MOBILITY PROGRAM: BRANDING

1
MOBILITY PROGRAMBRANDING

• Conducted by
• Perspectives Resources, Inc.

2
BACKGROUND

• The purpose of this study was to test among
  commuters and employers several existing
  communication alternatives including a proposed
  campaign that included Jerry Seinfeld.
  Drivers in New York, New Jersey, and the
  Connecticut Region sought evaluate the best way
  to alter attitudes about driving to/from work.
• Three types of media were evaluated
• Print Advertisements
• Television Commercials
• Radio Commercials
• Specific objective areas
• Do they like or dislike the themes?
• What message is being conveyed?

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BACKGROUND

• Is it meaningful? Believable?
• Is it relevant?
• Are their opinions changed about choice of
  commuting alternatives?
• How relevant is Jerry Seinfeld and other
  executional elements?
• Does Humor work?
• What is conveyed by proposed Logo alternatives?
• What is the best direction to cause an attitude
  shift over time?

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METHODOLOGY

• Twenty (20) Focus Groups were conducted as
  outlined.
• Commuter one group among residents from each of
  the areas listed (13 total)
• Bronx
• Brooklyn
• Connecticut (Northern)
• Connecticut (Southern)
• Long Island (Nassau)
• Long Island (Suffolk)
• Manhattan
• Northern New Jersey
• Putnam/South Dutchess
• Queens
• Rockland/Orange
• Staten Island
• Westchester County

• Trier-Rejector One group was conducted among
  residents from a combination of the regions
  listed who were previously commuters and switched
  from driving to another mode.
• Park Ride One group was conducted among
  residents from a combination of the regions
  listed who drive and park their car at a train,
  bus, ferry, or remote park ride lot.
• Young Adults One group was conducted among
  young adults age 17-20 who drive to school and/or
  work.

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METHODOLOGY

• All groups
• Drive to work
• A spread of driving distances of Under 15 60
  miles
• A spread of age 17-70, income, and education
• Full time employees/students
• Spread of company size 20-1000
• ¾ of group have mass transit or other modes of
  transportation available to them
• Must rate a 4 or higher on a 7 point scale on
  their level of interest in participating in a
  shared commuter program
• A spread of industries

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METHODOLOGY

• Employer Four groups were conduct among
  employers in the following regions
• Connecticut/Putnam/
• Westchester/South Dutchess
• Nassau/Suffolk/Queens/
• Brooklyn
• Northern New Jersey/Rockland
• Bronx/Manhattan/Staten Island

• All groups
• Either CEO/President, employee benefits manager,
  facility manager, human resources, or personnel
  manager
• Concerned with employee commuting modes affecting
  their business in a positive or negative way
• Primary decision maker when it comes to issues
  regarding employee benefits and commuting
• Have no shared commuter program in place
• Must rate a 4 or higher on a 7 point scale on
  their level of interest in encouraging employees
  to utilize shared commuter programs
• Spread of company size 20-1000
• A spread of industries

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EXECUTIVE CONCLUSIONS

• CAN OPINIONS BE CHANGED? . . . YES
• Drivers are open to a suggestion which presents a
  solution they can act upon on a gradual basis.
  If it becomes acceptable they can adopt mass
  transit more often.
• They do not want an all or nothing approach.
• All concepts presented except once a month or
  rest the car were not felt unique.
• These two changed drivers opinions.
• An incentive or reward factor is suggested in
  addition.

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CAMPAIGNS

• While the message of the ad was clear to some
  respondents Save Your Shoes, Take The Bus it
  was not liked. No behavior change was noted.
• This ad was primarily liked by those who had an
  interest in animals, not for the concept itself.

9

• This ad was not chosen by anyone and was pulled
  after the 2nd group. It was replaced with the ad
  shown on the following page.

10

• This ad was chosen only by people who understood
  what the tag-line meant I like to drive alone
  but Im a less evolved primate. Those that
  choose it thought it was cute and had
  personality.
• Here also, people picked this ad primarily
  because of their interest in animals.
• The message was not viewed as clear and no
  transportation alternatives are mentioned.

