southeastern institute of research rappahannock-rapidan pdc northern virginia hov system western...

Southeastern Institute of Research

Rappahannock-Rapidan PDCNorthern Virginia HOV System Western Feeder Market Study

January 6, 2006

Prepared By

2 Southeastern Institute of Research

2005 Rappahannock - Rapidan

Market Survey

Table Of ContentsKey Topics Covered

• Study Focus

• Study Objectives & Methodology

• Current Ridesharers

• Why Current Ridesharers Rideshare

• Obstacles Ridesharers Had To Overcome

• Services That Help Ridesharers

• Best Prospects for Future Ridesharing

• Profile of Most Likely To Rideshare Target

• Attitudes About Commuting and Ridesharing

• Personal Issues Inhibiting Ridesharing

• Infrastructure Issues Inhibiting Ridesharing

• Employer-related Issues Inhibiting Ridesharing

• Impact of Telecommuting on Ridesharing

• Communication Vehicles to Advance Ridesharing

• Key Take-A-Ways From This Study

• Appendix

• Recommended Marketing Approach



Market Survey

Study Focus



Market Survey

Study Focus How To Increase Ridesharing Among

Rappahannock-Rapidan PDC Commuters Traveling To or Through Northern Virginia

Rappahannock- Rapidan PDC Counties of Culpeper, Fauquier, Madison, Orange, and Rappahannock

149,100

Rappahannock-Rapidan Regional

Commission region.



Market Survey

Rappahannock-Rapidan PDC Commuters’ Potential Impact On Northern Virginia

Congestion

Commuter-related statistics reported in the 2003 RRRC Commission Labor Force Study*: – 59% of all of the area residents work – 36% journey to work outside of PDC– 90% travel to/through Northern Virginia– 86% are SOVers

Rappahannock-Rapidan PDC Maximum Market Potential:– 150K residents x 59% who work = 88,500 work– 88,500 workers x 36% who go outside PDC =

31,860– 31,860 x 90% who go to/through Northern Va. =

28,674– 28,674 x 86% who are SOVers = 24,659– Total maximum opportunity: Approximately 25,000

SOVers make up the target market for new ridesharers

*Source: 2003 Rappahannock-Rapidan Regional Commission Labor Force Study

WARNING:

This slide is just an

example of the market potential.

The assumptions are not solid enough for

public release.

This Size of Target Could Make The Northern Virginia Highway System More Efficient Through Greater Ridesharing Use of the HOV Lanes



Market Survey

Why Don’t More Rideshare?83% of the SOVer’s Commuting From The

Rappahannock-Rapidan PDC To/Through Northern Virginia Ride On Highways with HOV Lanes. And,

Many Believe They Could Save Time If They Qualified For HOV Lane Use.

Q25(SOV): If you qualified for HOV lanes, would your commute time be shorter?

Yes53%

No30%

Do not have HOV lanes

17%



Market Survey

Study Objectives

and Methodology



Market Survey

Study Objectives

• Identify and profile current ridesharers and optimal rideshare prospects.

• Understand current perceptions, misperceptions, and barriers to ridesharing.

• Measure the potential demand and service requirements for alternative TDM programming – HOT Lanes, NuRide Concept, etc.



Market Survey

Commuter Definition Used In This Study

• Current Ridesharers– Currently commute in a ridesharing

arrangement (i.e., carpool, vanpool, bus, rail) on a regular basis (3 times a week or more) to or through Northern Virginia

• Current SOVers– Currently commute by themselves (i.e.,

drive alone) to or through Northern Virginia at least 3 days a week

Study Methodology

Phase I Fieldwork: July 2005

• Incentive: $5 gas certificate• Small space ad in community

newspapers.• 860 surveys distributed on

cars at park and ride lots.• Email to rideshare database• 4,000 total SOV survey

packages were mailed across both regional commissions:

– Targeted upscale neighborhoods

– Areas had high propensity to rideshare based on databases

– Survey instrument was included

– Postage paid BRE included.

• Response:– 112/4,000 = 2.8%

response rate on just mailing

– 437 total completed surveys – mail and online by end of phase I

Phase II Fieldwork: August

• Incentive: $5 gas certificate

• 10,000 postcards (5,000 in each regional commission) to residents inviting them to take survey online (no questionnaire was included).

• Response:– 148 additional

online completed questionnaires

– 148/10,000 = 1.5% response rate on mailing

Noticed big use of online

survey option. Many

commuters opted for

online rather than filling out paper

survey. This required

them to go online and search for

PDC site for survey link.

This fieldwork was conducted with Northern Shenandoah PDC



Market Survey

Study Participation

Total Survey Responses: Ridesharer

SOVers

Total

Rappahannock – Rapidan PDC 165 185 350

350 completed interviews affords a margin of error of +/- 5.2% at the 95% confidence level for total respondents - all commuters.

165 completed interviews affords a margin of error of +/- 7.6% at the 95% confidence level when viewing responses of all ridesharers.

185 completed interviews affords a margin of error of +/- 7.2% at the 95% confidence level when viewing responses of all SOVers



Market Survey

Respondent Profile:

Current Ridesharers



Market Survey

Ridesharers Are Evenly Split Male/Female

Female49%

Male51%

Q46(Rideshare): Are you…



Market Survey

More Than Two Thirds Are Betweenthe Ages of 35 and 54

Q50(Rideshare): In what year were you born?

2%

20%

34%

34%

9%

1%

0% 20% 40% 60% 80% 100%

65 and older

55-64

45-54

35-44

25-34

Under 25



Market Survey

Ridesharers Have High Incomes Mean Income is $103,000

1%

9%

14%

23%

29%

20%

4%

0% 20% 40% 60% 80% 100%

$200,000 or more

$150,000-$199,999

$125,000-$149,999

$100,000-$124,999

$75,000-$99,999

$50,000-$74,999

Less than $50,000

Q55(Rideshare): Was your total household income from all sources last year…



Market Survey

One-Third Hold Management Positions

8%

1%

4%

14%

18%

23%

32%

0%

0% 20% 40% 60% 80% 100%

Other

Advisory

Sales

Customer service

Analytical

Technical

Administrative

Management

Q49(Rideshare): What type of position do you hold?

NOTE: For purposes of comparison, throughout

the report, job type will be divided into

management, sales/customer service, and

“skilled” (technical,

administrative, analytical,

and advisory).



Market Survey

Almost Half of Ridesharers Work for the Federal

Government

12%

4%

5%

29%

49%

0% 20% 40% 60% 80% 100%

Other

State or localgovernment

Military

Private industry

Federalgovernment

Q48(Rideshare): Do you work for…



Market Survey

More Than Two-Thirds of Ridesharers Have Lived in the Area for More than 5

Years

Q51(Rideshare): How many years have you lived in your area?

23%

9%

12%

10%

17%

29%

0% 20% 40% 60% 80% 100%

More than 25 years

20-25 years

15-19 years

10-14 years

5-9 years

Less than 5 years

71%



Market Survey

Slightly Less Than Half of Ridesharers Have at Least One Child Living at

Home

Q56(Rideshare): How many children in your household are…

57%

21%

16%

16%

13%

0% 20% 40% 60% 80% 100%

No children inhousehold

14-17 years ofage

11-13 years ofage

6-10 years ofage

Under 6 years ofage

NOTE: Percentages

indicate respondents saying that

they have at least one

child in the given age

group.

NOTE: Percentages total more than 100

because some respondents

had children in more than one age category.



Market Survey

Most Ridesharers Commute at Least 5 Days a Week

4%

12%

84%

0% 20% 40% 60% 80% 100%

3 days a week

4 days a week

5 or more daysa week

Q1(Rideshare): Typically, how many days a week do you commute to work to or through Northern Virginia?



Market Survey

Half of Ridesharers Commute1.5 Hours or More Each Day, One Way

8%

42%

39%

10%

0% 20% 40% 60% 80% 100%

45 minutes to lessthan an hour

1 hour to almost1.5 hours

1.5 hours to almost2 hours

2 hours or longer

Q2(Rideshare): How long does your commute to work (one way) usually take?



Market Survey

Most Ridesharers Use Vanpools or Carpools with Multiple Riders

10%

4%

10%

15%

18%

33%

51%

53%

0% 20% 40% 60% 80% 100%

Other

Slug

Drive to VRE, take VRE

Commuter bus

Drive alone

Share a ride with 1 other

Share a ride with 2 or more others

Vanpool

Q47(Rideshare): During a typical workweek, do you use the following ways to go to or through the Northern Virginia/Metro Washington area?

NOTE:

1) Percentages total more than 100 because

some respondents

use more than one form of

transporta-tion in a typical week.

2) Finding based on

responses. Not random

sample.



Market Survey

75% of Ridesharers Estimate that they

Spend $6-to-$15 Per Day To Rideshare

Q3(Rideshare): About how much do you spend per day to carpool, vanpool, or take a commuter bus to work?

1%

2%

2%

0%

5%

15%

60%

15%

0% 20% 40% 60% 80% 100%

$36 or more

$31 to $35

$26 to $30

$21 to $25

$16 to $20

$11 to $15

$6 to $10

$5 or less



Market Survey

Not Surprisingly, 75% of Ridesharers Estimate It Would Cost $16-to-$40 to Drive

Alone

Q4(Rideshare): How much do you estimate it would cost you per day, round trip, if you had to drive alone on your daily commute?

1%

1%

1%

1%

10%

17%

10%

20%

13%

15%

7%

2%

3%

0% 20% 40% 60% 80% 100%

$61 or more

$56 to $60

$51 to $55

$46 to $50

$41 to $45

$36 to $40

$31 to $35

$26 to $30

$21 to $25

$16 to $20

$11 to $15

$6 to $10

$5 or less

75%



Market Survey

Two-Thirds of Rappahannock-Rapidan Ridesharers Use I-66

Q31(Rideshare): What major roads do you use on your commute to or through Northern Virginia?

