Marketing a Successful Program
program has expired.
the most out of your employee
requires planning, giving
extra attention to your
program during its initial
stages and establishing
realistic goals consistent
with your organization’s
needs and interests.
Here are some planning steps to take before marketing your program:
- Appoint a valued employee to be responsible for developing and managing your program and communicating its benefits.
- Get a strong, visible commitment to the program from top management
- Build a work culture that supports alternative modes and support strategies.
- Develop a thorough understanding of your organization’s corporate culture and the transportation amenities unique to your worksite.
- Select alternative modes that are appropriate for your location and meet your goals.
- Promote your program with creativity and enthusiasm ... and don’t stop.
- Establish a simple monitoring program and check your progress often.
- Adapt your program to optimize effective strategies and eliminate ineffective ones
- Become an active
member of your
local Transportation Management Association (TMA).
Selecting the appropriate alternative modes and strategies for your worksite means little if no one in your organization hears about them. Be sure to promote your employee transportation program with as much enthusiasm and creativity as possible. These are just a few marketing ideas that can make your program a success.
Kick off your program off with a splash:
Keeping It Going – and Fun
- Throw a kick-off party
- Put together a promotional packet to introduce the program; include rideshare matching forms and transit coupons
- Display colorful commuter information in prominent locations, lunchroom, lobby and on bulletin boards
- Make announcements during staff meetings
- Notify employees through e-mail and other internal message systems such as payroll stuffers
Now that your program has been noticed, keep it in the forefront with both regular and special fun reminders. Some examples:
Give small, ongoing rewards (like free coffee and donuts) to employees who use alternative modes of transportation
- Send flyers to announce new incentives and services
- Visit each department to get to know employees and tell them about the program
- Give presentations on alternative modes to new hires
- Hold prize drawings for participating employees
- Have breakfasts or lunches to recognize program participants
- Hold a contest between divisions for the best participation in alternative modes
- Start a “Commuter Club” offering special benefits
- Award a “Carpooler of the Month”