Providing sustainable travel tools for
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Providing sustainable travel tools for
A Guide to the Successful Management and Promotion of FE / HE online TravelBUDi Solutions:
a fast moving world.September 2007
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• Idea born at Bristol University in 1997• First system set up in Bristol in 2001
• Currently work with almost 1,000 organisations• Including 87% of UK’s public sector
• 100,000 members in 2006• 180,000 members in 2007• 250,000 members in 2008 (Predicted Target)
Brief Company History.
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Our main area of work has been to develop the national liftshare network. This network helps:
• Individuals to find others traveling the same way as them so they can travel together.
• Organisations and communities create and monitor their own secure web based journey matching systems.
Our Mission Statement:
To encourage and enable more efficient use of the car
Providing sustainable travel tools and support that help organisations, communities and individuals with social and environmental concerns.
What We Do.
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Search engine Travel BUDi system options• Car BUDi• BikeBUDi• WalkBUDi• TaxiBUDi
How we do this.
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1st September 2007.• Number of Travel BUDi schemes run by liftshare 960• Members registered with the liftshare network: 187,720• Number of journeys NATIONWIDE resulting in a match being contacted: 34%• Number of individual trips registered for the next 12 months: 39,513,122• Estimated number of tonnes of CO2 saved per year: 12,693 tonnes• Estimated number of trees needed to save equivalent CO2: 4,231,000
Current Statistics.
liftshare Membership Growth 2002 - 2007
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CO2 Saving Month on Month
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Liftshare membership growth 2002 - 2007 Liftshare CO2 Saving 2002 - 2007
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FE/HE TravelBUDi Case Studies.
> Stirling University
> Leeds University
Edinburgh University <
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Functionality.
Front End• Fully Scalable – software will be suitable for any number of people.• Each member of staff or student would be able to access individual secure accounts. • Varied search criteria available. i.e. sex | age | language. • Search engine software able to match variety of differing journeys. Walking | Bike | Taxi | Car• Members can use their accounts to access the UK Liftshare Network.
Back End• Comprehensive online statistical display available. Modal Shift | Sex | Age | CO2 …• Time spent monitoring is dependent upon client. • Online Forum with existing client base.• Automated report building.• Full control• Communication array. Notice Board | News | Email…• Working support and advisory relationship with Liftshare.
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Monitoring | Reporting | Statistics
Model Shift
Mapping
Journey Type
New Members
Age Range
Marketing Data
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Marketing Insight.
Basics - The two key components to a successful campaign are:• Internet / Intranet – web based marketing• Word of mouth Web• Clear and easy to find links to system on prominent pages of both Intranet and Internet sites.• Case study / Testimonial – with pictures – on splash page • Regular (bi-annual) emails to target audience with prominent link • Themed competition with a prize to appeal. Rock their Boat. 10 free tickets too…? (Feb 14th) Word of Mouth• Leaflet to all new employees and students – Fresher week or when a member of staff joins as part of their induction.• Sponsored notice board in prominent place• Viral reference – through system itself – ‘Email a friend or colleague’• Sponsored free give away – e.g. lighters with web sites name prominently displayed – talking point.
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R.O.I. – per 1,000 target audience > 12 months.
Carbon Offsetting• Estimated cost of Carbon Offset is between £5-10 per ton.• Average Liftshare user nationally saves just less than 1 ton of CO2 per annum. • Using a projected estimate of 5% sign up per 1,000• Equates to ~50 tonnes per annum• Equates to a Carbon Offset saving of ~£375 (Using £7.50 per ton of CO2) Car Parking• DfT estimate that car parking costs business in the UK an average of between £600-£800 p.a.• Assuming 5% sign up and a match rate of 34% (National Average)• Equates to 18/2 (2 persons per car) = 9 less vehicles each day• Equates to 9 x £700 ~£6,300
Staff / Student Saving• Average Liftshare member nationally saves £960 per annum• Again using previous assumption 18 matched persons per day per 1,000 possible participants• Represents a total employee saving of ~£17,280
Total Estimated Potential Annual Saving per 1,000 target audience - ~£23,955
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Costs.
SoftwareSystem Build• Estimated cost of building Private TravelBUDi Group - ~ £1,000Support Licence• The cost of an annual licence for a Private TravelBUDi Group - ~£900Total annual Cost per 1000 - ~£900
MarketingCalculated at a cost / target audience• ?????????????• ?????????????• ?????????????• ?????????????Total annual Cost per 1000 - ~ £1,000
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Case Study – University of the West of England
UWE’s car share story so far…• Total Number of members – 356 (5.5% of target audience)• Match rate of 37% - 1 in 3• Total CO2 saving – ~356 tonnes.• Dedicated Car sharing spaces
Personal Saving• Staff / Student personal financial saving - £14,612. (calculated at 40p per mile)
Organisational Saving• Car Parking estimated saving using Dept. of Transport car parking figures (2006 - £600pa) - £24,000pa (assumes an average of 40 less vehicles ( 356 x 37% /2 x 60%) per day arriving | parking on site)
Return On Investment• Total Estimated Saving - ~£38,000 p.a.• Total annual monies spent for software - £950• Total annual monies spent for marketing - £?????Which equates to < ?% of the total estimated current annual saving.
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Conclusion.