19%

2%

2%

3%

8%

8%

11%

21%

32%

45%

68%

0% 25% 50% 75% 100%

Other

I-81

Rt. 7

Dulles Toll Road

Rt. 28

Rt. 50

I-495

I-395

I-95

Rt. 29

I-66



Market Survey

Ridesharers Have Commuted to Northern Virginia/Metro Washington for Varying

Periods of Time – But, Most Are Experienced Commuters, Commuting To The Area for

More Than 5 Years

Q52(Rideshare): How many years have you commuted to or through Northern Virginia/Metro Washington?

18%

12%

23%

14%

14%

20%

0% 20% 40% 60% 80% 100%

25 years or more

20-24

15-19 years

10-14 years

5-9 years

Less than 5 years

80%



Market Survey

Key Finding:

For the most part, Rappahannock-Rapidan rideshare commuters are Baby Boomers, not GenXers. Gender is evenly split. They tend to be people who have lived in the PDC for some time and have commuted long distances for years to government jobs. Half earn over $100K annually.

Most of these ridesharers commute for 1-2 hours each way (70%) and recognize that they save a lot of money in doing so. They are most likely to travel on I-66 during their commute (68%) in vanpools or carpools with multiple riders (not just one other rider).

Strategic Implication:

Give consideration to profiling existing ridesharers in marketing materials using testimonials on how much they save and how ridesharing has worked for them over the years.



Market Survey

Why Current Ridesharers Rideshare



Market Survey

Factors Influencing Commute Decisions of Ridesharers Can Be Divided Into

Three Tiers of Importance

Top Tier Middle Tier Lower Tier • Dependability of

commute• Morning

departure time• Having time

alone

• Time it would take to get to work

• Flexibility to arrive and leave at leisure

• Ability to make stops/run errands

• Cost • Concern about being stranded at work

• Ability to make work-related trips

• Time it would take to get home

• Better use of commute time

• Safety • Convenience

• Ease of commute • Impact on environment

• Level of stress

Q20(Rideshare): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”



Market Survey

Top Tier Factors: Time Savings, Dependability, and Money Savings

Play a Key Role in Commute Decisions


18%

31%

29%

23%

24%

15%

15%

68%

56%

58%

65%

65%

79%

82%

0% 20% 40% 60% 80% 100%

Level of stress related to commuting

Ease of my commute

Time I would get home

Safety

Cost of travel to and from work

How much time it would take to getto work

Dependability of commute

"4" "5"--Extremely Important

87%

87%

88%

89%

94%

97%

86%

Note:

This slide and next 2

pages report the answers to

one question –

Q20 – across 16 different attributes



Market Survey

Middle Tier Factors: Flexibility, Convenience, Concerns of Being Stranded Are Slightly Less Important In Commute

Decision-making


20%

27%

20%

20%

24%

27%

20%

31%

46%

49%

46%

47%

0% 20% 40% 60% 80% 100%

Impact on environment

Convenience

Concern about being stranded

Flexibility to arrive and leave atleisure

Better use of commute time

Morning departure time

4 5--Extremely Important

58%

40%

66%

69%

70%

74%



Market Survey

Lower Tier Factors:Time Alone and Being Able to Run Errands Are Important

to Only About a Quarter of All Ridesharers


12%

12%

15%

9%

10%

9%

0% 20% 40% 60% 80% 100%

Ability to makework-related trips

Time alone

Ability to makeother stops during

commute


22%

21%

24%



Market Survey

Lowering Transportation Costs, Avoiding Traffic Congestion, and Saving Time by Using HOV

Lanes Are Most Important in the Decision to Rideshare

Q21(Rideshare): How important were each of the following in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.

30%

27%

19%

19%

44%

64%

72%

73%

0% 20% 40% 60% 80% 100%

Be less stressed

Lower mytransportation

costs

Avoid some of thetraffic congestion

Save time by usingHOV lanes


91%

74%

92%Reducing

stress influenced the

decision to rideshare

among 86% of those who currently rideshare.

91%



Market Survey

Use of Commute Time for Work or Personal Time or Companionship During the Commute Were Not

As Important As Saving Time & Money and Avoiding Some

Congestion

Q21(Rideshare): How important were each of the following in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.

7%

13%

14%

13%

20%

18%

14%

10%

17%

22%

29%

27%

32%

41%

0% 20% 40% 60% 80% 100%

Have companionship during commute

Use commute time for productivework

Help decrease air pollution

Park close to work in reserved carpoolspaces

Use commute time for personal time

Wouldn't have to find parking space

Qualify for transportation financialsupport


47%

42%

55%

50%

36%

30%

17%



Market Survey

Key Finding:

Dependability, avoiding traffic congestion, time savings, and cost savings are all very important to ridesharers when considering their commuting options. These factors were also very important in their decision to rideshare.

The classic attributes - prime motivators for long-distance commuters – seem to trump other benefits realized in long-distance commuting such as companionship, personal time, work time during the commute.


Start with these leading benefits when promoting ridesharing.



Market Survey

Obstacles Ridesharers Had To Overcome To Start

Ridesharing



Market Survey

Two-thirds of Ridesharers Said They Had To Overcome Hurdles In Deciding To Rideshare

36%

0% 20% 40% 60% 80% 100%

Encountered nohurdles

Q24(Rideshare): What were the biggest obstacles in making your decision to rideshare?



Market Survey

Older Commuters, Those Living in the Area Longer, and Those with More Commuting

Experience Are Less Likely to Face Obstacles in Deciding to Rideshare

47%

29%

25%

41%

44%

19%

36%

42%

20%

0% 20% 40% 60% 80% 100%

More than 15

6-15

5 or less

20 or more

5-19

Less than 5

55 and older

40-54

Under 40


Age

Years Commuting

to NOVA

Years Living in

Area

NOTE: Percentages

indicate respondents saying that

they encountered no hurdles in deciding to rideshare.

The inverse encountered

hurdles

80% had hurdles



Market Survey

Biggest Obstacles to Overcome When Deciding to Rideshare: Knowing Someone Going

Their Way and Need for Flexibility

36%

15%

3%

6%

7%

9%

25%

34%

0% 20% 40% 60% 80% 100%

Encountered no hurdles

Other

Didn't think I could save muchmoney

Didn't think I could reduce mycommute time

Didn't like riding with strangers

Liked riding alone

Needed flexibility

Didn't know anyone going my way towork


Not surprisingly, those who have been commuting to NOVA for more than 15 years

saw this as less of an obstacle.

Those with lower

incomes were more

likely to like riding

alone.

More than a third

experienced no obstacles in deciding to Rideshare.



Market Survey

The Biggest Hurdle Experienced By Rappahannock-Rapidan Ridesharers

Is Finding a Car/Vanpool(recall 53% said they are vanpoolers)

16%

37%

1%

1%

4%

8%

14%

19%

0% 20% 40% 60% 80% 100%

None in particular

Other responses

Work hours

Ride list not updated

Not knowing anyone

Lack of flexibililty

Finding someone with same hours

Finding a car/vanpool

Q25(Rideshare): What was your single biggest hurdle and how did you overcome this hurdle? [OPENEND]

“Optimal matching issues”



Market Survey

There Is No “Single Solution” for Overcoming Obstacles to Ridesharing

Commuter Connection Is Not Cited As A Major Force

14%

33%

3%

3%

5%

6%

6%

8%

9%

13%

0% 20% 40% 60% 80% 100%

No hurdles

Other responses

Drove by myself

Changed work hours

Word of mouth

Use Commuter Connections

Found someone

Perseverance/kept asking

Still trying to find someone

Use car/vanpool

Q25(Rideshare): What was your single biggest hurdle and how did you overcome this hurdle? [OPENEND]

Opportunity



Market Survey

Slightly Less Than Half of Ridesharers Had to Find A Way To Attend to Personal Matters

Requiring Transportation During the Day

1%

1%

2%

10%

31%

55%

0% 20% 40% 60% 80% 100%

Five

Four

Three

Two

One

None

Q23(Rideshare): In an average week, how many days do you need to attend to personal matters during the day where you need transportation?



Market Survey

The Biggest Hurdles Ridesharers Had To Overcome Are The Most Common Reasons Given By SOVers On

Why They Don’t Rideshare Now: Needing More Flexibility and

Not Knowing Anyone to Rideshare

20%

3%

7%

11%

16%

22%

23%

26%

33%

43%

48%

0% 20% 40% 60% 80% 100%

Other

Does not save money

Job responsibilities changed

Employer offers free parking

Does not save time

Not convenient to my destination

Need car for personal trips

Need car for work trips

Do not have a set schedule

Don't know anyone to rideshare with

Need more flexibility

Q16(SOV): Why do you not rideshare now?

Those who have lived in the area

less or have been commuting for less time are

more likely to say they don’t know anyone with whom to

rideshare.

Males are more likely to say they need

flexibility and don’t have a set

schedule.

Those in private industry are

more likely to say they need

flexibility.

Those under 40, females, and government

workers are less likely to say

they need the car for work

trips.



Market Survey

Key Finding:

Ridesharing takes work. Two-thirds of existing ridesharers said they had to overcome hurdles in trying to rideshare. The biggest hurdles are finding a carpool or vanpool rider – a person to share the ride - and maintaining flexibility.


Reinforce the available ride matching services in all promotional outreach. Reinforce “flexibility” in that ridesharing does not have to be 5 days a week.



Market Survey

Services That Helped Enable Ridesharers To

Rideshare



Market Survey

There Is A High Level of Awareness of Many Local Commuter Assistance Services Among

Ridesharers

7%

32%

39%

48%

60%

65%

69%

80%

85%

90%

92%

0% 20% 40% 60% 80% 100%

511 Virginia

Bicycle paths/trails

Vanpool Start-up Assistance Program

Long distance Commuter Bus Services

Telework (Telecommuting)

Carpool Matching Assistance Program

Vanpool Matching Assistance Program

Metrochek Commuter Subsidy

Commuter Rail (VRE)

Guaranteed Ride Home Program

Park & Ride Lots

Q16(Rideshare): What local commuter assistance services are you aware of in the area where you live?