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• This ad was chosen by several people because it
  clearly conveys that the shuttle service runs all
  day long. Flexibility is a strong message.
• People want to know that transportation is
  available to them when they need it, this message
  does this.
• This ad was criticized because there is too much
  copy. While the message on the top portion is
  clear and concise, the lower half was cluttered.
• This ad was pulled for the second segment of
  groups.

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• This alternative was chosen by many people. Once
  they realized that it was Jerry Seinfeld it
  became even more appealing. It has stopping
  power, an essential element.
• The concept of leaving your car home once a month
  was something that is acceptable and doable for
  many.
• The visuals in the ad itself were confusing,
  cluttered, and too busy.
• There is far too much copy.
• This ad was pulled after several groups and
  replaced with a revised execution.

13

• This revised ad was chosen by several people
  because Jerry Seinfeld is recognizable and
  because the concept of leaving their car home
  once a month can be done
• The premise was clearer.
• It caught their attention faster than the
  alternative because the headline was clear and
  the tagline prompted interest for them to read
  on, to see what he was talking about.
• The tagline on the bottom Rest The Car. Free
  the Air was liked by all.

14

• Even though the groups are not overly concerned
  about the environment, this ad reminded them
  about their making a contribution to help air
  quality.

15

• This ad was presented as an alternative approach
  to the ads that contained Seinfeld.
• Many thought it was a unique approach and as such
  it was liked.
• It raised the meaningful premise of reducing wear
  and tear on your car (while helping improve the
  environment).
• Overall it was well received, however the concept
  of leaving their car home once a week was not as
  acceptable as once a month.
• This ad was revised and the following was put in
  is place.

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• This ad was presented as an alternative approach
  to the ads that contained Seinfeld.
• Many thought it was a unique approach and as such
  it was liked.
• It raised the meaningful premise of reducing wear
  and tear on your car (while helping improve the
  environment).
• Overall it was well received, however the concept
  of leaving their car home once a week was not as
  acceptable as once a month.
• This ad was revised and the following was put in
  is place.

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• Rest the Car. Free the Air. People liked this
  approach.
• .
• Here, like its counterpart many saw the benefit
  of leaving their car home and reducing wear and
  tear on their cars, a strong economic benefit.
• The suggestion of leaving their cars home once a
  month is an acceptable one.

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• This was shown to the first employer group only.
• This ad evoked interest among the employers
  because it shows a tax benefit for them.
• They felt that their employees would be
  interested because of the fact that it would save
  them money as well.
• When this ad was included with the other ads, all
  employers choose this as their first choice.

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• This was shown to the the Northern New Jersey and
  Rockland Employers Only.
• The message was unclear. The ad had to be read
  several time to understand it.
• As opposed to the other ads, you didnt easily
  know that it was an ad for commuting.
• However, after reading some, employers wanted to
  know more.

20

• This ad was also chosen by many people. The
  message take the bus twice daily was noticed
  immediately. However, to do this was difficult.
  The ad was humorous but did not contain a
  feasible solution.
• Many made the reference to a doctors
  prescription, take two a day they liked the
  idea, they thought it was a clever way to present
  the concept.

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• This was chosen by many of the groups because
  several people do travel into New York City on
  the weekends and it was easy to relate to.
• However, it did not cause people to extend the
  thought to the weekday commute.
• This ad was pulled for the second segment of
  groups.

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• This ad had great stopping power.
• It is exactly what the commuter on the go wants
  to see. Something that is clear, concise, easy
  to read, and straight to the point. However, it
  is conveying nothing new.
• Many however, noticed the word rideshare
  Thursdays and related it to carpooling and said
  that this was something they could do but not
  necessarily once a week.

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• Overall this ad was well received. Even though
  the ad didnt directly relate to most segments,
  people were able to visualize having Ferry
  Service in their region . . . a relaxing way to
  commute in the warmer months.
• This ad was pulled for the second segment of
  groups.

