options cal poly state university san luis obispo, california ______________________ presented by:...
Post on 20-Dec-2015
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Cal Poly State University San Luis Obispo, California______________________Presented by:Cindy Campbell, Associate DirectorUniversity Police Department
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THE CHALLENGE
Loss of campus parking due
to:
• Current construction projects
• Future construction projects
• New direction for campus
parking
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GOALS
Develop a marketing strategy to:
• Notify campus community of upcoming changes
• Encourage use of alternative modes of
transportation
• Support & communicate the University Master
Plan
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NOTIFICATIONFLYERS
•Promoting alternate Modes on campus
•Introduced campaign logo/brand
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CAMPUSNOTIFICATION
•Ties logo/brand to the Explanation: Why change Is necessary
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NOTIFICATION MAPS
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NOTIFICATION MAPS
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PROGRAM PROMOTION
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OPTIONS CONTEST
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PROMOTIONAL SIGNS
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PROMOTIONAL SIGNS
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PROMOTIONAL SIGNS
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PROMOTIONAL SIGNS
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STAFF CARPOOL PROGRAM
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OPTIONS WEBSITE
www.commuteoptions.calpoly.edu
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1ST YEAR REVIEW
•38% increase in city transit
ridership
•20% incr. in regional transit
ridership
•15% increase in vanpool
participation
•Formation of 46 staff/faculty
carpools
•240 additional bike rack spaces
•20 additional bike lockers
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2ND YEAR REVIEW
8% additional increased transit ridership
21% increase in vanpool participation
11 additional staff/faculty carpools
96 additional bike rack spaces
24 additional bike lockers
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OTHER PROGRAMS
Sacramento StateCHOICES Campaign
•Introduced during constructionof a 3,100 sp. structure
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NEW PROMOTIONAL SIGNS FOR 2008
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NEW PROMOTIONAL SIGNS FOR 2008
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NEW PROMOTIONAL SIGNS FOR 2008
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Challenges
Be Careful What you Ask For:
• Bus overcrowding, leave behinds, standing room only on many bus routes
• Bike racks overflowing in popular locations
• Wait lists for some vanpool routes
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Challenges
Decreased Funding Sources:
• Primary source of funding for alternative transportation programs comes from parking fees and parking fines – Both revenue sources decreased* as drivers chose alternative modes
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Lessons Learned
• Testimonials: Finding someone to identify with
• Under-anticipated success
• Successful marketing strategy implemented at other universities: No need for everyone to “reinvent the wheel”
• Easily identifiable logo and short campaign “brand” name
• Keep messages short, creative and easy to read for passersby
• Measure BEFORE you start for baseline comparison!
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Your Campus Master Plan…
• Do you know it? Does your staff know it?
• Are you involved?
• Who’s watching out for your program’s interests?
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Media Relations & Marketing…
• Do you work with your Public Affairs office on promotions, service changes, tips, and stories throughout the year?
• Do you communicate only “bad news”?
• Do you have a unique logo?
• Do you make yourself available for department/club/committee meeting presentations?
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Web Presence & Contact Information…
• Are you easy to find on the Web?
• Is your Website updated?
• Is your department e-mail address logical and easy to remember?
• Is your department phone number easy to remember?
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Consider this…
• Do you reward desired commute behaviors?
• Permit pricing: Is yours effecting parking & transportation behaviors? If not…why not??
• Have you identified student allies?
• Do you have parking AND alternative modes advocates? (usually not the same people!)
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Questions?