LSTF Workshop Programme Using New Media and Marketing to Deliver Behavioural Change Tuesday 16 April
Organised by Greentraveller Limited
A word of support from Norman Baker MP, Parliamentary Under-‐Secretary of State, Department for Transport: The Local Sustainable Transport Fund provides new and improved infrastructure and services that benefits the travelling public – these benefits can be greatly increased through strong, clear marketing. Effective information schemes can ensure more usage, which in turn supports local economic growth and helps cut carbon. I welcome all opportunities for local authorities to develop their operational effectiveness through training and sharing best practice, so was pleased to hear of Greentraveller’s conference. Please accept my best wishes for a successful event. Norman Baker, 18 March 2013.
Programme ========== 10.30am Registration, Tea and Coffee. 11am Welcome and Introductions Richard Hammond, Chief Executive, Greentraveller Limited followed by a Video Address from Norman Baker MP, Parliamentary Under-‐Secretary of State, Department for Transport. 11.10am Opening Address from Jane Urquhart, Portfolio Holder for Planning and Transportation, Nottingham City Council. Jane has been a City Councillor since 2000 and has served on the NET (Tram) Development Board for most of this time. 11.15am The Role of a Marketing Programme in LSTF. Gary Smerdon-‐White, Chair, Greater Nottingham Transport Partnership, a transport advisory and consultation group of businesses, local authorities and transport operators that promotes sustainable travel with businesses and the public with its BigWheel branded programme, and provides sustainable travel, active travel and cycling services in urban Nottingham. 11.35am Shared Journeys: Social Media Best practice in Public Transport. Mark Frary, former Business Travel Editor of The Times, and currently Editor of Public Sector Travel, an online publication for procurement managers in central and local government looking at travel and fleet issues. Mark also organises the annual social media conference at World Travel Market and is a regular speaker on the conference circuit on digital media.
12pm The Role of New Media in Inspiring Car-‐free Visits to the New Forest National Park. Chris Gregory, Sustainability Manager at the New Forest National Park Authority, a role which includes the Project Management of the Two National Parks LSTF Programme. Chris has over 15 years’ experience in sustainable transport across local and central government and the private sector. Travel behaviour change is a key part of Chris' current role, achieved by creating memorable travel experiences across all modes. One of Chris' more significant achievements has been to transform recreational bus travel in the New Forest through the expansion of the New Forest Tour, recognised as the most comprehensive recreational bus network within England's protected landscapes. Chris also runs New Forest Inclusive Cycling, a programme designed to deliver cycling experiences to young people with disabilities and/or additional needs. 12.30pm iTravel York, Promoting Sustainable Travel with Social Media. David Short, Sustainable Transport Service, City of York Council. David’s position is funded by LSTF and he has a remit to work with businesses and organisations assisting their development, delivery and monitoring of travel plans. As part of the iTravel York programme, David has developed a range of videos and has used social media to promote travel behaviour change. David served in the North Yorkshire Police Force for 31 years and is a former Chief Superintendent. He is a keen cyclist and cycle commutes to work on a daily basis, a round trip of 38 miles!
1-‐2pm Lunch, provided by Greentraveller, in the Old Library: Lunch Menu To start Fresh carrot, coriander and orange soup with baked rolls Selection of fresh salads with dressings, croutons & mixed seeds Main course Kashmiri style beef cooked with apricots and toasted almonds & served with braised pilau rice, kolongi seed Naan and minted cucumber raita Breast of chicken, leek and parsley pie with fresh mash, roasted roots, steamed cabbage and chicken gravy Pithivier of mushroom, leek and Brie with fresh mash, roasted roots, steamed cabbage a thyme scented vegetable jus ♦♦ Chocolate marquise with raspberries Bramley apple crumble with custard sauce Fresh fruit salad scented with star anise A selection of English cheese with grapes, crackers and chutney Homemade fruit yoghurts
2pm An Introduction to Greentraveller and The Opportunities for Video & Social Media to Play a Role in Marketing for LSTF. Richard Hammond, Chief Executive, Greentraveller Limited, a new media agency that specialises in producing sustainable transport videos, green city maps and leaflets, responsive web & app design for desktop, smartphone and tablet access, and social media campaigns. Richard will focus on how to make the most of new technologies for marketing LSTF programmes, including short-‐form video, Facebook, Twitter & Google+. 2.45pm “Build it, and they probably won’t come” – the importance of marketing to create behavioural change. Phillip Darnton OBE, Executive Director, Bicycle Association. Phillip has 30 years’ experience in multi-‐national consumer goods companies, including Unilever and Reckitt and Colman. Since 2000, he has been actively engaged in the world of cycling – initially as Chairman and Chief Executive of Raleigh industries; as President of the Bicycle Association of Great Britain 2002-‐2006; as a member of the National Cycling Strategy Board, becoming Chairman in 2004. From 2005-‐2011, Phillip was Chairman of Cycling England, an independent group set up by the Minister of Transport to promote short urban trips by bike. In 2011 Cycling England was abolished by the coalition Government. Since then, Phillip has taken on various roles – as Executive Director of the Bicycle Association; Chairman of the Cycle Rail Working Group for the Department of Transport, and Chairman of the Association of Bikeability Schemes. He chairs two commercial organisations – Brompton Dock and Challenge for Change. He was awarded an OBE in 2010 for his services to cycling.
3.15pm Using Marketing to Campaign for Better Transport. Stephen Joseph, Chief Executive of the Campaign for Better Transport (a post he has held since 1988). Stephen's many successes include persuading the Treasury to cut the road-‐building programme in the 1990s, campaigning against the privatisation of the railways, and running a Sardine Man campaign to highlight the overcrowded state of this country’s ‘sardine tin’ trains. Stephen was a member of the Commission for Integrated Transport from 1999-‐2005, and more recently he has been a member of challenge panels or advisory groups for Government plans on high-‐ speed rail, eco-‐towns, transport appraisal and LSTF. 3.30pm Tea and Coffee with cake. 3.45pm Round Table Discussion. An opportunity for delegates to discuss the issues and challenges of LSTF teams in using marketing and new media to drive behavourial change. All of the speakers will be at the front taking questions from delegates and we hope that as many delegates as possible will take part in the discussion. This is your opportunity to quiz the experts! 5pm End of Workshop. Greentraveller would like to thank Trisha Allen, Department for Transport, and Rasita Chudasama, Nottingham City Council for their helping in organising this LSTF workshop.
To discuss working with Greentraveller or to enquire about webinars and social media training, please contact: Richard Hammond, Chief Executive, Greentraveller Limited Tel: 020 7561 7481; firstname.lastname@example.org
Introduction by Norman Baker MP, Parliamentary Under-Secretary of State, Department for Transport. The aim of the conference was to show LS...