‘Choose how you move’
Jon Fraser
Worcestershire County Council
Where is
Worcestershire?
• Worcestershire is a
county in the West
Midlands region of
England
A Beautiful English County
Worcestershire enjoys an attractive rural setting,
offering a unique blend of lush countryside and
cultivated rural landscapes.
A Productive County
Worcestershire has a vibrant,
diverse economy; agrarian in
the south and industrial in the
north. Famous produce includes:





Carpets
Needles
Asparagus
Soft Fruits…
And Worcestershire Sauce!
A Historic County
Worcestershire has a
rich & varied cultural
heritage -
Worcester
Historic Cathedral Riverside City
Population 93,353
Worcester
‘Choose how you move’
Background to the project
• In April 2004, Worcester was selected by the DfT as one of
three Sustainable Travel Demonstration Towns.
• 50+ towns bid for the project, Worcester, Peterborough and
Darlington won.
• Worcester won £3.52m (€4.35m) revenue to spend over a 5
year period
• The aim of the programme was to achieve a significant shift
from single-occupancy car use to sustainable modes of travel
Background to the project
• The programme was branded, “Choose how you move”
Where did we come from?
Source: Socialdata 2004
What was our potential?
Source: Socialdata 2004
The potential for change provides
the aims
• Our aims were:
– To reduce single occupancy car journeys (against
expected increase of 10% over the period of the
project)
– To increase cycling
– To increase use of public transport
– To increase in walking
Choose how you move- strategy
To celebrate, motivate, support and facilitate more diverse and sustainable
transport choices for - and by - the people of Worcester.
celebrate
advertising and events
facilitate
communications
travel information systems
city-wide STM access schemes
STM research & evidence
stakeholder engagement
(quality improvement)
(infrastructure improvement)
(public focused)
capacity
(partner focused)
motivate
media
public events
promotional materials
personal marketing
infrastructure
(stakeholder focused)
support
“how to” publishing, training and confidence building,
partner and champion capacity building
Testing the strategy
• Message testing
– What works best?
• Focus group research into “best practice” examples
• Establish what our audience will respond to most
–
–
–
–
Hard hitting or intelligent
Simple or complex message
Message placement
Message timing
Focus Group - Materials
Streaming and centering our
interventions
building our
strategy into our
culture
Marketing
Shaping our
communications
strategy,
developing our
creative voice
Sharing our “sense
of purpose" with
our partners
Residential
Workplace
“Individualised Travel Marketing”
across 60% of the city to encourage
use of sustainable travel modes
Developing and encouraging take up of
travel plans with a pro-active employer
Network
being “mindful” of
our customers’
perceptions
Schools
Adopting and
shaping best
practice introduce
travel plans and
other initiatives
across the City
channeling our
strengths to our
audience
Individualised Travel Marketing
• All households were contacted in
a given area
• Households were divided into
groups
• Groups were offered gift to
reward current behaviour
• A range of services was provided
• Information requests were
despatched quickly by foot or
bike!!!
• Lessons were learnt throughout
the process
• Easy to implement (consultants)
Completing this form
got you a
personalised
information pack
delivered to your
door
School Travel Planning
• Supporting material for
walking schemes
• Cycle training
• Bikers breakfasts
• Lesson activities
• Infrastructure improvements
• Teachers on Bikes campaign
• Parent and child tandem loan
scheme
• Visiting Theatre productions
• Walking buses
• Family activity walking packs
• Certificates and plaques
By the end of the programme ALL Worcester schools had active Travel Plans
Cost per school pupil targeted - £40
Workplace Travel Planning
• Discounted bus tickets
• Match funded grants to encourage employees to implement sustainable
measures on-site
• Campaigns to incentivise car sharing
• A free visiting cycle repair service
• Promotional campaigns to encourage car sharing
• One to one cycle training
• Travel awareness days
32 of Worcester’s employers had travel plans by the end of the programme
Cost per employee targeted - £14
Marketing
• Limited resources but maximum
impact – try and muscle in on
competing (contradicting!)
messages
• Careful to be not “anti-car”
• Creative materials that match
facilitate, motivate ,support and
celebrate methodology
• Maximised use of partner events
• Co-ordinated spend on
advertising and promotion to
match ITM phases and seasonal
opportunities
Motivate – First campaign
Our creative methodology strives to:
• take the complex transport argument and
turn it into simple choice without
trivializing it
• to illustrate it with an unusual and
memorable visual device and
• to finish it off with an equally memorable
slogan
• to encourage behaviour change from the
start.
