Target Marketing in Employee Transportation

Analysis of Key Employee
Demographic and Special
Relationships Impacting Commutes

September 14, 2011
Nathan Byerly

Overview
• Program background and
drivers
• Service area
• Employee density
• Distance analysis
• Demographic trends
• Route profile
• Proposed decision making
criteria
• Q&A

GIS in Public Transportation 2011| Slide 2 | September 14, 2011

Genentech in South San Francisco
• Founded in 1976, Genentech
invented the Biotechnology
industry
• 200 acre campus in South San
Francisco, CA
• 4.5 million square feet of office,
lab and manufacturing space
• Average daily population of
~10,000 employees
• Most employees live in San County Employees
San Mateo County 44.97%
Francisco and San Mateo San Francisco County
Alameda County
30.95%
10.58%
counties Contra Costa County
Santa Clara County
5.91%
5.56%
Solano County 1.72%
Napa County 0.22%
Monterey County 0.08%


Business Drivers

• Recruitment, Retention, Quality of Life

• Productivity Enabler

• Carbon Footprint

• Parking, Master Plan and Capital Expense


gRide Today

• 3,200 out of 9,500 employees are active gRide
users/members
• $2-4 per day cash incentive
• $4 per rider per day for drivers
• $120 Transit and Vanpool Subsidy
• 16 GenenBus routes - 30 Motorcoaches - Over
600,000 riders in 2010
• Over 65,000 web page views per month
• B-Cycle BikeShare
• Hertz Connect CarShare


Service Area

• 30 GenenBuses serving 16
direct and transit shuttle
routes with over 3,000
riders per day
• Direct routes focus on
areas with poor or no public
transportation, high density
neighborhoods in San
Francisco, long, arduous
commutes, and expensive
bridge tolls


Employee density
• Density focused in San
Francisco and San Mateo
counties
• 75% of employees live within
20 miles of SSF campus


Overall participation by route
• Routes with high utilization tend to be in San Francisco and the
East Bay
• Non-participants tend to live close to the SSF campus and have
very short commutes
gRide Non gRide
1 Mile 3 Mile 5 Mile 10 Mile 1 Mile 3 Mile 5 Mile 10 Mile
Church & Market 3.76% 25.96% 26.11% 10.08% 74.04% 73.89%
Cupertino 0.00% 4.18% 10.55% 22.91% 21.88% 1.45% 19.09% 36.73% 77.09% 78.12%
Freemont/Union City/Newark 7.44% 17.98% 36.95% 52.46% 55.49% 2.46% 11.82% 26.11% 47.54% 44.51%
Castro Valley / Hayward 9.60% 11.71% 17.80% 42.20% 39.95% 2.68% 18.78% 32.93% 57.80% 60.05%
I-80 6.45% 3.92% 18.87% 28.92% 31.80% 0.00% 11.27% 30.64% 71.08% 68.20%
Los Gatos / Palo Alto 0.85% 4.19% 10.86% 24.55% 26.69% 0.45% 9.05% 24.10% 75.45% 73.31%
Marina Pac Hts 14.63% 27.78% 32.38% 16.35% 72.22% 67.62%
Noe Valley 5.00% 23.02% 21.01% 28.38% 76.98% 78.99%
Orinda / Plesant Hill 0.92% 4.61% 12.73% 28.41% 33.20% 0.74% 4.43% 17.16% 71.59% 66.80%
SOMA 9.37% 33.82% 33.18% 20.80% 66.18% 66.82%
Danville / San Ramon 2.33% 12.83% 25.36% 59.77% 62.09% 1.17% 6.71% 13.12% 40.23% 37.91%


Commute time distance comparison
• Commute time is similar for County
gRide South San Francisco Participants
Ave. Drive Time Ave. Drive Dist
Monterey County - -
participants and non- Napa County 192.35 63.27

participants Solano County
Contra Costa County
103.57
103.16
47.75
37.87

• Drive distance follows a similar
Alameda County 82.78 31.77
Santa Clara County 75.38 29.28
San Mateo County 46.45 12.25
pattern for participants and San Francisco County 44.18 10.17
Overall Ave. 92.55 33.20
non-participants
Non-gRide South San Francisco Participants
County Employees
County Ave. Drive Time Ave. Drive Dist
San Mateo County 44.97%
Monterey County 212.64 88.61
San Francisco County 30.95% Napa County 116.41 46.56
Alameda County 10.58% Solano County 103.87 48.41
Contra Costa County 5.91% Contra Costa County 100.19 37.46
Santa Clara County 5.56% Alameda County 75.44 28.05
Solano County 1.72% Santa Clara County 72.59 27.80
Napa County 0.22% San Mateo County 47.99 10.62
Monterey County 0.08% San Francisco County 45.06 9.53
Overall Ave. 96.77 37.13


Tapestry segmentation
• Tapestry segmentation is very similar for both gRide
Tapestry Group
groups Enterprising Professionals
Suburban Splendor
0.70%
1.02%

• Non-riders do not share International
Wealthy Seaboard Suburbs 1.06%
Boomburbs 1.70%
Connoisseurs 1.80%
Marketplace, Pleasant-Ville, or Top Rung Metro Renters 1.90%
Trendsetters 2.43%
• Riders do not share Enterprising Professionals, Pacific Heights
Urban Chic
2.49%
3.34%
Suburban Splendor, or Boomburbs Laptops & Lattes 5.19%

non-gRide
Tapestry Group
International Marketplace 1.37%
Pleasant-Ville 1.70%
Top Rung 2.23%
Metro Renters 2.82%
Wealthy Seaboard Suburbs 3.94%
Connoisseurs 6.00%
Trendsetters 6.02%
Urban Chic 13.30%
Laptops & Lattes 14.26%
Pacific Heights 15.50%


Tapestry segmentation attributes
Pacific Heights Laptops & Lattes Urban Chic
• Upscale • Major metro areas • Sophisticated
neighborhoods in like SF exclusive lifestyles
Pacific coast cities • Single or with • Married couple
• Primarily married roommate families
couples w/- children • Cosmopolitan and • Well-educated
• College educated hip • Dual income
• Dual income • College educated • Median home value
• Median home value • Median home value $536K
$470K $634K


Cupertino route analysis
• Drive time average 77 min.
• Average drive distance 31 miles
• Employees on this route tend to be
have more IT related jobs
• Active users tend to be clustered
• Both users and non users share the
same top five tapestry groups

Cupertino nonriders Cupertino gRiders
Tapestry Group Tapestry Group
Enterprising Professionals 9.78% Enterprising Professionals 10.71%
Trendsetters 14.86% Trendsetters 16.43%
Laptops & Lates 15.22% Laptops & Lates 17.86%
Urban Chic 18.48% Urban Chic 17.86%
Connoisseurs 19.20% Connoisseurs 20.00%


Decision making criteria
• Drive time
• Drive distance
• Special corridor conditions
• Segmentation attributes

• Wild cards


Q&A


Target Marketing in Employee Transportation

Recommended

Recommended

More Related Content

Featured

Featured (20)

Target Marketing in Employee Transportation