Commute Toolkit ServiceMaster Clean

Commute Options Introductory
Toolkit for Businesses

Contents
Introduction...................................................................................... 03
Business Benefits.............................................................................. 04
Customizing Your Commute Options Program................................ 05
Measurement.................................................................................... 07
Sample Marketing Materials............................................................. 08
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Introduction
From the unique cultural experiences that encompass who we are to the
emerging business and economic development opportunities that indicate
where we are headed, Memphis is a city with great growth potential. The
alignment of employment centers with transportation choices is essential in
creating successful and sustainable communities moving forward.
Innovate Memphis is a 501 (c) 3 founded in 2011 to advance public programs
that enhance the lives of Memphians. The organization established the
Innovation Delivery Team to help the City of Memphis develop solutions
to major urban challenges, and has taken on transportation as a significant
civic issue. Its Commute Options Travel Demand Management Initiative uses
proven strategies that encourage employees and students to reduce drivealone
commuting and increase mode choices like transit, walking, rideshare
and bicycling.
Addressing commute options is good for the city and good for your business.
Employers who support commute options are able to attract, recruit and better
retain employees. These employer-driven programs also have a financial and
environmental impact. A list of benefits for businesses and employees can be
found on page xx in this toolkit.
This toolkit provides information about the benefits of establishing a program
for employers and employees; steps you can take to initiate a commute
options program at your site; and samples of collateral that will motivate your
employees to get involved and resources to facilitate an ongoing commute
options program. Through an agreed partnership, you will receive free services,
detailed strategies, tools and on-site assistance in developing the program
that best fits your worksite.
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Business Benefits
There are numerous benefits to implementing a commute options program
for businesses. Some include:
• Increased ability to attract, recruit and retain top talent
• Tax benefits for employers and employees
• Better overall culture and work environment
• Decreased costs for infrastructure
INCREASED ABILITY TO ATTRACT, RECRUIT AND RETAIN TOP TALENT
The demographic landscape of our workforce is changing. Millennials have now
surpassed Baby Boomers as the nation’s largest generational demographic.
Where previous generations were more dependent on automobiles for
transportation, younger workers seek and embrace the liberties commute
options afford them, whether it is the freedom to socialize with friends or to
work during their commute. Employers will want to accommodate this demand
for choice or risk losing top talent to companies and organizations that do,
and having a structured commute options program adds value to a company’s
overall benefits package.
TAX BENEFITS
Companies offering commute option programs have access to tax benefits that
save the company and its employees money. Commuter Choice is a federal
program based on Section 132(f) of the federal tax code. It allows employers
to offer employees financial incentives for using transit, rideshare and travel
by bicycle.
BETTER OVERALL CULTURE AND WORK ENVIRONMENT
A commute options program can work hand in hand with already established
wellness programs. Many employers who supplement existing programs with
commute options benefit from employees arriving to work on time and less
stressed, which improves productivity. Happier and healthier employees also
means a reduction in absenteeism and doctor visits. These morale boosters
aid in creating a better overall work culture.
INCREASED SUSTAINABILITY AND RECOGNITION
Being seen as a company committed to environmental sustainability and
reducing air pollution, traffic congestion and fuel consumption enhances your
reputation and puts you in a position to be recognized with a Best Workplaces
for Commuters award. It also increases your value in the eyes of employees
and the community.
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CUSTOMIZING YOUR
COMMUTE OPTIONS
PROGRAM
We recognize that no program that will fit every company the same way.
The Commute Options team will work with you to customize a program for
your company and employees. We will walk with you step by step through
the process and provide assistance with strategies, messaging, promotional
material and events. Some of the steps include:
• Research
• Identifying Onsite Champions
• Conducting a Needs Assessment
• Developing a Plan
• Marketing and Promoting the Commute Options program
RESEARCH
Prior to implementing your Commute Options program, it is important to know
more about your employees’ current commute choices, as well as your unique
work culture and environment. Our team will work with you to develop and
distribute an easy online survey and focus groups, as needed. Data collected
will determine the best options for your team.