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• Almost everyone recognized the MetroCard and knew
  what it was for.
• They like the idea of using the MetroCard because
  it saves them money and time - convenience.
• The ad itself was criticized for the large amount
  of copy.
• This ad was pulled for the second segment of
  groups.

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• Many people choose this because they related to
  it.
• Comments were made with regard to having a less
  stressful commute therefore you are more
  productive.
• They thought a carpool alternative would give
  them less stress. But, it was not effective
  enough to cause behavior change.

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• People choose this ad because they liked the
  clock. They thought it was a cute and clever.
• The headline was very appealing. It stated that
  transportation is available to them whenever they
  need it . . . flexibility.
• Here again, the copy on the lower half was
  criticized as too wordy.
• This ad was pulled for the second segment of
  groups.

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• The concept of ride-sharing overall was easily
  understood.
• The ad did not however offer any solutions.
• This ad was pulled.

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• Many chose this ad primarily because of its
  inviting cute visual appeal.
• They liked the little boy, the ocean or pool
  background and it gave them a relaxed feeling.
• They also liked the idea that they would be able
  to possibly win a vacation.
• The commuting association was lost but the awards
  drew praise.

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TELEVISION COMMERCIALS

• Three television commercials in rough storyboard
  form were shown initially to the first focus
  group segment.
• Bruce Springstein Bruce and his twin brother
  Moose taking two different modes of
  transportation to get to the same place and the
  one who takes public transportation gets their
  faster
• Rant a grouchy boss gets to work late because
  of the traffic and criticizes everything in the
  office
• Jerry Jerry is walking on top of cars on the
  Long Island Expressway promoting mass transit

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TELEVISION COMMERCIALS

• For the second set of focus groups, the Bruce
  Springstein commercial was dropped due to
  negative reactions and the following out of state
  finished commercials were added
• Atlanta Gotta Go Showed a man in traffic
  that had to use the rest room and conveyed how
  telecommuting would be a good option (Humor)
• Atlanta Angry Man Showed a man in traffic
  that was extremely angry and showed how if he
  carpooled he would have gotten their faster
  (Humor)
• Wisconsin Bus A view of a bus by the bus
  driver showed the convenience of taking a bus
  with different situations (i.e., people working
  on bus, sleeping, shopping trip)

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• The Bruce Springstein commercial on an overall
  basis did not do well (even in New Jersey). Many
  people did not see this as a real life situation,
  and did not think that Bruce would take a bus
  anywhere.
• Rant received mixed opinions, many did relate to
  the situation because it is how they feel when
  they arrive to work after sitting in traffic.
• Jerry also received mixed opinions. Many could
  see the humor and the message clearly. The many
  references made to his Porsches evoked negative
  reactions.
• However, Jerry is seen as a New Yorker and
  almost everyone knows and likes his humor. He
  has stopping power.
• People got the message of once a month but it
  was overshadowed by the execution. The idea was
  liked.

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RADIO COMMERCIALS

• Jerry Seinfeld this commercial featured Jerry
  promoting public transportation and how he would
  leave his Porsche home once a week with everyone
  else to improve the air quality and reduce
  traffic.
• The message rest the car, improving air
  quality, and reducing traffic was clear and
  motivating.
• This commercial was criticized for the references
  made to Jerrys Porsche. Many found it offensive
  and therefore it was not received well.
• In addition, the end of the commercial was loud
  and confusing to many. Jerry was indecisive
  about what day he was going to leave his car home
  therefore, it was not believable that he was
  actually going to do it.
• The Jerry Seinfeld commercial was dropped for the
  second series of focus groups and a new
  commercial featuring Kramer was introduced.
• While many thought the Kramer commercial was
  amusing, here too there was too much confusion
  going on to get a true evaluation.

