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PR  Plan:  TRP  &  Sun  Rideshare  FY  2015-­‐2016     Date:    July  2015        

 Outline   I. II. III. IV.   V. VI. VII. VIII. IX. X. XI. XII. XIII.  

Project/Situation     Research     Problem  Statement     Communication  Goal   Target  Audiences     Communication  Objectives,  Strategies  and  Tactics     Long-­‐Term  Goals     Messaging  and  Topics     Budget     Timeline     Evaluation       Spokespersons     Approvals      


I.  Project/Situation     Pima  Association  of  Governments’  (PAG)  Sun  Rideshare  program  assists  Pima  County  residents  in   finding  transportation  options  for  their  daily  commute  and  personal  travel  needs  that  are   affordable,  reliable  and  convenient.       In  support  of  PAG’s  Travel  Reduction  Program  (TRP),  Sun  Rideshare  promotes  alternative  modes   of  transportation  (carpooling,  vanpooling,  biking,  walking,  transit  and  streetcar)  through  the  website,  social  media  platforms  Facebook  and  Twitter,  print  material,  events,   presentations  and  advertising  with  an  end  goal  to  reduce  air  pollution,  traffic  congestion  and   energy  use.   Sun  Rideshare  offers  an  interactive  online  travel  database  that  provides  commuter  matching,  a   Guaranteed  Ride  Home  program  (GRH),  a  rewards  program  and  many  other  transportation   options  for  one’s  commute.     A  newer  air  quality  development  pertains  to  a  recent  EPA  proposal  for  a  new  ozone  standard  at   the  end  of  2015  for  a  range  of  65-­‐70  ppb.    On  the  lower  end  of  the  range,  Pima  County  will  be   designated  nonattainment.    At  the  higher  end,  Pima  County  is  very  close  to  the  standard  based   on  historical  monitoring  data.    However,  nonattainment  designations  will  be  based  on  data  for   years  2014  to  2016.    If  we  continue  along  the  same  path  as  already  reported  for  2014,  we  will  in   all  likelihood  be  in  nonattainment  for  ozone  regardless  of  where  they  set  the  new  standard.  

A  nonattainment  designation  for  ozone  could  bring  stricter  regulations,  limitations  on  future   developments,  and  higher  costs  for  all  residents  and  businesses,  including  health  care  and  lower   productivity  costs.  Ozone  is  a  severe  irritant  to  the  respiratory  system  and  can  cause  shortness  of   breath,  coughing,  wheezing  and  stinging  eyes.  It  can  damage  lung  tissue  and  make  people  more   susceptible  to  respiratory  infections.  Ozone  is  especially  harmful  to  children,  the  elderly,  and   those  with  impaired  health.  This  includes  people  with  respiratory  problems  such  as  asthma,   emphysema,  chronic  bronchitis  and  cardiovascular  patients.     Sun  Rideshare’s  marketing  plan  needs  to  be  updated  for  FY  2015-­‐16  to  continue  to  encourage   action  that  will  help  address  this  situation  and  help  keep  our  air  healthy.       II.  Research     PAG  has  managed  a  rideshare  program  since  the  late  1980s.  A  primary  goal  of  the  program  has   been  to  increase  carpooling,  vanpooling  and  other  alternative  mode  usage  in  order  to  help  keep   our  air  clean.  Secondary  goals  include  reducing  traffic  congestion  and  improving  safety.     1) Sun  Rideshare  is  funded  with  federal  transportation  dollars  dedicated  for  transportation   purposes  and  is  the  marketing  program  that  supports  the  efforts  of  PAG’s  Travel  Reduction   Program  (TRP).  The  TRP  is  a  mandated  program  by  all  jurisdictions  in  Pima  County,  requiring   employers  with  100+  employees  to  adhere  to  four  requirements:     07/07/2015/BH    

• • • •

Assign  a  transportation  coordinator     Submit  an  annual  Activity  Inventory  Report     Submit  an  annual  employee  survey     Disseminate  information  to  employees.    

