personalised travel planning ptp-cycle project_paul curtis

Personalised Travel Planning

PTP-Cycle project Paul Curtis

LEPT

@PTPCycleEU PTP-Cycle

www.ptpcycle-europe.eu

What is Personalised Travel Planning?

PTP-Cycle: Step by step approach

PTP-Cycle: Implementation site examples and results

PTP-Cycle: Success factors

PTP-Cycle: Free services to help cities develop PTPs

Contents


PTP-Cycle @PTPCycleEU

What is Personalised Travel Planning (PTP)?



Behaviour Change methodology

Tailored Messaging



1 : 1



PTP can help maximise take-up of cycling

“Is there a reason why you have not considered cycling to work?”

“It’s been years since I used my bike and I’m not sure about routes/ safety/ parking”

“Did you know about free cycle training/ route maps/ cycle hire/ discounts at local cycle shop”

“No, but please give me info!”

“What would make you consider cycling to lectures?”

“If I knew how to get a good quality, cheap, second hand bike”

“Let me show you on my tablet recommended sites & one store is offering you 10% discount”

Households Workplaces Universities

What is PTP?



Motivate people to challenge their day-to-day travel choices

Trained advisers use open questioning technique

Advisers understand the barriers specific to the individual

and provide one or two key solutions

Personal contact: can take place on the doorstep at the

workplace or university

More effective than general “one-size-fits-all” campaign

Maximise use of new or existing transport alternatives

Ready to use product for municipalities, workplaces and

universities to affect modal shift in cities from car to cycling

What is PTP?



Target audience 10,000 Contact Rate 7,000 Interested Rate 4,900

Participants in the 'interested' group are asked open

questions and receive tailored information and services to

motivate travel behaviour specific to them

local travel information materials,

events, competitions, prizes

cycle training, led-rides and walks,

bike maintenance class

discounts on public transport,

bikes, equipment, hi-vis vests

What is PTP?



Proven behaviour-change methodology in the UK

Normal target audience: households

Transferable to workplaces and universities

Past UK households programmes:

Transferring the success of PTP

Households Cycling Walking PT Car

Peterborough 30,000 +20% +14% +33% -9%

Exeter 25,000 +33% +15% +10% -13%



PTP-Cycle Project

Step by step approach



Delivers an integrated programme of Personalised Travel

Planning across 5 cities (and beyond) in selected residential

areas, workplaces and universities

40,000 individuals to be delivered PTPs

Prove transferability of PTP methodology: test, exchange,

learn, adapt to different cultures

Modal shift impact monitored and evaluated

Business cases and Cost Benefit Analysis derived

Raise awareness as a supportive measure for SUMPs

PTP-Cycle Objectives



LEPT (UK) – Coordinator

Burgos (ES)

UIRS (SI)

Antwerp (BE)

Riga (LV)

Polis (EU)

Traject (BE)

Sustrans (UK)

Partners



STEP 1: Segmentation of target group

• Chose audience with high propensity to

change behaviour

• Chose area with good cycling, walking,

PT alternatives

• Set up database of target group to monitor progress

PTP in action



STEP 2: Marketing

• Set up PTP brand

• Dovetail with existing identities

• Make visible in neighbourhood / workplace/ uni

• Set up social media groups for competitions and awareness

PTP in action



STEP 3: Training

• Teams of PTP advisers trained on interviewing techniques

and open questioning

• Practice makes perfect: role play with peers

• Recruit PTP Champions to run social media campaigns,

competitions, maintain momentum

PTP in action



STEP 4: Delivery

• 1 week before start: welcome postcards or emails

alert target audience

• 1:1 Conversation

• Individual requests information

• Delivered

PTP in action



STEP 5: Evaluation and review

• PTP has robust evaluation framework (attitude / behaviour)

• Before and after surveys allow accurate evaluation of modal

shift, across different sites and cities

• Known participants allow for monitoring after 3, 6, 12 month

intervals

• Measure (pre)contemplation – preparation - action –

maintenance (Max Sem)

PTP in action



http://www.google.nl/url?sa=i&rct=j&q=commute+greener&source=images&cd=&cad=rja&docid=YW0rVbkOJdPX5M&tbnid=ldn42pXK-3UCvM:&ved=0CAUQjRw&url=http://www.lookers.co.uk/car-advice/green-driving&ei=I3SoUcCQKOiV0AXn-4GQBg&bvm=bv.47244034,d.d2k&psig=AFQjCNGYFQLpwNUooaVIlVScKe7ScOlmVg&ust=1370077888705285

PTP-Cycle Project

Implementation site examples and

results:

Burgos, Antwerp, London



STEP 1: Segmentation of target audience

Workplaces situated close to the new tram line being built

Noordelijn

Road access restrictions for two years, traffic jams

Cycling a perfect alternative

PTP in action – Antwerp Workplaces



STEP 2: Marketing Package

PTP-flyers and leaflets

Saddle covers, jackets

Local cycle/ PT route maps

Info on road disruptions

Info about advantages of and services about cycling

Tailored mobility guide per workplace

Services / toolboxes EG Bike repairs and maintenance

PTP in action- Antwerp Workplaces



STEP 3: Training

6 Antwerp staff (mobility and communications teams) trained

up as advisers on PTP and delivering the personalised

conversation

PTP champions identified in workplaces: enthusiastic

cyclists, facilities managers…




STEP 4: Delivery




STEP 5: Evaluation

Several large businesses participating in Phase 1

One workplace (462 employees) evaluated so far: Eandis

17% increase in cycling amongst those responding

Cycling modal share

Before 15%

After 18%




Target population 5,000

Contact made with 3,500 residents

71% interested in receiving travel advice =

2685 information packs were delivered

Evaluation showed

15% increase cycling trips, up to average of 3 per week

28% increase in walking trips

19% reduction in car trips (single occupancy)

Results – London Haringey households



Success Factors



• PTP is a successful transferable methodology to different

countries and site types

• Significant attitude and modal shift achieved

• Good training vital. All about the conversation. Public

“interest rate” increases over course of the 10 weeks

• Get sponsors: discount bike shops public transport discount

• Incentives: “win a bike” gain the attention!

• Linking with infrastructure alternatives maximises interest

• Present PTP as the solution to a problem

Success factors and Lessons Learned



• Use tablets on doorstep / workplace for live demonstration

• Students provide high quality and economical PTP advisers

• Concurrent “In the Field” PTP exhibitions / events give

programme good visibility, increase change in attitudes

• Facebook good way to delivery PTP competitions

• Champions, celebs, press

Success factors and Lessons Learned



Free services to European cities, universities and workplaces



How to set up your own PTP programme

Free PTP services

PTP case studies: Get a feel from

best practice examples

Coaching sessions: Practical “how to”

teleconferences

Guides / manuals: How to set up and

evaluate a PTP programme

Business Cases and Benefit to Cost

Ratios

Training materials: Train up teams of

PTP advisers

National Take-up Seminars: Spring

2015 UK, SI, BE, ES, LV – attend,

learn, speak to experts

The personalised conversation:

Psychology of motivating behaviour

change

Training workshop Brussels Nov

2015: 50 cities / orgs practical training

to prepare PTP programmes

Study visits to PTP-Cycle city

partners to see PTP in action

LinkedIn Group: Discussions, learn,

get answers



Paul Curtis E: [email protected]

PTP-Cycle Project Coordinator W: ptpcycle-europe.eu

London European Partnership for Transport

More Information



mailto:[email protected]



http://www.ptpcycle-europe.eu/



personalised travel planning ptp-cycle project_paul curtis

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