NVTC/GWRC Vanpool Project. Task 3B: Marketing Vanpool Incentives to Existing Vanpools

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1 NVTC/GWRC Vanpool Project Task 3B: Marketing Vanpool Incentives to Existing Vanpools Prepared for: VHB Prepared by: And Project Director: Justin Schor Project Manager: Matthew Kaufman September 2011

2 Table of Contents 1.0 Introduction Existing Communication Options Marketing the Program Identify Objectives Market Research and Brand Identity Marketing and Communication Plan Creative Development Campaign Execution Timeline... 8

3 Marketing the Vanpool Incentive Program UrbanTrans North America Page 3 of Introduction To successfully develop the planned vanpool program it will be necessary to identify existing vanpool operators and encourage those operators to participate in the program. This memo identifies what options exist to communicate with existing vanpool operators and provides recommendations for an outreach plan that can be used to encourage vanpool operators participation in the planned vanpool program. The recommendations contained within this memo were developed after a review of marketing programs used by other vanpool agencies throughout the United States, discussions with staff from the George Washington Regional Commission (GWRC) and the Potomac and Rappahannock Transportation Commission (PRTC), review of marketing material costs and discussions with the stakeholders and planning professionals leading this study. The recommendations assume that the primary goal of the planned vanpool program in its first years will be to encourage vanpool operators to report National Transit Database (NTD) information to the planned vanpool program for the purpose of accessing Section 5307 funds. In subsequent years the planned vanpool program s goals will expand to include increased vanpool ridership within the region. 2.0 Existing Communication Options Existing vanpool operators, outside of major providers such as Enterprise and VPSI, are not centrally organized. The lack of a central organization means that there is no database that contains contact information for all vanpool operators in Northern Virginia. GWRC and PRTC do maintain databases in which vanpool operators can voluntarily register their vanpools in order to obtain assistance recruiting new riders. The following table summarizes the vanpool operator contact information available through these two organizations. Table 1: Operator Contact Information GWRC PRTC Number of operators in database Number of mailing address Number of phone numbers ~385 ~60 1 Number of addresses Low ~60 The combined PRTC and GWRC databases provide contact information for approximately 445 vanpool operators who operate more than 450 vanpools. The databases have mostly complete mailing address and phone number information for the operators; however, it may not be ideal to contact operators in the PRTC database by phone since it is not known if the phone numbers are from their home or work. While each database contains addresses for operators, the lists are incomplete. 1 PRTC has phone numbers for most of its operators but it is not sure if the numbers are home or work numbers. PRTC reports that calling operators at home can catch them off guard.

4 Marketing the Vanpool Incentive Program UrbanTrans North America Page 4 of 8 Outside of the PRTC and GWRC databases there are no known lists containing contact information for a large number of vanpool operators in Northern Virginia. This means that any direct marketing must be done through these databases. Other marketing options exist that can target vanpool operators (like Commuter Connections or Arlington Transportation Partners); however, those marketing options will be more expensive than direct marketing because they will need to cast a wider net. The following section of this memo provides recommendations for how to develop a marketing plan that will encourage vanpool operators to participate in the planned vanpool program and report NTD data. 3.0 Marketing the Program In order to increase trip tracking among current and new vanpool operators in Northern Virginia, it is important to create an identity for a vanpool incentives program, encourage brand recognition and develop a strategic marketing plan. The graphic to the right shows the steps involved in the development of a marketing plan. Those steps and their estimated costs are described in detail below. 3.1 Identify Objectives Prior to developing the marketing plan it will be necessary to finalize the goals for the program and marketing in general. Objectives that must be identified include: How many vans should be enrolled in the program in over the period of the marketing plan? What level of brand awareness is desired? Any other items deemed important by the planned vanpool program 3.2 Market Research and Brand Identity In order to develop the brand and identify messaging and incentives that will resonate most with vanpool operators it is important to know their demographics and understand what motivates them. In past research, members of the study team have identified that vanpool riders tend to be older, well educated, married, long-time residents of their area who work for government organizations and commute over one and a half hours daily. Saving gas money is often cited as the most significant motivator driving their travel choices. Qualitative research with vanpool drivers has shown that although they are highly motivated by saving money, they are often also organized individuals

