Cavendish supported us to develop and deliver the statutory consultation for a new Local Transport and Connectivity Plan. Their close support and knowledge in developing consultation materials, setting up and running consultation events helped to make the statutory consultation a success.
Emma White,
Transport Strategy and Policy Manager,
Cambridgeshire & Peterborough Combined Authority
Background
Between 2021 and 2023, Cavendish supported the Cambridgeshire & Peterborough Combined Authority (CPCA) to undertake a statutory public consultation on its emerging Local Transport & Connectivity Plan (LTCP).
Key challenges included:
- The need to engage widely with diverse communities from across the Combined Authority area
- The need to generate understanding among the public of how the draft LTCP would benefit them
- The need to secure advocacy from the broad range of stakeholders on the aims of the draft LTCP
Strategy
To overcome these challenges, we conducted a detailed stakeholder mapping exercise, identifying all stakeholders and organisations that needed to be involved in the process. This included social media and digital channel mapping to help better understand how communities typically access information.
With this information to hand, we worked closely with the Combined Authority Comms and Transport teams to design and deliver a comprehensive 12-week public consultation, featuring a series of 13 in-person consultation events at key locations.
We developed a purpose-built website for the LTCP to make it easy for people to engage with the information and provide feedback, and created a simple brand and logo for the consultation to give it a clear identity.
We delivered briefings events for key stakeholders, engaging with over 40 organisations from the business, education and healthcare communities.
To reach a wider audience, including seldom heard audiences, we used innovative social media campaigns and messaging designed to engage by presenting local visuals and contextually relevant adverts.
This included the use of video content which helped to explain the purpose and benefits of the LTCP in simple terms.
Alongside this, our PR team managed media relations and crafted compelling narratives to ensure widespread coverage for the consultation.
The
results.
The public consultation was highly effective and generated almost twice as many responses as the previous Local Transport Plan consultation undertaken by the Combined Authority.
96% of those that responded said they understood the transport vision for the area, indicating the consultation had overcome the complexities of the transport strategy.
Our briefings with stakeholders ensured there was a broad body of support for the draft LTCP, paving the way for its successful adoption in 2023.
Other key insights:
- 11,000 visitors to the project website, with over 50% originating from social media channels
- 1,500 responses were received to the statutory consultation
- 92% of respondents indicated that they understood the need for the LTCP
11,000
Visitors to the project website.
92%
Of respondents said they understood the need for the LTCP.