Market Survey

Among Ridesharers Who Are Aware, There Is Also a High Level of Usage of Local Services

Not Everyone Used Ride Matching Assistance Services Despite The Fact That Finding A Fellow Ridesharer Is The Number

One Hurdle

8%

18%

18%

47%

29%

57%

58%

72%

48%

30%

88%

0% 20% 40% 60% 80% 100%

511 Virginia



Long-distance Commuter Bus Services





Commuter Rail (VRE)


Park & Ride Lots

Q16(Rideshare): Usage of service… [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE]



Market Survey

Only 39% of Current Ridesharers Used Ride Matching Service

• Awareness of matching service:– Vanpool 69%– Carpool 65%

• Usage of matching service (of those aware): – Vanpool 58%– Carpool 57%

• Total number of ridesharers use services:– 67% aware x 58% = 39%

Call this 67%

Call this 58%



Market Survey

There Is Also a High Level of Awareness of Many Northern Virginia/Metro DC

Services Among Ridesharers

10%

25%

41%

66%

70%

83%

89%

91%

94%

93%

99%

0% 20% 40% 60% 80% 100%

511 Virginia

Employer support services




Metrobus Service (Local bus)


Park & Ride Lots

Commuter Rail (VRE)

Metrorail Service (Subway)

HOV Lanes

Q17(Rideshare): Some commuter assistance services are also available in the Northern Virginia/Metropolitan Washington area. Are you aware of…



Market Survey

Among Ridesharers Who Are Aware, HOV Lanes, Subway, and Park & Ride Lots Also

See a High Level of Usage in Northern Virginia/Metro DC

11%

26%

18%

21%

38%

30%

26%

79%

45%

73%

95%

0% 20% 40% 60% 80% 100%

511 Virginia







Park & Ride Lots

Commuter Rail (VRE)


HOV Lanes

Q17(Rideshare): Usage of service… [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE]



Market Survey

About Half of the Ridesharers From Rappahannock-Rapidan Received Help

From Commuter Connections

1%

13%

16%

51%

0% 20% 40% 60% 80% 100%

Valley CommuterAssistanceProgram

CommuterServices

Program of youremployer

CommuterConnections

Q19(Rideshare): Which of the following organizations, if any, provided you help when you began using your current form of ridesharing?

Rappahannock- Rapidan commuter

service



Market Survey

Ridesharers Also Receive Some Support From Employers

11%

4%

5%

13%

16%

23%

24%

28%

41%

61%

62%

0% 20% 40% 60% 80% 100%

None of these

Other

Ride matching

Van/carpool formation assistance

Preferential parking for van/carpools

Free/subsidized parking for van/carpools

Free/subsidized parking for employees

Teleworking for some positions

Compressed work week

Transit fare subsidies/Metrochek

Flexible work hours

Q35(Rideshare): Which of the following transportation programs does your employer offer or support?

Males and Management

are more likely to work for employers

who offer subsidized parking for carpools/ vanpools. This may

make van/ carpooling on

long commutes easier as

arrival and departure times may

vary. Provides flexibility!



Market Survey

Key Finding:

Ridesharer organizations are serving a need. Existing ridesharers are aware of and turn to rideshare services and rideshare service organizations – both local (PDC) services and Northern Virginia / Metro D.C.-based services.

“Commuter Connections” (COG) clearly receives the most credit for providing assistance – half say they helped. Only a few cited “Commuter Services” (13%) as providing help. Ridesharers also receive some support from their employer with 62% having flexible work hours and 41% having compressed work weeks.

While ridesharers say finding someone to ride with was their biggest hurdle, only 39% used ride matching services.

Strategic Implication:Showcase your impact! Find ways to get Commuter Services’ name out front for greater recognition. Aggressively promote availability of local PDC ride-matching services to suggest that there is a large local database even though the matching happens through COG.



Market Survey

Best Prospects For Future

Ridesharing



Market Survey

86% of commuters from

Rappahannock-Rapidan PDC are SOVers.

Who are the best prospects within this large group to target? There are two

ways to examine opportunity ...



Market Survey

Option 1: 4 in 10 SOVers Have Participated in a Ridesharing Arrangement in the Past

Q17(SOV): Have you ever commuted in an ongoing, regular ridesharing arrangement to your current job or any past job?

Yes43%

No57%

Those who work for the government and those who earn

$100,000 or more are

more likely to have

participated in ridesharing in

the past.

Recall: SOV is someone who currently commutes by themselves (i.e., drives alone) to or through Northern Virginia at least 3 days a week



Market Survey

Half of SOVers (52%) Are Likely to Consider Ridesharing in the Future

Q22(SOV): How likely are you to consider an alternative ridesharing arrangement to or through Northern Virginia?

Very unlikely12%

Never14%

Somewhat unlikely

13%

Neither10%

Very likely25%

Somewhat likely26%

Those SOVers who have previous

experience with

ridesharing, women, those

who are newer to the

area, and those who

have not been commuting

long are more likely to consider

ridesharing.

51% of SOVers are

“somewhat” or “very” likely to consider

ridesharing in the future.

Option 2:



Market Survey

Likely Ridesharers Have A Great Deal of

Rideshare-Related Experience

Q17(Rideshare) & Q20(HOV): Usage of service… [ASKED ONLY OF THOSE THAT SAID THEY ARE AWARE]

11%

18%

21%

26%

26%

30%

38%

45%

73%

79%

95%

29%

23%

23%

5%

11%

25%

14%

44%

77%

32%

71%

14%

11%

31%

17%

6%

20%

6%

21%

66%

18%

67%

0% 20% 40% 60% 80% 100%

511 Virginia







Commuter Rail (VRE)


Park & Ride Lots

HOV Lanes

Not Likely

Likely

Rideshare



Market Survey

Key Finding:

42% of SOVers say they have participated in a ridesharing arrangement in the past. And, over half of current SOVers would consider ridesharing in the future – 25% even say they are very likely!


Although past behavior (rideshare in past) can be used as a indicator of future likelihood to rideshare, those who actually say they are likely to rideshare in the future may represent the “easiest” to convert since they are already open to the idea of ridesharing and have experience with it – just not 3 days or more a week. Target marketing efforts to this group.

The remainder of this report will start this process by bringing this group of “Likely Ridesharers” to life.



Market Survey

Respondent Profile:

“Likely Ridesharers”



Market Survey

Ridesharers

SOVers who are likely to

rideshare

SOVers who are

not likely to

rideshare

Sex

Male 51% 51% 72%

Female 49 49 28

Age

Under 34 10 14 15

35-54 68 63 69

55 and over 22 23 16

Income

Less than $50,000 4 8 9

$50,000-$99,999 49 40 36

$100-$149,999 37 34 35

$150,000 and over 10 18 20

Across Most Traditional Demographic Measures There Are No Striking Differences Between Current

Ridesharers And SOVers Likely to Rideshare



Market Survey

Ridesharers

SOVers likely to

rideshare

SOVers not likely

to rideshare

Job Type

Management 32% 30% 34%

Administrative 23 13 5

Technical 18 28 24

Analytical 14 7 11

Customer Service 4 4 3

Sales 0 2 7

Other 9 16 16

Employer

Federal government 49 20 18

Private industry 29 63 64

State or local gov’t. 4 7 8

Military 5 4 2

Other 12 6 8

SOVers in Rappahannock-Rapidan – Whether They Plan to Rideshare or Not – Are More Likely to Be

Employed by Private Industry and Less Likely to Be Employed by the Federal Government than Are

Ridesharers



Market Survey

Ridesharers

SOVers likely to

rideshare

SOVers not likely

to rideshare

Lived in area

Less than 5 years 29 47 35

5-9 years 17 16 15

10 years or more 54 38 51

# of days commute

5 or more per week 84 80 78

4 per week 12 9 14

3 per week 4 10 8

Cost of commuting

$5 or less 15 4 1

$6 - $10 60 8 9

$11 - $20 20 25 26

$21 - $30 2 34 42

More than $30 3 29 22

SOVers in Rappahannock-Rapidan Who Are Likely to Rideshare in the Future Are More Likely to Be

Newcomers; Understandably, They Tend To Spend More On Commuting



Market Survey

Ridesharers

SOVers likely to

rideshare

SOVers not likely

to rideshare

Length of commute

2 hours or longer 10 8 7

1 – 2 hours 81 80 75

30 min – 1 hour 8 10 16

Less than 30 min 0 1 2

Routes travel

I-66 68 79 73

Rt.29 45 78 75

I-395 21 3 6

I-495 11 17 16

Rt. 50 8 20 24

Rt. 28 8 30 40

I-95 0 9 8

Length of Commute for SOVers and Ridesharers Does Not Vary Dramatically for Rappahannock-Rapidan

Commuters – But, There Are Differences in the Routes They Travel



Market Survey

Key Finding:

In the Rappahannock-Rapidan PDC region, potential future converts to ridesharing may represent a “second wave” of ridesharers in that they differ in some ways from current ridesharers. Newcomers show a greater likelihood of converting to ridesharing. SOVers who are most likely to convert to ridesharing also tend to be concentrated in private industry jobs, unlike current ridesharers from the region who tend to be more government sector workers. Rideshare prospects use I-66, just like current ridesharers, and these likely ridesharers may also include Rt. 28 and Rt.29 on their commute more than do current ridesharers.


There may be a new wave or “next generation” of ridesharers coming – newcomers to the area in private industry jobs. Newer residential developments that use Rt. 29 or Rt. 28 headed into Northern Virginia may offer targeting opportunities.



