital of Coventry and North Warwickshire – How to market your travel plan and top tips – Activity – Designing an event – Feedback and Plenary Session – Lunch and networking HOW TO BE A SUCCESSFUL TRAVEL PLAN COORDINATOR

Name Organisation At what stage of Travel Planning process What would you like to learn from today – anything in particular? INTRODUCTIONS

Communicating the value of a product/brand Selling a brand, service or product Less about getting payment as generating demand Gets the information to potential customers Needs to tap into their ways of thinking WHAT IS MARKETING

The car is generally the ‘mode of choice If people don’t know that there are alternatives, they won’t take them up And if people don’t know an offer is available they won’t take it up Communication is key Information and incentives Consistent professional tone SO WHY IS THIS RELEVANT FOR ME?

PRODUCT

According to entrepreneur.com “The most successful restaurants do not sell food. They sell the idea of a memorable culinary experience” “The most successful alcohol brands do not sell you booze. They sell the idea of the lifestyle they have attached to their booze” Lifestyle advantages BUT

SHEFFIELD UNIVERSITY WALKING CAMPAIGN

Exercise (calories) Money saving? Time saving? Environment benefits? Arriving at work less stressed? Not having to find somewhere to park? Having company through a car share? SO WHAT LIFESTYLE OPPORTUNITIES DO WE HAVE?

Old habits can die hard Reluctance to try new things Door to door nature of the car Journey blending Is it possible for them? Negative marketing of alternative modes – bad news stories BUT THERE ARE LIMITATIONS

A man who, beyond the age of 26, finds himself on a bus can count himself as a failure (Thatcher, 1986) Cycling groups urge action after rise in UK road casualties (Guardian 2013) APOLOGY OVER RISE IN RAIL MISERY (Metro 2014) Frozen duty drives motoring prices to a new low (Financial Times 2015) FOR EXAMPLE BUSES

Team A Negatives Think of reasons people might give why they need to travel single occupancy car EXERCISE Team B Positives Think of responses that you could give each of these individuals to challenge this negative view

The backdrop of promoting public transport Economic theory – the cost of delays Can we give people a ‘push’ to break their habits TO RECAP

Demand for transport is ‘derived’ Purchased for what it achieves rather than a good in it’s own right Often done ‘without thinking’ So if we can convince people..... AND REMEMBER

We aren’t going to achieve 100% change Whilst not for everyone, key to set ‘targets’ Early adaptors, but this can give momentum Some people will not give up their car, some may not be able to Positive messages What changes can people make TARGETS

Other stakeholders in the organisation Senior management, Human Resources, Business Travel Organisational change Staff time Think carefully about how to convince them NOT JUST TO STAFF

Keep messages positive Help individuals to plan – take the fear out of it What information to provide and how Resources Details of upcoming events which can back these up INFORMATION PROVISION IS KEY