TravelWise Business Plan 2009/10 - the TravelWise Merseyside ...

TravelWise Communications GroupBusiness Plan 2009/10ContentsPage1. Introduction 32. Targets, Aims and Objectives 43. Communications 94. School Travel 135. Regeneration Travel Plans 206. Public Transport 257. Personal Travel Planning 288. Walking and Cycling 319. Car Share 3610. Supplementary Planning Document 3811. TravelWise Team 40Appendix 1Budget 41Appendix 2Communications key messages 44TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 2 of 4916.03.09

2. TravelWise Communications Group Targets, Aims and Objectives2.1 The TWCG is directly responsible for monitoring the following LocalTransport Plan targets:-• LTP3 Cycling - Index of usage 10% increase by 2010• LTP4 Mode Share of Journeys to School 1.1% decrease in caruse by 2011• L19 Physical Activity Indicator• L22 Accessibility and transport sustainability of newdevelopments 85% compliance by 20112.2 The Merseyside Local Transport Plan Partnership Communicationsprogramme has the following aims:-• to engender support for Local Transport Plan policies acrossprofessional stakeholders• to influence personal travel behaviour through the TravelWiseprogrammeThis business plan covers delivery programmes to meet both theseaims.2.3 The TravelWise programme has the following aims:-• To support effective management of traffic growth as part ofMerseyside LTP demand management strategy;• To support delivery of the Merseyside LTP shared priorities toaddress accessibility, congestion, air quality, safety andquality of life;• To encourage and enable sustainable travel patterns and theuse of sustainable transport modes;• To reduce carbon emissions arising from private car use• To support integration of transport, health, environment andland use planning sector working across common goals.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 4 of 4916.03.09

2.4 The following TravelWise objectives relate the programme to specific LTPtargets to which the work contributes:-ObjectiveReducing the increase in peakhour traffic flows to urban centresand area wide road trafficContributing to measures toimprove air quality, particularly inrelation to existing and potentialfuture air quality managementareas (AQMAs)Improving accessibility forworkplaces, health sites andeducationLocal Transport Plan Target• LTP2 Change in area wide roadtraffic• LTP6 Changes in peak periodtraffic flows to Liverpool CityCentre• LTP7 Congestion (Person Delay)• L20 Modal Share Journey toWork• L22 New developments indicator• LTP8 Pollutant concentrations inAQMAs• L16 Estimated transport relatedemissions (tonnes/year) of CO,nitrogen oxides & particulatematter• L17 Vehicle mileage in theAQMA or area of exceedence;• L22 new developments indicator• LTP1 National AccessibilityIndicators• Accessibility - Economic impact:Accessibility of workless residentsto employment location• Accessibility - Education: % NEETgroup to access post 16establishment• L1 Sustainable transport as thefinal mode for air passengers• L20 Modal Share Journey toWorkImproving public transportpatronage, marketing to potentialusers and to retain existing marketsthat are at risk of abstraction• BVPI102 Public transportpatronage (Bus, Rail)• L20 Modal Share Journey toWorkTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 5 of 4916.03.09

ObjectiveLocal Transport Plan TargetIncreasing levels of cycling • LTP3 Cycling - Index of usage10% 2010• L19 Physical Activity Indicator• L20 Modal Share Journey toWorkIncreasing levels of walking • L20 Modal Share Journey toWork• L19 Physical Activity IndicatorIncreasing sustainable mode sharefor trips to school• LTP4 Mode Share of Journeys toSchoolAchieving road casualty reduction • BVPI99 (x,y,z)targetsIncreasing positive perceptions ofsustainable modes• BVPI102 Public transportpatronage• LTP3 Cycling - Index of usageDeliver comprehensivecommunications activity insupport of LTP objectivesStrengthen LTP TravelWise brandand unify all elements of travelawareness and behaviour changeactivity in Merseyside with thisidentityMaintain and developpartnerships to assist deliveryIncrease stakeholder involvementand supportResearch and target activitiesIncrease available resource• L20 Modal Share Journey toWorkAll aboveAll aboveAll aboveAll aboveAll aboveAll aboveTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 6 of 4916.03.09

ObjectiveActive Travel GroupDevelop and implementpedestrian and cycling strategiesas part of LTPIncreasing levels of cyclingIncreasing levels of walkingIncrease sustainable mode sharefor trips to schoolContributing to measures toimprove air quality, particularly inrelation toexisting and potential future airquality management areasImproving accessibility forworkplaces, health sites andeducationLocal Transport Plan Target• Previously BVPI 178, FootpathCondition (ease of use)• LTP3 Cycling - Index of usage• L19 Physical Activity Indicator• LTP4 Mode Share of Journeys toSchool• LTP6 Changes in peak periodtraffic flows to Liverpool CityCentre• LTP7 Congestion (Person Delay)• BVPI99 (x,y,z)• L10 BV165 (accessibility ofpedestrian crossings)• L16 Estimated transport relatedemissions (tonnes/year) of CO,NOx & particulates• L17 Vehicle mileage in theAQMA or area of exceedence;• L20 Modal Share Journey toWorkNational Indicators Support by TravelWise ProgrammeNI 175NI 176NI 198NI 186NI 167NI 48NI 55NI 117Access to services and facilities by public transport, walking andcycling.Working age people with access to employment by publictransport (and other specified modes)Children travelling to school – mode of travel usually used.Per capita CO2 emissions in the LA areaCongestion - average journey time per mile during the morningpeakChildren killed or seriously injured in road traffic accidentsObesity among primary school age children in Reception Year16 to 18 year olds who are not in education, training oremployment (NEET)In line with DfT guidance on Smarter Choices initiatives, the TravelWiseobjectives will be delivered through a range of activities, deliveringcommunications through targeted marketing campaigns and supportingpolicy development and delivery in relation to these objectives.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 7 of 4916.03.09

