A Guide to the Successful Management and Promotion

A Guide to the Successful Management and Promotion of FE / HE online Travel. BUDi Solutions: Providing sustainable travel tools for a fast moving world. September 2007

Brief Company History. • • 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)

What We Do. 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.

How we do this. Search engine Travel BUDi system options • Car BUDi • Bike. BUDi • Walk. BUDi • Taxi. BUDi

Current Statistics. 1 st 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 CO 2 saved per year: 12, 693 tonnes • Estimated number of trees needed to save equivalent CO 2: 4, 231, 000 Liftshare membership growth 2002 - 2007 Liftshare CO 2 Saving 2002 - 2007

FE/HE Travel. BUDi Case Studies. > Stirling University Edinburgh University < > Leeds University

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 | CO 2 … • 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.

Monitoring | Reporting | Statistics Model Shift New Members Journey Type Age Range Mapping Marketing Data

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 14 th) 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.

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 CO 2 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 CO 2) Car Parking • Df. T 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

Costs. Software System Build • Estimated cost of building Private Travel. BUDi Group - ~ £ 1, 000 Support Licence • The cost of an annual licence for a Private Travel. BUDi Group - ~£ 900 Total annual Cost per 1000 - ~£ 900 Marketing Calculated at a cost / target audience • ? ? ? ? ? ? ? ? ? ? ? ? ? Total annual Cost per 1000 - ~ £ 1, 000

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 CO 2 saving – ~356 tonnes. • Dedicated Car sharing spaces Personal Saving • Staff / Student personal financial saving - £ 14, 612. (calculated at 40 p per mile) Organisational Saving • Car Parking estimated saving using Dept. of Transport car parking figures (2006 - £ 600 pa) - £ 24, 000 pa (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.

Conclusion.