2012 ACT International Conference - Virginia Megaprojects: Making the Business Case for TDM Success

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To mitigate traffic congestion and Keep Tysons Moving during the I-495 Capital Beltway Express Lanes and the Dulles Corridor Metrorail construction projects, an effective trip reduction program was designed to support major employers in the affected corridor. Market research, a dedicated Employer Solutions Team, specially designed TDM incentives, powerful partnerships and strategic communications produced the following quantifiable results: 33 Telework Programs, 15 New Vanpools, 259 New Employer Meetings, hundreds of Commuter Express transit riders, and additional shared-ride commuter solutions.

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2012 ACT International Conference - Virginia Megaprojects: Making the Business Case for TDM Success

  1. 1. A Case Study for Making the Business Case for TDM ACT International Conference Savannah, GA July 30, 2012A Case Study for Making the Business Case for TDM
  2. 2. Doing a World of GoodWe solve client problems like: • Providing clean air and water to millions of people • Reducing traffic congestion region or city wide • Making a family’s morning just a little bit easier every day A Case Study for Making the Business Case for TDM
  3. 3. 1. Doing a World of GoodChanging the world one customer at a time.Changing the worldone customerat a time. A Case Study for Making the Business Case for TDM
  4. 4. Transportation and TDM are part of our DNA… A Case Study for Making the Business Case for TDM
  5. 5. A Word from Chris ArabiaVirginia Dept. of Rail and Public Transportation A Case Study for Making the Business Case for TDM
  6. 6. Virginia Megaprojects Project Area A Case Study for Making the Business Case for TDM
  7. 7. Project Area in Consumer Terms A Case Study for Making the Business Case for TDM
  8. 8. Nearly ALL Motorists in Northern Virginia WILL BE AFFECTED Significant Project Milestones/Impact on Motorists I-495 HOT DULLES Dulles Phase 2 I-95 Widening I-95/I-395 BRAC2008 2009 2010 2011 2012 2013 2014 A Case Study for Making the Business Case for TDM
  9. 9. Engaging the ConsumerHow do you combine TDM and major Highway or Transit constructionprojects? – A single voice that unites the regional impacts of all projects and what the TDM options are to alleviate the pain – Interactive tools (Website and CRM) tailored to each consumer – Intensive regional reminders – don’t SELL them on TDM/transit options - provide info and give them control – Locally-targeted efforts at key stages of each project. – Feedback, monitoring, and measurement mechanisms that help us respond to consumers’ changing needs A Case Study for Making the Business Case for TDM
  10. 10. 10+ Years Of Consumer Research Guiding Principles• Road users Sense of Control and Well-Being. The Public Wants To Know!• Answer the critical question “What’s in it for me?”• Create awareness & familiarity to drive behavior change• Be accurate & timely in all communications• Communications cant be one-way - Successful communication is a Two-Way Street• We cant provide Too Much Information. Connect the pain of construction with the benefits of TDM Source: Combined SIR resident and commuter studies for VDOT and DRPT. A Case Study for Making the Business Case for TDM
  11. 11. Research Findings Tell Us Awareness of construction projects Information seeking Familiarity Behavior seeking Acceptance Behavior changeA Case Study for Making the Business Case for TDM
  12. 12. By the numbers… Springfield Virginia Interchange Broad Reach Megaprojects Results - Mass Advertising ResultsAwareness +-95% - Earned Media Relations +-74% Targeted ReachFamiliarity +-80% - Public Affairs +-37% - Employer Solutions Team - Community MarketingAcceptance/Satisfaction 56% +-36%Behavior Change 7% 3% A Case Study for Making the Business Case for TDM
  13. 13. Research Drove the IncentivesTelework Incentives - $50,000 for employers who create orexpand a formal telework programSubsidized Express Bus ServiceSubsidized Vanpool Program - $50 per monthNuRide - Loyalty ProgramOn the Ground - Employer Solutions TeamRobust Marketing and Communications Support A Case Study for Making the Business Case for TDM
  14. 14. The Seven Impressions to Cut Through the ClutterMedia landscape continues to expand/evolve - RAPIDLYWe filter out what we don’t find relevant or credible…We all haveour own MEDIA CLUBAs new media is introduced, our appetite as consumers of mediagrows…Remember the rule of 7 A Case Study for Making the Business Case for TDM
  15. 15. Pain of Construction Tied to the Benefits of TDM/TransitPain includes: – Lane Closures – Right-of-way activity – Staging Areas – Clearing and grubbing – Utility Relocation – Sound Wall Relocation/ Construction – Bridge Construction and for HOT Lanes and Widening – Widening Activity A Case Study for Making the Business Case for TDM
