NVTC/GWRC Vanpool Project Task 3D: Best Practices Publicizing Vanpooling Prepared for: VHB Prepared by: And Project Director: Justin Schor Project Manager: Matthew Kaufman September 2011
Best Practices Publicizing Vanpooling UrbanTrans North America Page 2 of 10 TABLE OF CONTENTS 1.0 Introduction... 3 2.0 Methodology... 3 3.0 Marketing Messages... 4 3.1 How Vanpooling Works... 4 3.2 Saving Money... 4 3.3 Convenience and Saving Time... 5 3.4 Environmental Benefits... 5 4.0 Target Markets... 6 5.0 Graphics... 6 6.0 Applicability to Northern Virginia... 6 6.1 Potential Riders... 6 6.2 Current Riders... 7 6.3 Employers... 7 7.0 Creating a Unique Marketing Plan... 7 Appendix A: Peer Review of Vanpool Marketing Materials...10
Best Practices Publicizing Vanpooling UrbanTrans North America Page 3 of 10 1.0 Introduction The following sections provide a review of marketing materials from vanpool programs throughout the United States. The materials were reviewed to identify the marketing messages used to promote vanpooling and the format in which those materials are distributed. The sample of vanpool marketing materials was gathered from a variety of sources in order to provide a broad representation of current materials available to the public. This report summarizes the materials reviewed and identifies appropriate marketing themes, ideas and campaigns that can be applied in Northern Virginia. 2.0 Methodology An inventory of vanpool marketing materials specifically including print brochures, information pamphlets, flyers and discount coupons was collected from a variety of sources. Scanned versions of some of these vanpool-marketing materials can be found throughout this report and within the report appendix. Through requests for information, the project team was able to obtain a sample of marketing materials from vanpool agencies and metropolitan planning organizations (MPOs). Additionally, an online search was conducted to increase the number of materials sampled for analysis and to understand what kinds of vanpool information and marketing campaigns are available online. Marketing materials used in this analysis come from a variety of geographies and programs. The programs reviewed were selected based on their length of operation, willingness to share marketing materials, types of marketing materials, operating model and previous inclusion in other portions of this larger study. The sampled programs range from government agencies leasing their own vehicles (King County) to government agencies working with leasing agents like VPSI (RideArrangers) and agencies that simply assist with the formation of vanpools operated by owner-operators and leasing agents like VPSI (511 Rideshare). The programs reviewed for this report include: King County Metro: WA 511 Rideshare: San Francisco, CA VPSI: National Pierce Transit: Lakewood, WA UTA: Salt Lake City, UT Community Transit: Everett, WA RideArrangers: Denver, CO
Best Practices Publicizing Vanpooling UrbanTrans North America Page 4 of 10 3.0 Marketing Messages Vanpool marketing materials, both print and online information, are generally focused toward increasing the level of knowledge of vanpool use, what vanpools are and how vanpools operate. Approximately half of the marketing materials in the analyzed sample provided general information about vanpooling. Given that many people are unfamiliar with vanpooling it makes sense that a large portion of marketing materials are designed to teach current and potential riders how vanpooling works. Main themes include the number of riders a vanpool can have, the comfort level of the van, how vanpools operate in regards to pick up locations and the approximate cost of vanpooling. The other half of the marketing sample focused primarily on the benefits of vanpooling and attempts to encourage vanpool ridership. The three most common campaigns marketed vanpools in the following way: (1) saving money; (2) saving time; and (3) protecting the environment. 3.1 How Vanpooling Works General information marketing communicates vanpooling to be an easy alternative for commuters, often listing a set of basic steps through which an individual can either start a vanpool or join an existing one. Both print materials and online information sell vanpool agencies and MPOs as a source of connecting people to vanpools, assisting with start-up and initial costs, and rideshare matching based on community of residence and/or location of employment. General information marketing conveys a continued commitment of vanpool agencies and metropolitan planning organizations to vanpools and their riders. Hotlines to connect riders to service representatives and 24-hour roadside assistance are always close by; indicating that help with any problem is readily available. Typical themes in this category include the following: What/Why vanpool Benefits of vanpooling Vanpool solution Brilliant and Simple 3.2 Saving Money When marketing a specific campaign, vanpools most often communicate how vanpools are a financial savings for riders. Marketing materials quantify the dollar savings against drive alone commutes in dollars saved with regards to the following: Gas purchased Private vehicle maintenance