The Active Travel Group element of this business plan does not includecapital programme allocations to walking and cycling but does includethe Cycle Training and Promotion Scheme. Similarly the general capitalprogramme allocations to support School Travel Plans are reflected in thisreport. The remainder of the programme is non-infrastructure basedprogrammes.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 8 of 4916.03.09

3. Communications Strategy3.1 Aims(a)(b)(c)To engender the broadest possible understanding andownership of the LTP. The LTP must ensure that it is widelyperceived as a document that enshrines key aspirations forthe future development of Merseyside and that its aims andobjectives inform decision-making by public agencies,service providers and other significant regional stakeholders.To develop understanding among professional and publicstakeholders of the need to manage growth and for demandmanagement activities, particularly in the context of Planningfor the Future.To identify a framework of messages and actions that willsignificantly affect travel behaviour in Merseyside andachieve a substantial modal shift towards more sustainableforms of transport through the TravelWise initiative.3.2 TargetsThe success of all targets is affected by strong communications.3.3 Context / IssuesThe need to build support for LTP policies across a wide range ofstakeholders continues and indeed grows as the city regionagenda, governance and funding issues all come into play. Thecommunications audit conducted in 2008 identified the success ofthe current engagement approach to date and identified actionsfor development. Breakfast briefings and the annual conferenceattract growing audiences and positive feedback. The newsletter isfound useful and a new forum lead by the Chamber of Commercehas been established to improve private sector engagement. Forthe coming year particular emphasis is required to securemeaningful engagement with Local Strategic Partnerships (LSPs)and agencies able to influence accessibility improvements. AsPlanning for the Future progresses there is a need for greaterengagement and cross sector debate to build consensus andsupport for LTP3.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 9 of 4916.03.09

3.4 Key Communications MessagesKey communications messages have been developed by thepartnership to aid in the consistency and clarity of all transportcommunications. These are contained in Appendix 2.3.5 ManagementThe partnership Campaign Team, LTPCG and TravelWiseCommunications Group, report to MSTEG, and direct activity insupport of effective LTP communications. Planning for the Futurecommunications are incorporated into the CommunicationsStrategy implementation.3.6 Broad Description of Activities(a)(b)(c)(d)(e)(f)(g)Stakeholder engagement activities, regular breakfastbriefings, engagement with Chambers of commerce andother business leaders. Establish process for cross sectordebate for Planning for the Future.Annual LTP Conference and awards.Wise Moves newsletter.Utilising new media including website management.Continuous communications building the case for thedemand management agenda.Media communications.Research to inform constructive debates.3.7 MonitoringMedia monitoring is conducted continuously and partnershipactivity reported every quarter. Stakeholder opinions will begauged towards the end of the LTP by comparison to the baselinesurvey conducted in 2006.3.8 ResourcesLTP partnership funding Joint Working Budget.Potential for joint funding from wider partners.3.9 Partners / LinkagesProfessional Stakeholders / Public / Chamber of Commerce /transport operators / Health sector / private sectorTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 10 of 4916.03.09

3.10 Key Activities 2009/10Planning for the Future• Build support for LTP strategy and Planning for the Futureamong private sector via Chamber of Commerceengagement and other private sector networks.• Utilise model results to further debate regarding Planning forthe Future• Introduce mechanism for building cross sector debate inPlanning for the Future and development of LTP3.• Develop evidence base regarding the economic, social andenvironmental costs of congestion in Merseyside to constructa shared vision of the benefits of a sustainable transportnetwork, and continue to explore the potential congestionreduction from TravelWise activities.LTP• Arrange coherent programme of meetings with professionalstakeholders and provide communications support includingLTP briefings, THE forum, Travel Plan Forum, Freight QualityPartnership.• Support Beacon tenure.• Support activity to align Local Transport Plan programme withLAA targets and improve engagement with LSPs.• Communications support for Multi Area Agreement TransportPlatform.• Review engagement with public and third sector, particularlyin development of LTP3.Background• Improve co-ordination of communications activity to securethe maximum exposure of agreed common messagesthrough all partner communications regarding transportactivity.• Construct strategy, messaging and engagement in support ofTravelWise programme and LTP activity and MTP.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 11 of 4916.03.09

3.11 Risks• Support clear communications across partnership regardingpolicy and management developments including LTP3guidance and development.• Partnership to continue to apply agreed branding to alltransport communications so the partnership presents aconsistent image which will become associated with our jointvoice, aims and objectives over time.• Ensure LTP groups working with TravelWise Groups continue toconsider communications strategy to ensure:• Partnership maximize opportunities to communicate keymessages.• Maximum consistency of messages in all communications toincrease effectiveness including key messages for activity,description of partnership and LTP/TravelWise as appropriate.• Market Research results, which identified key approaches forvarious target audiences are incorporated into allcommunications.• Improve the use of digital media in support of LTPcommunications.• Inconsistent messaging and branding across partnershipreduce effectiveness and confuse stakeholders and public.Media distortion of issues.BudgetCommunications LTP Communications£64,000SupportWiseMoves / Freightlines £3,000LTP Stakeholder £12,000Photography £3,500Web Development £2,000Market£50,000Research/Evaluation£234,500TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 12 of 4916.03.09

4. School Travel4.1 Aims• Increase use of sustainable travel modes for journeys toschool• Promote awareness of sustainable travel issues amongstyounger population and parents.• Improve road safety and roadcraft amongst vulnerable roadusers• Reduce peak hour traffic.• Improve health of children through increasing physicalactivity.4.2 Targets Responsible forLTP4 Mode Share of Journeys to SchoolLTP19 Physical Activity IndicatorAll schools engaged by 2010 (DfES/DfT)4.3 Context / IssuesThe LTP target is 28.8% car use for the journey to school by 2011,against a baseline of 29.9%. National Indicator NI198 now reflectsthe journey to school. Southport has set a Cycle Town target of 15%cycling to school, a 50% increase.School travel plans present the key approach for addressing modeshare; however this is a challenging work area. School TravelAdvisor posts remain temporary with annual agreements regardingfuture funding.To date 70%, some 450 Merseyside schools have been supported toadopt a travel plan. The effectiveness of travel plans in reducingcar use has however reduced since the first LTP period due to anumber of factors- reduction of input from advisors as number of schools tosupport has risen- increase in engagement of secondary schools where issuesmore challenging- shift from bus to car use among secondary schoolspronouncedTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 13 of 4916.03.09

