Quarterly Report July—September 2017 Quarterly Report July—September 2017 1 Quarterly Report July—September 2017 CTrides.com 1-877- CTrides (287-4337) [email protected] A Service of the Connecticut Department of Transportation 2 Quarterly Report July—September 2017 CTrides: Quarter 3 Marketing Activity Summary July - September 2017 CTrides developed its entire FY ‘18 event marketing plan during the third quarter of 2017, while continuing to use media to reinforce the Reboot Your Commute campaign that CTrides developed and executed during FY ‘17. A “bridge” media strategy was developed for Q3 that included: • Billboards along all major thoroughfares in Hartford, New Haven, Waterbury, Bridgeport (Stamford did not have inventory) • Broadcast/Cable • Radio, specifically: • iHeart Radio CT (over a dozen stations) • Bomba Spanish Language This plan was different than in years past when no media was placed during the generally quieter Q3 summer months. However, after strategizing, it was decided that there was value during these months, especially in August as people get back into a more regular routine and are in the mindset of changing their behavior. It was concluded that this could be the ideal time to get people to think differently and Reboot Their Commute. After reviewing FY ‘17, CTrides developed its FY ‘18 event calendar featuring these key marketing campaigns: • College Month (September) • Kick Off Your Commute (Oct. - Nov.) • March Madness (March) • Transportation Showcase (March) • Earth Week (April) • CTrides Week (May) CTrides College Month College Month was extremely successful this year with extra focus on participating in orientations and welcome fairs. This focus resulted in increased engagement with students and faculty at Connecticut colleges and universities to discuss the various alternate commute options unique to each location. This extremely targeted marketing campaign featured creative geared toward a younger audience (samples at right). CTrides also executed an employer-targeted communication to inform key faculty at the schools of 3 Quarterly Report July—September 2017 College Month. To leverage the new U-Pass CT launched in August to a number of these institutions, CTrides took the opportunity to create materials branded specifically to -U Pass schools. The launch of the U -Pass was a perfect tie-in to College Month and created an overwhelmingly positive marketing push as we engaged with students. Both generic and College Month branded U-Pass materials were created. As part of the College Month tracking, four awards were handed out in the following categories: • Most Trips Tracked: Yale University • Most Pledges: University of New Haven • Most Activities: Norwalk Community College • Most Engagement: St. Vincent’s College Final stats for the month are as follows: • Pledges: 691 • Participating Partner Events: 47 • Schools Participated: 23 Trophies were handed to the four major winners with certificates given to the rest of the schools that participated. Miscellaneous Outside of College Month, CTrides developed and executed new creative for it’s major Q4 campaign, Kick Off Your Commute. Intended to tie into football season, this provided a creative platform to retarget people who may have already experienced previous mode-change messaging. CTrides was also featured on iHeart Radio’s Community Connections, a public service show airing on Sundays. This was a value-add interview as part of the aforementioned media purchase. CTrides also secured additional promotional items for Q3 and Q4 to aid in outreach efforts. efforts, as well as executed a number of specific event related items tied into Try-It events being carried out by the outreach team connected directly to a shift in commuting habits. 4 Quarterly Report July—September 2017 Partner Activity CTrides added 7 new partners this quarter: • Waste Management • United Bank • Porter & Chester (Branford) • University of Saint Joseph - School of Pharmacy • Asnuntuck Community College • Connecticut Mental Health Center • St. Vincent’s College Total number of CTrides employer participants, stakeholders and communi- ty participants is now239 . The team also recognized its Partners of the Month for their commitment in offering employees various commuter benefits. • United Bank—With a planned office move from Glastonbury to Down- town Hartford, UB dedicated efforts to shift employees toward mass transit and carpooling to ease the location transition. UB held multiple informational and educational events at both Glastonbury offices to inform their employees about alternate commuting methods prior to the move, and they offered the Commuter Tax Benefit to encourage employees to change their commute • St. Vincent’s College - This new university partner