NORTHERN VIRGINIA EMPLOYER OUTREACH INTERVIEWS

 

 

SPONSOR:

 

Virginia Department of Rail and Public Transportation

          Contact: Charlene “Gus” Robey, TDM and Marketing Section

 

RESEARCH VENDOR:

 

THE MARKETING SOURCE, INC., Chester, VA.  Conducted 1993

Contact:  Joni Carter

Telephone:  804-438-6091

Email:  marksorc@crosslink.net

 

OVERALL PURPOSE:

 

The purpose of this study was to enhance the marketing effectiveness of employer-based transportation programs to area employers.  The next step was to direct future focus groups with employers who have either chosen or not chosen to participate in employer–based transportation programs

 

OBJECTIVES OF RESEARCH:

 

Ž    Determine how employer-based transportation programs are typically marketed to area employers.

Ž    Identify what is important to employers.

Ž    Determine the impact of promotional materials.

 

METHODOLOGY:

 

Mode of Data Collection

Personal Interviews

Completed Surveys

17

Survey Population

Persons who are instrumental in marketing employer-based transportation programs to area employers

Survey Instrument

Interview Questions

Criteria for Participation

List of interviewees was generated by VDRPT

 

SELECTED KEY FINDINGS:

 

Individuals who are promoting employer-based transportation programs to employers had the following input about their sales strategies, etc.

Ž    Most of those interviewed research a potential company before approaching them.  Once the decision has been made to approach the company, networking appears to be very effective as well as one-on-one CEO breakfasts.

Ž    There appears to be no typical length of time to get an employer-based transportation program up and running from start to finish. It appears that, generally, the process takes from 2 months to 2 years.

Ž    When asked who they typically approach in selling employer-based transportation programs, some respondents approach the CEO initially, others try to start with the employees and work their way up to the CEO. When working with larger companies, it is typically someone from the Human Resource Department or Facilities Management area that the respondent approaches. In smaller companies, it is the CEO.

Ž    Many respondents send letters with follow-up phone calls to approach employers about employer-based transportation programs. Others find that face-to-face meetings work best. Many respondents attend meetings hoping to run into prospective clients. In addition, many give speeches or seminars in order to attract targeted prospects.

Ž    Most respondents have a standard packet of materials that they present when they address a target employer. Some people rely on in-depth research that they have conducted on the company and attempt to tailor the employer-based transportation options to the company. Few, if any, marketing materials are used in this case.  Rather, the focus is on the issues that are currently affecting that company’s business.

Ž    Most people are promoting the tax-exempt employee commute benefits.  Employee morale, recruiting appeal, and increased productivity are less likely to be used as promotional strategies, most feel that employers are not really interested in these issues during the current economic climate. However, several people mentioned that they would like to have statistics on these topics to reinforce their argument for employer-based transportation programs.

Ž    Ridesharing and transit programs tend to be the most promoted transportation alternatives.  However, several mentioned that the growth in employer-based transportation programs is in telecommuting one to two days per week and the compressed workweek.

Ž    Many respondents give the prospect company all the transportation options to review.  Some feel the options should be tailored specifically to the company that they are addressing.

Ž    Cost appears to be the number one issue among all the respondents. Time is a cost issue in terms of employer time involvement. Another issue that is frequently brought up is other companies that are involved in employer-based transportation programs. Mentioning other companies that are participating in the programs appears to be a big marketing tool.

Ž    Employer support for the programs varies among companies. Some will be very supportive and name a transportation coordinator, others are not very involved at all. Most respondents encourage the company's staff to be involved in the process because they can market the programs better and faster to the employees.

Ž    Most respondents approach employees during Transportation Days, lunch seminars, in the lobbies of buildings, or through employee newsletters. Some mentioned that the message must be simple and made easy for the employee. Several of the respondents conduct an employee interview to determine what transportation programs employees are willing to participate in.

Ž    Companies with 100 seem to be the minimum number of employees a respondent will approach. Respondents also consider the type of company and if the company is structured so that it will benefit from an employer-based transportation program.

Ž    Government-related prospects are more organized and more sympathetic.  However there are many more layers of management and more difficulty locating the final decision-maker.  Most felt that government prospects were more familiar, however several felt that there was no difference in private or government prospects.

Ž    All respondents have an employer packet that they use to market to senior management. Some rely on a one-page summary of the programs, others do not use printed materials.  Several respondents mentioned that they would like lists of companies which are already participating in an employer-based program.

Ž    Most use flyers, tabletop displays and preprinted brochures when meeting with employees. One respondent displays the economics of ridesharing to employee prospects.  Materials desired includes give-away merchandise with transportation programs promoted on them, kits for employees with slick bottom line benefits, and improved versions of ridematch lists.    

 

AVAILABLE DOCUMENTS:

 

Interview Questions

Final Report

 

 

KEY WORDS:

 

Employer, employer transportation coordinator, employer transportation programs