launched March 2009 and introduced to schools in summer2009 term.(c)(d)(e)(f)(g)(h)(i)(j)(k)(l)Co-ordination of public transport policies and promotion inschools will be an important activity, requiring liaison withtransport operators. This strand of activity will be a keycommitment for the year.An enhanced programme of engagement with secondaryschools has been devised by TravelWise team and will bepiloted in 2009 with a view to securing greater mode shiftamong secondary schools.Implementing and finalising the School Travel Strategies andthe Educations and Inspections Act requirements requirescontinued input. Information provision aspects will beaddressed particularly through website upgrades.DfT/DfES have now acknowledged informally that the goal ofengaging with all schools by 2010 is now secondary to theformal targets of mode share. The process of prioritisingaction to engage effectively with schools offering thegreatest potential for mode shift has begun, but needs to befurther embedded and formalised across the MTP.Engagement with LAA process to secure STA posts is a keytask for Local Authorities.Manage data collection, analysis and interpretation toensure programme on track and to provide information forAnnual Progress Report 2008.Identify funding and take forward pilot programme forsecondary school cycling project (potential Liverpool PCTjoint project being investigated).Southport schools will receive particular support for cycling aspart of thee Cycle Town programme.Manage contracts with website, curriculum resource andmarketing contractors.Continue to improve co-ordination with Road SafetyTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 17 of 4916.03.09

(m)Utilise communications contract to full extent in support ofobjectives.4.10 RisksPrioritisation of advisor input not sufficiently rigorous in all authoritiesto achieve the necessary mode shift in secondary schools that willdeliver the LTP target. This is because energies are still focused onincreasing the number of schools engaged with in order to meetthe aspirational goal of all schools with a travel plan by 2010. This isthe biggest risk to the LTP target and national indicator.Failure to secure long term funding of School Travel AdvisorsFalling bus use for school trips continues to result in increased caruse, particularly at secondary schools.Increasing choice and travel distances, cost of public transport,routes etc are not in the control of the MTP.Educations and Inspections Act impacts on travel distances.4.11 Trajectory of STP EngagementTotal no ofschsAdoptedTotal left inclWorkingtowards2008/9 2009/10Knowsley 70 60 10 5.0 5.0Liverpool 194 126 68 34.0 34.0Sefton 121 74 47 23.5 23.5St Helens 73 44 29 14.5 14.5Wirral 143 98 45 22.5 22.5Total 601 402 199 99.5 99.5% 100% 67% 33%Schools that will close or merge have been taken into account forthese figures so the total is slightly different to the number of schoolscurrently in Merseyside, these figures are constantly under reviewbut demonstrate the significant pressure on achieving mode shiftwhile working with so many schools. In reality ongoing support tothose schools with adopted plans is largely minimal.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 18 of 4916.03.09

BudgetSchool Travel School resources/web £10,000School Travel Planevents £5,000Walk to School YearRound £12,000Educational resource £10,000School Packs £3,000Data Analysis £2,000Marketing Programmefor secondaries £10,000LCC SRTS £250,000KMBC Capital Prog £110,000Sefton School TravelWirral School Travel £227,200St Helens SRTS£52,000£52,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 19 of 4916.03.09

5. Regeneration - Workplace/Residential/Tourist Travel Plans5.1 Aims• Promote use of sustainable travel modes for journeys to workand at work.• Promote work practices that reduce demand for travel.• Promote efficient use of private car.5.2 Targets Contributes TowardsLTP20 Travel to Work Modal Share indicatorLTP1 National Accessibility IndicatorsLTP2 Change in area wide road traffic;LTP3 Cycling - Index of usageLTP6 Changes in peak period traffic flows to Liverpool CityCentre(7-10am);LTP7 Congestion (Person Delay)LTP8 Pollutant concentrations within AQMAsLTP13 Accessibility - Economic impact: Accessibility of worklessresidents to employment locationLTP14 Accessibility - Education: % NEET group to access post 16establishmentLTP16 Estimated transport related emissions (tonnes/year) ofCO 2 , nitrogen oxides & particulate matter PM10LTP17 Vehicle mileage in the AQMA or area of exceedence;BVPI102 Public transport patronage (Bus, Rail)L1 Sustainable transport as the final mode for air passengersL22 Accessibility and transport sustainability of newdevelopments indicator5.3 Context/Issues73% of journeys to work are made by car. This proportion has beensteadily increasing in all districts while the proportion of journeysmade by sustainable modes has declined across all modes.Journey to work comprises 20% of am peak hour trips andcontributes to peak hour congestion, air quality problems andcarbon emissions. Large trip generators provide an opportunity tocommunicate in a targeted manner with employers andemployees. Access to employment can also be improved bydeveloping a travel plan with an employer.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 20 of 4916.03.09

Liverpool and Sefton have adopted the Supplementary PlanningDocument (SPD) Ensuring Choice of Travel which will be asignificant support to this work area and formalises a process andstandard for travel plans submitted during the planning process.5.4 Broad Description of ActivityWorking with employers to manage travel demand and increasethe mode share of sustainable travel modes. Working with touristattractions, residential/commercial developments/communities toimprove access and reduce car use.Includes:-• encouraging employers/developers/communities/touristattractions to develop travel plans• assistance/advice in developing travel plans in accordancewith best practice to achieve objectives• design and deliver networking, best practice and promotionevents such as travel plan forum• provision of effective marketing strategies and resources toenable organisations to deliver effective behaviour changeprogrammes• manage data collection, analysis and interpretation fromindividual organisations and of the overall programme toensure the programme is on track and LTP reportingrequirements are met• managing and developing Wise Moves Club service fororganisations including survey facility, marketing plans,resources, discounts etc.• managing pilot consultancy support package fororganisations and grant process• engagement with health, business and public sectors togenerate support for transport agenda and travel planning• liaising with planning authorities regarding sustainable travelpolicy and commenting on development plan proposals andplanning applications• input into development plan/control process: providing bestpractice advice on promoting sustainablecommuter/business travel through planning policies• partners implementing own travel plansTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 21 of 4916.03.09

