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Ctrides Quarterly Report CTrides.com 1-877- CTrides (287-4337) Quarterly Report [email protected] July —September 2018 CTrides: Quarter 3 Marketing Activity Summary July - September 2018 CTrides launched a couple of new programs in Quarter 3. The college month campaign was reinvented with new initiatives and a name and a new Transit Rewards Program was developed. In addition to these new programs, the marketing team organized and implemented a New Haven Union Station redevelopment survey. Road Scholar During the month of September, CTrides organized and executed a back-to-school month campaign for college students. The campaign focused on transportation options for college students around their campuses and across the State of Connecticut. The central theme of the campaign was, “Become a Road Scholar.” This campaign required extensive preparation from the marketing team. One of the main brochures given out during this campaign highlighted the transportation options for each participating college and university. The brochures were customized outlines for each school and its surrounding transportation options. Working with the proper state agencies, the marketing team compiled the transportation information for each location, designed each customized brochure, and printed them for distribution at events. In addition to the customized brochures, t-shirts and other giveaway items were developed for promotion. Coordination between the marketing team, outreach team, and individual schools was imperative for the success of this campaign. Events were held at each of the 23 participating schools throughout the month. Transit Rewards The marketing team coordinated and launch a new rewards program called, Transit Rewards, during Quarter 3. This program is designed to benefit area businesses, restaurants and attractions from across the state and encourage transit ridership on Hartford Line, CTfastrak, and Shore Line East. By showing their transit ticket or pass or a downloadable coupon, transit riders can get discounts and incentives at businesses from across Connecticut. In the process of launching the new Transit Rewards Program, CTrides recruited business partners, designed and launch a new webpage, created a customized downloadable coupon for participating businesses, and designed a slim jim, window cling, and table tent. 1 Quarterly Report July —September 2018 CTrides: Quarter 3 Marketing Activity Summary (Continued) July - September 2018 New Haven Union Station Survey Due to the future redevelopment plans to New Haven Union Station, CTrides designed and implemented a New Haven Union Station survey. The purpose of the survey was to garner feedback on what customers want to see in station redevelopment. This process included designing the survey, organizing questions in the survey, and implementing the survey in New Haven Union Station at differing times over the course of a week. CTrides also compiled the data from 276 respondents to present to the Connecticut DOT. Selection of New Marketing Agency During Quarter 3, the marketing team posted an RFP for a new marketing agency. During this process, marketing agencies were interviewed in person and over the phone and a new agency was selected. The Watsons, a marketing agency out of New York City, was the winning agency. The Watsons will aid in a CTrides messaging overhaul. The redevelopment of collateral, the CTrides website, and strategic placement of media messaging will all be in their purview. 2 Quarterly Report July —September 2018 CTrides: Quarter 3 BEworks Summary July - August 2018 During 2018, CTrides enlisted the help of BEworks to analyze how CTrides reaches organizations and commuters in the state, and offer strategies for improving how CTrides reaches these groups and influences the choice to use a commute method outside of single- occupancy vehicles. BEworks is a leader in the study of Behavorial Economics, an economic analysis that applies psychological insights into human behavior to explain economic decision-making. Quarter 3 saw a conclusion of the initial project and recommendations for strategies moving forward. BEworks—July Completed all arrangements for revised email campaign Created new online request form for BEWorks responses and other visitors to the Employer Services section of CTrides.com. Prepared final contact list 993 companies 8,500 contacts First wave of emails on July 24 and 25. 5,132 emails sent to 491 companies: 85 Opened 13 Clicked through 1 Form filled out Second wave of emails on July 31 and August 1. 