  2) Benefits  of  using  alternative  transportation  include:     • Cost  and  time  savings  (vehicle  maintenance/insurance,  gas  costs)   • Reduced  congestion   • Savings  in  highway  maintenance  and  construction  costs   • Improved  air  quality   • Reduced  greenhouse  gas  emissions     • Less  dependence  on  petroleum.     • Opportunities  for  families  to  own  one  vehicle  or  not  own  at  all.     • Opening  up  more  job  opportunities     3) The  average  commute  time  in  our  region  is  24  minutes.       4) The  average  cost  of  commuting  is  $15  to  $20  per  day.     III.  Problem  Statement     Limited  dollars  dedicated  to  encouraging  the  use  of  alternative  modes  to  ensure  healthy  air,  and   a  newly  proposed  EPA  ruling  that  could  lower  the  ozone  standard,  potentially  could  put  the   region  at  risk  of  being  in  non-­‐attainment,  which  could  result  in  stricter  and  costly  regulations  for   the  region.         IV.  Communication  Goal       To  be  seen  as  a  program  that  assists  Pima  County  residents  in  finding  transportation  options  for   their  daily  commute  and  personal  travel  needs  as  well  as  Pima  County  employers  in  finding   transportation  solutions  for  their  facilities  and  staff,  all  of  which  are  affordable,  reliable  and   convenient  in  order  to  help  reduce  air  pollution,  traffic  congestion  and  energy  use.     V.  Target  Audiences       Primary:     1. “9  to  5  commuters”     a. Single-­‐occupancy  vehicle     b. Cost  conscious   c. Home  or  work  is  on  a  transit  route   2. TRP  companies   a.  On  major  bus  routes   b. That  provide  commuter  benefits  (carpool  parking,  transit  subsidies)   c. Spokespersons  –    HR,  marketing,  communications,  transportation   07/07/2015/BH    

3. Users  of  alternative  modes  of  transportation  (carpool,  vanpool,  bike,  transit,  walk)   a. Enter  their  information  into  Travel  Database,  increasing  carpool  and  vanpool   opportunities   b. Participate  in  the  Sun  Rideshare  Rewards  Program   Secondary:     4. Hispanic  community     5. Small-­‐  to  medium-­‐sized  businesses  (SMB)  interested  in  sustainability   6. Chambers  of  commerce,  neighborhood  associations  and  senior  living  facilities.       VI.  Communication  Objectives,  Strategies  and  Tactics     1) Build  the  Sun  Rideshare  Travel  Database  by  a  YOY  increase  of  5  percent  to  reach  an  active   database  of  3,583  participants  (3,412  active  commuters  on  file  at  the  end  of  FY14-­‐15).     a. Strategy:  Increase  promotion  of  Sun  Rideshare  Travel  Database  with  a  call  to  action  of   registering  as  a  commuter   i. Tactic:  Meet  with  TCs  and  attend  employer  events  to  promote  employee   participation  in  travel  database   ii. Tactic:  Conduct  advertising  campaigns  to  promote  and  increase  participation  in   the  Sun  Rideshare  Rewards  program     2) Continue  and  establish  relationships  in  FY  2015-­‐2016  with  TRP  companies  to  enhance   awareness  of  Sun  Rideshare  by  increasing  TRP  company  list  by  3  percent  gross.   a. Strategy:  Improve  participation  in  Sun  Rideshare  programs  among  TRP  employers  and   their  respective  Transportation  Coordinators   i. Tactic:  Continue  TRP  Recognition  Program  with  final  employer  recognition  ad  to   motivate  TCs  to  participate   ii. Tactic:  Identify  benefits  to  employers  (parking  space,  health,  productivity)  through   Sun  Rideshare  newsletter,  TC  meetings,  social  media   iii. Tactic:  Meet  with  TCs  to  promote  benefits  of  alt  modes   iv. Tactic:  Establish  monthly  Rideshare  webinars  for  TCs,  both  to  train  for  TRP  and  to   inform  on  new  Rideshare  topics   v. Tactic:  Attend  company  outreach  events  (e.g.  health  fairs,  monthly  employee   meetings)  to  promote  Rideshare  program   vi. Tactic:  Promote  Guaranteed  Ride  Home  Program  through  Sun  Rideshare   newsletter,  social  media,  at  TC  visits   vii. Tactic:  Promote  Vanpool  Program  along  with  PAG  subsidy  through  Sun  Rideshare   newsletter,  social  media,  at  TC  visits     3) Increase  awareness  of  Sun  Rideshare  services  and  alternative  modes  of  transportation  through   marketing  campaigns  conducted  between  July  1,  2015,  and  June  30,  2016,  to  reach  new   audiences.   a. Strategy:  Conduct  community  events  to  encourage  behavior  change   i. Tactic:  Host  a  PAG  Activity  Center  at  the  Fall  2015  Cyclovia     ii. Tactic:  Participate  in  Spring  2016  BikeFest     07/07/2015/BH    