5.5 ManagementThe TravelWise Communications Group manages the activities inthis area, with input from district based meetings and TravelWiseteam leads partnership task groups to manage specific projects.5.6 MonitoringA Merseyside database of planning requirements, travel plans andmode share data is maintained by the TW team. Availability of aformal system for tracking planning requirements from preapplication,to determination and through to construction will beessential in monitoring the SPD target and in making travel planrequirements effective.An online survey tool is used to secure data from organisations tomonitor effectiveness of programme. Annual monitoring is requiredthrough planning and Wise Moves club wherever possible althoughthis is difficult to secure and is often not enforced by planningauthorities.5.7 ResourcesPotential additional resources through North West OperationalProgramme, 4.2, 3.2 and 3.3 and from congestion delivery funding.Planning authorities do not charge for Travel Plan advice or securecontributions towards implementation.5.8 Partners/LinkagesCongestion Group/Accessibility Group/WorkWise/LEASTGroup/Chambers of Commerce/Business Networks/Public transportoperators/Cycle shops/Health Sector/ Transport Health andEnvironment Forum/Developers/New Heartlands.5.9 Key Activities(a)(b)Greater priority and resources need to be given to this workarea to reflect the number of LTP targets affected by itssuccess.As the largest employers the partners have the potential toinfluence the success of this approach through their ownTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 22 of 4916.03.09

travel plans. This must be prioritised by partner authorities andstaff resource allocated to this. This also enables activity withthe private sector to proceed where lack of leadership is abarrier.(c)(d)(e)(f)(g)(h)(i)(j)(k)(l)(m)Implementation and development of the Wise Movesmembership club, key to achieving results from organisations.Prioritisation of support offered to focus on those most likely toimpact on targets necessary.Evaluation of the pilot support programme for organisations inorder to boost effectiveness of travel plans and to generateleadership by example.Completion and testing of website travel plan tool and SPDaccessibility checklist.Design and deliver targeted Travel Plan fora to stimulateincreased activity amongst organisations.Develop marketing strategies for each mode fororganisations to utilise.City Centre private companies to be prioritised for action insupport of LTP City Centre traffic growth target. Partnershipworking with Liverpool BID to be developed in this regard.Support for airport in recognition of role and target, possiblejoint work with Highways agency to be developed.Activity with Kings Dock and Liverpool One developmentrequires significant input and liaison with partnerships such asoperators.Finalisation and adoption of SPD to be completed inKnowsley, St Helens and Wirral.Formal processes for monitoring implementation of SPD to beimplemented in Liverpool and Sefton and communicated tothe other planning authorities to enable reporting on the LTPtarget.Work with Housing Market renewal developers and NewHeartlands will be important.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 23 of 4916.03.09

(n)(o)(p)Manage contracts with support contractors.Utilise communications contract to full extent in support ofobjectives.Manage data collection, analysis and interpretation toensure programme on track and to provide information forAnnual Progress Report 2008.5.10 Risks• Planning requirements may become more widely disregarded due to lackof tracking and enforcement.• Failure of uptake and implementation by employers.• Lack of demand management support.BudgetRegenerationTravel Plans Forum £6,000Site specific access guides £6,000Grants to companies £10,000Web site support areas £2,000Recruitment/student packs £1,000Support for Wise Moves members £50,000Supplementary planningdocument £4,000Marketing plans for businesses £9,000£88,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 24 of 4916.03.09

6. Public Transport Promotion6.1 Aims• Raise awareness of public transport options.• Improve perceptions of public transport services.• Communicate network improvements.• Encourage and enable use of public transport services.• Raise awareness and use of car clubs.6.2 Targets Contributes TowardsLTP2 Change in area wide road trafficLTP6 Changes in peak period traffic flows to Liverpool CityCentreLTP7 Congestion (Person Delay)LTP8 Pollutant concentrations within Air Quality ManagementAreas (AQMAs)L16 Estimated transport related emissions (tonnes/year) of CO,nitrogen oxides & particulate matterL17 Vehicle mileage in the AQMA or area of exceedence;BVPI102 Public transport patronage (Bus, Rail)L20 Modal Share indicator for Journey to Work6.3 Description of ActivityMarketing campaigns to raise the perception of public transportoptions.Marketing campaigns seeking to attract new users and retainexisting passengers.Use of local media, advertising, Travel Centres, Travel Plans andwebsite and events such as Car Free Day.Information provision such as How to Get To guides and use of newmedia.6.4 Context/IssuesBus patronage appears to be falling in some areas whereas on themain corridors there are indications of no further capacity at peaktimes. Perceptions of bus service quality are low. Marketing willonly be effective were the quality of the service is high. Capacityon the rail network at peak times does not facilitate growth.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 25 of 4916.03.09

6.5 MonitoringEach campaign involves a set of clear objectives, campaigncontent and evaluation plan to measure effectiveness. Monitoringof mode share and passenger data will be used to supplement this.6.6 ResourcesThe potential to involve public transport operators in the resourcingof campaigns will continue to be explored, building on theexperience of the 79 corridor group in 2008. Other partners mayalso be engaged with different campaigns over the course of theyear.6.7 Partners/LinkagesPublic transport operators, Merseytravel Bus and Rail StrategyImplementation Groups, ITF, Car club operator/s.6.8 Key Activities(a)(b)(c)(d)(e)(g)(h)Explore with operators potential for targeted marketingfocusing on a corridor with consistent and high qualityservices and capacity.Expansion of tax free bus ticket scheme and interest freeloans for rail travel.Developing campaign targeting retention of existing publictransport users and development of communicationmechanisms with these users.Building effective partnerships with transport operators andworking towards joint funding arrangements.Planning for future bus marketing initiatives as integral part ofcorridor improvement plans, eg 86.Supporting the information strategy in the LTP with highquality, targeted information such as site based accessguides.Developing targeted information in support of Personal TravelPlanning project.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 26 of 4916.03.09