recognized the need to have students, staff and faculty embrace transportation options. Increased communications and events targeted to put a focus on in- creased transit usage and carpooling included presentation/outreach event for New Student Orientation; College Month Participation and winner for most engaged organization; and a Try-It day Outreach in part- nership with CTrides and Greater Bridgeport Trans- it with incentive of a free day of transit passes. The CTrides Outreach Team held 194 Worksite Meetings and 114 Commuter Events with our worksite partners during Q3. The total number of employer partici- pants, stakeholders and community par- ticipants rose to 239. This quarter’s worksite activity, segment- ed by region, can be found on the follow- ing pages. A complete list of program or- ganizations/stakeholders is in Appendix A. 5 Quarterly Report July—September 2017 Regional Worksite Highlights Western CT includes Litchfield, • Crunch Fitness • Global Steering Housatonic, Bridgeport & Stamford • CTtransit Systems regions • Datto, Inc. • Greater Bridgeport Transit • Eastern Account System, Inc. • Greater Waterbury YMCA Highlights • Greater Waterbury YMCA • Greenwich Woods Rehabilitation & Sacred Heart University - Initial meeting • Housatonic Community College Health Center with employee who handles commuter • students on campus • Naugatuck Valley Community College HARTransit • Housatonic Community College Center for Latino Progress - Discussion (Danbury) panel on new CTtransit service between • Naugatuck Valley Community College • Marcus Partners Mgmt. Hartford and Storrs (Waterbury) • Naugatuck Valley Community College Datto Inc. - Provided their workforce • Northwestern CT Community College (Danbury) with transportation options that focused on the their health • Norwalk Community Technical • Naugatuck Valley Community College (Waterbury) UConn (Stamford) - Worked with new College students on transportation options, • Paier College of Art • Naugatuck Valley Council of including those students new to living Governments downtown • People's United Bank • North East Transportation Co Northwestern CT Community College - • Porter and Chester Institute Focused on carpooling with limited (Stratford) • Northwest Hills COG transit options at Winsted campus • Porter and Chester Institute • Northwestern CT Community College People's United Bank - Formed event (Waterbury) • Norwalk Community Technical around Shore Line East information, College WageWorks subsidy, and ERH Program; • Southwest Community Health Center several SLE pass holders interested in • St. Vincent's College • People's United Bank ERH program and able to create SLE Try- It day • Stone Academy (Waterbury) • PEP - Lacey Manufacturing • Porter and Chester Institute St. Vincent's College - Joint effort with • Three Rivers Community College GBT to promote bus use to students for • UConn (Stamford) (Stratford) school on a bus line; GBT provided 1- • Porter and Chester Institute day trial pass to use during Try-It week • UConn (Waterbury) (Waterbury) • University of Bridgeport Porter & Chester (Waterbury) - First • Praxair, Inc event with school; strong interest on • University of New Haven carpools, transit, and NuRide • Sacred Heart University Crunch Fitness - Outreach events held Meetings • Southwest Community Health Center for staff and members to facility on • • St. Mary's Hospital Norwalk transit lines Albertus Magnus • ASML, Inc. • St. Vincent's College ASML - Presentation to green committee; survey; vanpool event; zip • Bigelow Tea • St. Vincent's Medical Center code map • Bridgeport Public Schools • Stone Academy (Waterbury) Eastern Accounts - Vanpool • Cartus • The Kennedy Center, Inc. presentation to management team • Center for Latino Progress • Three Rivers Community College • City of Bridgeport • Towne Nursing Staff, Inc. Events • City of Norwalk • UConn (Stamford) • Albertus Magnus • City of Waterbury • UConn (Waterbury) • ASML, Inc. • Crunch Fitness • University of Bridgeport • Bridgeport Public Schools • CTtransit • vRide • Capital Community College • Eastern Account System, Inc. • Waterbury Hospital • Center for Latino Progress • Genworth • Western Connecticut State University • Connecticut Mental Health Center 6 Quarterly Report July—September 2017 Regional Worksite Highlights Southern CT includes Middlesex, University New Haven & coastal regions • Electric Boat • Job Corps New Haven Highlights Connecticut Mental Health Cen- • Paier College of Art ter - Held first two events - gener- • GoNHGO ated multiple Ridematching & Re- • Porter & Chester Institute wards sign-ups (Branford) • Job Corps New Haven Wesleyan University - 15 students • Southern Connecticut State • Middlesex Hospital took MAT to Wadsworth Falls to University hike the Blue