RIDESHARING AND THE CONSUMER: A TALE OF TWO MARKETING STRATEGIES

Transportation demand management strategies have traditionally been designed to reach commuters with the rideshare message where they work, particularly because of Regulation XV (a regional ordinance that requires employers with 100 or more employees per site to submit a trip-reduction plan annually). As an alternative to employer-site promotions, Commuter Transportation Services, Inc. (CTS) developed and evaluated two consumer-oriented studies to determine the effect of reaching commuters outside the workplace with a ridesharing message. The first is an evaluation of a series of corridor promotions conducted by CTS over a 12-month period. Corridor promotions were designed to target commuters at the home-end with a rideshare message to increase awareness of alternatives to driving alone to the workplace. The evaluation was conducted to determine how effective the promotions were in communicating this message. The second is an evaluation of California Rideshare Week (CRSW), a statewide, employer-based promotion designed to educate the commuting public about alternatives to driving alone. During CRSW, pledge cards were distributed to commuters in an effort to encourage them to use an alternative rideshare mode during the week-long campaign. A survey was designed and conducted by CTS to assess the impact of CRSW by measuring commuting behavior before, during, and after the campaign. Results indicate that the two techniques were successful in generating awareness and trial of alternative rideshare modes. However, they need to be conducted concurrently with employer promotions to have lasting impact. This will enable a more targeted message to reach commuters both at the workplace and at home.

• Record URL:
  http://onlinepubs.trb.org/Onlinepubs/trr/1993/1390/1390-008.pdf
• Record URL:
  https://scholar.google.com/scholar_lookup?title=RIDESHARING+AND+THE+CONSUMER%3A+A+TALE+OF+TWO+MARKETING+STRATEGIES&author=D.+Chun&publication_year=1993
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  • Find a library where document is available. Order URL: http://worldcat.org/isbn/0309054613
• Supplemental Notes:
  • This paper appears in Transportation Research Record No. 1390, Public Transit 1993--Bus, Paratransit, and Ridesharing. Distribution, posting, or copying of this PDF is strictly prohibited without written permission of the Transportation Research Board of the National Academy of Sciences. Unless otherwise indicated, all materials in this PDF are copyrighted by the National Academy of Sciences. Copyright © National Academy of Sciences. All rights reserved
• Authors:
  • Chun, Deborah
• Publication Date: 1993

Language

• English

Media Info

• Features: Tables;
• Pagination: p. 60-65
• Monograph Title: Public transit 1993 bus, paratransit, and ridesharing
• Serial:
  • Transportation Research Record
  • Issue Number: 1390
  • Publisher: Transportation Research Board
  • ISSN: 0361-1981

Subject/Index Terms

• TRT Terms: Marketing; Measures of effectiveness; Promotion; Ridesharing; Strategic planning
• Uncontrolled Terms: Effectiveness
• Subject Areas: Highways; Public Transportation; Society;

Filing Info

• Accession Number: 00636302
• Record Type: Publication
• ISBN: 0309054613
• Files: TRIS, TRB, ATRI
• Created Date: Sep 9 1993 12:00AM