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RADIO COMMERCIALS

• Everest this commercial featured two people in
  a car where one has dozed off and was dreaming
  about climbing Mt. Everest. It also offered a
  monetary incentive to take public transportation.
• This commercial was liked by several people
  because they were able to visualize the
  experience. They praised the idea of being able
  to doze off while someone else did the driving.
• In addition because this commercial offered a
  monetary savings many would call the 800 number
  to learn more about it.

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• People like the swoosh-like graphic with the four
  circles because it looked like four people on a
  carpet ride.

• This logo was also chosen because of its wording
  not its graphics.

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• To many this logo made reference to a moving
  company.

• People choose this because of its patriotic
  nature.
• It also evoked feelings of freedom while driving.

• The graphic of the City was liked. Velocity had
  limited appeal.

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• The three logos that pictured Jerry were
  immediately related to the television show
  itself. This is something Jerry would do. No
  clear winner emerged.
• Freedom Rider with Jerry was not liked.
• The one without Jerry was not liked.

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• Getting attention for any program is vital.
  Stopping power must convey a call to action.
• Using a well known celebrity like Seinfeld or
  someone else will accomplish this if they can be
  seen as sensitive to the issues and are from this
  region.
• Seinfeld met with mixed reactions.
• Humor not straight facts or suggestions is
  preferred.
• An economic benefit of less wear on the car is
  meaningful and fits with rest the car.
• An environment position is not compelling to many
  people. It is a support claim especially to
  those living in NYC.
• The image of buses and trains must be improved by
  conveying how they now function and are designed.

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• Employers
• They are marginally concerned with commuting
  issues.
• They see this as the employees problem . . . to
  get to work on time.
• They do not have materials or guidance to give.
• A separate strategy is indicated for employers
  after further study which should include parking
  issues, tax incentives, improved productivity.
• HR may not be the target as they are not
  involved. Higher Management needs to be educated
  and then the task passed on to Human Resources.

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EXECUTIVE SUMMARY - EMPLOYEES

• Commuting in Different Counties
• Although commuting in various regions should
  have differences, we found in all regions that
  opinions regarding commuting issues expressed by
  participants were supportive of each other.
• Population in all regions has increased,
  therefore there are far more cars on the road
  disrupting the flow of traffic. Drives do not
  see a solution.
• The cost of living in some of the regions is
  extremely high and many cannot afford to live in
  the areas in which their job is located so people
  are moving to the outer/surrounding suburban
  regions that are more affordable. Those areas
  that didnt have traffic are now becoming
  increasingly crowded.
• Even though moving to the outer/surrounding
  suburban regions will add additional time to
  their commute, they are willing to sacrifice the
  time. They feel they will not be able to find a
  comparative salary in these outer regions so they
  travel to where the money is.

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• Many are getting up much earlier then they
  normally would in order to miss the morning rush
  hour. This is the case with both those commuters
  with a short commute (10-15 minutes) as well as
  those with a longer commute (30-60 minutes).
• Leaving work early or staying later to avoid
  traffic is commonplace. Their work days are
  extended therefore decreasing quality of life,
  lower productivity, less time spent with their
  families, more time spent in their cars.
• Few mention telecommuting as a solution.
• Complaints were made with regard to arriving to
  work late because of traffic. Many do not like
  to be late, they feel this is a reflection on
  their work ethic. This was also true of the
  Young Adult Segment we interviewed and
  surprisingly their negative views with regard to
  arriving late to school were even more vocal than
  commuters.

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• Speeding (road rage) is a problem. When there
  isnt traffic, people tend to be driving much
  faster to get to where they have to go. Many
  feel that they cant drive at the posted speed
  limit, if they do, they feel like they are in
  danger due to speeders. To them, faster driving
  equals more accidents, more accidents equals
  congestion. Speed limits are not being enforced.
  
