You are here: Home >> Communications Kit >> Getting the Messages Right >> Getting the Messages Right for Management

Getting the Messages Right for Management

When talking about the benefits/key messages for the organisation itself think about the specific target audiences: Senior Management, Union representatives, HR and Fleet Management.

These are the key benefits that they will be most interested in:

Reducing costs

As an organisation there are considerable amounts of money to be saved through reviewing car parking policies and staff business travel. More fuel efficient pool cars and less taxi usage can also reduce costs. Consideration should also be given to flexible working arrangements and tele and video conferencing as a means of reducing costs. There are even savings to be made in National Insurance contributions through schemes such as cycle to work. It is about demonstrating to management that travel planning measures can impact on the bottom line.

What you could do to reinforce these messages:

Consider setting up a “dashboard” of annual savings, upon which you report.
Look to operate a league table of departments based on their contribution to these savings.
Consider car parking charges as a method of generating income.

Improved productivity

With fewer cars on the road, congestion eases, cutting commuting and business travel time, hence freeing up valuable work time. Organisations can also benefit from encouraging employees to use public transport and to make more of the down time of travelling. They can spend the time working, on the phone or relaxing, so they arrive refreshed and better prepared.

What you could do to reinforce these messages:

Could run an exercise with HR to look at number of hours spent on commuting /business travel. Use this data as a bench mark from which to compare the success of travel planning measures.
Actively promote public transport or active travel for business travel.

Improved health and well being of employees

This can benefit the organisation as much as the individual. With more employees using active modes of travel, they will start to feel healthier and less stressed, which in turn can reduce absenteeism rates within the organisation, so less sick pay and temporary staff costs. Encouraging employee involvement in various internal travel planning initiatives can also lead to a sense of team spirit and good will amongst the workforce which can help to drive forward any travel planning measures.

What you could do to reinforce these messages:

Work with HR to look at staff absenteeism rates and use these as a monitoring measure.
Consider enhanced business mileage for those who cycle.
Link in with Healthy Working Lives to promote health and well-being across the workplace.

Improved employee retention as well as benefits to the recruitment process

The 'nice place to work' angle is a strong one. Travel Plans can help to provide an attractive recruitment package by offering a wide choice of travel options thereby making a site more accessible and increasing the labour pool. For existing employees, providing greener spaces for employees to relax at work as well as a pedestrian and cycle friendly environment can all help to reduce stress levels at work.

Well implemented travel planning measures and incentives can result in employees that are more content and less likely to leave. There are also substantial savings to be made by not having to recruit new employees.

What you could do to reinforce these messages:

Look into flexible working policies.
Consider travel planning information as part of employee induction packs.
Look at how you can improve immediate surroundings to make them more appealing. Less focus on car parking, more on active modes and easy access to public transport.

Reputation

Company image is becoming more important as people increasingly question the social and environmental ethics of organisations. A Travel Plan demonstrates that your organisation cares about the affect it is having on its environment. Being seen as a good neighbour and responsible employer through directly reducing the carbon footprint of the organisation are strong messages/benefits to use when talking to local media, the local authority and other relevant external parties.

What you could do to reinforce these messages:

Run a carbon footprint exercise to quantify employee’s carbon footprints for commuting and business journeys.
Focus on cycling and walking initiatives that will directly impact on the organisation's carbon footprint - as they are carbon-free.
Consider linking up with other organisations in your area to run initiatives.
Link up with local cycling or walking groups/charities.
Build up a relationship with local media and keep them up-to-date with the initiatives that you are running. Try to secure some local coverage.
Look into a community based project that promotes active travel. Maybe sponsor a local school by providing them with equipment to set up a cycle to school or walking bus scheme. Promoting carbon-free travel to the younger generation.

All of these benefit messages are incorporated in a suite of marketing materials that you can download, adapt and then print and distribute to key individuals within your organisation.

Need Help? Click here.