single industrial estates business improvement districts chase space chase3 – public private...
TRANSCRIPT
Single Industrial EstatesBusiness Improvement DistrictsChase SpaceChase3 – Public Private Partnership
Choice of partners – Governance arrangements – Collective activities – Dealing with Government – Business improvements - Networks
FORUM – SSCCI the UK experience
What We Do
Cannock Chase Business Improvement District (B.I.D) 2007 – 2012
275 businesses over 5 out of town business parks
Additional contribution through business rates
£150,000 per annum for five years - £750,000
Provides sustainable funding and long term investment
Unique approach to tackling problems faced by businesses
Improve, manage and sustain trading environments
Forum
In depth consultation for 18 months to inform and consult
Surveys - common goals identified
Crime and Security Image Enhancement – signage / grounds maintenance Traffic Congestion
Agreed baselines
Vote – 52% voted YES 48% voted no or did note vote
Measurable outcomes / K.P.I’s from Municipality
Forum
Dedicated Business Park Co-ordinator – all issues
Image Business Partnerships was formed
Business led self help group
Multi Agency involvement
Project planning and implementation
Long term sustainable approach – five year project
Re-ballot in 2012
Forum
B.I.D Services and Business
Provide services and facilities that are additional to existing municipality services
Create a more attractive, vibrant, cleaner and safer environment
Improve the trading performance
Raise property values
Attract inward investment
Strong links with all parts of the community
Prevents free loaders
Forum
Our Route To Businesses
Existing relationship – trust and confidence there
275 companies in the BID plus ‘Chase Space’
Long term sustainability through Chase3 – we have a long term vision for project and will involve all our projects – traders associations – will roll out the program
Discussion•What are the other partners route to businesses?
•Do you have an existing relationship with BIZ areas?
•How have you chosen your areas?
•What is their authority?
Forum
Data ManagementBaseline Surveys and ProfileStrategy and ObjectivesCommunication and Public Relations
Integration of MoMa.BIZ into networks – Gaps to be filled – Employee behaviour – Community awareness – Interpretation of need
METHOD – SSCCI the UK experience
An Approach
Engage with ALL businesses
Collate accurate database
Highlight issues and barriers to growth
(crime / identity / Environment)
Identify investment opportunities
Develop interest in business led improvement
Build up trust and confidence
Press Release – they are part of something prestigious and new to the area
Method
The Way Forward
Conduct a baseline survey
Supply a detailed report of findings
Identify ‘champions’ from the business community – advocate from each BIZ
Highlight site improvements
Set up a business forum
Produce a master plan
Develop a sustainable plan for the future
Method
Engagement
Participation is about engagement – need to create an Engagement Strategy
Identify BIZ areas
Ask municipality for names and addresses – their assistance is key
Create awareness – introduce project through newsletters / letters / initial survey to sense response rate
Follow up with telephone calls
Follow up with face to face visits for those that do not respond – explain in more detail
Method
Start
Need to get businesses commitment and support
Need to gain the stakeholders trust and confidence
Inspire them – their involvement is worth the risk
Now we have names and information – inform them of a start date –
Public Launch Date – invite press and record event
Create a ‘group’ that they can be part of – much higher chance of long term success rate – name the group
Quick wins – shows our interest and assertiveness / action Clean up the BIZ areas Maintenance – prune hedges, road sweeps
Method
Baseline Survey for each BIZ
Remember it is challenging to engage people in caring about the environment and climate change
Choose another route to communicate the MoMa.BIZ Project – the message
Transport problems affect all – Highlight how the project assists with transport problems – parking on double yellow lines, staff cannot park
Conduct a baseline survey
What are their issues – pick up the MoMa.BIZ Project through their concerns – they will not think that Mobility Management affects them
If bus stops were installed at the entrance to all BIZ would they be used – participation levels – what would it take?
