Case Study: Thames Valley University

TVU has an existing travel plan in place that promotes measures to encourage walking, cycling, motorcycling, car sharing and public transport (where walking and cycling is not feasible). The Travel Plan also seeks to raise awareness about the impact of travel choices and to provide information to all staff and students to make informed choices.

A marketing plan was put in place, including:

• Promotion in staff and students e-newsletter
• Utilising electronic screens
• Promotion on shuttle buses between campuses
• Poster prior and on the day of the event
• Promotion on the Travel Plan intranet site
• A themed quiz on the day of the event

It was agreed that a Green Travel Day would be held at the University's St Mary's Road campus in the London Borough of Ealing. The exhibition comprised of seven exhibitors, including Dr Bike, the Metropolitan Police, Rollapaluza, Blendavenda, Streetcar and the London Borough of Ealing's Travel Awareness team. Students were asked to sign up to a green 'pledge' in order to be entered into a prize draw. A number of prizes were supplied by local businesses, including restaurant vouchers and gym passes.

In addition, a free breakfast was provided to students that travelled by foot, cycle or bus on the Green Travel Day. Vouchers were handed out at bus stops and at reception for those who did not travel in by car. A led cycle was arranged for students in the morning and afternoon on the Green Travel day and a Green Quiz was held at lunchtime in the students union.

Outcomes 

• 120 'passports' were entered into the prize draw, and 500-750 were handed out
• Nearly 200 students signed up for the London Borough of Ealing's 'Green Travel Club'
• Seventy-six free breakfasts were redeemed by those that arrived by foot, bicycle or public transport.
• There were over 50 Rollapaluza participants, which was popular with both staff and students
• pproximately 8 bikes were tagged by the Metropolitan Police, and they gave out advice and information to non-cyclists and those who didn't have their bike available on the day.
• The Dr Bike service also saw approximately 8 bikes. As there wasn't a high amount of demand, the mechanic was able to spend time with each cyclist to teach basic cycle maintenance skills and give advice to those without a bike with them on that day.
• No students attended the led cycle.
• The quiz was well-attended with 8 teams of 6-8 people.

Key messages

• Establish internal and external roles and responsibilies at an early stage
• Targeted marketing may assist with take-up of specific services e.g. posters in bike racks promotion the Dr Bike service
• Involving local businesses can be an excellent way of gathering prizes and giveaways
• It is important to understand likely attendance through initial footfall surveys