Best Practices Publicizing Vanpooling UrbanTrans North America Page 5 of 10 Oil changes Need for new tires Insurance coverage One marketing pamphlet published in Washington State cited AAA and the average cost of owning and operating a private vehicle at 73.9 cents per mile traveled in 2009, and how vanpooling is a cost effective alternative to drive alone commutes. Furthermore, vanpools are often marketed as a group purchasing effort, yielding lower prices for gas, maintenance and insurance based on the number of riders in a vanpool. In all marketing materials vanpools of any size are indicated to be a cheaper alternative compared to drivealone commuting. Additionally, MPOs largely offer discounts or startup coupons for new vanpools in the range of $100 to $300, with individual coupons for riders to join an existing vanpool at about $50. Typical themes in this category include the following: Savings Share save on taxes 3.3 Convenience and Saving Time The second benefit of a vanpool service most often marketed is the savings in time it provides any rider. Time savings campaigns are marketed to people with a 20 minute or longer one-way work commute. Vanpools save riders time by allowing them to do other activities instead of driving a car, some of which include reading a book or newspaper, emailing for work and even conversing with people in one s own vanpool. Additionally, vanpools are often allowed to use express and HOV lanes reducing the time riders spend on their daily commute, these savings allow vanpool users more time to spend with family or on other home activities. Typical themes in this category include the following: Relax, convenient Smart, Relaxing, Simple Faster commute 3.4 Environmental Benefits Vanpooling as a green commuting option was the third most used marking campaign within the analyzed materials. Several marketing materials specifically indicated that one vanpool can remove up to fourteen vehicles from the road each day. Green marketing identified very specific benefits including gas consumption reductions, car emissions reductions and the associated benefit on air quality and green house gas reductions. Typical themes in this category include the following: Green Less Traffic, Clean Air Great ideas for the environment
Best Practices Publicizing Vanpooling UrbanTrans North America Page 6 of 10 4.0 Target Markets A large majority of the reviewed marketing materials were targeted to vanpool riders with the remaining materials targeted to employers. Materials for riders can be classified into two groups: (1) materials designed for potential van riders and (2) materials designed for current vanpool riders. Materials for the first group focus on describing what vanpooling is, how much it costs, tax savings, environmental benefits and where to get additional information. Materials from the second group focus on the details of vanpooling, customer service, and subsidies available to assist vanpools with declining ridership. Employer targeted materials focus on available tax savings and the ability of vanpool programs to increase employee job satisfaction, help companies attract the best employees, reduce parking demand and protect the environment. 5.0 Graphics Vanpool marketing materials were largely text driven but graphics were almost always incorporated into the campaign message. Half of marketing materials use agency or MPO logos or contact information as the dominant graphic with some additional boarders and colored boxes to highlight text. Additionally, graphs, if used, communicated specific benefits associated with vanpooling. Photos, when incorporated, were closely coupled with the specific campaign message being communicated. General information campaigns often used pictures of vans branded with that particular agency s logo and time-savings campaigns used pictures of riders smiling and interacting with one another while riding. Green vanpool campaigns used a variety of graphics to help communicate a message. The color green dominated most green and environmental campaigns with trees also appearing on a number of materials. Online green vanpool campaigns use landscape images, often of open wilderness areas, mountains and prairies, to sell the message. Additionally, the images of fuel tanks and gasoline pumps were used to help quantify the savings in gas or a decrease in carbon dioxide emissions. 6.0 Applicability to Northern Virginia The reviewed materials offer a large sample of the various marketing messages and tools that can be used to increase participation in vanpool programs. These materials indicate that marketing in Northern Virginia should focus on two areas: (1) what vanpooling is and (2) the benefits of vanpooling. Marketing should be targeted to three distinct groups: (1) potential riders; (2) current riders; and (3) employers. Private vanpool operators are a fourth market but are covered in a separate section of this study. 6.1 Potential Riders The concept of vanpooling is often foreign to many commuters and employers, and because vanpooling in Northern Virginia is not operated by a single entity, potential riders are more likely to be confused than in other markets. For this reason special attention should be paid to materials that explain what vanpooling is and how to join a vanpool. Multiple examples of this type of marketing are provided in the appendix.
