ONE-ON-ONE INTERVIEWS WITH EMPLOYERS PARTICIPATING IN

EMPLOYER-BASED TRANSPORTATION PROGRAMS

(RELATED TO I-66 CONGESTION MANAGEMENT PLAN)

SPONSORS:

Virginia Department of Transportation

Contact: Joan Morris, Office of Public Affairs, Northern Virginia

Virginia Department of Rail and Public Transportation

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

RESEARCH VENDOR:

THE MARKETING SOURCE, INC., Chester, VA. Conducted 1994

Contact: Joni Carter

Telephone: 804-438-6091

Email: marksorc@crosslink.net

OVERALL PURPOSE:

Employers play a vital role in a commuter’s decision to rideshare. Commuters are more likely to share a ride if their employer sponsors a rideshare program. Therefore, it is important to understand employer motivations and incentives to offer such programs. Focus groups were held with employers who participated is such programs.

OBJECTIVES OF RESEARCH:

Ž To better understand attitudes about employer-based transportation (EBT) programs in the Northern Virginia area.

Ž Identify motivations for participating in transportation programs.

Ž Define the role of outside organizations (such as Ridefinders) in the decision to implement EBT programs.

Ž Determine what key messages should be used to promote ride sharing services provided by Ridefinders.

METHODOLOGY:

Mode of Data Collection	One-on-One Personal Interviews
Completed Interviews	14
Survey Population	Employers that had an employer-based transportation program in place or had definite plans to implement a program
Survey Instrument	Interview questions
Criteria for Participation	Employers had to have an employer-based transportation program in place or have definite plans to implement a program

SELECTED KEY FINDINGS:

Ž Results from the 14 personal interviews indicate that there is a great deal of variety in the level of participation and the types of programs being implemented among these employers.

Ž The most common type of program being implemented was carpools, followed by vanpools.

Ž These programs were developed by some of the companies because their headquarters were located in mandated areas. Others, outside of these areas, pointed to parking limitations, poor accessibility to the workplace, and recruiting problems as part of their motivations for developing these programs.

Ž Overall, building good will and positive public relations were also important in prompting these employers to develop these programs.

Ž The majority of the companies report they had been approached by an outside rideshare organization previous to implementing their EBT program.

Ž Many said that convincing senior management to adopt an EBT program was not a "hard sell." However, several companies pointed out that statistics about congestion and commuting time were among the most convincing arguments.

Ž Companies vary as to whether or not they have an employer-transportation coordinator (ETC) on the staff. Of the 14 companies interviewed, only one had a full-time ETC.

Ž The two most frequently reported benefits of these programs were public relations/good will and happier employees. Several of the employers also believe that they have experienced positive results in productivity, morale, and retention as a result of these programs.

AVAILABLE DOCUMENTS:

Interview Questions

PowerPoint Presentation

KEY WORDS:

Employer transportation programs, employer transportation coordinator, employer