Links to Central Government and other National Initiatives

• Smart Card Activity Mapping Table WP5-05v1.0
• Devon Evaluation Report WP5-03v2.0
• Kettering Report WP5-02v2.0
• Lessons Learnt from Doncaster Pilot WP5-01v2.0
  

Smart Card Activity Mapping Table WP5-05v1.0

Tuesday, 4 May 2004

Spreadsheet providing details for Smart Card Schemes.

WP5 Smart Card Activity Mapping Table (107.00kb)

Devon Evaluation Report WP5-03v2.0

Tuesday, 4 May 2004

Devon Evaluation Report & LIBL

WP5-03 - Devon Evaluation Report LIBL - v2.0 Release (665.50kb)

Between January and March 2004, an evaluation of the Connexions Card / Life in the Bus Lane (LIBL) project was undertaken, on behalf of the Department for Education and Skills (DfES).  The project involved the development and roll out of a smart card which allowed existing transport applications to be added to a standard Connexions Card.

The purpose of the evaluation was four fold:

• to understand how effective the implementation process had been;
• to  evaluate the benefits of the joint Card to Cardholders;
•  to asses the extent to which having a joint Card impacted on Cardholders usage of both Connexions Card and LIBL functions;
•  to identify transferable lessons and good practice.

Kettering Report WP5-02v2.0

Tuesday, 4 May 2004

This report presents the evaluation of the pilot of a multi-function Connexions Card in the Kettering Borough local authority area.

WP5-02 - Kettering Evaluation Report - v2.0 Release (905.50kb)

This report presents the evaluation of the pilot of a multi-function Connexions Card in the Kettering Borough local authority area.  Below we summarise the key issues in relation to the process and impact of the pilot project and we present our recommendations.  These issues and recommendations are potential critical success factors that project managers and stakeholders who wish to replicate this type of project in other areas should bear in mind.

1.1 Process

There was a clear allocation of roles and responsibilities, effective communication and effective partnership working during the implementation phase of the project.  The way in which project partners dealt with the non-resident issue demonstrated that merging two applications will rarely be a neat fit and a pragmatic approach is required.  This combination of factors ensured that the distribution of new and replacement Cards was a smooth and efficient process.

The stakeholders have secured funding to ensure the sustainability of the project in the future.  However, there is a potential resource constraint in the future both for the Leisure Pass Team and Connexions Card Team for whom the implementation of this project was fitted around existing responsibilities.

Connexions Card and the additional functionality of the combined Card need to be perceived as being distinct from other Cards and initiatives already operating in the marketplace.  Adding value to leisure activities where cost is not perceived to be a barrier is preferable than reducing the cost of the activity itself.  Marketing and awareness-raising activity is critical for reinforcing the message about how to maximise the use and benefits of the Card.

A learning centre's past experience of Connexions Card has a direct impact on the degree of engagement and investment that each learning centre has with the initiative.  There is a minimum requirement for all learning centres to be Connexions Card distributors for the joint initiative to be sustainable

1.2 Impact

Cardholders responding to the questionnaire reported high levels of awareness especially for Connexions Card functions.  Usage of the Card is proportionate to awareness of Card functions with Connexions Card functions being used more than Leisure Pass discounts.

Young people are using the Card functions more and perceive that there is easier use of functions and discounts now that the Card has additional functionality.  Increased awareness of Card functionality through prompts in the questionnaire and discussions in the focus groups may be a factor affecting responses.

There is an above average conversion rate of Cardholders with points becoming Cardholders who claim rewards.  The number of redeeming Cardholders has increased by 414% between May 2003 and February 2004 and the number of rewards being claimed has increased by 481% over the same period.  However, students are generally ambivalent about the impact that Connexions Card has on motivation apart from the financial savings related to learning and leisure activities.

The rise in the number of redeeming Cardholders and increased reward activity is a result of a range of factors working together including general promotion activity, the new Card launch event, student's interpretation of survey questions and students in two learning centres 'playing' the system.

1.3 Recommendations
The following recommendations have been made:

• there should be a periodic review of resources to ensure that there is sufficient resource to manage the project alongside ongoing activity;
• all eight learning centres should be visited to determine their current level of engagement and seek to overcome any obstacles or barriers that may exist;
• young people need to be informed using a variety of media - repetition is vital to ensure that Cardholders are transformed into habitual Card users;
• a marketing strategy should be developed that uses existing Connexions Card Team marketing mechanisms and contact opportunities to promote the Leisure Pass aspects of the joint Card;
• consideration should be given to ongoing or periodic monitoring of leisure outlet use by Connexions Card holders to inform any wider evaluation of the initiative.

Lessons Learnt from Doncaster Pilot WP5-01v2.0

Tuesday, 4 May 2004

Approach for Use and Lessons Learnt in Connexions Card Pilot at North Doncaster Technical College

WP5-01 - Lessons Learnt from Doncaster Pilot - v2.0 Release (490.50kb)

The key aim of the "Links to Central Government and other National Initiatives" section of the National Smart Card Projects was to demonstrate how a national card scheme can act as a platform for other Local Authority initiatives.  The Connexions Card, as the only major central Government smart card, was well placed to do this. This document discusses the approach for use and lessons learnt in the Connexions Card Pilot at North Doncaster Technical College.