Development of a sustainable rewards programme in order to encourage motorists to structurally use bikes to travel to work.

Summary
Last year Maastricht Accessible placed a call for tender for the development of a sustainable rewards programme in order to encourage motorists to structurally use bikes, public transport or a P+R location to travel to work. At the beginning of 2016, the contract was assigned to Innovactory. In this presentation, Innovactory and Maastricht Accessible will jointly explain the design of the rewards programme and will highlight the success factors for a successful public-private partnership.

Content
From 2017 – 2018 large-scale road works on the Noorderbridge take place in Maastricht. The Noorderbrug is the main Meuse crossing connection between east and west Maastricht with an intensity of 50,000 vehicles per day. The road works have a significant impact. Measures are necessary to limit the traffic nuisance and to keep the city accessible throughout the road works.
It is estimated that 2,000 peak-hour traffic avoidances per day need to be achieved during the peak of the road works by mid-2017. Maastricht Accessible wants to meet this objective by encouraging motorists who frequently use the Noorderbridge to travel smarter and work smarter.

Half of this objective (1,000 peak-hour avoidances) Maastricht wants to achieve using an innovative and sustainable rewards programme. With this programme, motorists are motivated to structurally use bikes, e-bikes, public transport or park at a distance more. For this good behaviour, they initially receive financial rewards, but it is also expressly intended that participants become intrinsically motivated and continue to exhibit good behaviour for maximum effect on the short and long term.

Through an innovative performance contract with bonus/malus schemes, the market is challenged to realize the specified target and to consolidate the effects in the medium term. Meanwhile the developed rewards programme South Limburg in Motion (zuid-limburg.inbeweging.eu) is fully operational. InBeweging is an integral programme. Through employers, social media, roadside information and licensing number plates, drivers are recruited to participate in conjunction with a reliable baseline to determine the travel patterns of participants. Participants are then encouraged  (both individually and in groups) to use alternative ways of transportation. Their travel behaviour is consistently and carefully recorded by the TimesUpp app to ensure that the participant’s good behaviour is actually shown. For good behaviour participants will receive points to redeem at a shop for money, gifts or contributions to charity. In addition to these forms of material rewards, other motivation techniques are applied as feedback.

These elements of baseline measuring, recruiting, tracking and rewarding are subject to strict quality requirements arising from the IMMA architecture. IMMA, which stands for Integrated Mobility Management Architecture, a framework that is used nationwide and provides a uniform, efficient and verifiable implementation of peak-hour avoidance projects, (bike) encouraging projects with rewarding components and Traffic Research. It is also explicitly focused on fraud prevention and privacy protection.

What is new?
A performance-oriented form of cooperation between market and government, in which the market has the primary responsibility to realize financial rewards and intrinsic incentives for peak-hours traffic avoidances by means of a largely own developed strategy and technology. This takes place within a nationally developed integrated mobility management architecture (IMMA) which combines the knowledge and experience gained in the areas of ITS, peak-hour avoidance, bicycle projects and behaviour and provides a uniform, efficient and verifiable way of executing projects. A privacy protocol gives users the certainty that privacy laws are being applied with due care.

What is transferable to other cities and regions?
Experiences from both the reward programme, the nationally developed integrated mobility management architecture (IMMA) and the partnerships with industry parties can be shared.

What are the outcomes and conclusions?
There is a lasting and effective cooperation/contract relationship with the market. Innovactory has set up an integrated rewards programme with the already developed Innovatory TimesUpp application as a basis. This makes it possible to monitor and reward participants in reliable way. There are about 10 regional employers and their employees who actively participate in the project and this number is increasing. At present, the reward programme counts 1,000 participants. 50% of which are active. In May 2017, Innovactory ought to realize 1,000 rush hour avoidances per day.

Main target groups
The rewards programme is primarily aimed at motorists who frequently cross the river Meuse at the moment. They are encouraged to leave the car and go biking, e-biking, use public transport or park at a distance. These motorists have different motives (work, study, or other such as shopping, hospital visits or recreational). That means that in the recruitment of participants, employers and educational institutes are directly approached.

Authors: Lucien Groenhuijzen – Innovactory, Joost Beenker – Maastricht Bereikbaar and Roj van Baaren – Maastricht Bereikbaar