3,368 emails sent to 502 companies: 56 Opened 11 Clicked through 0 Form filled out BEWorks presentation at ACT International Conference. BEWorks—August BEworks Project completed, Final Report submitted Detailed review of BEworks process and deliverables Report on in-field email experiment with analysis Project findings and recommendations Strategy guides for 3 additional interventions submitted 3 Quarterly Report July —September 2018 CTrides: Quarter 3 BEworks Summary (continued) July - August 2018 Project Takeaways Developed deeper understanding of CTrides engagement with employers and employees Revealed need for measuring marketing and engagement activities to assess impact and improve results going forward Developed an awareness of behavioral responses to different ways of positioning marketing messages Provided a new way of thinking about changing behavior through a scientific lens Revealed the limits of marketing to a general versus known audience Revealed the limits of using behavioral economics in the TDM space Made us rethink all of our public facing communications such as collateral, websites and social media to take advantage of different types of behavioral nudges or interventions 4 Quarterly Report July —September 2018 Participating Organization Activity As of September 30th, the total number of CTrides employer participants, stakeholders and community partici- pants is 270. New Partners: Aptar Group Artspace New Haven Group CBS Circuit Breaker Sales Hotchkiss School Intertia Dynamics Corporation Town of Trumbull United Technologies Corporation Outreach Manager conducted radio Interview with WPKN (September) Outreach staff conducted a customer survey for users of New Haven Union Station Outreach staff trained on launch of new Go CT Card Two Staff Members Selected for ACT’s 40 under 40 awards for their Outreach Work July Try-It Days Executed (27 total participants, 20 mode shifts): UConn Health Center CT DEEP The Hartford Veteran’s Affairs—West Haven 9 Vanpool Low-Ridership Program events 7 Hartford Line Outreach Events The CTrides Outreach Team held 177 Worksite Meetings and 160 Commuter Events with our worksite partners during Q3. The total number of participating organizations is at 270. This quarter’s worksite activity, segment- ed by region, can be found on the following pages. A complete list of program organizations/stakeholders is in Appendix A. 5 Quarterly Report July —September 2018 Regional Worksite Highlights Western CT includes Litchfield, City of Bridgeport: Planning for Bike CTtransit -to-Work event. City buy-in Housatonic, Bridgeport & Stamford confirmed and public outreach Datto, Inc. regions begun for October date. Enterprise Rideshare Macy’s Fulfillment Center: Highlights Coordinated meeting with Cheshire Global Steering Systems Aptar, Inc: Lead from BEworks Chamber of Commerce, Cheshire's experiment led to new employer Economic Development Director, Group CBS – Circuit Breaker meeting. and VP of Macy's facility to discuss CTtransit extended service hours. Sales NE UConn Stamford: Ongoing new Homes for the Brave student orientations in partnership Events with CTtransit to explain U-Pass CT City of Bridgeport Housatonic Community College to 850+ incoming students over 10 events. City of Stamford Inertia Dynamics Corporation Stone Academy: Event planning Datto, Inc. meeting for the fall semester, Innovate Stamford including but not limited to, College HARTransit Month. Macy’s Fulfillment Center CTtransit Stamford: Participated in Homes for the Brave Metro Council of Governments meetings to explore opportunities to connect with Stamford area Housatonic Community College Naugutuck Valley Community businesses that buy transit passes Naugutuck Valley Community College (Waterbury) directly from the CTtransit office in Stamford. College (Waterbury) Norwalk Community College University of Bridgeport: Attended Norwalk Community College Norwalk Transit new student orientation to promote CTrides services. An estimated 600 Pratt and Whitney People’s United Bank students and parents were in attendance over the four events. Southwest Community Health Sikorsky Aircraft– Shelton Center Western Connecticut Council of Southwest Community Health Governments: Presented at July’s Stone Academy (Waterbury) Council of Governments meeting Center making municipalities aware of Town of Fairfield CTrides services. Generated Stone Academy (Waterbury) interested and follow-up Town of New Milford The Hotchkiss School opportunities. Town of Trumbull: Held a meeting UConn Stamford The Kennedy Center, Inc. with the Economic and Community University of Bridgeport Development Office to discuss Town of Cheshire CTrides resources. University of Connecticut– Town of Fairfield Department of Labor: Networking Waterbury event with Department of Labor’s Town of Trumbull business services team. The DOL is Meetings planning to add CTrides information UConn Stamford to their employer resource guide.
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