iii. Tactic:  Promote  Bike  to  Work  Day  and  Week  through  newsletter,  social  media   b. Strategy:  Build  digital  marketing  and  social  media  platforms  to  new  and  existing   followers     i. Tactic:  Continue  online  paid  partnership  with  Mrs.  Green’s  World     ii. Tactic:  Include  more  call  to  action  posts   iii. Tactic:  Promote  relevant  events   iv. Tactic:  Share  more  about  Sun  Rideshare  campaign  efforts   v. Tactic:  Start  an  online  commuter  newsletter  on  a  bi-­‐monthly  basis   vi. Tactic:  Use  an  email  marketing  automation  software  (e.g.  Constant  Contact/PAG   account)   vii. Tactic:  Increase  Twitter  followers   viii. Tactic:  Create  quarterly  TC  webinars   c. Strategy:  Conduct  an  advertising  campaign   i. Tactic:  Advertise  on  bus  interior/exterior,  billboards,  radio,  TV,  and/or  print   ii. Tactic:  Conduct  Facebook  and  Twitter  Advertising     iii. Tactic:  Advertise  with  Mrs.  Green  to  promote  Facebook  and  Twitter   iv. Tactic:  Identify  other  online  advertising  opportunities.  

        4)   Build  the  Blue  Skies  Campaign  by  conducting  a  Drive  Less.  Save  More.  outreach  and  advertising   campaign  to  increase  the  number  of  alternative  mode  trips  logged  in  the  travel  database  by  5   percent  YOY.     d. Strategy:  Incorporate  Blue  Skies  Campaign  into  Sun  Rideshare  Rewards  Program     i. Tactic:  Offer  monthly  random  rewards  for  a  designated  Car  Free  Day     ii. Tactic:  Offer  monthly  rewards  to  users  who  log  their  alternative  trips   iii. Tactic:  Calculate  pollution  savings  from  information  logged   iv. Tactic:  Reduce  a  Ton  -­‐  Provide  grand  prizes  (laptop,  iPad,  iPhone)  to  incentivize   more  people  to  reduce  a  ton  of  pollution  during  entire  length  of  campaign  to   qualify  for  grand  prize.   v. Tactic:  Track  reward  analytics  and  provide  results  on  website,  newsletter  and   emails.   e.  Strategy:  Support  a  Corporate  Challenge   i. Tactic:  Recruit  small  businesses  and  TRP  employers  to  participate  in  the  Corporate   Challenge.    Companies  will  pledge  to  reduce  mobile  source  pollution.     ii. Tactic:    Match  companies  up  by  size,  so  there  is  a  competition  among  like-­‐sized   companies.   iii. Tactic:  Set  award  parameters:  Employee  participation;  number  of  workplace   events;  of  number  miles  reduces;  pounds  of  pollution  reduced;  length  of   challenge.     iv. Tactic:  Feature  businesses  on  Sun  Rideshare  website,  newsletters  and  social  media   and  create  a  leader  board,  so  participation  can  be  tracked  through  the  summer.   v. Tactic:  Provide  prizes  or  certificates/plaques  to  winners  at  the  end  of  the  summer   f. Strategy:  Conduct  an  advertising  campaign   i. Tactic:  Advertise  on  bus  interior/exterior,  billboards,  radio,  TV,  and/or  print   07/07/2015/BH    

ii. Tactic:  Conduct  Facebook  and  Twitter  Advertising  to  increase  exposure;  add   followers   iii. Tactic:  Advertise  with  Mrs.  Green  to  promote  Facebook  and  Twitter   iv. Tactic:  Identify  other  online  advertising  opportunities.       v. Hire  outside  digital  marketing  to  enhance  social  media  channels   g. Strategy:  Promote  campaign  through  other  channels   i. Tactic:    Send  news  releases  to  the  media.    Incorporate  personal  and  business   testimonials  to  show  what  is  being  done  to  reduce  pollution  around  the  region.   ii. Tactic:  Announce  the  campaign  at  various  meetings/events  (Regional  Council,  TRP   Forum,  Earth  Day,  Cyclovia,  booths  at  company  events,  LSA,  Bike  Fest)   iii. Tactic:  PAG  will  issue  monthly  report  updates  as  is  currently  being  done  for  the   Rewards  Program.    Send  to  employers  and  external  agencies  for  publishing   iv. Tactic:  Post  updates  on  Facebook,  Twitter,  and  other  social  media  platforms   v. Tactic:  Provide  dashboard  on  Blue  Skies  web  page  (e.g.  commuter  and  company   leader  board  on  the  PAG,  which  shows  emission  reductions  in  the  Corporate   Challenge  and  Rewards  Program)   vi. Tactic:  Conduct  a  media  briefing  at  launch     VII.  Long-­‐Term  Goals1       Long-­‐Term  Goal  #1:  Meet  with  non-­‐TRP  small-­‐  to  medium-­‐sized  business  (SMB)  to  encourage   participation  in    the  promotion  of  alternative  mode  usage  among  their  staff  (those  interested  in   sustainability)   vii. Tactic:  Work  with  chambers  of  commerce  (or  other  similar  groups)  to  identify  and   meet  with  SMBs   viii. Tactic:  Identify  how  program  is  beneficial  to  smaller  businesses  and  communicate   at  meetings,  through  Sun  Rideshare  newsletter  and  social  media.   ix. Tactic:  Promote  overall  Rideshare  benefits  to  newly  established  Rideshare   participants  (similar  to  tactics  under  Objective  2.)   Long-­‐Term  Goal  #2:  Establish  a  Sun  Rideshare  speaker’s  bureau  to  reach  new  audiences   x. Tactic:  Target  new  groups,  such  as  the  Hispanic  Chamber  of  Commerce,  or  other   community  or  neighborhood  groups  to  build  new  audiences.   xi. Tactic:  Develop  a  message  of  personal  responsibility  to  include  in   outreach/speakers’  bureau  materials   VIII.  Messaging  and  Topics     Primary  Messages:     1. Drive  Less.  Save  More.   2. Keep  Our  Blue  Skies  Blue.   3. Do  Zombies  Carpool?       Secondary  Messaging  and  Topics  (as  needed):   1

 Rideshare  personnel  capacity  is  unable  to  attempt  these  goals  for  FY15-­‐16.  Seeking  University  of  Arizona  interns  to  pursue   these  goals  has  been  discussed.    


1. 2. 3. 4. 5. 6. 7.

Drive  Less.  Earn  Points.  Get  Rewards.   Drive  Less.  Live  Healthy.     Share  the  Ride     Guaranteed  Ride  Home   Car  Free  Tucson   Sun  Rideshare  Rewards   Sun  Rideshare  Travel  Database  

  IX.  Program  Marketing  Budget  (Budgeting  amounts  have  been  removed  for  this  work  sample)                         Budget     Actual     Blue  Skies/Rideshare  (OWP)             $     Blue  Skies               $   Corporate  Challenge  Awards             $   Grand  Prizes                 $   Phone  Survey  in  October  (50%  paid  for  in  FY14-­‐15)       $   Radio                   $   Digital  Advertising               $   Giveaways                 $   Bus  ads  (remainder  of  annual  contract)         $   Bus  ads  -­‐  Production  (2)             $     Rideshare               $   Giveaways                 $   TRP  Recognition  Luncheon             $   TRP  Recognition  Ads  (2)             $   Webinar  Training  for  TRP/Rideshare  employers       $   Mrs.  Green’s  World               $   Earth  Day  Support               $   Cyclovia  (November  2015)             $       Other  OWP  Line  Items  for  the  Program:     Vanpool  Program  –  vRide  subsidies           $   Guaranteed    Ride  Home  travel  stipend         $   Vanpool  vehicle  decaling             $   Brochures                 $   Printing  (no  single  job  or  combination  of  job  can  exceed  amount)     $   Commuter  Rewards  Program           $         07/07/2015/BH    

