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Marketing Plans
Vision / Mission Statements
Target Audiences
The Message
An Identity
Logos, Taglines and Brands
Promoting the Program
Events
Templates for Print and Electronic Materials
A well developed and managed Commute Solutions
program isn't worth much if no one knows about it, or if the benefits
of the program are not communicated effectively. Therefore, an ETC
should consider a comprehensive "marketing plan" that
accompanies the introduction of the actual program.
A comprehensive marketing plan may sound
daunting, but by simply using this chapter as a checklist, an ETC
can quickly develop dynamic and creative ways to promote the organization's
program.
Marketing
Plans
A marketing plan should encompass everything that will be done for
a program with regard to promoting it to management and employees,
communicating it, advertising it, and sharing it with the community.
In addition, the plan should include metrics for measuring the success
of the marketing efforts. Seek assistance, if available, from the
employer's marketing/communications department, but ETCs will still
play a key role in developing the plan.
An effective marketing strategy includes
the following elements:
- Vision/Mission Statements
- Target audience descriptions
- Tailored messages for each audience
- Identity
- Logos/Tagline/Brands
Once the foundation is set, it's simply a
matter of determining the most effective way to fund, promote and
maintain the program.
Vision / Mission
Statements
The vision and mission statements for a program can accomplish several
objectives, but essentially, they boil down to what the creators
of the program see as its purpose and its future, in a few sentences
or less. A mission statement talks about what the plan is, for whom,
and why. A vision statement looks toward the future for a more long-term
goal of how the program will be successful. A typical mission/vision
statement for a Commute Solutions program might read:
Mission: The Widget Inc. Commute
Solutions program will provide effective choices for employees beyond
driving alone to work and will provide benefits to employees, the
company and the community at large.
Vision: The Widget Inc. Commute
Solutions program will enable its employees and the Austin community
to enjoy a healthier, happier and more mobile way to work, with
cleaner air, less congested roads and a more livable city.
Target Audiences
Typically, marketing plans outline how specific audiences will be
addressed. Obviously, demographics will vary from employer to employer,
so pinpointing an audience by age, sex, job position, etc., may
not be the most effective way to categorize the audiences. For example,
lifestyle may be more relevant, since the bikers and walkers may
be more health oriented, etc.
However, the ETC needs to be cognizant of
different audiences and their needs, which relates to the key message
directed at them. For instance, if the audience is parents who are
worried about not having a car available to reach their children
in an emergency, the key message may highlight a Guaranteed Ride
Home program. In many cases, the audience can be divided by types
of concerns or reasons why Commute Solutions programs "won't
work" for certain employees.
- "I need my car for
errands."
- "My supervisor won't
be flexible on my schedule."
- "I have to work odd
hours."
- "There are no bus
routes near me."
A transportation survey (See
Section 1, Chapter 3) will identify the most common of these
roadblocks, which will help the ETC determine suitable audiences
and messages for the program.
The Message
What are you really trying to say? For Commute Solutions programs,
the ETC most likely will be communicating the benefits to all involved.
But it may help to key in on one benefit that applies to your work
force. Is parking the main problem? Is the work site in an area
plagued by congestion? By finding the most appealing benefit, you
can sculpt your message appropriately. A key message might be: Our
Commute Solutions program saves you money on parking. Interviewing
potential audiences for your program will enable you to discover
what the most compelling problems are and tailor your messages to
address those concerns.
An Identity
Each Commute Solutions program should have its own identity—a
certain look, feel, meaning that is portrayed in its message, logo,
and promotional materials. Identities can be a bit abstract, but
nevertheless, they affect how employees view a program. For example,
the identity might be quick and racy, connoting a quicker way to
work. Or it might convey a more relaxed feeling, the stress-free
ride to work.
Logos, Taglines and
Brands
Every Commute Solutions program should have a logo. Why? Because
at this point in time, at least, Commute Solutions program are not
common, and they need that extra kick of visual communication. A
recycling program, on the other hand, is so recognizable and familiar
to employees that it might not need its own logo.
A logo can be a powerful communicator that
captures a program's intent and identity. It often is a graphic,
but can be a certain typeface or a combination of type and graphics.
A tagline simply is text that adds a kicker,
a punch to the logo that sums up the program. (You might call it
a "slogan.") For example, government agencies in the Houston
area adopted a logo for their Commute Solutions efforts that portrays
small stick figures seated in a rideshare arrangement with the words
"Commute Solutions."
Added below the logo wherever it's presented
is the phrase, "A Smarter Way to Work." It's a phrase
that sums up the groups' efforts and offers a brief explanation
to the logo.
Brand is the audience's reaction to what
they observe. It's what they feel, the image they develop, the thought
that springs to mind, and the action they take for a given message,
identity, logo, tagline and so on. Or more appropriately, it's what
brand imparts on them!
Without being too commercial, think of Coca
Cola and its recognizable logo of cursive script and red and white
colors. It brings an immediate reaction to most people. The reaction
may differ among individuals, but it probably remains consistent
for each person, based on experiences with the product over the
years, the actual image of the type and colors, etc. That's branding.
For Commute Solutions programs and the ETC's
efforts, branding goes a bit deep. However, it helps to have an
understanding of branding in case it becomes a topic of discussion
with communication professionals in developing the marketing plan.
Promoting the
Program
Once the foundation of how the program will look and feel and what
message it will convey is set, ETCs can start picking and choosing
promotional strategies, both to the employees (internal communications)
and to the community at large (external communications).