5 Marketing the Vanpool Incentive Program UrbanTrans North America Page 5 of 8 who enjoy organizing others. Operator contact information described in Section 2 should be used to reach out to vanpool operators and encourage them to participate in surveys and focus groups that would build on similar efforts already performed. These focus groups and surveys would delve more deeply into their motivations for operating a vanpool, what would motivate them to participate in the planned vanpool program, best methods for communicating with them and basic demographic data. Market research also requires an understanding of existing vanpool and transportationrelated brands in the Northern Virginia area. This information, along with the market research collected from vanpool operators, can be used to determine whether a unique identity should be created for the vanpool incentives program or if the incentives portion of the program should operate under an existing brand, such as the one that will be developed for the planned vanpool program or even the AdVANtage insurance program. Research results should be used to create a strategic brand mission and position for the vanpool incentive program. The consistent look and feel of a brand will reflect the core messaging of the planned vanpool program. It is possible that the recommendation will be to include the program under the umbrella of the larger planned vanpool organization. If not, the project manager overseeing development of the brand identity and logo should request three draft logo designs. Once a logo is selected, a brand guidelines document should be created for ongoing reference. The brand guidelines document will identify how and when the logo, and resulting vanpool incentive program brand, should be used so that consistency continues well after the new brand identity has been launched and the campaigns have concluded. The project manager overseeing this phase of the marketing plan development should request the following deliverables: Three draft logo designs with up to three revisions for the preferred identity Brand position and mission statement Final logo design Draft brand guidelines Final brand guidelines The estimated labor budget for development of a brand identity and logo is $ Marketing and Communication Plan Once the identity is created, a draft marketing and communication plan should be created to guide comprehensive, integrated marketing efforts. The plan should include overarching messages that encapsulate the value of the incentives for vanpool operators and use language that will resonate most deeply with vanpool drivers and riders.

6 Marketing the Vanpool Incentive Program UrbanTrans North America Page 6 of 8 Development of the marketing and communication plan requires careful review of the collected market research data; identification of recommended target markets; and completion of a strengths, weaknesses, opportunities and threats (SWOT) analysis of the incentive and planned vanpool program. This information is used to develop the following items: Program goals and keys to success Detailed timeline and budget for brand improvements and implementation Messaging Marketing channels Outreach events and campaign ideas The estimated labor budget for development of the marketing strategy is $5, Creative Development Based on the brand guidelines and marketing plan recommendations, unique, targeted marketing materials that employ the new brand concept, identity and key messages for the vanpool incentives program should be created. Deliverables that should be requested will depend on the recommendations made in the marketing and communications plan. However, marketing materials likely to be needed to conduct outreach efforts include. Direct mail piece design Print pieces (flyers, print ads) Banner ads, Facebook ads E-blast and electronic assets and templates Web assets for vanpool program page and/or program website Promotional giveaway design Vanpool magnets or decals The estimated labor budget for development of the creative materials is$25,000. This budget amount covers labor only. Production costs are estimated in Section Campaign Execution Using the materials created in Task 3.4, integrated print, web and outreach campaigns should take place based on the recommendations in the marketing and communications plan. Based on a review of available contact data for vanpool operators and review of other successful vanpool marketing campaigns it is anticipated that the planned vanpool program campaign will likely consist of several phases. Some of the following elements are recommended for the awareness phase: E-blasts to an existing database of vanpool operators Online ads, including Facebook ads Print ads Editorial pieces in local news outlets

7 Marketing the Vanpool Incentive Program UrbanTrans North America Page 7 of 8 Outreach at commuter lots along the I-95 and I-66 Corridors Variable message signs (VMS) at commuter lots Vanpool signage Once the target audiences are aware of the new brand, the engagement phase will consist of a variety of reminders and prompts through online channels including reminders and social media. For example, where Twitter will primarily serve to observe the market and increase awareness, Facebook will allow us to reinforce our messaging and stimulate action. Facebook Connect is a tool that can allow vanpool operators to bring their Facebook identity and friends to the site. By allowing the program website to connect with Facebook, the site will take on the social aspects of Facebook. For example, rather than creating the program community from scratch, users can tap into their vast network of Facebook friends and invite them to the site. The estimated budget for campaign execution is $20,000 for labor; $6,500 for ending e- blasts, trafficking ads and press releases; and $10,000 for hard costs including printing, advertising and promotional giveaways. The total budget for all elements of the marketing campaign is estimated to be $71,500.

8 Marketing the Vanpool Incentive Program UrbanTrans North America Page 8 of Timeline The following figure provides an estimate of the time required to develop and implement the marketing campaign.