6.9 Risks• Partnerships with bus operators deteriorate• High quality product threatened by factors both within andoutside the partnership• Parking and delivery issues with car club not resolvedBudgetPublicTransportPromotion Car Clubs £10,000Saveaways £1,000TW Week £10,000Marketing to existing customers £12,000New media marketing £20,000£53,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 27 of 4916.03.09

7. Personal Travel Planning7.1 Aims• Encourage sustainable travel through targeting individualinformation programmes and addressing motivational needs7.2 Targets Contributes TowardsLTP6 Changes in peak period traffic flows to Liverpool CityCentreLTP7 Congestion (Person Delay)L20 Modal Share indicator for journey to WorkLTP8 Pollutant concentrations within Air Quality ManagementAreasL16 Estimated transport related emissionsL17 Vehicle mileage in the AQMA or area of exceedence;BVPI102 Public transport patronage (Bus, Rail)LTP3 Cycling - Index of usage 10% 20107.3 ManagementA working group reporting to the TW Communications Group isestablished to direct this programme. Consultancy support isprovided by JMP to 2011.7.4 Context/IssuesThe potential for PTP to contribute to mode shift has beendemonstrated by Sustainable Travel Towns and other areas. Thepilot programme was completed in 2008 and results demonstrate areduction in car use and increase particularly in walking amongparticipants (full results report available shortly). The intention is todevelop the programme in a way which can become a sustainablecontribution to the TravelWise programme and which cancontribute to key Local Transport Plan targets such as peak hourtrips to the city centre. Input to the congestion corridors has beenan agreed objective for this work area and has attracted additionalfunding from the congestion group to the sum of £100,000 with afurther £71,000 anticipated.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 28 of 4916.03.09

7.5 Broad Description of ActivityPersonal travel planning (PTPs) covers a wide range of types ofintervention, from the provision of personal journey plans / bespokepersonal information on travel options, through to full communityengagement projects, where a whole area, town, or newdevelopment is targeted with a range of travel informationresources. It involves offering bespoke information and resources toindividuals addressing their particular travel needs and identifyingrelevant and attractive travel options.For 2009 it is proposed that a large scale residential project bedelivered in order to maximise efficiencies of scale. Followinginvestigation of potential for mode shift and availability of a goodquality public transport option with capacity at peak times 10,000households in Heswall, Pensby and Irby will be targeted during thesummer months. Following this project a pilot of a workplace travelplan initiative will be introduced with the University of Liverpool,attracting joint funding. The effectiveness of this approach will thenbe reviewed for consideration of wider application.7.6 MonitoringEvaluation of the project will be undertaken at an effectiveness andoutput level by the delivery and project management consultants.Overall effectiveness and value for money aspects will beevaluated as part of the market research contract. This will be anintegral part of the process and report the mode share achieved asa result of the exercise.7.7 ResourcesLTP TW budget/operators/workplaces/congestion funding.7.8 Partners/LinkagesAccessibility Planning group/WorkWise/Community groups/localagents/possibly companies/residential developments/developers.7.9 Key Activities(a)Detailed design of residential scheme to be revised as a resultof learning from Childwall project. Criteria for area selectionto be formalised.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 29 of 4916.03.09

(b)(c)(d)(e)(f)(g)Evaluation approach to be revised as a result of learning fromyear one delivery. As the first full scheme, the 2009 project willbe subject to long-term impact analysis in addition toimmediate effects.Detailed discussions with operators regarding engagement inresidential project.Devise communications plan for project.Finalise and formalise agreement with University of LiverpoolFinalise approach to project and evaluation of project inworkplace setting including a mini pilot early in Spring.Ensure timing of delivery of residential and workplaceschemes maximises efficiency of trained advisors.7.10 RisksBudget• Reduction in quality of bus services to area or lack ofcapacity serving university.• University may not secure the required bus ticket incentivesand staff may not respond well in a workplace setting.• Deterioration in relationship with bus operators• Ineffective area selection• Economic downturn may reduce availability of funding.Personaltravelplanning Residential project delivery £170,000Residential resources £12,000Workplace resources £3,000New moversWorkplace PTP Delivery £40,000Segmentation development £10,000Evaluation £50,000£285,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 30 of 4916.03.09

8. Walking and Cycling8.1 Aims(a)(b)(c)(d)Promote the benefits of active travel.Improve perceptions of walking and cycling with regard tomotivational and aspirational factors.Encourage and enable greater use of walking and cycling.Provide the appropriate infrastructure, facilities andenvironment to encourage an increase in walking andcycling.8.2 Targets Contributes TowardsLTP1 National Accessibility IndicatorsAccessibility - Economic impact: Accessibility of workless residents toemployment locationAccessibility - Education: % NEET group to access post 16establishmentLTP3 Cycling - Index of usage 10% 2010LTP4 Mode Share of Journeys to SchoolLTP6 Changes in peak period traffic flows to Liverpool CityCentreLTP8 Pollutant concentrations within Air QualityManagement AreasL16 Estimated transport related emissionsL17 Vehicle mileage in the AQMA or area of exceedence;L19 Physical Activity IndicatorBVPI 178 Footway Condition LTP3BVPI99 (x,y,z)L10 BV165 (accessibility of pedestrian crossings)L20 Modal Share indicator for Journey to Work8.3 ManagementThe Active Travel Group manages the implementation of thePedestrian and Cycling strategies of the LTP, as well as themarketing activities connected to the TW programme and hasresponsibility for the Cycle Training programme, reporting to theTravelWise Communications Group.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 31 of 4916.03.09