The plan is then based on a calendar, tasks
and budget. (When to implement the strategies, who will implement
them and how, and how they will be paid for)
Internal Communications
Make a list of all the internal communications strategies available
at your employer, then incorporate them into your plan. Typical
strategies include:
- Brochures
- Paycheck stuffers
- Flyers
- Posters
- Promotional products
- Newsletter articles
- Lunch n' Learns
- One-on-one meetings with employees and
groups
- Web site
- E-mail messages
- Displays
- Bulletin boards
- Information kiosks
- Internal TV
- Events (See below)
- Presentations
- New employee orientation
External Promotional Strategies
Once an employer develops a successful program, the next step is
sharing your success with the community and getting the recognition
you deserve for a job well done. Larger employers will have Public
Relations/Community Relations staffs, but ETCs can develop the nuts
and bolts of what is needed to promote their success to both the
media and community, including:
- A best practices
outline of successful program elements, along with case studies
on how the strategies were developed and how they benefited the
employer and employee
- A sample news
release that outlines the basics of the program and/or any specific
events that merit media coverage
- A list of
contacts for the media for each of the Commute Solutions (e.g.,
a carpooler, vanpooler, bus rider, bicyclist, teleworker, etc.)
- Paid advertising
or sponsorship of events to highlight the employer's achievements
- Additionally,
the ETC may be asked to represent the company in a variety of
governmental and community efforts to promote Commute Solutions
programs and air quality efforts, such as the Commute Solutions
Coalition and the Clean Air Partners Program. (See
Section 1, Chapter 3, Share With the Community)
Events
Events are the most effective promotional tool, not only because
they serve as vehicles to distribute other promotional strategies
(brochures, displays, etc.), but also because they bring interested
people together in one location.
After all, peer motivation and face-to-face
communication are the key ingredients of carpooling, vanpooling,
transit, bicycling and more, so personal interaction and the opportunity
to make matches and/or encourage participation is invaluable. The
following types of events work particularly well for Commute Solutions
programs:
Commute Solutions Fairs
The Commute Solutions Coalition can assist ETCs in setting up a
fair with coalition members present to offer information and assistance
on programs. Fairs are a great way to collect names for employees
interested in commuter programs.
ZIP Code Mixers
With a ZIP code mixer, an ETC invites employees interested in Commute
Solutions to a small event—preferably with food or some other
attraction—to hear a short presentation on the program before
mingling with other employees to see if any matches occur for carpooling
and vanpooling. The ETC includes interesting visual presentations,
such as maps that show the number of employees who live in each
of the area's ZIP codes.
Employees also wear nametags that include
their ZIP code. Further activities can include grouping the employees
together at tables by ZIP codes to discuss possible rideshare arrangements,
or announcements from individuals interested in starting and coordinating
carpools or vanpools.
Presentations
Many employers have opportunities for presentations, such as departmental
meetings and company-wide events to showcase the benefits of Commute
Solutions.
Recognition or Support from Management
A personal letter from the employer's top management supporting
the program or recognizing participants can do a great deal to add
support for the program.
Free Trial Ride Events
If programs are in place, an employer may opt to offer temporary
subsidies for employees to try different solutions. For example,
the employer may pay for vanpool fees for one month for employees
willing to do a trial, or offer certificates for gasoline, car washes
or other perks for those who try carpooling for the month.
Bike-to-Work Days
Traditionally, the Austin region holds a bike-to-work day (usually
in the late spring), which provides an ideal opportunity to tie
into community events promoting bicycle commuting. An employer may
consider sponsoring a breakfast station (restaurants around town
that offer free breakfasts to bicycle commuters on the day), or
it could provide a free lunch to employees who make the effort to
ride their bikes to work.
Commute Solutions Month
The Commute Solutions Coalition sponsors a month each year dedicated
toward getting people out of their single-occupant cars and into
ridesharing solutions. The Coalition offers a host of different
events and activities to promote the month, including a "Commuter
Challenge." Challenges, with prizes going to top participants,
are a great way to motivate employees. Challenges can be internal,
or among a group of employers or the entire region.
Ozone Action Days
While not a planned event, Ozone Action Days provide an ideal opportunity
to promote the air quality benefits of Commute Solutions. (See
Section 1, Chapter 1, for more information on Ozone Action Days.)
Templates for
Print and Electronic Materials
Below are series of templates to help ETCs develop promotional materials
for their programs. The templates are based on the Let's
Ride campaign, but can be customized to represent your organization's
specific program. (See Templates for additional
documents)
Microsoft Word Templates
The following templates are based on design by Chuck Green for OKI
printers. For more templates and insights on how to use them, visit
OKI.
Instructions for Using Templates
Type in the content you want, and paste in art to customize your
work. Refer to Word/Help for more details. The document below (Copy
and Paste Art) has a small collection of Let's
Ride art to use by simply clicking on the image, copying
it, and pasting it to your template document.
Art
to Copy and Paste
Tri-fold
Brochure
4-Panel Brochure
Newsletter
News Release
Proposal
Report
Award 1
Award 2
Certificate 1
Certificate 2
Art for Desktop Publishing
The art below is available for desktop publishing software (such
as PageMaker, Quark, and Publisher). Many of the files can be imported
into Word as well.
People
Figures (TIF file)
Bus (TIF file)
Car (TIF file)
Bike (TIF file)
Let's Ride Art
Let's Ride
Buttons
Let's Ride Logo
(Black and White TIF file)
Commuter Fair Poster
The Quark document below can be used to customize a poster for your
organization. Or you can use the accompanying art to create your
own.
Commute
Solutions Fair Poster (PDF)
Commute
Solutions Fair Poster (Quark)
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