The development of a Travel Plan involves change and it is important that your employees are not threatened by the measures within your Travel Plan. It is important that you take account of the strong feelings some people have for their cars and the freedoms they associate with them. Make it clear that a Travel Plan is not anti-car or about banning cars, but rather about encouraging people to think about their car use and how to use them more wisely as well as about offering greater choice.
The focus of communications with employees should be on the benefits to them. The ‘What’s in it for me?’ factor . Although it is important to recognise that people also respond to an appeal to their better nature.
Considering the language used is not about avoiding the contentious issues such as parking restrictions or fees, instead it is about giving a context or explanation of the parking, congestion and wider environmental problems and then leading onto the other, positive measures that widen travel choices and offer benefits to employees.
Bear in mind that most of us would prefer to use our cars less.
All communication and promotion of the Travel Plan needs to be seen as fair to all and non threatening, this is vital to its overall success.
Consider the words that you use. Words/phrases such as “encourage”, “support”, “and wider choice” are positive and reassuring for employees. The tone is conversational and friendly and the style of writing interlinks the key themes of cost, environment and health and well being.
Marketing communication aimed at employers/management: