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 sunrideshare.org 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: __________