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<br />7B <br />Page 20 <br /> <br /> <br />The following are the goals. objectives and strategies and <br />a description of the Alliance role for existing commuter- <br />based programs: <br /> <br />I. Direct Marketing and <br />Communication With Commuters <br /> <br />The Alliance uses four primary channels of communication <br />to reach commuters: <br /> <br />· The outreach to employers results in an employer <br />transportation coordinator promoting Alliance <br />programs and services directly. In Program Area <br />I. there were 290 employers in 2008/09 that were <br />actively promoting commuter services to their <br />employees. <br /> <br />· Promotional fairs in member communities. <br /> <br />· Direct distribution of promotional pieces to com- <br />muters. <br /> <br />· Website promotion and access: 73.500 unique visi- <br />tors in FY 2008/09. <br /> <br />Goal: <br /> <br />· Provide commute alternative information directly <br />to San Mateo commuters so that they can make <br />informed choices on commute options. <br /> <br />Alliance Role: <br /> <br />. General marketing to commuters of alternative <br />transportation strategies is a primary function of <br /> <br />the Alliance as San Mateo County's transportation <br />demand management agency. SMCTD has its own <br /> <br />marketing department to promote SamTrans and <br />Caltrain services. There is coordination with SM- <br /> <br />CTD on Try Transit Campaigns and other one-time <br /> <br />campaigns to promote specific SMCTD-sponsored <br />programs such as "Walk and Roll". "Seniors on the <br /> <br />Go" and 'Trick or Transit", to name a few. <br /> <br />. Obiecfives: <br /> <br />Increase awareness of Alliance and Alliance pro- <br />grams by commuters in San Mateo County from <br />25% to 33% over a three-year period. <br /> <br />· Increase website hits by commuters by a minimum <br />of 10% annually. <br /> <br />· Achieve 90% high satisfaction rate in follow-up <br />surveys with commuters. <br /> <br />Strotegies: <br /> <br />· Develop marketing plans to enhance effectiveness <br />in directly reaching commuters. Conduct market <br />segmentation study to guide the marketing plan ele- <br />ments. Coordinate with 5 I I .org marketing efforts, <br />The marketing plan will also provide additional <br />guidance on the other strategies described in this <br />section. <br /> <br />· Continue media campaigns targeted at San Mateo <br />County commuters to broaden awareness of Al- <br />liance and increase hits on commute,org. New <br />campaign elements would be developed as part of <br />the marketing plan and market segmentation study. <br /> <br />18 <br />