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ATTACHMENT A <br /> 4.2.2.4 Ongoing assessment to improve, enhance program <br /> 4.2.2.5 Evaluation including fiscal, performance, Return on Investment (ROI) and <br /> other measures <br /> 4.3 Ongoing Support <br /> 4.3.1 Ongoing data collection and initial design of case studies <br /> 4.3.2 Rolling enrollment and continued participant training as needed <br /> 4.3.3 Initial focus groups with participants and satisfaction surveys to gather data and <br /> fine-tune program <br /> 4.4 Telework & Flex-schedules Evaluation <br /> 4,4.1 Review baseline data and evaluation data needs <br /> 4.4.2 Develop survey instruments and focus groups <br /> 4.4.3 Schedule and conduct data collection activities <br /> 4.5 Create Telework & Flex-schedules Toolkit <br /> 4.5.1 Identify"success stories"for personal interviews and inclusion in case studies <br /> 4.5.2 Draft evaluation documents, case studies and compile toolkit <br /> Deliverables <br /> • Telework & Flex-schedules Toolkit <br /> Task 5.0 Targeted Marketing <br /> The targeted marketing effort will focus on three target audiences: Residents, Employers, and <br /> Employees, including City and County employees. In addition to marketing each TDM strategy <br /> separately as appropriate, the marketing strategies will take advantage of efficiencies where <br /> possible by marketing the suite of TDM strategies together. The marketing program will include <br /> the Regional Bike Share and EV Charging Stations programs, as well as existing TDM strategies <br /> and incentives marketed by the Alliance, such as its Try Transit, Carpool, and Bike Rack <br /> programs. The Project Evaluation effort (see Task 6.0) will also inform the marketing strategy <br /> and effort. <br /> The District will contract with an outside Consultant to assist the Parties in the development of <br /> the targeted marketing strategy. In addition, the Consuitant will ensure a close link between <br /> the marketing and Project Evaluation efForts (see Task 6.0) to ensure that the evaluation effort <br /> effectively informs the marketing strategy. The execution of the marketing strategy, including <br /> the development of the Last Mile brand and marketing collateral, will be performed by the <br /> Parties as indicated below. <br /> Targeted Residentia/Marketing <br /> The District will lead the administration and execution of the Targeted Residential Marketing <br /> and will build on its existing marketing program to reach ail residents within one-half of a mile <br /> of the Redwood City Caltrain station. <br /> Making the Last Mi/e Connection Pilot Program Memorandum of Understanding Page A-6 <br /> Attachment A Scope of Work <br /> FINAL-)uly 21, 2011 <br />