Method
Make Event Appealing to a Wider Audience
At the Activating Event invite ‘Guest Speakers’ to inspire businesses and speak on issues within Mobility Management
Also invite other ‘Guest Speakers’ to attract a larger audience:
Local municipality Highways Agency Bus Companies Local Chamber of Commerce Banks and Businessmen Job Centres Police Multi-Agency approach
Question and answer sessions – unrelated to mobility management but would ensure that they were there to then engage
Method
Marketing and PR
Use interesting and different forms of marketing the project and the ‘Activating Event’
Post cards, eye catching literature – be creative
it makes a powerful statement of who we are
Inform local municipality – their website / residents magazine
Local newspapers press release and create photo opportunity at event
List of Companies that attend will be in local newspaper
Prepare a booklet for stakeholders to be given on MoMa.BIZ
Method
Information Share
After conducting initial surveys and employee surveys and work package we will know:
Their concerns for area Footfall Car parking figures Bus Figures Vacancy rates Chosen method of transport Distances Number of people commuting to BIZ – employees and visitors
This information is the key to negotiations with bus companies, Landlords etc
Method
Example Summary of Findings
850 employees
700 travel to work by car
75 extra car parking spaces needed for visitors and customers
600 official car parking spaces
45 spaces not used by current tenants
50 spaces at empty units
This information will also be of interest to businesses and involve them
Method
How to Engage with the BIZ
Sometimes it feels hugely challenging to engage and excite people to take action against climate change
Some people immediately understand the importance of this and start taking personal action. The first step of any campaign is to reach them and get them involved
Talking beyond this small group to the large majority of people – who are often confused or doubtful about the issues, suspicious of the messengers and pre-occupied with their day to day lives- can be frustrating and sometimes daunting
There will always be the handful of enthusiastic people who are keen to reduce their carbon footprint - it's encouraging all the others to do something that's the hard thing!
Pippa Reeve, Northants Climate Friendly Communities
Method
What is Communication
Communication is much wider than you would think At a personal level, a great deal of communication is non-verbal: how we
dress, hold ourselves and our body language are all powerful communicators – be enthusiastic from the start
Appear tolerant, welcoming, active and having fun you will attract people by offering them positive reasons for being involved
Traditional forms of written communication are important Even in the internet age, a good leaflet, poster, or display is still an
important way of explaining our project
The style and appearance of them make a powerful statement of who we are. Include photos of members (for example a group photo) and quotes from actual members - builds trust
Method
Different Ways of Communicating Because of its very low cost, and its potential for spreading information by
peer-to-peer contact, e-mail is the ideal
Invite members to pass on e-mail communications to new people in their own networks. It is important to have some internet presence- even if it is just a page with your leaflet text and contact details.
Talking, face to face contact and word of mouth are still king
Because climate change is often technical and data driven, people want
personal interaction – such as verbal presentations or face-to-face conversations – to help them to process and understand the information
Method
Presentations
Encourage people to display their membership and take ownership of your messages – they are part of something BIG and NEW
Be creative
As with any form of commercial marketing, always try to think of new and eye-catching ways of reaching people
Community groups have tried beer mats, comics, banners, games, competitions
Make sure you understand your community before deciding how best to communicate with them – ours are SME’s on out of town business parks
Method
Community Led Plan
Local consultation and relationship building begins before the steering group is established
Establish the steering group
Developing a project plan
Community consultation
Prioritising action and drafting the plan
Finalising and implementing the plan
Monitoring and reviewing progress
Method
Partnership Working
A community-led plan is most likely to wok if it is supported by all the key agencies in a local community. This is especially true of support from local municipalities
Local authorities can provide advice and information to groups undertaking community-led planning and may even fund some of the process
MoMa.BIZ is independent community-led plans ought to inform the development of statutory policies and plans as municipalities are required to consult with the community
Method
What Methods Will Partners Use?
Building face to face relationsTraining additional local advocatesDeveloping cooperative opportunityLinking to direct business benefitsSeizing positive local initiatives and publicising
Building on existing foundations – Extending network activities – Constant feedback and encouragement – Sustainable and self
generating program activity – Community dissemination –
Adopting box solutions
DELIVERY – sscci the UK experience
Get Business Owners Interested
Networking opportunity for businesses
Speak with travel companies and private shuttle bus companies to see if we can create a free or subsidised rate for all members of the MoMa.BIZ –
Free bus passes for employees
Make an announcement at event
Free rental period on units if expanding – 3 months free rent
Speak with Landlords / owners of empty units prior to meeting to gain their cooperation for a ‘Use Our Car Park Week’
Make an announcement at event
Grants and Funding
Make an announcement at event
Food and drink laid on
Delivery
Potential of Project
Create other opportunities through the project
More eateries / facilities in BIZ areas – what do businesses want – would this encourage them to stay on site at lunchtime?