Market Survey

Likely Ridesharers’ Attitudes about Commuting and

Ridesharing



Market Survey

Recall that Commute Decisions for Ridesharers Can Be Divided into Three

TiersTop Tier Middle Tier Lower Tier

• Dependability of commute

• Morning departure time

• Having time alone

• Time it would take to get to work

• Flexibility to arrive and leave when want

• Ability to make stops/run errands

• Cost • Concern about being stranded at work

• Ability to make work-related trips

• Time it would take to get home

• Better use of commute time

• Safety • Convenience

• Ease of commute • Impact on environment

• Level of stress

Q20: Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”

Among SOVers, the attitudes of those likely to rideshare in the future more often

mirror those that

currently rideshare

than they do other

SOVers.



Market Survey

Top Tier Factors: Likely Ridesharers Share Similar Opinions As Current Ridesharers On Many Factors

89%

88%

86%

94%

87%

87%

75%

72%

82%

85%

80%

82%

86%

49%

68%

71%

77%

78%

84%

97%

67%

0% 20% 40% 60% 80% 100%

Cost of travel to and from work

Safety

Level of stress related to commuting

How much time it would take to getto work

Time I would get home

Dependability of commute

Ease of my commute

Rideshare Likely Not Likely

NOTE: Percentages

indicate those who rated each factor a “4”

or a “5”.

Q20 (Rideshare) & Q30(SOV): Please tell me how important these factors were when you were considering your commute options on how you would commute to or through the Northern Virginia area. Please use a scale of 1 to 5 where 1 is “not important” and a 5 is “extremely important.”

Note:

This slide and next 2

pages report the answers to

one question –

Q20 - across 16 different attributes



Market Survey

Middle Tier Factors: SOVers Likely to Rideshare May Have More Sensitivity To Impact on the Environment,

But It Is Not A Leading Factor

40%

58%

70%

66%

74%

69%

51%

65%

74%

66%

78%

73%

31%

67%

52%

65%

71%

81%

0% 20% 40% 60% 80% 100%

Impact on environment

Convenience

Better use of commute time

Concern about being stranded

Morning departure time

Flexibility to arrive and leave atleisure


NOTE: Percentages

indicate those who rated

each factor a “4” or a “5”.




Market Survey

Lower Tier Factors: Those Who Say They Are Not Likely to

Rideshare Clearly Need More “Control”

22%

21%

24%

19%

36%

33%

43%

55%

56%

0% 20% 40% 60% 80% 100%

Time alone

Ability to makework-related trips

Ability to makeother stops during

commute


NOTE: Percentages






Market Survey

When Asked “What If” Ridesharing Becomes an Option, Likely Ridesharers Tend to Look More Like

Current Ridesharers than Other SOVers on Factors of Most

Importance in the Commute Decision – Save Time, Money, Less Stressed

74%

91%

92%

91%

74%

78%

76%

94%

45%

60%

62%

77%

0% 20% 40% 60% 80% 100%

Be less stressed

Lower my transportation costs

Save time by using HOV lanes

Avoid some of the traffic congestion


NOTE: Percentages



Q21(Rideshare) & Q31(SOV): If ridesharing becomes an option for you in the future, how important would each of the following be in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.



Market Survey

On Attributes of Lesser Importance, Prospects May See Greater Benefits in Using The Commute Time &

Helping The Environment Than Do Current Ridesharers

17%

50%

42%

55%

36%

30%

47%

18%

30%

25%

34%

57%

50%

59%

8%

15%

21%

23%

30%

34%

41%

0% 20% 40% 60% 80% 100%

Have companionship during commute

Wouldn't have to find parking space

Park close to work in reservedcarpool spaces

Qualify for transportation financialsupport

Help decrease air pollution

Use commute time for productivework

Use commute time for personal time


NOTE: Percentages



Q21(Rideshare) & Q31(SOV): If ridesharing becomes an option for you in the future, how important would each of the following be in your decision to rideshare? Use a scale of 1 to 5 where “1” means “not important” in your decision and “5” means “extremely important” in your decision.



Market Survey

Key Finding:

Attitudinally, likely ridesharers look a lot like current ridesharers. Dependability, control (avoid traffic congestion), time savings, and cost savings are all very important considerations/benefits to ridesharers when assessing their commuting options. While they are less important benefits than saving time and money, prospects may place greater perceived value in using the commute time for personal or work-related matters and helping the environment than Current ridesharers do.


Focus messaging on the leading key benefits. You will not only attract primary prospects, you will also reinforce the decision of current ridesharers. Include other perceived benefits as secondary messages.



Market Survey

Personal Issues Inhibiting

Likely Ridesharers



Market Survey

Personal Issues

Understanding key benefits of ridesharing – saving time and money

Inconvenience of being in a vanpool or carpool – having to pick up people

Need for a car during the day



Market Survey

Appreciation of Time-saving Benefit?



Market Survey

The Amount of Time Savings Does Not Have To Be Huge for the Opportunity

Target To Consider Ridesharing

Q23(SOV): How much time would you have to save to consider ridesharing with another person or group of people on your current commute to work?

7%

9%

41%

21%

21%

16%

11%

41%

8%

24%

0% 20% 40% 60% 80% 100%

46 minutes ormore

31-45 minutes

16-30 minutes

1-15 minutes

None

Not Likely

Likely

83%



Market Survey

5 Out of 10 SOVers Ride on Roads with HOV Lanes and Say That They Could Save Time If They Were Ridesharing (By Qualifying for HOV

Lanes)

Q25(SOV): If you qualified for HOV lanes, would your commute time be shorter?

Yes53%

No30%

Do not have HOV lanes

17%



Market Survey

More than Half Believe They Could Save a Minimum of 20

Minutes

Q26(SOV): How many minutes do you think you would save on your current commute to work if you qualified for HOV lanes?

40%

18%

25%

18%

37%

18%

18%

26%

0% 20% 40% 60% 80% 100%

30 or more

20-29 minutes

11-19 minutes

10 mintues orless

Not Likely

Likely

58%



Market Survey

Key Finding:

While time savings is one of the major benefits that motivate current ridesharers and seemingly has very high appeal to prospective ridesharers, the amount of time saving does not have to be great.

Interestingly, many SOVers (58%) say they already know they could save 20 minutes or more if they had a ridesharing arrangement (and would qualify for HOV Lanes).


Time saving is not a silver bullet message. Communications must advance multiple benefits.



Market Survey

Appreciation of Money-saving Benefit?



Market Survey

Half of the Prospective Ridesharers Would Just Need to Save a Minimum of $6 On Their Commute to Consider Ridesharing

Q24(SOV): How much money would you have to save to consider ridesharing with another person or group of people on your current commute to work?

19%

8%

26%

27%

20%

11%

18%

32%

23%

15%

0% 20% 40% 60% 80% 100%

$20 or more

$11-$19

$6-$10

$1-$5

None

Not Likely

Likely

53%



Market Survey

Key Finding:

While money savings is another major benefit that motivates current rideshares and seemingly has very high appeal to prospective ridesharers, the amount of money savings does not have to be great.


Savings on transportation cost, like time savings, is not the silver bullet message. Communications must advance multiple benefits at the same time.



Market Survey

Inconvenience of being in a car or vanpool – picking people up … going out

of your way



Market Survey

Those Who Say They Are Likely to Rideshare in the Future Are Willing to Drive Further Out of Their Way to Pick Up

Someone on Their Way to Work

Q34(SOV): How many miles would you be willing to travel out of your way to pick up someone who could rideshare with you on your way to work?

21%

50%

11%

11%

7%

12%

26%

9%

22%

30%

0% 20% 40% 60% 80% 100%

6 or more

5 miles

3 or 4 miles

1 or 2 miles

None

Not Likely

Likely



Market Survey

Those Likely to Rideshare Are Also Willing to Spend More Time Picking Up Someone on Their

Way to Work

Q34(SOV): How many minutes would you be willing to travel out of your way to pick up someone who could rideshare with you on your way to work?

17%

38%

37%

8%

10%

24%

35%

30%

0% 20% 40% 60% 80% 100%

11 minutes ormore

6-10 minutes

1-5 minutes

None

Not Likely

Likely



Market Survey

They Are Also Willing to Drive More Miles Out of Their Way to Drop Off Someone

Q35(SOV): How many miles would you be willing to travel out of your way to your work place to drop off someone who could rideshare with you?

19%

44%

12%

17%

8%

9%

30%

5%

21%

35%

0% 20% 40% 60% 80% 100%

10 or more

5 to 9 miles

3 or 4 miles

1 or 2 miles

None

Not Likely

Likely



Market Survey

And They Would Be Willing to Spend More Time to Drop Off Someone

Q35(SOV): How many minutes would you be willing to travel out of your way to your work place to drop off someone who could rideshare with you?

12%

38%

42%

8%

6%

25%

35%

33%

0% 20% 40% 60% 80% 100%

11 minutes ormore

6-10 minutes

1-5 minutes

None

Not Likely

Likely



Market Survey

Key Finding:

Prospective ridesharers are more than willing to go out of their way or add time to their commute as part of a ridesharing arrangement.


This is not a major hurdle that needs to be addressed.



Market Survey

Need to use car during the day



Market Survey

Almost Half of SOVers Do Not Need Their Car on Their Lunch Break to

Attend to Personal Matters

4%

4%

9%

15%

23%

43%

0% 20% 40% 60% 80% 100%

Five

Four

Three

Two

One

None

Q39(SOV): In an average week, how many days do you need a car during your lunch break to attend to personal matters during the day?



Market Survey

Of Those That Do Need Their Cars, Ridesharers Are Slightly More Likely to Be Able to Attend to All Their

Personal Matters in Just One Day

1%

1%

2%

10%

31%

55%

4%

4%

9%

15%

23%

43%

0% 20% 40% 60% 80% 100%

Five

Four

Three

Two

One

None

SOV

Rideshare

Q39(SOV) & Q23(Rideshare): In an average week, how many days do you need to attend to personal matters during the day where you need transportation?