8.4 Context/IssuesDeclines in walking and cycling show no signs of reversing atpresent indicating that significant shifts in delivery of the strategiesfor both modes are required in the remaining two years of LTPdelivery. Walking and cycling are important to achieving LAAgoals, place shaping and to health as well as efficient and lowcarbon means of travel. Resource input for cycling remains a threatto the LTP target. Information has been greatly improved by thecompletion in 2008 of the Merseyside cycle map and calorie mapfamily. The cycle training scheme introduced at the start of LTP2has now become the largest in the country. The communicationstrategy and marketing campaigns will be used to support therepositioning of walking and cycling as positively perceived andaspirational modes of travel. Investment in pedestrian audits hasbeen slow and progress implementing the cycle network andintegrating cycling into highway design and new developments farfrom commonplace.8.5 Broad Description of Activity(a)(b)(c)(d)(e)(f)(g)(h)Conducting audits and improvement programmesIntegrating design for pedestrian and cycle access andencouragement into all schemesIncreasing accessibility through new schemes andimprovement programmesCreation of safe, convenient, accessible, clear and directroutes for walking and cycling, prioritising access to towncentres and public transport, schools, hospitals and collegesRights of Way Programme implementationInformation, such as maps, walking and cycling guidesWalking promotion and enabling events such as Walk toSchool, pedometer trials;Cycle marketing programme including messaging andopportunitiesTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 32 of 4916.03.09

(i)(j)Pedestrian and cycling training carried out by Road Safetyofficers in schools and by Cycling Solutions on behalf of theLocal Transport Plan partnership.Management and delivery of cycle training and promotionservice for adults and young people.8.6 MonitoringCycle use is monitored with a range of automatic counts andpedestrian and cycle trips are measured in cordon surveys andCWS. At present the results are inconclusive and a review of theapproach is underway. Travel to school and work at specific sitesby cycling and walking is monitored through the travel planprocess. Each marketing campaign has a planning and evaluationframework developed at the outset and will benefit from specificevaluation activities to measure outcomes.8.7 Resources£346,000 of funding was secured in 2008/09 for Cycle Training and abid for further funds has been made to Cycling England for thisyear. Southport will receive £1.8m as a Cycle Demonstration Town.St Helens have secured Big Lottery funding of £120,000 for cycle forhealth and community cycle schemes. Liverpool has secured ERDFfunding of £616,000 to complete the city’s core cycle network andto pilot a cycle project in Speke. A bid for Liverpool Area BasedGrant is being prepared for 2009-10 following successful bids for2008/09 NWF as part of Active Cities programme. Liverpool PCTapproach may provide a joint funding package.8.8 Partners/LinkagesRoad Safety Group/Cycle shops/PCTs/NHS Trusts/CyclingSolutions/MDEG/Speed management / Access Group / Rights ofWay Group8.9 Key Activities(a)(b)Implementation of Rights of Way Improvement Plan.Significant progress needs to be made to address low levelsof cycling to meet LTP objectives. Major audit work isTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 33 of 4916.03.09

equired for both cycling and pedestrian strategies togetherwith programme of improvements.(c)(d)(e)(f)(g)(h)(i)(j)Integrating design for cyclists and pedestrians in to all newdevelopments and all partnership schemes remains a massivepriority.Speed management is a crucial issue and the reviews ofspeeds and joint planning activity are necessary.Integration of active travel programmes with health sectoractivity requires further effort at both local and strategiclevels, including planning new developments, physicalactivity and obesity programmes, and Healthy Schools. Asignificant proposal for joint working with Liverpool PCT withparticular emphasis on cycling will be prepared.Design and conduct cycle marketing campaignRenew cycle maps and market these effectively.Launch and marketing of online cycle journey planner inpartnership with Cycling England and Transport Direct.Package of actions to deliver Cycle towns for Southport.Continue to deliver expanded cycle training programme,seeking sources of funding to maintain extended programmeand ensuring consistent delivery across the partnership.Risks• Cycling continues to be overlooked in scheme and highwaydesign. Network not implemented quickly enough. Fundingnot found to deliver Rights of Way networkTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 34 of 4916.03.09

BudgetActive Travel Cycle Maps and route guides £30,000Adult cycle provision/training/maintenance £15,000Cycle campaign £42,000Cycle maintenance courses £5,000Resources £2,000Bike-itOnline cycle planner £2,000Walking maps £2,000£98,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 35 of 4916.03.09

9. Car Share9.1 Aims• Improve efficiency of use of car / road network9.2 Targets Contributes TowardsLTP2 Change in area wide road trafficLTP6 Changes in peak period traffic flows to Liverpool City CentreLTP7 Congestion (Person Delay)LTP20 Mode Share Journey to Work9.3 DescriptionPromoting car sharing concept and network among companies.9.4 Context/IssuesCar share is poorly understood and not a popular option inMerseyside. Consequently marketing will be delivered throughtravel plan channels at this stage.9.4 MonitoringNumbers car sharing will be monitored through companies andwebsite.9.5 ResourcesLocal Transport Plan partnership / travel plan companies.9.6 PartnersBusinesses/new developments/Liftshare9.7 Key Activities9.8 RisksMarketing activity to focus on organisations.• Lack of take up among partnership and businessesTWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 36 of 4916.03.09

BudgetCar Share Liftshare £4,500Marketing car share £5005,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 37 of 4916.03.09

10. Supplementary Planning Document for Transport and Access10.1 Aims10.2 Targets• To reduce the need to travel and maximise sustainable traveluse and accessibility at new developments acrossMerseyside.• To ensure consistency of standards across Merseyside.• To secure appropriate investments in transport infrastructureand sustainable transport encouragement and effective caruse through the development control process.All targets plus:-L22 Accessibility and transport sustainability of new developmentsindicator.10.3 ManagementA sub group of the TravelWise Communications group exists to steerthis process. Regular reports are made to MSTEG and to DPOGroup.10.4 DescriptionThe development, communication and adoption of MerseysideSupplementary Planning Document on transport and accessamong Wirral, Knowsley and St Helens Councils. Implementationand monitoring of SPD in Liverpool and Sefton.10.5 Context/IssuesAs a result of several years of development Liverpool and SeftonCouncils have now adopted Ensuring Choice of Travel SPDs toincrease the accessibility of new developments. In order to meetthe LTP commitment to achieve a common standard acrossMerseyside Knowsley, St Helens and Wirral will need to adopt thesame standards in documents for their area.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 38 of 4916.03.09

