Range of options

Range of options

Whether community organised contact or sophisticated operations by professional marketing bodies

Basic PTP can cost just a couple of pounds per household but the biggest schemes, which include detailed research, branding, gifts and evaluation can cost £50 or more per household. Some schemes target only 1 in 2 or 1 in 3 households on the basis that this is more cost effective as those not targeted will hear about it via their neighbours. By 2008 over 300,000 households in the UK had been targeted by PTP projects. Larger schemes tend to use marketing techniques to identify households into segments using sophisticated marketing databases.

PTP is normally run by local authorities but recently there have been examples of communities doing it for themselves. The best example, covered in the case study below, is Staveley in Cumbria, where volunteers went round door to door round the village asking people about their travel habits and if they would be interested in learning about other options. It can be very labour intensive to do this so should not be top of the ‘to do list’. It is best to ensure that there is a wide range of information and travel options available first. Provision of local information such as cycle maps tends to be the most cost-effective element.

Examples of resources are:

  • Local travel information: walking, cycling and public transport maps plus timetables and ticket information including deals such as season tickets
  • Personalised travel information, such as a timetable for the nearest bus stop
  • Promotional branded goods: mugs, cycle water bottles
  • Vouchers and deals for cheaper public transport.

See the sections on creating travel information and organising events for more ideas.

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