Case Study: Brunel University

Brunel University is committed to promoting sustainable travel, underlined by the implementation of a travel plan for which they have set sustainable travel targets between 2008-13. As part of this commitment, and in collaboration with WestTrans, a green travel day was organised to promote sustainable travel through an exhibition in the Students Union areas, providing a number of activities and sustainable travel related promotional materials to those that would attend.

Aims of the Day:

• Focus on Cycling
• Accessible to international students
• Fun and Interactive
  

A total of eight exhibitors agreed to attend the event, which was focussed into different "areas" to depict public transport, walking and cycling, and sustainable driving. A number of promotional items were made available free of charge to attendees, providing they attended each of the areas that were set up. This was achieved by introducing a passport that the attendee would get stamped at the respective areas, collecting the items at the end as well as being able to discuss aspects of their journeys with the travel plan co-ordinator for the local council.

A marketing plan was put in place and a Brunel University student was recruited to develop the branding and material for the day.

In addition, a free breakfast was provided to students that travelled by cycle or bus on the Green Travel Day. Vouchers were handed out at bus stops and at the student union reception for those with bikes. A led walk and cycle was arranged for students in the afternoon on the Green Travel day.

Promotional prizes for visiting the different modes at the exhibit with a prize of branded water bottles, personal alarms, reflective wrist bands or pedometers were provided by Brunel University. Completed passports were then entered into a greater prize draw of a Chimes Centre gift certificate (local shopping centre), iTunes gift certificate or Oyster Cards. In addition, students who used the eco driving simulator were entered into a prize draw to win a Garmin Satnav. The Sports Centre also provided a free 10 session pass to the gym, and a free standard pass for 10 class sessions.

Outcomes

• 2000 students attended the event (based on the number of flyers/passports handed out)
• 300 students signing up for a prize draw
• 150 students participated in the free breakfast scheme, with approximately 40% of breakfasts going to cyclists and the others to bus riders
• No students attended the led walk and cycle
  

Key messages

• Giveaways and prize draws provided a strong incentive to student attendance
• Utilising internal resources for graphic design reduced costs and provided a sense of ownership
• Attendance may have been improved by holding a mid-week event
• Involvement from the Student Union provided a key insight into engaging with students