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

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one

Car

pool

Publ

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ansit

Bicy

cle

Wal

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Wor

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mho

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er

Travel Mode

Perc

enta

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f Res

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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 judy.yack@peelregion.ca