Best Practices Publicizing Vanpooling UrbanTrans North America Page 7 of 10 Messages should be positive when talking about what vanpooling is and its benefits. Recent research conducted at the School of Psychology at the University of Queensland studied the ability of people to take positive environmental actions and found that they are better able to do so when feeling happy. Researchers asked workers to report what positive environmental actions they took during the workday and found that individuals who reported feeling happy during the day completed more environmentally positive actions such as setting up a recycling area at work or finding ways to reduce energy use. These findings indicate that messaging should be positive. Rather than focus on the negative environmental impacts of driving alone vanpool marketing should focus on benefits such as being able to spend time with family or friends or saving enough money to pay for a vacation or purchase a special splurge item. Images should be positive and depict items that are likely to make a person recall happy memories or think happy thoughts. Attempts to change behavior through guilt inducing messages and the negative environmental impacts of driving should be avoided. 6.2 Current Riders As with potential riders, messaging directed at current riders should be positive. However, rather than explaining the concepts of vanpooling, messages should remind riders of the benefits of vanpooling and the services available to them. While final services and benefits that will be available through planned vanpool program have not yet been determined they are likely to include the guaranteed ride home service, assistance filling empty seats, gasoline discounts, repair discounts, break-down assistance or seat subsidies. Effort should be made to provide this information via the Web and in a manner that is compatible with mobile browsers. 6.3 Employers Marketing materials designed for employers should focus on vanpool program benefits that accrue to employers. These include reduced turn over, improved employee recruitment, ontime employee arrival, lower parking demand and lower payroll taxes. The materials must explain what vanpooling is, the role employers play in vanpooling, how employers can assist their employees with vanpool formation and address potential liability concerns. 7.0 Creating a Unique Marketing Plan The recommendations contained in Section 6 are based on the marketing messages used in other vanpool markets and the unique operating model of vanpools in Northern Virginia. Creation of an effective marketing plan that increases the number of commuters who vanpool to work requires identification of appropriate messaging and distribution channels. The following sections describe the process required to develop an effective marketing plan and the estimated costs to implement such a plan.
Best Practices Publicizing Vanpooling UrbanTrans North America Page 8 of 10 7.1 Market Research Specific messages that may be most appropriate to the Northern Virginia market must be determined through market research. Should the planned vanpool program choose to strengthen its marketing messages by conducting market research specific to its geography it would be able to answer the following questions: 1. What is the level of awareness and interest in vanpooling among non-riders? 2. What factors drive a non-rider to become a rider (gas prices, environment, personal finances, convenience, etc.)? 3. What is the level of satisfaction with vanpooling among current riders? 4. What are the perceived barriers to vanpooling and how can they be overcome? Answering these questions can be achieved through basic market research involving the following steps: 1. Survey existing vanpool riders and drivers using contact information from PRTC and GWRC 2. Survey non-vanpool riders using a random-dial survey targeting commuters in the Northern Virginia area 3. Conduct focus groups with riders, non-riders and drivers The survey of existing vanpool riders can be conducted online. Because of the limited number of known email address for vanpool riders the survey can be distributed through vanpool drivers/operators who will be asked to share a URL for the survey with their riders. Individual incentives will likely be necessary to encourage vanpool riders to complete the survey. In addition, it will likely be necessary to offer an incentive to a winning vanpool. Each vanpool should receive one entry for each rider that participates in the survey. This will encourage drivers/operators to share the survey URL with their riders. Survey questions should ask about current vanpool use, satisfaction with vanpooling; motivations for vanpooling; knowledge of existing programs and incentives for vanpool riders; fare paid; and demographic questions such as age, education level, household income, and language spoken, The non-rider survey can be conducted by phone using random-dial techniques. The survey should target commuters in Northern Virginia. Because the survey is being conducted by phone an incentive is likely unnecessary. Survey questions should ask about current commute mode; satisfaction with current mode; willingness to change current mode; motivators that drive commute mode choice; knowledge of vanpooling; perceptions of vanpooling; sources of travel information; and demographic questions such as age, education level, household income, and language spoken. Focus groups can be conducted to further study topics identified in the surveys, better understand what drives commute mode choice, test marketing messages and channels, as well as identify barriers to vanpooling and solutions to those barriers. A market research study similar to the one described would cost approximately $50,000 and include a summary of all finding and recommending marketing messages and distribution channels.
Best Practices Publicizing Vanpooling UrbanTrans North America Page 9 of 10 7.2 Marketing Plan Implementation The cost of implementing a marketing plan can vary significantly depending on whether the plan is print, radio or television focused; the cost of advertising options that serve the targeted market; the number of unique promotions; and the type of outreach that is conducted. While numerous vanpool programs were contacted as part of the development of this study, few were able to provide specific marketing budgets for comparison purposes. The Greater Washington Regional Commission (GWRC) spends approximately $200,000 on marketing efforts per year. GWRC markets approximately 385 vanpools and provides services to a geographic area that is smaller than the area likely to be covered by the planned vanpool program. Adjusting the GWRC marketing budget to account for the larger service area and greater number of vanpools, the vanpool program marketing budget will likely need to be in the range of $350,000 to $500,000 per year.
Best Practices Publicizing Vanpooling UrbanTrans North America Page 10 of 10 Appendix A: Peer Review of Vanpool Marketing Materials