To mitigate traffic congestion and Keep Tysons Moving during the I-495 Capital Beltway Express Lanes and the Dulles Corridor Metrorail construction projects, an effective trip reduction program was designed to support major employers in the affected corridor. Market research, a dedicated Employer Solutions Team, specially designed TDM incentives, powerful partnerships and strategic communications produced the following quantifiable results: 33 Telework Programs, 15 New Vanpools, 259 New Employer Meetings, hundreds of Commuter Express transit riders, and additional shared-ride commuter solutions.

1. A Case Study for Making the
Business Case for TDM
ACT International Conference
Savannah, GA
July 30, 2012
A Case Study for Making the Business Case for TDM

2. Doing a World of Good
We solve client problems like:
• Providing clean air and water to millions of people
• Reducing traffic congestion region or city wide
• Making a family’s morning just a little bit easier
every day
A Case Study for Making the Business Case for TDM

3. 1. Doing a World of Good
Changing the world one customer at a time.
Changing the world
one customer
at a time.
A Case Study for Making the Business Case for TDM

4. Transportation and TDM are part of our DNA…
A Case Study for Making the Business Case for TDM

5. A Word from Chris Arabia
Virginia Dept. of Rail and Public Transportation
A Case Study for Making the Business Case for TDM

6. Virginia Megaprojects Project Area
A Case Study for Making the Business Case for TDM

7. Project Area in Consumer Terms
A Case Study for Making the Business Case for TDM

8. Nearly ALL Motorists in Northern Virginia WILL BE AFFECTED
Significant Project Milestones/Impact on Motorists
I-495 HOT
DULLES
Dulles Phase 2
I-95 Widening
I-95/I-395
BRAC
2008 2009 2010 2011 2012 2013 2014
A Case Study for Making the Business Case for TDM

9. Engaging the Consumer
How do you combine TDM and major Highway or Transit construction
projects?
– A single voice that unites the regional impacts of all
projects and what the TDM options are to alleviate the
pain
– Interactive tools (Website and CRM) tailored to each
consumer
– Intensive regional reminders – don’t SELL them on
TDM/transit options - provide info and give them control
– Locally-targeted efforts at key stages of each project.
– Feedback, monitoring, and measurement mechanisms
that help us respond to consumers’ changing needs
A Case Study for Making the Business Case for TDM

10. 10+ Years Of Consumer Research
Guiding Principles
• Road users' Sense of Control and Well-Being. The Public
Wants To Know!
• Answer the critical question “What’s in it for me?”
• Create awareness & familiarity to drive behavior change
• Be accurate & timely in all communications
• Communications can't be one-way - Successful
communication is a Two-Way Street
• We can't provide Too Much Information. Connect the
pain of construction with the benefits of TDM
Source: Combined SIR resident and commuter studies for VDOT and DRPT.
A Case Study for Making the Business Case for TDM

13. Research Findings Tell Us
Awareness of construction projects
Information seeking
Familiarity
Behavior seeking
Acceptance
Behavior change
A Case Study for Making the Business Case for TDM

14. By the numbers…
Springfield Virginia
Interchange Broad Reach Megaprojects
Results - Mass Advertising Results
Awareness +-95% - Earned Media Relations +-74%
Targeted Reach
Familiarity +-80% - Public Affairs +-37%
- Employer Solutions Team
- Community Marketing
Acceptance/
Satisfaction 56% +-36%
Behavior Change 7% 3%
A Case Study for Making the Business Case for TDM

15. Research Drove the Incentives
Telework Incentives - $50,000 for employers who create or
expand a formal telework program
Subsidized Express Bus Service
Subsidized Vanpool Program - $50 per month
NuRide - Loyalty Program
On the Ground - Employer Solutions Team
Robust Marketing and Communications Support
A Case Study for Making the Business Case for TDM

16. The Seven Impressions to Cut Through the Clutter
Media landscape continues to expand/evolve - RAPIDLY
We filter out what we don’t find relevant or credible…We all have
our own MEDIA CLUB
As new media is introduced, our appetite as consumers of media
grows…
Remember the rule of 7
A Case Study for Making the Business Case for TDM

17. Pain of Construction Tied to
the Benefits of TDM/Transit
Pain includes:
– Lane Closures
– Right-of-way activity
– Staging Areas
– Clearing and grubbing
– Utility Relocation
– Sound Wall Relocation/
Construction
– Bridge Construction
and for HOT Lanes and Widening
– Widening Activity
A Case Study for Making the Business Case for TDM

18. Consumer Target Audience
Multicultural
Peak Household income
Time $100k+
Motorist
35 - 54 years old
Origination: 50% Male/ 50% Female
• Fairfax
• Prince William
• Loudoun Secondary (offpeak):
• Arlington • Seniors/55+
• Alexandria • Shoppers/Errands
• Truckers/Deliveries
• DC/Maryland
• Young Adults
(HS/College)
A Case Study for Making the Business Case for TDM