10.6 ResourcesMerseyside Transport Partnership10.7 Partners/LinkagesDevelopers.10.8 Key Activities(a)(b)(c)(d)Communicating the benefits of the SPD across thepartnership and to professional stakeholders is still a keyrequirement.Knowsley, St Helens and Wirral to conduct consultation andthen adopt SPD as a formal planning document.A monitoring process needs to be adopted for trackingplanning requirements to enable the SPD indicator to bemonitored.Liverpool and Sefton will be working to ensure the applicationof the standards in planning processes.10.9 RisksBudget within regeneration travel plans• Remaining Authorities do not approve document or alterstandards• Reduced standards; inconsistency across districts.• Failure to implement tracking and monitoring processesthreatens ability to meet target.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 39 of 4916.03.09

11. TravelWise Team11.1 Key Activities(a)(b)(c)(d)(e)(f)(g)(h)Manage programmes for PTP, communications, Wise Movesmember support, mode based marketing campaigns, schoolcurriculum resources, PR, planning requirement tracking,Travel Plan focus and marketing campaigns, implementationand monitoring, website and new media approaches,market research, evaluation and reporting of TravelWiseprogramme.Integration with health sector and seeking improvedpartnershipsDevise, manage and monitor TW programmePrioritisation of implementation of organisation travel plans toachieve mode shift in the workplace programmeManagement of secondary school programmeBrand management and photographic commissioningImprove segmentation and targeting of communicationsCo-ordination of programme areas across MerseysideTeam andgeneral Salary and on costs £278,000Hospitality £1,000Membership/Publications £500Accommodation £17,000Training/conferences/travel/equipment / etc* £12,000£308,500TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 40 of 4916.03.09

Appendix 1:Full Budget 2009/10TravelWise Budget 2009/10v2Funding 2009/10LA s £126,000JWB £500,000MT £178,000c/f salary £50,000congestion fund £100,000Sub Total £804,000congestion fund £71,000Sub total £221,000Total Budget £1,025,000Cycling England 440000 TBC bid in£50,000 (TBC notERDF 4.2allocated)ERDF 3.3 ?(TBC CONGESTIONGROUP)TravelWise Work AreaBudgetAllocationArea SubtotalCommunicationsLTP communicationssupport £64,000Wise Moves / Freightlines £3,000LTP Stakeholder £12,000Photography £3,500Web development £2,000MarketResearch/evaluation £50,000School Travel School resources/web £10,000School Travel Plan events £5,000Walk to School YearRound £12,000Educational resource £10,000School Packs £3,000Data Analysis £2,000Marketing Programme forsecondaries £10,000£134,500£52,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 41 of 4916.03.09

RegenerationTravel Plans Forum £6,000Site specific access guides £6,000Grants to companies £10,000Web site support areas £2,000Recruitment/student packs £1,000Support for Wise Movesmembers £50,000Supplementary planningdocument £4,000Marketing plans forbusinesses £9,000Public TransportPromotion Car Clubs £10,000Saveaways £1,000TW Week £10,000Marketing to existingcustomers £12,000New media marketing £20,000Personal travelplanning Residential project delivery £170,000Residential resources £12,000Workplace resources £3,000New moversWorkplace PTP Delivery £40,000Segmentation andEvaluation £60,000Active TravelCycle Maps and routeguides £30,000Adult cycle provision /training / maintenance £15,000Cycle campaign £43,000Cycle maintenance courses £5,000Resources £2,000Online cycle planner £2,000Walking maps £2,000£88,000£53,000£285,000£99,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 42 of 4916.03.09

Car Share Liftshare £4,500Marketing car share £500Team andgeneral Salary and on costs £278,000Hospitality £1,000£5,000Membership/Publications £500Accommodation £17,000Training/conferences/travel/equipment / etc* £12,000£308,500Total £1,025,000TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 43 of 4916.03.09

Appendix 2Merseyside Transport PartnershipKey messages – suggested text for transport communications materialsMTPMerseyside Transport Partnership = five councils and MerseytravelA joint transport strategy is key to the economic success, health and quality ofthe environment in Merseyside.Local Transport Plan Vision:-Provide a well connected, safe transport network which is easy for everyone touse and which contributes to Merseyside’s economic, social and environmentalimprovement and quality of life.Local Transport Plan aims to• ensure equal and easy access to jobs, healthcare, education, servicesand leisure for all members of the community• keep traffic flowing so that congestion doesn’t hamper the movement ofpeople and goods• improve safety for all transport network users, including pedestrians.• reduce air pollution from road transport to improve local air quality andreduce climate change emissionsMTP has been awarded national Beacon status for its work making access easierfor people in Merseyside.MTP has twice been awarded excellent status by Department for Transport for itsTransport Strategy, the Local Transport Plan, bringing £230m of investment to thearea.www.transportmerseyside.orgTravelWiseTravelWise is Merseyside Transport Partnership’s campaign to help people makesustainable travel choices: walking, cycling, using public transport or car sharing.The TravelWise campaign includes:TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 44 of 4916.03.09