Choose how you move project timeline
On the
Move in
Town
Vision
2004
Baseline
research
What is
the
message?
Principal
of
“choice”
Message
Research
2005
Promo
Campaign
ITM
Commences
Workplace
and Schools
delivery
Interim
research
Promo
Campaign
2006
2008
Workplace
and Schools
delivery
Study
Tour
Interim
research
Design
delivery
Promo
Campaign
ITM
phase 4/5
Pedal in
the Park 3
Branding
2009
Pedal in
the Park
ITM
phase 2/3
Pedal in
the Park 2
Creative
strategy
2007
Interim
research
Promo
Campaign
Final
research
Workplace
and Schools
delivery
Results
Results: Mode Choice
Results: Car Mileage
Results : Carbon Reduction
What’s happened since?
•
•
•
•
•
•
•
Bicycle use increased by 2% by 2010
Successful National Lottery funding of
£2M to construct Diglis Bridge
Newtown Road Bus Corridor
Bromyard Road Bus Corridor
Car use has remained static
Branding exported to Herefordshire CC,
Leicestershire CC
Via PIMMS Capital to Hungary & Greece
Locking in the benefits
Diglis Bridge
•
•
•
•
•
Reducing carbon emissions by providing a viable alternative to the car to cross the
river
Provides a landmark scheme to support the rollout of further smarter choices
measures
Stimulates private sector investment into the local economy.
Improves access to some of the City of Worcester’s most valuable natural resources
600 people are now walking or cycling daily across the bridge – 1500 at weekends.
Against a target forecast of 100 users to negate the effects of carbon emissions and
construction costs.
Locking in the benefits
Riverside Renaissance
• Extensive Improvement to Public
Realm
• 2 kilometres of the West Bank of the
River Severn have been renovated
• The enhancement of towpaths on
both banks and connecting
pathways link with the Diglis Bridge
ramps, so that a 3 mile circular route
can be enjoyed on foot or by bicycle
along Worcester’s Riverside.
• Fast becoming one of Worcester’s
biggest visitor attractions!
Locking in the benefits
• Two key corridors of
Improvement for ALL modes
came into operation in May 2011
• Worcester Transport Strategy – a
Multi Modal Major scheme Bid
has recently been selected for the
Governments Development Pool.
This will release approx £22m for
further investment in the City’s
transport infrastructure
Locking in the benefits
• Choose how you move in Redditch!
– Following a bid to the Local Sustainable Transport
Fund, Worcestershire County Council was
successful in securing a further £3.5 million to
deliver Choose how you move to Worcestershire’s
second biggest settlement: Redditch
– This project launches on May 24th, 2012 – to keep
track on progress, go to
www.worcestershire.gov.uk/choose
Lessons Learned
•
Brand for behaviour change
•
All interventions must work together
•
Don’t waste resources doing multi-mode events and displays - focus
•
Maintaining momentum and political focus is a challenge
•
Limited resources must be used wisely
•
Gain match funding and in-kind support from partners
•
The resistance to change needs to be fully understood by all
•
Objectives must be deliverable
•
Outcomes must be measured
• Fun CAN be had!
Behaviour change is not easy
If you would like to know more about Choose how you
move, further information can be viewed in our
transport research pages at:
www.worcestershire.gov.uk/LTP
[email protected]
Further lessons:
Important that signage and
roadmarkings are correct
Wednesday, 23 May 2012
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Wednesday, 23 May 2012
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Wednesday, 23 May 2012
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Thanks and Questions