We can gather commuter information through:
We can collect information relevant to predicting commuter journeys. Some examples but not limited to:
We have created a series of steps designed to walk through a process on our approach to marketing to commuters, riders, and/or passengers. By the way, we use terms like commuters, riders, and passengers inter-changeably because this methodology applies to several types of organizations that provide transportation services to both private and public entities.
STEP 1 – IDENTIFY THE RIDER / PASSENGER / COMMUTER PROFILE TO TARGET
The first step is to identify the profile of the Passenger / Commuter to target. The profile is relevant to the type of subcategories we define. For example: Income may not be relevant for Vanpools, but it becomes highly relevant when considering a transit location. Location to transit is extremely relevant to campaigns for a potential Transit rider, but does not have a high profile score for potential carpool candidates. As we capture information about a Commuter profile it helps us to add to the specific campaigns they should be associated with. We capture relevant profile information over time, which includes accessing Social Media with user credentials to add information to their profile. Capturing commuter behavior on the website allows us to continuously build the commuter profile and adjust the type of campaign they should be associated with.
Step 2 – BUILD COMMUTER / PASSENGER FLOW MODEL
Building a customized scoring and grading model is all about asking the right questions. Use the questions below to guide the conversation with outreach teams and ensure collaboration to effectively establish a lead qualification system.
Step 3 – Commuter Campaign Nurturing Checklist
Designing nurturing campaigns that effectively move commuters through the cycle is a learning process.
Following the tips below will help ensure campaigns will deliver maximum value and impact.
Step 4 – MEASUREMENT AND KPI’S
The all-important measurement we have is: are we growing our commuter, passenger or rider base? Are they choosing to use the alternatives and the direction we are trying to point them in? Some Sample Measurements consider for overall success of the program:
We can measure the above through various methods including quick surveys, reporting from the area Transit, Ride Match and other organizations that may track activity.
Those measurements are designed to measure the success of the overall program. But what are the soft measurements we should be measuring for success:
Measuring KPI’s in marketing.
We provide KPI’s that are marketing focused to determine adjustments in campaigns, content, email, etc.