  16. 16. Consumer Target Audience Multicultural Peak Household income Time $100k+ Motorist35 - 54 years old Origination: 50% Male/ 50% Female • Fairfax • Prince William • Loudoun Secondary (offpeak): • Arlington • Seniors/55+ • Alexandria • Shoppers/Errands • Truckers/Deliveries • DC/Maryland • Young Adults (HS/College) A Case Study for Making the Business Case for TDM
  17. 17. Consumer Target Audience• 35 years old• Indian• Mother of three• Financial Planner at Booz Allen• 80k annual salary• Commutes from Loudon to Tysons Corner A Case Study for Making the Business Case for TDM
  18. 18. Layered Communication Process Is Critical For SuccessAdvertising - Radio, television, newspaper, direct mail,billboards, gas pump covers, exhibits, displaysNew Media - Customer Relations Management (CRM),Phase III Megaprojects website, Blog, Desktop WidgetPublic Information - Web site, information center,Customer Relationship ManagementPublic Outreach - Meetings, townhalls, breakfastleadership briefings, slugger breaks Increased awareness =Public Affairs - Events, tours, media relations, crisis “What is Affecting Me Now?” right attitudecommunications and behaviorEmployer Outreach - briefing meetings,webinars, transportation fairs, targeted outreachInternal Communications - E-mail updates,presentations, quarterly meetings, WebResearch - Surveys, analysis, focus groups (gaugeinformation needs and effectiveness of communications) A Case Study for Making the Business Case for TDM
  19. 19. Organizing The Messages Is Also Critical For Success Radio Traffic Tags
  20. 20. How Do We Measure ROI?• Impressions (Cost per impression)• Web hits• CRM signups• Number of Employers engaged• Number of Telework programs created/grown• Vanpools established• Transit ridership• Number of Employees changed modes/VMT Reduction• Awareness, Familiarity, Satisfaction/Acceptance A Case Study for Making the Business Case for TDM
  21. 21. Employer Outreach• Contact employers in the key construction zones• “Listen” to needs• Develop customized approach• Engage• Coordinate with partners A Case Study for Making the Business Case for TDM
  22. 22. Employer /Business Solutions Approach A Case Study for Making the Business Case for TDM 24
  23. 23. Vanpool Sales Challenges• Tysons Market• Confusing Cost Message• Vehicle Size• Securing Riders• Vanpool Service Providers A Case Study for Making the Business Case for TDM
  24. 24. Megaprojects VanStart ProgramTailoring VanStart Program for Success:1) Establish one monthly fare2) Provide 7 passenger vehicles3) Employer based promotions4) “Shared Drive”5) VPSP – No preference6) No previous vanpool experience7) Provide Recognition A Case Study for Making the Business Case for TDM
  25. 25. VanpoolCoordinator A Case Study for Making the Business Case for TDM
  26. 26. Spokesperson A Case Study for Making the Business Case for TDM
  27. 27. VanpoolRecognition A Case Study for Making the Business Case for TDM
  28. 28. VanpoolRecognition A Case Study for Making the Business Case for TDM
  29. 29. Success Strategies Target best potential vanpool candidates Federal Workers Commuter Transit Benefit (CTB) Long Distance Commuters Increase Vanpool Program Awareness Use established channels of communicationsCreate tailored promotional materials (with consistent branding) Foster a dedicated team and partnerships Overall Constant, personalized follow-up Overcome “challenges” A Case Study for Making the Business Case for TDM
  30. 30. Promotional Tools• VanStart Flyer• VanStart Point of Purchase (POS)• Vanpool Banner-Up• Radio Promotions• Vanpool Web Banner Ads• Megaprojects News Articles• Vanpool Videos• Websites: vamegaprojects.com & GoTysons.org A Case Study for Making the Business Case for TDM
  31. 31. Vanpool VideoA Case Study for Making the Business Case for TDM
  32. 32. Results• Supporting 137 vanpool riders in 20 vanpools• Providing approximately 5,200 Passenger Trips per month• Utilizing seven vanpool service provider companies A Case Study for Making the Business Case for TDM
  33. 33. How Have the Strategies Performed?• Telework - 27• Transit ridership (monthly) o Tysons Express - 11,000 o Other Transit Services - 25,000• Nuride o 2,045 NuRiders• EST Engagement measures o 275 New Employer Meetings o 547 Follow-up Meetings o 124 Transportation fairs and events• Vanpool – 21 new o 3 Van Save o 67,340 Passenger Trips Provided o 266 Vanpool meetings A Case Study for Making the Business Case for TDM
  34. 34. Questions?Jim Wright Felicia WoodruffPrincipal Sr. Director Employer SolutionsPulsar Virginia MegaprojectsP: 703.801.9758 P: 703.586.0618E: jwright@pulsaradvertising.com E: f.woodruff@vamegaprojects.com A Case Study for Making the Business Case for TDM

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