Market Survey

Key Finding:

Ridesharers are just slightly less dependent on their cars during the day than SOVers to take care of personal matters.


This, too, does not appear to be a major hurdle that needs to be addressed.



Market Survey

InfrastructureIssues That

Support /Inhibit Likely

Ridesharers



Market Survey

Infrastructure Issues

Awareness of park and ride lots

Knowing someone to commute with

Awareness of local- and Metro DC-based ridesharing services and organizations

Awareness of local- and Metro DC- based specific rideshare assistance services

Usefulness of ridesharing information



Market Survey

Knowing where convenient Park & Ride

lots are located



Market Survey

A Convenient Park & Ride Lot is Not An Obstacle, As Over 60% of SOVers Are Aware of a Convenient Park & Ride

Lot

Q27(SOV): Is there a Park & Ride lot or commuter parking lot that is convenient to you?

Yes62%

No23%

Don't know15%



Market Survey

Knowing someone to commute with



Market Survey

Only a Third of SOVers Said That They Know Someone Who Makes a

Commute Similar to Theirs

Q15(SOV): Do you know of anyone who lives near you that commutes to a work destination near where you work?

Yes32%

No55%

Don't know13%

Those working for the

government are more

likely to say that they know a

commuter.

Those aged 55 and older

and those who say they are not likely to commute in the future are less likely

to say that they know a commuter.



Market Survey

“Not Knowing With Whom to Ride” Is The Top Reason Likely-to-Rideshare Prospects Give When

They Explain Why They Are Not Currently Ridesharing

22%

2%

3%

8%

9%

15%

17%

18%

21%

33%

58%

17%

11%

2%

15%

23%

32%

35%

50%

23%

65%

27%

0% 20% 40% 60% 80% 100%

Other

Job responsibilities changed

Does not save money

Employer offers free parking

Does not save time

Need car for personal trips

Need car for work trips

Do not have a set schedule

Not convenient to my destination

Need more flexibility

Don't know anyone to rideshare with

Not Likely

Likely

Q16(SOV): Why do you not rideshare now?



Market Survey

Awareness of ridesharing services and

organizations



Market Survey

Those Likely to Rideshare Were More Likely to Have Heard Mention of Commuter

Assistance Services than Were Other SOVers

But Still 39% Are Unaware

33%

67%

39%

61%

57%

43%

0% 20% 40% 60% 80% 100%

No

Yes

Ridesharers Likely Not Likely

Q11(Rideshare) & Q10(SOV): Have you seen or heard any mention of commuter assistance services on television, radio, in the newspaper, on the Internet, or mail that you received at home or any other source of information?



Market Survey

Those Likely to Rideshare Are Less Likely to Be Aware of Each Organization Than

Current Ridesharers

16%

6%

2%

16%

81%

34%

3%

3%

12%

65%

45%

1%

3%

9%

50%

0% 20% 40% 60% 80% 100%

Not aware of any ofthese

Other

Valley CommuterAssistance Program

Commuter Services

CommuterConnections

Not Likely

Likely

Rideshare

Q18(Rideshare) & Q21(SOV): Are you aware of any of these organizations that provide services to help people with their commutes to work?



Market Survey

Usefulness of information



Market Survey

Only 20% of Those Who Say They Are Likely to Rideshare in the Future Say The

Information Is Very Useful49% Say Somewhat Useful

Q14(Rideshare) & Q13(SOV): Thinking about the information you saw or heard, how useful was that information?

10%

20%

49%

20%

34%

29%

37%

0%

26%

57%

5%

13%

0% 20% 40% 60% 80% 100%

Not at all useful

Not very useful

Somewhatuseful

Very useful

Not Likely

Likely

Rideshare



Market Survey

Awareness of specificassistance services



Market Survey

10%

25%

41%

66%

70%

83%

89%

91%

93%

94%

99%

6%

23%

41%

61%

38%

68%

61%

82%

82%

83%

98%

7%

21%

42%

61%

56%

77%

64%

90%

89%

92%

99%

0% 20% 40% 60% 80% 100%

511 Virginia







Park & Ride Lots


Commuter Rail (VRE)

HOV Lanes

Not Likely

Likely

Rideshare

There Are Few Differences Between All Commuters When It Comes to Awareness of Metro DC Services

Again, one possible

exception is the

Guaranteed Ride Home Program.

Q17(Rideshare) & Q20(SOV): Some commuter assistance services are also available in the Northern Virginia/Metropolitan Washington area. Are you aware of…?



Market Survey

Likely Ridesharers in Rappahannock-Rapidan Are Less Aware of Almost All Local Services Than Ridesharers, Especially Local Matching

Assistance

7%

32%

39%

48%

60%

65%

69%

80%

85%

90%

92%

6%

20%

18%

18%

46%

41%

28%

27%

58%

49%

74%

7%

24%

14%

19%

54%

28%

32%

31%

64%

55%

79%

0% 20% 40% 60% 80% 100%

511 Virginia








Commuter Rail (VRE)


Park & Ride Lots

Not Likely

Likely

Rideshare

Q16(Rideshare) & Q19(HOV): What local commuter assistance services are you aware of in the area where you live?



Market Survey

Key Finding:

SOV Commuters, for the most part, are aware of Park & Ride lots but most (68%) don’t know anyone to share a ride with.

Most (65%) are aware of Commuter Connections vs. the PDC’s Commuter Services (12% aware). Not surprisingly, most likely ridesharers are more aware of Northern Virginia/Metro DC-based rideshare services than the local-based (PDC ) ridesharing services. In fact, only a quarter (28%) of likely ridesharers are aware of local vanpool matching services and 4 in 10 (41%) are aware of carpool matching.

While many (61%) recall seeing or hearing about ridesharing information, only 20% say the information was very useful.


Build awareness of local Commuter Services and the availability of local ride matching services (even though it is actually performed by Commuter Connections). Present the simplicity of finding a match. Encourage people to register on the database so successful matching can take place. Make marketing information more compelling and relevant. Try to personalize the service.

.



Market Survey

Employer-relatedIssues That

Support /Inhibit Likely

Ridesharers



Market Survey

SOVers Are Much More Likely to Be Offered Free Parking; Ridesharers Are Much More Likely to Be Offered Transit

Fare Subsidies & Preferential Parking

11%

4%

5%

13%

16%

23%

24%

28%

41%

61%

62%

17%

2%

4%

7%

7%

10%

51%

31%

23%

23%

58%

0% 20% 40% 60% 80% 100%

None of these

Other

Ride matching








Flexible work hours

SOV

Rideshare

Q35(Rideshare) & Q51(SOV): Which of the following transportation programs does your employer offer or support?



Market Survey

Indeed, When Asked to Describe Their Parking Arrangement at Work, 8 out of 10 SOVers Say

Their Worksite Has Free Parking

1%

1%

2%

3%

7%

14%

79%

0% 20% 40% 60% 80% 100%

Other

Employer pays part for car/vanpools

Employer pays a portion for all

Employer provides free for car/vanpools

Employer pays for parking

Employees must pay for their own

Worksite has free parking

Q29(SOV): What best describes your parking arrangement at work?

Private industries are more likely to

offer free parking.



Market Survey

Likely-to-Rideshare SOVers Have Employer Transportation Programs More Like Other SOVers

than Ridesharers61% of Ridesharers Say Employer Offers Metrochek

And 41% Have Compressed Workweek

11%

4%

5%

13%

16%

23%

24%

28%

41%

61%

62%

19%

2%

4%

5%

7%

8%

48%

27%

19%

26%

56%

15%

2%

3%

9%

7%

11%

56%

36%

27%

20%

60%

0% 20% 40% 60% 80% 100%

None of these

Other

Ride matching








Flexible work hours

Unlikely

Likely

Rideshare

Q35(Rideshare) & Q51(SOV): Which of the following transportation programs does your employer offer or support?



Market Survey

Key Finding:Likely ridesharers vs. current ridesharers tend to work for private companies that offer free parking and fewer ridesharing support services such as Metrochek and compressed work weeks. However, likely ridesharers say their companies do offer flexible work hours, perhaps one precursor or facilitator to making rideshare arrangements at a private employment site.


Focus on things on which you can have an impact, as previously mentioned. But mention these employer-based services in promotional materials and suggest that likely- to-rideshare targets should ask their employers about these programs and services (i.e., transit fare or even compressed work week, especially in a tight labor market).



Market Survey

TelecommutingDoes it Have an Impact on the

Ridesharing Potential?



Market Survey

Telecommuting

Q26(Rideshare): Now we want to ask you about telecommuting, also called

teleworking. For purposes of this survey, “telecommuters” are defined as: “Wage

and salary employees who at least occasionally work at home or at a telework

or satellite center all day during their normal working hours.” Based on this definition, are you a telecommuter?



Market Survey

Nearly 1 Out of 5 Ridesharers Are Also Telecommuters

Q26(Rideshare): Now we want to ask you about telecommuting, also called teleworking. For purposes of this survey, “telecommuters” are defined as: “Wage and salary employees who at least occasionally work at home or at a telework or satellite center all day during their normal working hours.” Based on this definition, are you a telecommuter?

Yes18%

No82%

Those who have lived in

the area 20 or more years, and those 55 or older were less likely to

be telecommuter

s.



Market Survey

SOVers Are Slightly More Likely to Be Telecommuters

82%

18%

75%

25%

0% 20% 40% 60% 80% 100%

No

Yes

SOVers

Ridesharers

Q26(Rideshare) & Q43(SOV): Now we want to ask you about telecommuting, also called teleworking. For purposes of this survey, “telecommuters” are defined as: “Wage and salary employees who at least occasionally work at home or at a telework or satellite center all day during their normal working hours.” Based on this definition, are you a telecommuter?

SOVers who also

telecommute are more

likely to work in private industry.