• In addition, it is felt that drivers are becoming
  reckless and there is a lack of courtesy to other
  drivers that existed post 9/11.
• They see traffic every where they turn, on a
  major highway, a main road, a side street, on a
  short cut that used to be empty.
• It should be noted that while complaints
  regarding traffic focused primarily on the peak
  morning and peak evening rush hours, those
  traveling in the early afternoon hours (mainly
  Young Adults) on their way home from school are
  also experiencing traffic.

42

• Because there is heavy congestion these commuters
  are becoming more and more stressed out and
  aggravated before they even arrive at work, they
  become less productive in the morning hours and
  they need extra time to relax and unwind from
  their commute.
• In addition, when drivers get to their workplace,
  finding a parking space is difficult and time
  consuming. They do not know how to solve this
  problem.
• Many also stated that the increase in gas prices
  is a problem, especially those with longer
  commutes. This also adds to the stress of
  commuting. However, they still drive.

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• Why They Choose To Drive
• It is apparent that all segments prefer to drive
  alone. This is primarily because they feel it is
  more convenient, they have more freedom, can come
  and go when they choose.
• They do not have to rely on someone picking them
  up, being on time.
• People consider driving alone to be their alone
  time, quiet time, especially those who have a
  longer distance to travel. Traffic disrupts this
  quiet time.
• Comments were also mentioned regarding September
  11th, there is still a fear of taking public
  transportation.

44

• Transportation Alternatives
• Taking a train is viewed as the fastest mode of
  transportation and for those where a train is
  easily accessible to their home and to their
  place of employment, this is an alternative
  option for them.
• The image of trains and buses is based upon old
  experience or inaccurate images. They are
  unaware of the new buses and trains . . . The
  vast improvements made, the ease of intermodel
  travel, etc. Because of this image, buses
  received far more negative mention than trains
  and many do not remember the last time they were
  on a bus. Therefore, many people who do have bus
  train services available to them will not use
  them.
• Buses are perceived as overcrowded, unclean,
  rough riding, and unreliable. Awareness of new
  buses is low. Driver discourtesy is often cited.
• Many also commented that if the bus isnt an
  Express with a designated lane they could not
  understand how taking the bus would eliminate
  taking any time off their commute.

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• For those commuting from the outer suburban areas
  public transportation is not as accessible. They
  would have to drive (in some cases 20 minutes or
  more) to get to the train or bus station, find a
  parking space, and then once they arrive at their
  destination they would then have to find a way to
  get to their office.
• When presented with the idea of telecommuting,
  while many were in favor, most of the positions
  they held did not allow for such an advantage.
• Many stated that they do use public
  transportation (train primarily) to get into New
  York City on weekends. They feel the
  inconvenience of driving to the train station is
  worth it because once you get into Grand Central
  Station or Penn Station, the modes of
  transportation available are endless. However,
  this does not carry over to weekday travel.

46

• Commuter Programs
• Knowledge of Commuter Programs that offer
  transportation modes other than driving to work
  is very low. Most employers do not give
  information nor offer advice or incentives.
• Some people are aware of TransitChek but do
  understand how it works. There were many unaware
  and would be interested in finding out more about
  it.
• When asked where they would expect to get this
  information, they stated that they should be
  informed of these Programs by their employer (who
  do not know themselves).

47

• Park Ride
• These people had no desire to drive their cars to
  work, they feel it is very stressful and takes
  too much time. However, they also deal with
  stress and frustration of commuting for different
  reasons. Commuting itself on buses and trains
  has become an issue.
• In addition, many of the park and ride lots are
  becoming full and it is difficult to find spaces.
  Residents from other areas are using their lots.
• Many people leave their houses earlier than usual
  so they can be assured a spot, yet they still
  find themselves driving around and wasting time
  looking.
• Those who cant find a spot look for side streets
  where they take the risk of parking illegally and
  getting a ticket. Most do not pay for parking.
• They worry about their vehicles while they are
  parked in the lots. They feel there is no
  guarantee from theft or vandalism. Some prefer
  parking on the street, they feel it is safer.

