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Employer Individualized Marketing A Key to Success
ACT Canada Sustainable Mobility SummitHamilton, ON
2012
Employer Individualized Marketing Campaign - Region of Peel 2
• Overview• Employer
Individualized Marketing Process
• Employers– Results– Lessons Learned
• Project Legacy
Employer Individualized Marketing Campaign - Region of Peel 3
Project Details• Regional lead pilot within three distinct municipalities
– Brampton, Caledon, and Mississauga
• Two phases– Phase 1: March 2010- November 2010 (Greater Toronto Airport Authority,
Hatch and Region of Peel– Phase 2: March 2011- November 2011 (Mars Canada, Nestle and Town of
Caledon)
Employer Individualized Marketing Campaign - Region of Peel 4
Project Goals• Test a community-based social marketing
(CBSM) strategy within the workplace– Create measurable shifts towards sustainable
commuter behaviour– Identify best employer scenario to apply intervention
method
Employer Individualized Marketing Campaign - Region of Peel 5
Lake Ontario
Toronto
Halton
Employer Individualized Marketing Campaign - Region of Peel 6
Employer Individualized
Marketing (EIM)
Employer Individualized Marketing Campaign - Region of Peel 7
Phase 1 Overview• Pilot Variables Included:
– Large employers (+1,000 employees)– Diverse industries– Mature TDM program implementation at each worksite– Partnership with local Transportation Management
Association (TMA)• Smart Commute Mississauga
Employer Individualized Marketing Campaign - Region of Peel 8
Greater Toronto Airport Authority
Transportation issues:Approximately 1000 employeesMultiple transit providers (bus)Served by multiple highwaysPedestrian connectivity limited
RESULTS13% reduction of SOV64,700 kg/year GHG reduction
Event Feedback – Perceived Value
Employer Individualized Marketing Campaign - Region of Peel
Phase 1: Employers
Transportation Issues:1500 EmployeesHeadquarters and satellite offices with varying transportation issues.
RESULTS9% reduction in SOV40,360 kg/year GHG reduction
Employer Individualized Marketing Campaign - Region of Peel 10
Phase 1: Employers
Transportation Issues:Over 4,500 employeesMultiple work sitesNew BRT line servicing HQStrong TDM support since 2004 (offering commuting options to staff)Parking pricing
RESULTS9% reduction in SOVs197,300 kg/year GHG reduction
Employer Individualized Marketing Campaign - Region of Peel 11
GHG Reduction -Phase One302,360 kg/year = 3,687
Canadian Men
Employer Individualized Marketing Campaign - Region of Peel 12
Phase 2 Overview
• Pilot Variables Included:– Small/Med employers (250-350 employees)– Active partnership with local Transportation
Management Association (TMA)• Smart Commute Brampton-Caledon
– Employers at different implementation stages of TDM program
Employer Individualized Marketing Campaign - Region of Peel 13
TDM Program Implementation Stages
• NOT a Smart Commute Brampton-Caledon member• NOT actively promoting sustainable travel options to
employees
CONCEPTION
• Current Smart Commute Brampton-Caledon member for less than 2 years
• Currently promoting travel options to employees INFANCY
• Current Smart Commute Brampton-Caledon member for over 3 years
• Actively promoting travel options to employees throughout this time period
MATURITY
Employer Individualized Marketing Campaign - Region of Peel
Phase 1: Employers
Employee Mode Split
0%10%20%30%40%50%60%70%80%90%
Driv
e al
one
Car
pool
Publ
ic Tr
ansit
Bicy
cle
Wal
k
Wor
k fro
mho
me/
tele
wor
k
Oth
er
Travel Mode
Perc
enta
ge o
f Res
pond
ents
Before Survey
Follow-up Survey
Mars Canada319 employeesFood manufacturing and salesTransportation issues:• No transit service in this municipality
(Caledon)• Distance from professional talent• Toronto-Mars: 100+ km round-trip by
vehicle
Results 25% decrease in SOV78,031 kg/year GHG reductionLaunch and expansion of Carpool Program
Employer Individualized Marketing Campaign - Region of Peel
Phase 1: Employers
Employee Mode Split
0%10%20%30%40%50%60%70%80%90%
Driv
e a
lone
Ca
rpo
ol
Pub
lic T
rans
it
Bic
ycle
Wa
lk
Wo
rk fr
om
hom
e/t
ele
wo
rk
Oth
er
Travel Mode
Perc
enta
ge o
f Res
pond
ents
Before Survey
Follow-up Survey
Nestlé Canada289 employees International food & beverage companyTransportation issues:• Parking supply/demand crunch• New BRT service (Züm by Brampton
Transit)• Growing carpool programResults3% decrease in SOV16,185 kg/year decrease GHGAwareness of new BRT lineMaintained strong carpool program (+20% carpool penetration)
Employer Individualized Marketing Campaign - Region of Peel 16
Phase 1: Employers
Employee Mode Split
0%10%20%30%40%50%60%70%80%90%
100%
Drive
alo
ne
Car
pool
Publ
ic Tr
ansit
Bicy
cle
Wal
k
Wor
k fro
mho
me/
tele
wor
k
Oth
er
Travel Mode
Perce
ntag
e of R
espo
nden
ts
Before Survey
Follow-Up Survey
Town of Caledon251 employees Geographically large municipalityblends rural and urban lifestyle, heritage and industry, culture and commerceTransportation issues:• No transit service in this municipality• No existing telework/alt work
arrangement policyRESULTS:78,390 kg/year GHG reduction7% bike share program registration• 18 staff people registered with program
Employer Individualized Marketing Campaign - Region of Peel 17
GHG Reduction - Phase Two 172,606 kg = 2104 1/2 Canadian
Men
Employer Individualized Marketing Campaign - Region of Peel 18
• High familiarity of TDM programming at employer sites resulted in reinvigorating program rather than creating large mode shifts
• Commuter Profiles and Personal Travel Plans were difficult to implement when coupled with outreach events at large employers
• Pairing EIM with exciting outreach events provides on-site opportunities for employees to receive personalized commuter assistance and planning
• Carpool tool registration• Transit route planning• Bike and walk tools and tips
• EIM is most effective when employers are found in the conception stage of TDM program implementation
Lessons Learned
Employer Individualized Marketing Campaign - Region of Peel 19
Pilot Legacy- Locally
• EIM can be used by TMA’s for a Fee-For-Service program.
• EIM can be used where TMA’s are not providing service delivery.
• EIM can be used as the process to launch new TMA partners.
• Stand-alone training manual developed for Transport Canada:
• EIM overview and step-by-step process
• Resource requirements (staff, monetary, etc.)
• Sample materials (surveys, promos, etc.)
• Case studies
• Training Manual: http://www.peelregion.ca/planning/residents/transportation/tdm.htm
Pilot Legacy- Globally
Employer Individualized Marketing Campaign - Region of Peel 20
For more information:
Judy L. Yack,Transportation Demand Management Analyst
Region of Peel Phone: 905-791-7800 ext. 4553 Toll Free: 1-888-919-7800 [email protected]