Market Survey

SOV Telecommuters Do So More Often than Rideshare Telecommuters

30%

0%

0%

15%

56%

0%

4%

4%

2%

22%

63%

4%

0% 20% 40% 60% 80% 100%

Never

4 days a week

3 days a week

2 days a week

1 day a week

Less than 1 day a week

SOV

Rideshare

Q27(Rideshare) & Q44(SOV): How often do you usually telecommute?



Market Survey

This Level Of Telework Activity Is Consistent With Self-reported Commute

of At Least 5 Days a Week

9%

12%

79%

0% 20% 40% 60% 80% 100%

3 days a week

4 days a week

5 or more daysa week

Q1(SOV): Typically, how many days a week do you commute to work to or through Northern Virginia?



Market Survey

Of Those Who Do Not Telecommute, a Third Say that Their Job Responsibilities

Would Allow Them To Do So

Q28(Rideshare) & Q45(SOV): Do your job responsibilities allow you to work at a location other than your main work place (i.e. home or telework center) at least occasionally?

64%

36%

65%

35%

0% 20% 40% 60% 80% 100%

No

YesSOVers

Ridesharers



Market Survey

SOVers and Ridesharers Are Both Very Likely to Say that they Would Start

Telecommuting if Their Employer Allowed It

Q29(Rideshare) & Q46(SOV): If your employer were to allow telecommuting, how likely would you be to start telecommuting in the future? [ASKED ONLY OF THOSE THAT SAY THEY DO NOT CURRENTLY TELECOMMUTE, BUT THAT THEIR EMPLOYMENT RESPONSIBILITIES WOULD ALLOW IT]

71%

6%

4%

12%

4%

74%

14%

10%

0%

6%

0% 20% 40% 60% 80% 100%

"1"--Not verylikely

"2"

"3"

"4"

"5"--Very likely

SOV

Rideshare



Market Survey

Key Finding:

Telecommuting impacts the number of potential ridersharers and rideshare prospects. On the days when they are not traveling to their main place of work, SOVers are slightly more likely to be telecommuters. They also telecommute more often than ridesharers. There is no difference, however, between SOVers and ridesharers on whether or not their jobs would allow them to telecommute and whether or not they would be likely to do so if their employer allowed it.


Since SOVers are more likely to telecommute than ridesharers, they may feel that they don’t have a need for a formal ridesharing arrangement on the days that they are going to their main place of work. While it unfortunately reinforces their need for flexibility, encourage it as it does reduce vehicle miles traveled. Co-opt it and make it part of the “ridesharing mentality” …“if you telecommute some days, you can easily carpool others.”



Market Survey

Communication Vehicles To Advance

Ridesharing



Market Survey

Ridesharers and SOVers Read Both Local Newspapers and the

Washington Post

17%

6%

50%

76%

0% 20% 40% 60% 80% 100%

Do not readnewspapers

WashingtonTimes

Washington Post

Local newspaper

Q43(Rideshare): What newspapers, by name, do you read on a regular basis?

21%

6%

57%

65%

0% 20% 40% 60% 80% 100%


WashingtonTimes

Washington Post

Local newspaper

Q57(SOV): What newspapers, by name, do you read on a regular basis?

Ridesharers SOVers



Market Survey

Ridesharers & SOVers Listen To Local Stations and WTOP The Most

6%1%2%3%3%5%5%6%7%8%9%9%10%10%12%

22%34%

58%

0% 20% 40% 60% 80% 100%

Don't listen to the radioWUST (1500 AM)

WJZW (105.1)WPFW (107.3)

WAVA (90.9)

WGAY (97.1)WJFK (103.5)

WGMS (98.7)WASH (89.3)

WETA (96.3)WMAL (105.9)

WAMU (88.5)WTOP-AM (630 AM)

WHUR (99.5)

WMZQ (106.7)WROX (107.7)

WTOP-FM (1120 AM)Local station

Q44(Rideshare): What radio stations do you listen to on a regular basis?

4%2%2%4%4%6%6%6%7%8%9%11%

14%14%14%

22%41%

51%

0% 20% 40% 60% 80% 100%


WJZW (105.1)WPFW (107.3)

WASH (89.3)

WHUR (99.5)WGMS (98.7)

WGAY (97.1)WAVA (90.9)

WJFK (103.5)WETA (96.3)

WTOP-AM (630 AM)WMZQ (106.7)

WMAL (105.9)

WAMU (88.5)WROX (107.7)


Q58(SOV): What radio stations do you listen to on a regular basis?

Ridesharers SOVers



Market Survey

Almost All Ridesharers and SOVers Have Internet Access

2%

9%

87%

93%

2%

12%

94%

89%

0% 20% 40% 60% 80% 100%

No internetaccess

On hand-helddevice

Home

Work

SOV

Rideshare

Q54(Rideshare) & Q67(SOV): Do you have internet access at home, at work, or on a hand-held device?

Ridesharers with lower

incomes and female

SOVers are more likely to

have no internet access.



Market Survey

Monthly Newsletter on Commuter Assistance Programs Has Mass

Appeal

Yes65%

No35%

Q36(Rideshare): Would you be interested in receiving a brief monthly newsletter on commuter assistance programs and transportation issues related to commuting to or through Northern Virginia?

Males, and ridesharers who have

lived in the area 20 or more years were less

likely to want a newsletter.

SOVers who have

rideshared in the past or are likely to

rideshare also want a

newsletter.

Yes57%

No43%

Q52(SOV): Would you be interested in receiving a brief monthly newsletter on commuter assistance programs and transportation issues related to commuting to or through Northern Virginia?

SOVersRidesharers



Market Survey

Most Want The Newsletter To Include Information on New Commuter Services and Updates on Future Transportation

Plans

14%

59%

70%

78%

92%

92%

4%

69%

71%

79%

82%

80%

0% 20% 40% 60% 80% 100%

Other

New Park & Ride locations

Profiles on other commuters

Updates on construction projects

Updates on future transportationplans

New commuter services

SOV

Rideshare

Q38(Rideshare) & Q54(SOV): What information would you like included in this free monthly newsletter?

Female SOVers are

more interested in new Park &

Ride locations.



Market Survey

Two-Thirds Would Like the Newsletter to Be Online

Q37(Rideshare) & Q53(SOV): Would you like to receive this newsletter by mail or online (by email)? [ASKED ONLY OF THOSE THAT SAID THEY WOULD LIKE TO RECEIVE THE NEWSLETTER]

33%

67%

34%

66%

0% 20% 40% 60% 80% 100%

Mail

Online

SOV

Rideshare

Ridesharing men were

more likely to want this

newsletter to be online.



Market Survey

Key Finding:Ridesharers and SOVers both utilize both local and Washington market media. Both groups have access to the Web at home and work. And, a monthly on-line commuter newsletter holds great appeal.

Strategic Implication:Consider local media over the relatively higher cost of Washington market media. Use of local media also reinforces “local service.” Explore online newsletter as an inexpensive, customized marketing vehicle. Look for ways to make it relevant and meaningful like tying it to I-66 updates, the most heavily used corridor among those most likely to rideshare.



Market Survey

Key StudyTake-A-Ways



Market Survey

1. Who Are Current Ridesharers: They tend to be people who have lived in the PDC for some time and have commuted a long distance for years to government jobs. Half earn over $100K annually.

Most of these ridesharers commute for 1-2 hours each way (70%) and are most likely to travel on I-66 during their commute (68%) in vanpools or carpools with multiple riders (not just one other rider).

2. Why They Rideshare: Lowering transportation costs, avoiding traffic congestion, and saving time by using HOV Lanes are the primary motivators in their decision to Rideshare. They realize significant savings every week.

3. Obstacles They Had To Overcome: Two-thirds of existing ridesharers said they had to overcome hurdles in trying to rideshare. The biggest hurdles are finding a carpool or vanpool rider – a person to share the ride - and maintaining flexibility.

Key Take-A-Ways From This StudyInsights Learned About Ridesharers



Market Survey

4. Rideshare Services Helped Make Ridesharing Easier: Rideshare organizations are serving a need. Existing ridesharers are aware of and turn to rideshare services and rideshare service organizations – to both local (PDC) services and Northern Virginia / Metro D.C.-based services.

5. The PDC’s Commuter Services Has A Low Profile: “Commuter Connections” (COG) receives the most credit for providing assistance – half say they helped. Only a few cited “Commuter Services” (13%) as providing help in ridesharing.

6. Employers Play A Role: Ridesharers also receive some support fromtheir employers with 62% having flexible work hours and 41% havingcompressed work weeks.

7. Ride Matching Is Not Widely Used: While ridesharers say finding someone to ride with was their biggest hurdle, only 39% say they used ride-matching services.

Key Take-A-Ways (Cont.)Insights Learned About Current Ridesharers



Market Survey

8. Ridesharing Opportunity: There may be up to 25,000 SOVers from the PDC who travel to or through Northern Virginia on work commutes (based on facts from other, unrelated studies applied to some findings from this study).

9. Primary Target: 52% of SOVers say they are “somewhat” or “very” likely to consider ridesharing sometime in the future.

In the Rappahannock-Rapidan PDC region, potential future converts to ridesharing may represent a “second wave” of ridesharers in that they differ in some ways from current ridesharers.

Newcomers show a greater likelihood of converting to ridesharing. SOVers who are most likely to convert to ridesharing also tend to be concentrated in private industry jobs, unlike current ridesharers from the region who tend to be more government sector workers.

Rideshare prospects use I-66, just like current ridesharers, and these likely ridesharers may also include Rt. 28 and Rt.29 on their commute more than do current ridesharers.

Key Take-A-Ways (Cont.)Insights Learned About Best Rideshare

Prospects –



Market Survey

10. Key Perceived Motivating Benefits: Lowering transportation costs, avoiding traffic congestion, and saving time by using HOV Lanes are the most important benefits prospects see in considering ridesharing modes. Unlike existing ridesharers, however, these prospects see other benefits they could seemingly realize in long distance rideshare arrangements - companionship, personal time & work time during the commute, and reducing impact on the environment.

