Presentation by Leanne Farrow to MA/MSc students at the Institute for Transport Studies, October 2014. www.its.leeds.ac.uk/courses/masters/itslectureseries Leanne Farrow is a former ITS MSc student from Queensland, Australia Since joining JMP in 2007, she has worked on a range of projects for both public and private sector organisations, but has been particularly involved in local and regional transport policy, sustainable transport strategy development, spatial planning and the delivery of travel behaviour change interventions. Leanne has recently obtained the Transport Planning Professional (TPP) Qualification through the Chartered Institute for Highways and Transportation. www.jmp.co.uk/people/staff/leanne-farrow

1. 1
Influencing Travel Behaviour Projects in
the Transport Consultancy Context
Leanne Farrow
East Riding of Yorkshire
Rail Station Travel Plans

2. 2
Definition and scope
• A package of schemes to improve safety and accessibility
to rail stations and the quality and ease of interchange
• For pedestrians, cyclists, public transport and car users –
new and existing users
• Reduce unnecessary car use
Origin Station Station Destination
Rail Station Travel Plan Rail Station Travel Plan
Policy context
• Local Transport Plan 3
• National priorities (Transport White Paper 2011)
• Transport integration / ‘whole journey solutions’
• Localism agenda
• Local Sustainable Transport Fund (£0.945m)

3. 3
My role
• Programme design
• Technical lead
• Project management
• Stakeholder engagement
• Prioritisation
• Auditing, surveying, data analysis – problem identification
• Scheme / solution development
• Negotiating funding
• Guidance for delivery and monitoring
Stakeholder engagement
• Key stakeholders?

4. 4
Stakeholder engagement
• Key stakeholders?
TOCs (Northern Rail and TransPennine Express)
Yorkshire Coast Community Rail Partnership
Bus operators
Internal teams
Businesses
Tourism bodies
Humber and Wolds Rural Community Council
Regeneration agency
Why is stakeholder engagement important?
Prioritisation framework
• 18 stations in the East Riding
• Funding available for 8 stations over a 4 year period
• Developed appraisal framework and assessment criteria
• Suitability, likely success, value for money?
• Red, Amber, Green assessment

5. 5
Phased implementation
Scheme 2011/12 2012/13 2013/14 2014/15 Total
Cottingham £5,000 £5,000
Driffield £5,000 £5,000
Beverley £5,000 £5,000
Bridlington £5,000 £5,000
Brough £5,000 £5,000
Goole £5,000 £5,000
Gilberdyke £5,000 £5,000
Howden £5,000 £5,000
Total £10,000 £10,000 £10,000 £10,000 £40,000

6. 6
Methodology
Site audit / desk top research
Passenger surveys
Identify schemes
Funding and delivery
Monitoring
ATOC National Pilot Programme Guidance
Station audits
• Identify constraints, problems and opportunities for
improvements
• Station, immediate surroundings and routes to / from key
origins / destinations
• Physical access, provision of infrastructure
• Multi-modal (interchange)
• Travel information

7. 7
Passenger surveys
• Mode used to access station / on departure (establish a
baseline)
• Origin (determine catchment areas, average distance
travelled)
• Station specific, objective led – e.g. journey purpose
• HS / planned resources / supervision of team
• LSTF project – more detail to provide evidence for
funding bid
Measures / schemes
• Physical infrastructure improvements
• Safety schemes
• Station facilities
• Bus service alterations
• Information provision (multi-modal)
• Quality and legibility of interchange
• Marketing campaigns
• Input from TOC
• Costs (capital and revenue funding)

8. 8
Scheme development – an example
from Goole
Baseline mode split
8%
4%
15%
8%
4%
1%
6%
52%
Bus
Car - drove alone
Car - got dropped off
Car - shared with someone else
Cycle
Taxi
Train
Walk
Scheme development – an example
from Goole
• 22% of passengers surveyed wanted to see improved pedestrian
crossings / access around the station
• 38% - more information on buses that serve the rail station
• 9% - additional cycle parking

9. 9
Funding and delivery
• Modest budget
• Review LTP3 5 year Implementation Plan and Individual
Transport Strategies
• Work with teams to align funding and implementation of
schemes to support and compliment the RSTP measures
– maximise impact and success of all investments
• LSTF – Goole
• TOCs – funding and delivery partner
• Action plan – responsibility, budget, timescales
Action Plan – an example from Goole
Measure Responsible Funding
source
Cost Funding
type
Timescale for
delivery
Improved
pedestrian
crossing on
Pasture Road
ERYC LTP3 Goole
Strategy
£15,000 Capital 2013
Increase cycle
parking
ERYC LTP3 Rail
Strategy
£5,000 Capital 2013
Extension of
opening hours
for the ticket
office
Northern Rail LSTF £75,000 Revenue 2013-2015
Marketing
campaign and
better bus
information
ERYC with
Northern Rail
LSTF £5,000 Revenue 2014