48

• When presented with the idea of a valet service
  at the station or other lots, some thought it
  would be a convenient solution as long as they
  were guaranteed a space while others were a
  little uneasy about the idea and thought it would
  be more of a hassle. Cost is a factor.
• Trier-Rejectors
• This segment has given up on public
  transportation. They prefer to drive their own
  cars because it is more convenient and less of a
  hassle.
• Those who did take the buses complained that they
  are overcrowded and are not on time.
• Train scheduling is not frequent enough.
• They feel it takes longer to take mass
  transportation because they have to make more
  connections.

49

• Would They Leave Their Car Home?
• Yes but . . .
• Those who had another method of transportation
  available to them liked the idea of leaving their
  car home once a month or more. They didnt think
  that too much was being asked of them.
• They do not see an abrupt switch.
• They felt that if many drivers eventually did it
  then everyone would benefit from the results.
• There would be less traffic on the roads making
  their commute easier.
• However, it must be their decision to leave their
  car home. They do not want to be told what to do
  as has usually been the case.

50

• Environmental Concerns
• New York City residents, felt the environment is
  an important issue and that this campaign would
  help to make other people more environmentally
  conscious.
• Almost all of the other groups (excluding New
  York City) showed little environment concern as
  related to driving.
• They do not feel that leaving their car home is
  going to help, they do not see the connection.
• The environment is not a high leverage item that
  would cause an attitude shift. Perhaps the goal
  is to seek better ways to relate it on a personal
  level.

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EXECUTIVE SUMMARY - EMPLOYERS

• Employers feel that their own commute is getting
  worse. They are experiencing the same problems
  as their employees.
• The majority say that many of their employees are
  coming into work late because of their commutes.
  They recognize that they are becoming less
  productive throughout the day.
• Employee performance has gone down because they
  are spending so much time in the car, they are
  frustrated. Once at work, time is needed to
  adjust. Work isnt getting done and attitudes
  affect everyone.
• Employers also said that many of their employees
  choose to start their day earlier and leave work
  earlier in order to miss the peak rush hour
  traffic. They have to live with this changing
  work style.
• It was unanimous among all employer groups (most
  do not have any programs in place or if they do,
  employees are unaware of them) that they feel
  that it is the employees responsibility to get
  themselves to work on time.

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• Commuting is not their problem.
• If a long commute is involved, the employee is
  informed before they are hired.
• They contend that their employees will not leave
  their cars at home and switch to another mode of
  transportation unless there is a monetary
  incentive. This is an assumption on their part.
• While there are pressures on companies to
  recognize telecommuting, many of these employers
  do not feel that telecommuting works well. They
  do not feel their employees will be as
  productive. They do not trust them. Facts are
  needed to dispel this attitude.
• Employers are not given any information regarding
  transportation options to pass on to their
  employees. Many are vaguely aware of transit
  programs and do not have the proper information.
• HR specifically has not received training in this
  area.

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PRINT AD CAMPAIGNS OVERALL

• Overall Opinions of Employees and Employers
• Almost all feel that an effective campaign should
  be humorous and fact oriented. A
  problem/solution approach is suggested.
• The campaign should be simple, straight forward,
  and to the point.
• While the ad must have information, it cannot
  convey what drivers have heard over and over
  again.
• Uniqueness is vital.
• The solution must be one that is practical.
• People want to come to their own decision not
  talked down to. The final reason why must be
  theirs.

54
PRINT AD CAMPAIGNS OVERALL

• Jerry Seinfeld
• The campaign with Jerry Seinfeld had stopping
  power.
• While several people thought Jerry Seinfeld would
  be a good spokesperson (primarily New York City
  residents). Many people relate readily to Jerry.
  
• However, many did not find the situation
  portrayed to be a realistic one. They do not see
  Jerry as someone who would take public
  transportation, they felt he would be in a limo
  or his car and thus did not see the connection.
• The ad itself was limited because it used the
  example of the Long Island Expressway.
• The ad was too crowded and there was too much
  going on and too much copy to read.