19. Consumer Target Audience
• 35 years old
• Indian
• Mother of three
• Financial Planner at Booz Allen
• 80k annual salary
• Commutes from Loudon to
Tysons Corner
A Case Study for Making the Business Case for TDM

20. Layered Communication Process Is Critical For Success
Advertising - Radio, television, newspaper, direct mail,
billboards, gas pump covers, exhibits, displays
New Media - Customer Relations Management (CRM),
Phase III Megaprojects website, Blog, Desktop Widget
Public Information - Web site, information center,
Customer Relationship Management
Public Outreach - Meetings, townhalls, breakfast
leadership briefings, slugger breaks
Increased
awareness =
Public Affairs - Events, tours, media relations, crisis “What is Affecting Me Now?” right attitude
communications
and behavior
Employer Outreach - briefing meetings,
webinars, transportation fairs, targeted outreach
Internal Communications - E-mail updates,
presentations, quarterly meetings, Web
Research - Surveys, analysis, focus groups (gauge
information needs and effectiveness of communications)
A Case Study for Making the Business Case for TDM

21. Organizing The Messages Is Also Critical For Success
Radio Traffic
Tags

22. How Do We Measure ROI?
• Impressions (Cost per impression)
• Web hits
• CRM signups
• Number of Employers engaged
• Number of Telework programs created/grown
• Vanpools established
• Transit ridership
• Number of Employees changed modes/VMT Reduction
• Awareness, Familiarity, Satisfaction/Acceptance
A Case Study for Making the Business Case for TDM

23. Employer Outreach
• Contact employers in the key
construction zones
• “Listen” to needs
• Develop customized approach
• Engage
• Coordinate with partners
A Case Study for Making the Business Case for TDM

24. Employer /Business Solutions Approach
A Case Study for Making the Business Case for TDM 24

25. Vanpool Sales Challenges
• Tysons Market
• Confusing Cost Message
• Vehicle Size
• Securing Riders
• Vanpool Service Providers
A Case Study for Making the Business Case for TDM

26. Megaprojects VanStart Program
Tailoring VanStart Program for Success:
1) Establish one monthly fare
2) Provide 7 passenger vehicles
3) Employer based promotions
4) “Shared Drive”
5) VPSP – No preference
6) No previous vanpool experience
7) Provide Recognition
A Case Study for Making the Business Case for TDM

27. Vanpool
Coordinator
A Case Study for Making the Business Case for TDM

28. Spokesperson
A Case Study for Making the Business Case for TDM

29. Vanpool
Recognition
A Case Study for Making the Business Case for TDM

30. Vanpool
Recognition
A Case Study for Making the Business Case for TDM

31. Success Strategies
Target best potential vanpool candidates
Federal Workers
Commuter Transit Benefit (CTB)
Long Distance Commuters
Increase Vanpool Program Awareness
Use established channels of communications
Create tailored promotional materials (with consistent branding)
Foster a dedicated team and partnerships
Overall
Constant, personalized follow-up
Overcome “challenges”
A Case Study for Making the Business Case for TDM

32. Promotional Tools
• VanStart Flyer
• VanStart Point of Purchase (POS)
• Vanpool Banner-Up
• Radio Promotions
• Vanpool Web Banner Ads
• Megaprojects News Articles
• Vanpool Videos
• Websites: vamegaprojects.com &
GoTysons.org
A Case Study for Making the Business Case for TDM

33. Vanpool Video
A Case Study for Making the Business Case for TDM

34. Results
• Supporting 137 vanpool riders
in 20 vanpools
• Providing approximately 5,200
Passenger Trips per month
• Utilizing seven vanpool
service provider companies
A Case Study for Making the Business Case for TDM

35. How Have the Strategies Performed?
• Telework - 27
• Transit ridership (monthly)
o Tysons Express - 11,000
o Other Transit Services - 25,000
• Nuride
o 2,045 NuRiders
• EST Engagement measures
o 275 New Employer Meetings
o 547 Follow-up Meetings
o 124 Transportation fairs and events
• Vanpool – 21 new
o 3 Van Save
o 67,340 Passenger Trips Provided
o 266 Vanpool meetings
A Case Study for Making the Business Case for TDM

36. Questions?
Jim Wright Felicia Woodruff
Principal Sr. Director Employer Solutions
Pulsar Virginia Megaprojects
P: 703.801.9758 P: 703.586.0618
E: jwright@pulsaradvertising.com E: f.woodruff@vamegaprojects.com
A Case Study for Making the Business Case for TDM