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Who are Your Audiences?

For your Travel Plan to succeed, you need involvement across the organisation as well as support from external organisations. Therefore, you need to consider both internal and external audiences when implementing your travel planning measures.


Internal Audience

Within your organisation, you need to have support from Senior Management to lower grade employees.  It is important that people feel a sense of “ownership” of the Travel Plan.

It is worth breaking down the types of internal audiences that you need to consider:

  • Senior Management – it is important that they are seen to lead by example. As well as Senior Management involvement, it is important to work across departments.  Finance, Estates/Facilities, Human Resources and Fleet Management are all departments that you will need to work closely with.
  • Employees (all grades) – need to be inclusive. It is important to include Trade Union representatives so any travel planning measures are seen as fair and consultative.
  • Mode Groups – you need to ensure you are representative of each of the modes – drivers, walkers, cyclists, public transport users.

Your Employee Travel Survey will give you a lot of information about the different target groups that you need to concentrate on. It will give you an idea of how strongly people feel about different measures and ideas and what the major issues and concerns are. It is important that your Travel Plan and marketing activities address these issues and concerns.


External audiences

There are also external audiences to consider. It is worth remembering that the Travel Plan reflects on the image of the organisation and as such you need to consider how you target these external audiences.
  • Local media -  important when building reputation as a responsible employer.
  • Suppliers - important that your suppliers are aware and on board with what you are trying to do.
  • Customers - key that your customers see that you are committed to encouraging sustainable travel and the benefits that it brings to all.
  • Local Community -  important to be seen to be doing your bit and being mindful of your organisation's impact on the local environment.
  • Local Authority -  having a robust Travel Plan in place can assist with planning permission applications.
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