IDENTIFYING ONSITE CHAMPIONS
One of the most important steps in developing the Commute Options program
is having someone on site who will work closely with our team and support
initiatives among employees. Champions are the lifeline to success for the
program. Depending on its size, a worksite may have one or more champions
in various departments, including human resources. Champions are the point
of contact for employees interested in participating in the program and for the
Innovate Memphis Commute Options team.
CONDUCTING A NEEDS ASSESSMENT
Coupled with research, our team will conduct an informal site review of
transportation amenities (parking supply, location and pricing; shuttles;
guaranteed ride home; flexible schedules; on-boarding information, etc.) and
how the available options are being communicated. The assessment will set
the course for your customized plan.
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DEVELOPING A PLAN
The plan is the guiding document for your Commute Options program.
It identifies the goal, strategies, and tactics that will ensure success. The
strategies implemented for your worksite will depend on internal and external
variables. Although there are no “cookie-cutter” strategies for every business,
some foundational strategies to consider include:
• Providing on-site shared vehicles
• Partnering with service providers of commute options
• Promoting and supporting transit passes
• Enrolling employees in no-cost emergency ride home program
• Matching carpool and vanpool riders
• Creating marketing collateral and materials to promote and support
the plan
• Conducting direct outreach to employees, including hosting events
• Using peer-to-peer encouragement
MARKETING AND PROMOTIONS
A commute options program is only successful if commuters shift their
behavior. Your strategy choices and marketing efforts increase the likelihood
of adoption. Effective marketing has three basic stages: awareness, action and
maintenance.
AWARENESS
Making sure employees know about the program is the first stage. Awareness
includes providing information in areas with heavy employee traffic and through
the company’s communication channels. Ideally, information is provided
during new hire orientation and additionally through onsite opportunities like
commute options lunch and learns, tabling events and initial launch events for
the program.
ACTION
The Action stage is where employees are moved from information to
implementation. The message in this stage is built around the benefits of
changing behavior. Interested employees are encouraged to try forms of
transportation other than driving alone. This stage can also include internal
employee challenges that serve as incentives for action.
MAINTENANCE
Once employees have tried commute options, the marketing messages center
on motivation and maintenance. This includes reinforcement of the new habit
by reiterating the benefits, incentives, savings, the emergency ride home
program and all of the built-in tools the program offers.
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MEASUREMENT
Several methods can be implemented to measure its success.
Surveying employees after a reasonable amount of time is the
primary measurement. Additional measurements include focus
groups, commute options demand/use and more.
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Welcome to the ServiceMaster Clean Team
Quick Question: How did you get to work today?
If you drove alone to work, guess what? You’ve Got Options!
ServiceMaster Clean has partnered with Commute Options to help our newest team members find the
best way to get to work ready to start the day, everyday.
If you are close to work, why not walk? Walking is a healthier alternative and
IT’s FREE! Put one foot in front of the other and walk this way!
Be car-free and carefree! Instead of fighting through rush hour traffic, catch
up on the latest news or the early social media posts from friends, listen to
music or nothing at all – your choice. The ALL NEW TransLoc app, with realtime
tracking, shows you exactly where the bus is, and when it will arrive at
your stop. No more guessing or stressing.
Save money and lose the wait! Do the math. Biking saves money over the cost
of a car. More than money, it gets your energy flowing, helps you stay fit and
frees you from the stress of traffic in a car.
If you have to drive, why not share the ride with a friend or co-worker? It
just takes two to make a carpool. Sharing the ride saves you money, cuts
down on carbon emissions, improves air quality and with the HOV lanes, it
can save you time.
When you choose transit, biking or rideshare to get to work, but need to get
home due an unexpected emergency, you won’t be stranded. The Emergency
Ride Home Program through Memphis Area Rideshare guarantees a ride
home from work for registered participants regardless of the day or shift at
NO COST.
Full Logo
Start fresh and choose the best commute option for you today!
commuteoptionsmemphis.com
For questions about Memphis Area Rideshare’s Emergency Ride Home Program contact:
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