11. Conversion Requires More Than Appreciation of Personal Benefits: Time savings is one of the major benefits that motivate current ridesharers. This benefit is also cited by prospective ridesharers as a major motivator. However, the amount of time saving does not have to be great. Interestingly, many SOVers (58%) say they already know they could save 20 minutes or more if they had a ridesharing arrangement (and would qualify for HOV Lanes).

While money savings is another major benefit that motivatescurrent ridesharers and seemingly has very high appeal to prospective ridesharers, the amount of money savings does not have to be great.


Prospects –



Market Survey

12. Non-Barriers: Accommodating Others Is Not Perceived As A Big Deal, Nor Is Need For Car During The Day: Prospective ridesharers are more than willing to go out of their way or add time to their commute as part of a ridesharing arrangement. Only a third of SOVers say they need their car one day during the week to run errands at lunch. Half say they don’t need it at all.

13. The Biggest Hurdle – Finding Someone To Ride With: For the most part, prospects are aware of Park & Ride lots but most (68%) don’t know anyone to share a ride with.

14. Little Awareness Exists of Commuter Services: Most can recall seeing or hearing information about ridesharing, but 39% do not. Of those who recall seeing or hearing about ridesharing information, only 20% say the information was very useful.


Prospects –



Market Survey

15. There is Little Awareness of the PDC’s “Commuters Services” and Local Ride Matching: 65% are aware of Commuter Connections vs. 12% for the PDC’s Commuter Services. Not surprisingly, most likely ridesharers are more aware of Northern Virginia/Metro DC-based rideshare-specific services than the local-based (PDC ) ridesharing services. In fact, only a quarter (28%) of likely ridesharers are aware of local vanpool matching services and 4 in 10 (41%) are aware of carpool matching.

16. Telecommuting Impacts Ridesharing. Since SOVers are more likely to telecommute than ridesharers, they may feel that they don’t have a need for a formal ridesharing arrangement on the days that they are going to their main place of work.

17. Target Audiences Can Be Reached Locally and Inexpensively. Ridesharers and SOVers both utilize both local and Washington market media. Both groups have access to the Web at home and work. And, a monthly online commuter newsletter holds great appeal.


Prospects –



Market Survey

Appendices



Market Survey

Relative Appeal of Existing & New Rideshare Support

Services



Market Survey

Guaranteed Ride HomeRelative appeal of this base concept

Q40(SOV): How likely would you be to rideshare if you had a free service that would guarantee you a ride home “for free” if you missed your car or vanpool ride home or had to handle an

emergency?



Market Survey

Guaranteed Ride Home About Half of SOVers Say that They Would Rideshare

if They Were Guaranteed a Free Ride Home if They Missed Their Car/Vanpool

Q40(SOV): How likely would you be to rideshare if you had a free service that would guarantee you a ride home “for free” if you missed your car or vanpool ride home or had to handle an emergency?

"1"--Not very likely

12%

"2"15%

"3"27%

"5"--Very likely29%

"4"17%

Women, those who say they are likely to rideshare in the future, and those

aged 55 and older are

more likely to say that they

are “very likely” to use this service.

All SOVers

46%



Market Survey

Database MatchingOnline, Government, Employer-

based?Q36(SOV): How likely would you be to use

a (__________ )-sponsored commuter assistance agency to place your name on a

regional database that matches people who commute to the same area in Metro

Washington as you do?



Market Survey

Online Ride-Matching Service To Match You With a Rideshare

Partner

Q37(SOV): How likely would you be to use a self-assisted online ride-matching service to match you with someone who lives in your area, and like you, commutes to or through Northern Virginia?


32%

"2"14% "3"

20%

"5"--Very likely19%

"4"15%

All SOVers

34%

Women, those who say they are likely to rideshare in the future, and those who have

rideshared in the past are





Market Survey

Government-Sponsored Regional Database to Match You With a Rideshare Partner

Q36(SOV): How likely would you be to use a government-sponsored commuter assistance agency to place your name on a regional database that matches people who commute to the same area in Metro Washington as you do?


37%

"2"10% "3"

17%

"5"--Very likely20%

"4"16%

All SOVers

36%

Women, those 55 and older, those who say they are likely to rideshare in the future,

and those who have






Market Survey

Employer-Sponsored Service To Match You With a Fellow Employee

Traveling Their Same Route

Q38(SOV): How likely would you be to use a ride-matching service offered by your employer to match you with a fellow employee who lives in your area, and like you, commutes to or through Northern Virginia?


23%

"2"10%

"3"23%

"5"--Very likely24%

"4"20%

All SOVers

44%

Women, those 55 and older, those who say they are likely to rideshare in the future,

and those who have






Market Survey

Relative Appeal Based On Ridematching Database Sponsor

Best Rideshare Prospects

Type of Program

5 Rating(Very Likely)

4 rating(Somewhat

Likely)

Total Top Two Boxes

(4 & 5)

Online 19% 15% 34%

Government Sponsored

20% 16% 36%

Employee Sponsored

24% 20% 44%



Market Survey

Rewards ProgramRideshare Incentives For Every trip

(NuRide Concept)

Q40(Rideshare): Suppose that some time in the future, you needed to make new rideshare

arrangements. How likely would you be to register for a ridesharing program through which you could earn points that could be redeemed toward rewards every time you share a ride? To register for this program,

you register your trip online to find a rideshare partner. You can use the program for either work or

non-work trips.



Market Survey

Rideshare Incentives Rewards Program

A Rewards Program For Ridesharing Would Receive Varying Levels of Support From Current Ridesharers

Q40(Rideshare): Suppose that some time in the future, you needed to make new rideshare arrangements. How likely would you be to register for a ridesharing program through which you could earn points that could be redeemed toward rewards every time you share a ride? To register for this program, you register your trip online to find a rideshare partner. You can use the program for either work or non-work trips.

"1"--Not very likely25%

Don't know7%

"2"12% "3"

17%

"5"--Very likely26%

"4"13%

39%



Market Survey

Rideshare Incentives Rewards Program SOVers Are Less Likely to Say That They Would Participate in a Rewards Program

Q40 (Rideshare) & Q41(SOV): How likely would you be to rideshare if you could earn points that can be redeemed toward rewards every time you share a ride? To participate in this program, you register your trip online to find a rideshare partner for either a work or non-work trip.

13%

26%

3%

24%

18%

28%

8%

19%

17%

12%

7%

25%

0% 20% 40% 60% 80% 100%

Don't know


"2"

"3"

"4"

"5"--Very likely

Rideshare SOV

39% Ridesharers

Vs.

27% SOVers

Women SOVers and SOVers who say they are

likely to rideshare in

the future are more likely to say that they




Market Survey

Rideshare Incentives Rewards Program Ridesharers Would Be More Likely to

Participate in a Rewards Program if it Were Managed by a Government-Sponsored

Commuter Assistance Agency

Q41(Rideshare): How likely would you be to register for this program if it were managed by… MEANS ARE REPORTED HERE…?

All Ridesharers

2.8

3.2

3.4

0 1 2 3 4 5

A private company

Your employer

Government-sponsored agency



Market Survey

Rideshare Incentives Rewards Program

SOVers Would Also Be More Likely to Participate in a Rewards Program if it Were Managed by a Government-Sponsored Commuter Assistance

Agency or Their Employer

Q42(SOV): How likely would you be to register for this program if it were managed by….?

All SOVers

2.8

3.0

3.2

0 1 2 3 4 5

A private company

Your employer

Government-sponsored agency



Market Survey

Shuttle ServiceLong-Distance Shuttle Service

From P&R Lot To Northern Virginia

Q32(SOV): How likely would you be to use a commuter bus service or a shuttle service that would pick you up from a park and ride lot in your home region and would

take you to the closest Metro station in Northern Virginia?



Market Survey

Shuttle ServiceA Third of SOVers Say They Would Be Likely to Use a Service That Would Take Them From a Park & Ride

Lot to the Closest Metro Station

Q32(SOV): How likely would you be to use a commuter bus service or a shuttle service that would pick you up from a park and ride lot in your home region and would take you to the closest Metro station in Northern Virginia?

Not at all likely30%

Not very likely21%

Neither likely nor unlikely

14%

Very likely14%

Somewhat likely21%

All SOVers

35%

Those 55 and older and those with

incomes lower than $75K are more likely to

say they would use this

service.



Market Survey

Shuttle Service Most Say That They Would Be Willing to Pay $5 to $10 Round Trip For This

Service

1%

1%

2%

10%

53%

33%

0% 20% 40% 60% 80% 100%

Over $25

$21 to $25

$16 to $20

$11 to $15

$5 to $10

Less than $5

Q33(SOV): How much would you be willing to pay per day (round trip) to use a commuter bus or a shuttle to the closest Metro station or VRE station in Northern Virginia?



Market Survey

Key Finding:There is a good level of interest among “best SOV prospects” in all of the rideshare support services tested – guaranteed ride home, ridematching, reward incentives (NuRide), and shuttle services. Connecting these services to a commuter’s employer further increases appeal.

Strategic Implication:Promote the availability of existing products/services. Look for ways to further tie-in employer support. Proceed with incentive program development.



Market Survey

Other TDM-Related

Issues



Market Survey

Northern Virginia TDM-Related Issues

Dulles Metro Rail Expansion

Awareness & Reaction

HOT LanesPotential Reactions



Market Survey

4 out of 10 Ridesharers Are Aware of the Dulles Metrorail

Expansion

Q32(Rideshare): Are you currently aware of the expansion of Metrorail from West Falls Church area to Wiehle Avenue near Reston?

Yes41%

No59%

Government workers are less likely to be aware.



Market Survey

About the Same Amount of SOVers Are Aware

Q49(SOV): Are you currently aware of the expansion of Metrorail from West Falls Church area to Wiehle Avenue near Reston?