• support for schools and businesses in developing Travel Plans thatencourage more TravelWise trips• Walk to School campaigns• Cycle skills training for children and adults• Cycle maps and calorie maps to show how easy and healthy it is to walkand cycle.www.LetsTravelWise.orgCyclingCycling is a reliable, healthy, affordable and green way to travel in Merseyside.Often it can be the quickest way.TravelWise offers support to help people cycle more including:-• Comprehensive and clear maps showing cycle lanes, traffic free and lowtrafficcycle routes• Adult cycle skills sessions (free in Liverpool and St Helens)• The largest child cycle training scheme in the UK, offering skills session toevery Year 5 and 6 pupils. The scheme is now being rolled out tosecondary schools.The Merseyside Cycling Strategy sets out how the MTP aims to persuade localpeople to increase cycling trips by 10% by 2010. Plans include cycle lanes,signed routes and traffic calming.Bikes are carried free at all times on Merseyside’s local trains and ferries, andthere is cycle parking at most train stations.Cycle commuting is now increasing as a way of saving cash as well as getting fitand beating traffic queues.Schools throughout Merseyside are developing Travel Plans, with support fromTravelWise, to help pupils and parents to make the best travel choices.WalkingWalking is the easiest, most reliable way to get around locally. Often it’s themost convenient way – and in town it can sometimes be the quickest.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 45 of 4916.03.09

It’s also a healthy way to travel - walking every day is one of the best ways tostay active and manage your weight. Just 30 minutes a day five times a weekwill significantly improve your health – it builds stamina, burns excess calories andgives you a healthier heart.Walking to school is making a comeback thanks to Walk to School campaignsthat are demonstrating to parents and children alike the health, environmentaland safety benefits of regular walking,Schools throughout Merseyside are developing Travel Plans, with support fromTravelWise, to encourage pupils and parents to make the best travel choices.The Merseyside Pedestrian strategy sets out improvements which MTP plans tomake to give pedestrians easy access, particularly in town centres and to publictransport.Merseyside Rights of Way Improvement Plan sets out a programme to makethese paths and trails more accessible for pedestrians, cyclists and equestrians.BusesIt is easy to find out about how to make a bus journey by calling Traveline 0871200 22 33 and asking a local advisor how to get from A to B. They will also giveadvice on money-saving, pre-paid tickets.Season tickets offer good value for money for regular travellers.Most of Merseyside’s buses are modern, low floor vehicles with well-traineddrivers and clean engines.Buses run every few minutes on the main bus routes. They cut through the trafficon key routes, with bus lanes and priority at junctions.Merseyside Bus Strategy was developed and agreed by the private buscompanies, Merseyside Integrated Transport Authority and Executive(Merseytravel), the councils and the police. It sets out improvements to key busroutes that will improve services.TrainsMerseyside has an outstanding local train service with trains every 15 minute onmost lines. More than 95% of Merseyrail trains run on time.It is easy to find out about how to make a train journey by calling Traveline 0871200 22 33 and asking a local advisor how to get from A to B. They will also giveadvice on money-saving, pre-paid tickets.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 46 of 4916.03.09

Season tickets offer good value for money for regular travellers.The refurbished trains are fast, clean and comfortable.Bikes are carried free at all times on local Merseyside trains and ferries, and thereis cycle parking at most train stations.Merseyrail was the first “fully secure” rail network in the UK. All 66 stations have“secure station” status after inspections by British Transport Police.An extra 3m trips have been made on Merseyrail since 2006.Merseyside’s Rail Strategy brings together the private train operatingcompanies, Network Rail, Merseytravel and others to improve train services.For UK rail times and tickets, go to www.nationalrail.co.ukRoad Safety / Traffic calmingSlowing down traffic greatly improves the safety of pedestrians and cyclists,helping people to choose to travel in these healthier ways.Streets where traffic moves more slowly encourages a greater sense ofcommunity.BusinessMTP aims to provide a well connected, safe transport network which is easy foreveryone to use and which contributes to Merseyside’s economicdevelopment. Its support for businesses includes:• TravelWise help to develop travel plans. These are designed to reduceparking and congestion, take advantage of travel subsidies and improvestaff health, environmental performance and company image.• Planning ways to ensure that freight is moved as efficiently as possible andwith minimal environmental impact• Developing planning guidance to help companies and developers buildaccessible transport solutions into their planning applications.• Improving access to major areas of employment for local people, givingcompanies the best possible choice of staff.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 47 of 4916.03.09

In research commissioned by MTP, businesses said that tackling congestion wascrucial for future success, with more than 80 per cent of respondents saying thatinvestment in public transport was a priority for Merseyside.Let’s Get Moving is an award-winning programme co-ordinated by theMerseyside Transport Partnership and designed to help thousands of people intowork. The programme helps people from disadvantaged communities who arehaving difficulty getting to jobs, training education and health facilities.FreightFreight Quality PartnershipThe Freight Quality Partnership has been established for nine years and includesrepresentatives from both public and private sector organisations in Merseysideand Halton.The Group has been closely involved in the development and implementationof freight strategies contained in the Local Transport Plan for Merseyside.These freight strategies cover air, rail, waterborne and retail freight, servicingand maintenance, delivery and courier freight, waste and multi-modaldevelopments.Climate ChangeMTP is working across all areas of transport planning to reduce carbon emissionsand address climate change.Transport accounts for 23% of all carbon dioxide released into the atmosphere inthe North West. Increased traffic means more harmful emissions (gases beingreleased into the atmosphere). Increased use of sustainable travel such aswalking, cycling and public transport will make a significant difference to localair quality as well as climate change emissions.InformationThere is a wealth of information about travelling in and around Merseyside.Choose the most convenient for you:• Online: go to www.LetsTravelWise.org and follow the colour-coded linksfor bus, train, cycling and walking information. You’ll find times and ticketprices, maps, support schemes and local campaigns.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 48 of 4916.03.09

• By phone: call Traveline 0871 200 22 33 and ask a local adviser how to getfrom A to B. They will also give advice on money-saving pre-pay tickets.You can call the Brochure Hotline on 0151 330 1066 to order leaflets, orcall the Local Transport Plan Support Unit on 0151 330 1294.• In print: your local library, council offices, bus and rail stations andMerseytravel Centres will have a range of information leaflets and maps.TWISE/MISC/TWBusinessPlan-200-10/AS/TEB/sl 49 of 4916.03.09