Click to add title. Maximizing your Marketing Power

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1 Click to add title Maximizing your Marketing Power

2 Click to add title Marketing Your Program The role of the ETC to influence Marketing your program is your most effective tool Your powers as an ETC to personally market your program Low cost tools and techniques Special promotions

3 Click to add title What is Ridesharing? Non-drive alone commute modes Carpooling Vanpooling Riding the bus Walking Bicycling Telecommuting Working a compressed work week

4 Click to add title Common Ridesharing Acronyms CTR Commute Trip Reduction ETC Employee Transportation Coordinator GRH Guaranteed Ride Home HOV High Occupancy Vehicle SOV Single Occupant Vehicle TDM Transportation Demand Management RSO

5 Click to add title How Employees Tick Knowing your employees, their buying process and how to use your knowledge will make or break your CTR program Understanding employee psychology: Typical commute modes Employee awareness Employee decision making Employee motivators Barriers to ridesharing

6 Click to add title 15 Tips to get Your Employees into HOV s 1. Personal assistance Work with employees one on one Work with small groups or work groups 2. Focus your energy on receptive employees Dedicated HOV commuters Borderline HOV commuters Passive solo commuters Borderline anti-hov commuters Dedicated solo commuters

7 Click to add title 15 Tips to get Your Employees into HOV s 3. Highlight and demonstrate the benefits Know the benefits Use tools to share how much ridesharing saves 4. Educate employees continuously Needs and desires lead to the buying process People s needs and desires change over time Education is key Capture attention for when a need arises

8 Click to add title 15 Tips to get Your Employees into HOV s 5. Be persistent, but give perspective Awareness Interest Evaluation Trail Decision Confirmation 6. Ridesharing is not an all or nothing prospect Start as a trial one to two days a week

9 Click to add title 15 tips to get your employees into HOV s 7. Encourage employees to keep travel diaries How many days did they not use their car How many miles they drove How much money they spent on gasoline, insurance, maintenance and repairs How much time they spent in traffic

10 Click to add title 15 Tips to get Your Employees into HOV s 8. Consider what motivates an employee Focus on modes that best suit their needs and desires Financial concerns Desire to reduce stress Family responsibilities Good time management Opportunity for social interaction Being healthy and fit Ability to remain flexible Desire to be less reliant on a vehicle Management expectations Peer pressure

11 Click to add title 15 Tips to get Your Employees into HOV s 9. Anticipate barriers to ridesharing Desire to be independent Lifestyle constraints Need vehicle to perform job duties Travel time Safety concerns 10.Remind employees there are many HOV modes 11.Be sure to acknowledge employee concerns

12 Click to add title 15 Tips to get Your Employees into HOV s 12.Don t assume employees have the same commute preferences as you 13.Provide extensive how to information for ridesharing solutions 14.Use HOV testimonials 15.Take your own advice

13 Click to add title Low-Cost Promotions Promotions fill your CTR program with fun, spontaneity and life and with a little creativity and hard work, you won t leave your budget empty.

14 Click to add title Essential ingredients No matter what your promotion, remember to include: Enthusiasm Creativity Fun!

15 Click to add title Target Employee Market A group of employees to whom you want to appeal and who are similar in some definable way: Employees with set schedules Employees with day care and child emergency concerns Employees who live in the same zip code

16 Click to add title Promotional Tools & Techniques Challenges and competition Employee contests Recognition and awards Prize drawings Giveaways Flyers and posters Presentations Transportation fairs

17 Click to add title Creative Ideas for HOV Elevator Days Bicycle Rodeo Promotions Commuting Credit Cards Rideshare Safari Cool-Commuter Beach Party Vanpool Olympics HOV Honor Roll

18 Click to add title Tips for Generating your Own Ideas Brainstorm with your CTR committee Work with other ETCs Sponsor an employee contest Center around a holiday or theme Tag onto a CTR related event Earth Day Bike to Work Month

19 Click to add title The Big Picture Vary the types of promotions and communication channels Change posted materials often Don t hold rideshare fairs too often Plan your promotions a calendar year at a time

20 Click to add title Contact information Debbie Anderson Community Transit