Yes46%

No54%

Women, those newer to

commuting, and and those earning less than $75,000 are less likely to be aware.



Market Survey

9 out of 10 Ridesharers Will Not Change their Current Commute in

Response to the Metrorail Expansion

4%

3%

93%

0% 20% 40% 60% 80% 100%

Other

Start commute

earlier

Not change

current commute

Q33(Rideshare): What do you plan to do when construction begins on the Metrorail extension, which will impact Rt. 7 and the Dulles Toll Road?



Market Survey

8 out of 10 SOVers Will Not Change Their Commute

8%

3%

2%

87%

0% 20% 40% 60% 80% 100%

Other

Start or join a carpool to qualify for

HOV lanes

Start commute earlier but still drive

alone

Not change current commute

Q50(SOV): What do you plan to do when construction begins on the Metrorail extension, which will impact Rt. 7 and the Dulles Toll Road?

Those indicating they are likely to

rideshare were more likely to say

that they would start or join a carpool.



Market Survey

7 out of 10 Ridesharers Will Continue to Rideshare After the HOT Lanes

Open; A Quarter, However, Aren’t Sure

23%

8%

69%

0% 20% 40% 60% 80% 100%

Don't know

Make sure wehave 3 people

in car

Will not change

Q34(Rideshare): When the “HOT Lanes” are built on the Beltway (I-495), where single occupant commuters can pay a toll to use new HOV Lanes, will you change the way you currently commute?



Market Survey

Key Finding:

Of those that are aware of the Dulles Metrorail Extension, almost all say that they will not change their commute. A quarter of ridesharers, however, don’t know what they will do when the HOT Lanes are available on the Beltway.


HOT Lanes may cannibalize existing rideshare arrangements. Study this issue further. Use the newsletter to remind current ridesharers that there are other benefits to ridesharing (i.e., cost, helping the environment, etc.) than just qualifying for HOV Lanes.



Market Survey

Media UsageAssessment



Market Survey

Almost All Ridesharers and SOVers Have Internet Access

2%

9%

87%

93%

2%

12%

94%

89%

0% 20% 40% 60% 80% 100%

No internetaccess

On hand-helddevice

Home

Work

SOV

Rideshare

Q54(Rideshare) & Q67(SOV): Do you have internet access at home, at work, or on a hand-held device?

Ridesharers with lower

incomes and female

SOVers are more likely to

have no internet access.



Market Survey

About Half of Ridesharers Read Local Newspapers and the Washington Post

17%

6%

50%

76%

0% 20% 40% 60% 80% 100%


WashingtonTimes

Washington Post

Local newspaper

Q43(Rideshare): What newspapers, by name, do you read on a regular basis?

Those with income under

$75K annually,

those new to the area, and those new to commuting were less

likely to read newspapers.



Market Survey

SOVers Read The Same Newspapers

21%

6%

57%

65%

0% 20% 40% 60% 80% 100%


WashingtonTimes

Washington Post

Local newspaper

Q57(SOV): What newspapers, by name, do you read on a regular basis?

Those with income under

$75K annually,

those newer to the area, and those

new to commuting were less

likely to read newspapers.



Market Survey

Local Stations and WTOP Are the Most Popular Radio Stations for Both Ridesharers & Prospects

6%1%2%3%3%5%5%6%7%8%9%9%10%10%12%

22%34%

58%

0% 20% 40% 60% 80% 100%


WJZW (105.1)WPFW (107.3)

WAVA (90.9)

WGAY (97.1)WJFK (103.5)

WGMS (98.7)WASH (89.3)

WETA (96.3)WMAL (105.9)

WAMU (88.5)WTOP-AM (630 AM)

WHUR (99.5)

WMZQ (106.7)WROX (107.7)


Q44(Rideshare): What radio stations do you listen to on a regular basis?

Current Ridesharers



Market Survey

Local Stations and WTOP Are Also the Most Popular Radio Stations for SOVers

Q58(SOV): What radio stations do you listen to on a regular basis?

4%2%2%4%4%6%6%6%7%8%9%11%

14%14%14%

22%41%

51%

0% 20% 40% 60% 80% 100%


WJZW (105.1)WPFW (107.3)

WASH (89.3)

WHUR (99.5)WGMS (98.7)

WGAY (97.1)WAVA (90.9)

WJFK (103.5)WETA (96.3)

WTOP-AM (630 AM)WMZQ (106.7)

WMAL (105.9)

WAMU (88.5)WROX (107.7)




Market Survey

SOVers Are More Likely to Have Heard the Information on a Radio News Report, But Less Likely to Have Seen it

on a Commuter Assistance Web Site

18%

1%

14%

5%

14%

7%

22%

41%

26%

33%

45%

11%

1%

2%

2%

13%

16%

26%

29%

31%

36%

55%

0% 20% 40% 60% 80% 100%

Other

511 Virginia

Event at Park & Ride lots

Billboards

Online/email to you

Television news report

Mail

Commuter Assistance websites

Newspaper article

Highway/road signs

Radio news report

SOV

Rideshare

Q12(SOV) & Q13(Rideshare): Where did you see or hear it?



Market Survey

Likely-to-Rideshare SOVers Are More Likely to Have Heard Mention on a Radio News Report; Ridesharers Are More Likely to See Mention on a Commuter Assistance

Web Site

18%

1%

14%

5%

14%

7%

22%

41%

26%

33%

45%

12%

2%

2%

2%

15%

17%

27%

32%

29%

37%

53%

11%

0%

3%

3%

11%

16%

24%

24%

34%

34%

58%

0% 20% 40% 60% 80% 100%

Other

511 Virginia

Event at Park & Ride lots

Billboards

Online/email to you

Television news report

Mail

Commuter Assistance websites

Newspaper article

Highway/road signs

Radio news report

Not Likely

Likely

Rideshare

Q12(SOV) & Q13(Rideshare): Where did you see or hear it?



Market Survey

Key Finding:Local media can reach Commuter Connections’ targets. Commuter assistance Websites are a viable medium for likely rideshare targets.

Strategic Implication:Consider local media first to avoid the relatively higher cost of Washington market media. Explore online marketing, too.



Market Survey

End of Appendices



Market Survey

Rappahannock-Rapidan Marketing Plan To

Increase Ridesharing



Market Survey

Rappahannock-Rapidan Rideshare Marketing Program

• Overall Objective:– Increase number of ridesharers in the

Rappahannock-Rapidan PDC*

• Budgetary Resources:– $20K remaining through June 2006

• Target Audiences:– Current ridesharers– Prospective ridesharers– Target greatest need/opportunity:

• Primary: Commuters headed to or through Northern Virginia using I-66 corridor commuters

• Secondary: Newer residential developments that use Rt. 29 or Rt. 28 headed into Northern Virginia

* Need to identify current modal split and set specific, measurable goals



Market Survey


• Communications Strategy:– Build greater use of ridesharing alternatives to

SOV commuting by advancing the travel options, benefits of ridesharing, and availability of local support services.

– Increase awareness and image of Commuter Services, as well as awareness of local ridematching services (even though it is actually performed by Commuter Connections) by positioning Commuter Services as - customized services for the long-distance commuter headed to Northern Virginia.

– Exaggerate and promote all activities around this position. Find ways to promote the PDC residents’ commutes to Northern Virginia as a big deal and an increasing trend. Reinforce Commuter Services as the hero in making this commute easier for everyone.



Market Survey


• Specific Action Steps:– Consider a tagline that reinforces this position: free

customized services for the long-distance commuter headed to Northern Virginia.

– Rough example:

Commuter Service Helping You Get To Northern Virginia & Back

Culpeper – Fauquier – Madison – Orange - Rappahannock



Market Survey


• Specific Action Steps (Cont.):

– Create local Commuter Services Website that “pays off” local service, yet still hyper-links to COG services. Use available rideshare copy for easy construction.

– Create an online monthly “I-66 Commuter newsletter” for affordable ongoing education advancing:• Key messages (see key message section)• New and existing rideshare support services• Compelling testimonials about “best practices” by area

commuters• Update on construction projects• New Park & Ride lot locations• Update on future transportation plans• Share newsletter development cost with Northern

Shenandoah PDC• But – PDC Commuter Services signs the newsletter and

Website

– Hyper-link newsletter features directly back to Web site



Market Survey


• Specific Action Steps (Cont.):

– Use low-cost, guerrilla-marketing outreach techniques to drive awareness and sign-ups for the online newsletter:

• Use small space display ads in local newspapers

• Use viral marketing – flyers, emails, etc.• Use media relations• Mass mail simple postcards into key

neighborhoods:– Newer residential developments that use Rt. 29

or Rt. 28 headed into Northern Virginia• Highway signs placed close to ramps on I-66.

Message should position newsletter as the I-66 “Driving Manual” – go to I66Commuter.org:

• Park & Ride Lot windshield stuffer• Church bulletins

The Key: Always Ask People To Pass It On



Market Survey


• Key Messages:

Primary:– Advance top tier benefits - save on transportation cost,

time savings, avoid congestion• Showcase savings amount

– Reinforce “flexibility” in that ridesharing does not have to be 5 days a week.

– Reinforce the availability of local ridematching services and a sizable local database (even though it is managed by COG). Encourage people to register on the database so successful matching can take place.

Secondary:– Advance middle tier perceived benefits - do more on your

commute (personal and work) and help the environment– Co-opt telecommuters – make them part of the

“ridesharing mentality” …“if you telecommute some days, you can easily carpool others.”

– Suggest that likely-to-rideshare targets should ask their employers about these programs and services (i.e., transit fare or even compressed work week, especially in a tight labor market).

southeastern institute of research rappahannock-rapidan pdc northern virginia hov system western...

Documents

study focus slide

target market

ridesharing key

hov lanes slide

study appendix

methodology slide

future ridesharing profile

greater ridesharing