______________________________________________________________________         Blue  Skies  Prior  Year’s  Budget  for  Reference:     Blue  Skies  Campaign  (May  and  June,  2015,  launch)       $       Digital  advertising               $   Bus  Ads  (continues  in  FY  2015-­‐16)           $   Bus  Ads  -­‐  Production  (Buy  one  get  one  free)         $   Radio  -­‐  NPR                 $   Radio  -­‐  KIIM                 $   Phone  Survey  in  October  (50%)  (down  payment)       $       X.  Timeline     Overall:  July  1,  2015,  through  June  30,  2016     Blue  Skies  Campaign  -­‐  Implementation:    May  1,  2015  –  September  30,  2016   - See  separate  Blue  Skies  plan  for  complete  campaign  details     XI.  Evaluation     The  evaluation  will  include  measuring  the  number  of  increased  entries  into  the  Sun  Rideshare   database.  The  RidePro  database  will  track  how  people  became  aware  of  Sun  Rideshare.       1) A  2014-­‐2015  Pima  County  Department  of  Environmental  Quality  (PDEQ)  phone  survey,   conducted  in  May  annually,  shows  improvements  in  recent  perceptions  of  Sun  Rideshare  and   Clean  Air,  yet  there  is  much  room  for  increased  awareness  and  education.  Below  are  some  of   the  2015  results:       Awareness  of  Sun  Rideshare   Q:  Are  you  aware  of  the  services  provided  by  Sun  Rideshare?     A:  Yes:  55%     - 49%  in  2014   - 45%  in  2013     - 48%  in  2011     Awareness  of  Clean  Air  Events   Q:  Are  you  aware  of  the  Car-­‐Free  Day  event?   A:  Yes:  27%     - 30%  in  2014   - 45%  in  2013     07/07/2015/BH    

- 48%  in  2011   Q:  Are  you  aware  of  the  Bike  to  Work  Day  event?   A:  Yes:  62%   - 63%  in  2014   - 54%  in  2013     - 57%  in  2011   Q:  Are  you  aware  of  the  Cyclovia  event?   A:  Yes:  24%     - 21%  in  2014   - 11%  in  2013     - 13%  in  2011   Q:  Are  you  aware  of  the  Bike  Fest  event?   A:  Yes:  52%     - 45%  in  2014   - 48%  in  2013     - 53%  in  2011     After  three  years  of  downward  trending  data  in  the  TRP  program,  the  2014  Employee  Survey   produced  very  positive  results:         • Alternative  mode  usage  is  up:    19.6%  vs.  15.9%  (2013),  17.3%  (2011)   • Vehicle  miles  traveled  is  down:  56.7  vs.  57.7  (2013),  61.2  (2011)   • Carpool,  bike,  bus  and  walk  all  show  significant  increases  vs.  2013  and  2011     These  2014  and  2015  statistics  in  behavioral  change  can  be  attributed  to  increased  monetary   and  staff  resources,  which  resulted  in  new  TRP  and  Rideshare  programs  and  advertising   including:       • Sun  Rideshare  Rewards  Program     • TRP  Recognition  Program   • Billboard  and  bus  wrap  advertising     • Simple  message  that  connects  with  Tucsonans     o Drive  Less.  Save  More.     o Do  Zombies  Carpool?   • Increased  outreach  and  contact  with  TRP  employers  and  Rideshare  partners     • Increased  frequency  and  quality  of  newsletters,  social  media,  print  materials,  and   email  marketing       2) At  the  end  of  FY13-­‐14  there  were  2,955  active  commuters.  At  the  end  of  FY14-­‐15  there  were   3,412  active  commuters  on  file,  a  15%  increase.       3) Facebook  Advertising  Reach  and  Impressions  -­‐  Historical     • FY  14-­‐15  (through  2/19/15)  -­‐  FB  statistics  with  $350  paid  advertising:   o 123  new  likes   07/07/2015/BH    

o ≈  90  reach  per  day  (54  organic;  35  paid)   o ≈  45K  impressions  (35K  organic;  10K  paid)   FY  13-­‐14  –  FB  statistics  with  $200  paid  advertising:   o 73  new  likes   o ≈  93  reach  per  day  (44K  organic;  49K  paid)   o ≈  78K  impressions    (60K  organic;  18K  paid)   FY  12-­‐13  –  FB  statistics  with  $173.86  paid  advertising  (Spring  2013):   o 58  new  likes   o ≈  376  reach  per  day  (68  organic;  311  paid)   o ≈  320K  impressions  (77K  organic;  243K  paid)  

  XII.  Spokespersons     1. Ruth  Reiman   2. Leslie  Keena   3. Other  PAG  staff,  as  needed       XIII.  Approvals     Program  Director  Approval:  ______________________  (Initials)        Date:  __________     Communications  Director  Approval:  _______________  (Initials)        Date:  __________     Executive  Director  Approval:  ____________________  (Initials)          Date:  __________  


FY 2015-2016 PR Plan - Travel Reduction Program and Sun Rideshare