This is all part of Mobility Management
Small business enterprise per BIZ
Could create a business opportunity – could Council subsidise business rates or Landlord give a rent-free period
press story – good for local economy
Use a redundant building in BIZ – develop visitor economy
Opportunities for sponsorship – local bicycle shop, car dealership
Press Release / PR / Newspapers and TV
Delivery
Know Their Concerns
To make real progress in reducing emissions everyone will need to be involved and collective action will need to be seen as both desirable and normal
People are more likely to believe and respond to others who seem like themselves and who share their concerns and interests
Businesses are aware of the cost of running a car
Businesses are motivated by money – we can save them money, save their staff money and improve the appearance of the BIZ
Staff punctuality improved
Ease the pressure on parking
Delivery
Our PlanClimate change is one of many priorities
The content of every community led plan reflects the needs, interests and priorities of the individuals and groups who contribute to it. The focus is always on local issues. Typical topics that arise within community consultation about local needs include:
Crime and security Grounds Maintenance Signage Public transport Road safety Business support On site eating facilities Training Waste and recycling
Delivery
The Approach
Most people do not think of climate change on this scale but rather as a global, long-term challenge
However, there is enormous scope for action on climate change to be included within community-led plans. The benefits of doing this are considerable
Climate change action becomes a shared concern of a whole community New opportunities open up to inform and educate local people about climate
change Our aim is for the MoMa.BIZ Project to be a springboard for more intensive
local action on climate change
The links between climate change and local needs
Delivery
Building Support for Climate Change
Look for common ground and use this to build a foundation for shared action
Public attitudes to climate change are complex and it will always be difficult to find common ground if basic knowledge and awareness of the issues is lacking
Many green groups have also found that their messages are more powerful if climate change actions are presented as ‘win-wins’ for local people. Insulation programmes, for example, are easy to present as money-saving as well as ‘planet-saving’ actions. This ‘win-win’ approach is an effective way of identifying and exploiting common ground. It not only incentivises climate change actions, it also promotes a more positive attitude and increases the public acceptability of pursuing climate change action in general
Delivery
Language
It is important to use appropriate and relevant language when discussing ‘environmental issues’
People are likely to support concerns over heating and insulation for elderly people and young families, or air quality at the local school, but labelling these things as ‘environmental issues’ may alienate some people
For climate change action to be fully integrated into community-led planning, the ‘win-win’ approach needs to be tackled from the other direction
Our Route to Involvement Rather than starting with a list of climate change actions and trying to work out the best way to ‘sell’ these, you need to start with an honest appreciation of the needs and priorities of local people and work out how these can be ‘reframed’ to a climate change agenda
Delivery
Benefits for Business
When launching a Mobility Management project it is important to show direct
financial benefits for the companies involved
Savings related to car parking and improved health of employees
Personal health is usually the main motivating factor for employees
Clear support from management is vital to ensure continuity of the work
The national authorities can support companies by developing the policy
instruments, financing practical pilot projects and informing of best practices
Delivery
Participation Those who have plans to change location and need more information on the
impact of relocating for employees including travel costs
Service sector where employees can be reached by e-mail and information
widely disseminated via intranet
Companies that have huge costs and lack of parking places can solve or relieve these problems by Mobility Management
Mobility Management in commuting can be approached from two directions:
1. Behavioural change can be reached by affecting employers that, in turn, provide and market sustainable transport services to their employees
2. Employers should then be aware of the other social factors other than commuting which affect single person travel habits
Delivery
Contact employees directly - the psychology behind individual travel behaviour can be understood more easily
‘Bike Busters’ is an example of an employee oriented approach. It is not a pure example of Mobility Management because it does not directly activate the employer, the generator of the traffic
Successful Mobility Management projects use both
Visible improvements during the project are crucial
Delivery
Stages
The first phase of the project is a travel questionnaire
Have very visible improvements right from the start
The management should be involved well before launching the project to employees – they will be our local leaders
Encouraging companies to work with Mobility Management can be accomplished primarily in three ways:
1. A sustainable mobility plan is required by law or municipal regulation
2. A sustainable mobility plan is required in quality and environment systems
3. Mobility planning and projects are activated and subsidised by the public sector
Delivery
Action
Activating and supporting companies in Mobility Management initiatives can in principle be done in two ways:
by giving information by granting finances in order to allow the purchase of mobility expertise as
an outsourcing service
Information is important but it is even more important is to have some kind of local focal point which can provide specifics
i.e. improvements for BIZ as a whole
We will provide training for all business owners and address other issues
Phone call last week asking if we could source training
Delivery
Companies need very practical tools and also marketing material:
What kind of benefits employers can gain from Mobility Management How to map current travel habits, problems and expectations What kind of actions could be carried out – which are the most effective and
what are the costs and benefits How should the selected actions be activated in practice Where to get material for information campaigns How to inform and market about the actions What kind of local rules and national legislation should be taken into
account when providing different services
Delivery
UK SSCCI Conclusion
Every company is different and there are no universal solutions.
Key success factors seem to be:
Anchoring the project at business owners Sufficient time for the project to develop and bring about results Adequate resources for practical work with companies Well-defined and segmented target groups Personal skills and motivation of the people in charge Carefully planned before/after-surveys with sufficient time in between Well-defined and well-known goals and targets Sufficient marketing, resources and patience Actual results – what the project can do for individuals is what it comes
down to
Any questions
Discussion of problems that
Partners anticipate