Sustainable Transport Plan, 2014 - Discounted Travel - Car share - Cycling June 2014 Amarita Dosanjh
Discounted Travel Aim increase the use of public transport by staff Buses: 25 per month on 12 routes Railair Coach Discounts Rail: 75% Discount on Heathrow Connect Service 180 per month on Heathrow Express
Discounted travel Where are we today? We currently have over 1800 unique users purchasing from our system
Discounted Travel STP 2014 targets 1. To increase 10% sales of existing Heathrow Travel cards by Q4 2014 that s 838 purchasing (on track to achieve) 2. To increase 4% sales of Heathrow Connect discount by Q4 2014 that s 1038 purchasing (on track to achieve) 3. Investigate and set up an agreement to sell Oyster tickets by Q4 2014 4. Run an annual targeted marketing and promotional campaign by Q4 2014
Heathrow Car share Scheme Heathrow has the largest single site scheme in the world we have over 8500 members registered on the scheme Online matching software: Closed group system where matches come from within the airport community Priority Parking: Heathrow Car share Scheme members have access to priority parking bays in staff car parks Emergency Ride Home: In the event of an emergency, a stranded car share group member can access our ERH facility through greentomatocars.com
Car share - STP 2014 targets 1. To increase active car sharing by 20% by Q4 2014 that s 442 new active car sharers 2. To increase the number of car share bays to meet increased demand to ensure occupancy level demand does not exceed 90% 3. Provide a system upgrade to support activity validation by Q4 2014 4. Run an annual targeted marketing and promotional campaign by Q4 2014
Heathrow Cycle Hub Aim increase the number of staff cycling by improving support offered through the hub Where are we today? Over 2348 members already 10% Discount on all purchases Free Labour for members just pay for parts Free Maintenance Courses Free cycle training
Heathrow Cycle Hub STP 2014 targets 1. To increase the cycle hub membership by 5% by Q2 2014 that s 118 new users (already achieved 194 new users in Q1) 2. To increase sales of bikes, clothing and accessories by 15% by Q4 2014 that s 43 new sales 3. To increase cycle services by 25% by Q4 2014 that s 253 new service which we are on track to achieve 4. Run an annual targeted marketing and promotional campaign by Q4 2014
Our approach Phase 1 Develop marketing campaigns Phase 2 Disseminate offers out via comms channels Phase 3 Promote via poster/leaflets, direct mail campaigns Phase 4 Run face to face terminal & company specific events Visuals to be shared at next meeting
Next Steps 2014 STP Events Programme OBJECTIVE: To reduce sinlge occupany vechiles by 5% from 50.9% in the next 5 years through marketing, tactical events and weekly measurement and evaluation of the marketing strategy to deliver an integrated marketing communications plan. ID TERMINAL LOCATION & ACTIVITY DESCRIPTION JUL AUG SEP OCT NOV DEC 1 8 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 2 9 16 23 30 7 14 21 28 LINKED EVENTS CYCLE BUG GROUP HAL BUS TO WORK WEEK CAR SHARE WEEK MODE FOCUS CYCLE CYCLE BUS CAR SHARE BUS CAR SHARE 1 Awareness & Conversion 1.1 T1 1.2 T2 1.3 T3 1.4 T4 1.5 T5 1.6 BA WATERSIDE 1.7 COMPASS CENTRE 1.8 FIRE SERVICE 1.9 CARGO 10 HEATHROW ACADEMY 10.1 WDF 10.1 ID CENTRE 2 Consideration 2.1 Pre event - comms countdown (2 weeks before) 2.2 During Event - promo & comms countdown (3 days before) 2.3 Post event - celebrating success (2 days after) 2.4 Post event - admin/evaluation/mainteance (2 weeks after) 2.5 Staff Comms channels - All terminal rest rooms (/Blackjack) 2.6 Comms All car park bus shelters (Menzies) 2.7 All car parks + Canteen walls 2.8 All car park shuttle buses (AD/Menzies) 2.9 Compass Centre Training Area (AD/AMEY) 2.1 Intrenal BA news channel 2.11 Newsletter, Heathrow Times/Team Heathrow (VP/JW) - TBC 2.12 The HUB, Connect & Inside Track 2.13 heathrow.com/commuterevents - TNC 2.14 Travel Behaviours & cycling forums, TEAM NOTICBOARDS 2.15 Email 1 - HT 2.16 Email 1 - C/Budi 2.17 Email 1- Cycle 2.18 DM1 - C/S BUDIs 2.19 DM1 - C/S Inactive 2.2 Stakeholder engagement : HSP 2.21 Stakeholder engagement : BA 2.22 Stakeholder engagement : Virgin, WDF 2.23 Stakeholder engagement : AA/BMI 2.24 BAA Ops briefing letter/airline relations 3 Conversion 3.1 Reward programme 3.2 Recommend a Friend 3.3 Prize Draw 4 Measurement 4.2 Conversion tracker 4.5 EM & DM response rate 5 Total Eevnts
We need to push these benefits to our staff so its all about communication Although we cover the wider campus, we use channels to talk directly to our staff: Intranet Email Team briefings News Letters Rest rooms Induction process Company visits to personalise information We will need the airport community to help spread the message
Questions Amarita Dosanjh Heathrow Commuter Initiatives Delivery Manager E- amarita_dosanjh@heathrow.com T - (0)7730148303