10. 10
Targets and impact
Mode Baseline mode split
2011
Target (% point
change)
Target mode split
2015
Bus 8.0% 1.5% 9.5%
Car 28.0% -3.5% 24.5%
Taxi 1.0% 0.0% 1.0%
Cycle 4.0% 1.5% 5.5%
Walk 52.0% 0.5% 52.5%
Train 6.0% 0.0% 6.0%
• Derive change in person trips from station footfall data for
each mode
• Average distance and DEFRA carbon conversion factors
- carbon savings
Targets and impact
• 2013 interim survey
• New mode split – shift towards walking and cycling
• Comparison of person trips using baseline and new mode
splits
• 15% decline in car trips
• 100% increase in cycle trips

11. 11
Supporting delivery and monitoring
• Action plan for each station
• Guidance note for ERYC to manage delivery and monitor
Scheme 2011/12 2012/13 2013/14 2014/15 2015/16
Cottingham
Driffield
Beverley
Bridlington
Brough
Goole LSTF Interim
Gilberdyke
Howden
Key:
Baseline Monitoring
After East Riding…
• Known technical expertise
• New clients
• Training staff
• Leading business
development corporately

12. 12
Questions?
Personal Travel Planning

13. 13
What is Personal Travel Planning
(PTP)?
A technique that delivers information, incentives
and motivation to individuals to help them
voluntarily make sustainable travel choices.
What PTP isn’t!
Cold calling
Sales
A survey

14. 14
Why PTP works
PTP video
For an overview of a
PTP project in action
please visit:
http://www.youtube.
com/watch?v=DYRX
0oCrZ1A
28

15. 15
The process...
Recruit and train Travel Advisers
29
The process...
Send introductory postcard

16. 16
The process…
Engage in a conversation
Feedback mechanism
Explore individual travel
needs, barriers, motivations
• What are the potential
motivations????
Motivations to change
Motivations to
encourage change
Improve health
Help the environment
Save time being stuck in traffic Save Money
Travel independently
A chance to relax

17. 17
The process…
Offer sustainable travel solutions
Provide tailored information
Personal challenges – the “call to action”
Provide incentive (e.g. Taster ticket)
Reward individual (prize draw)
33
Events
34
In schools...
In the workplace...

18. 18
Outcomes
Car trips ↓ 9%
Car mileage ↓ 5 – 7%
Bus use ↑ 10 – 22%
Cycling ↑ 26 – 30%
Walking ↑ 10 – 13%
% of people walking / cycling /
using the bus more for our PTP
projects
Our success of promoting bus use
• Merseyside PTP project
Over 25,000 households targeted over the three years
Bus Challenge – to try the bus using a free week bus
taster ticket and timetable information
Year 3 – Targeted 10,000 households on PT corridor;
around 1,500 taster tickets issued
55% of bus challenge participants redeemed their
voucher (over 800 people)
Arriva identified an 8% increase in patronage on
targeted services (against regional decline).
36

19. 19
i-Travel York
A number of work-streams
funded by LSTF
PTP - the largest revenue
funded project
www.itravelyork.info
PTP – a free personal
travel consultation
“Bringing i-Travel York to
you”
PTP in York
18,000 households targeted throughout the summers of
2013 and 2014 in the Northern Quadrant

20. 20
Events
Stall at 50 community
and workplace events
throughout York
Workplace – new
stream in 2014
The numbers
Statistic 2013 2014 Combined
Total households participating, of which: 2,228 5,522 7,750
Residential 1,594 2,936 4,530
Community events 634 1,289 1,923
Workplace 0 1,297 1,297
Households engaged in programme 3,746 8,812 12,558
Households targeted in programme 6,355 11,721 18,076
People signing up to join the MyTravelYork 682 1,828 2,510
Resources distributed 11,342 18,524 29,866
Challenges issued 2,021 4,234 6,255
Incentives issued 1,842 4,480 6,322

21. 21
Challenges
Self-reported behaviour change

22. 22
Types of trips affected
50
40
30
20
10
0
-10
-20
-30
-40
Walking Cycling Bus Car
No. participants that made a positive change of
their use of each mode by trip purpose
Work
Shopping/personal business
Education
Leisure
Motivators and perceived benefits
One of the biggest motivations for behaviour change?
The visit from the Travel Adviser!
(60% of those who reduced car-use citied the PTP as the
reason for the change)
80% noticed benefits from changing their travel behaviour
Reason %
Fitter / healthier 52%
Saving money 13%
Social / enjoyment 13%
More convenient 7%
other 16%

23. 23
Customer satisfaction
A survey of 545 participants showed:
• 97%were ‘very’ or ‘quite satisfied’
with the service they received
• 99%rated the quality of information
they received as ‘very’ or ‘fairly good’
• 98% rated the quality of
information they received as ‘very’ or
‘fairly good’

24. 24
Prize winners and ‘champions’
What next?
• LSTF extension - 2015/16
• Residential, community and workplace PTP
• Holgate Road corridor (west of York city centre)
48

25. 25
Institution involvement
Chartered Institution for Highways and Transportation
(CIHT)
Young Professionals Committee
Continuing Professional Development (CPD)
Work towards professional qualification (TPP / C Eng)
Networking
Great for CV
Free for students to join!
www.ciht.org.uk
Questions?

26. 26
Get in touch
leanne.farrow@jmp.co.uk
0113 397 9722
LinkedIn
Twitter @Leanne_Farrow
http://www.jmp.co.uk/people/staff/leanne-farrow
JMP “Forward Thinking”
http://www.jmp.co.uk/forward-thinking