Commute Toolkit ServiceMaster Clean
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<strong>Commute</strong> Options Introductory<br />
<strong>Toolkit</strong> for Businesses
Contents<br />
Introduction...................................................................................... 03<br />
Business Benefits.............................................................................. 04<br />
Customizing Your <strong>Commute</strong> Options Program................................ 05<br />
Measurement.................................................................................... 07<br />
Sample Marketing Materials............................................................. 08<br />
2
Introduction<br />
From the unique cultural experiences that encompass who we are to the<br />
emerging business and economic development opportunities that indicate<br />
where we are headed, Memphis is a city with great growth potential. The<br />
alignment of employment centers with transportation choices is essential in<br />
creating successful and sustainable communities moving forward.<br />
Innovate Memphis is a 501 (c) 3 founded in 2011 to advance public programs<br />
that enhance the lives of Memphians. The organization established the<br />
Innovation Delivery Team to help the City of Memphis develop solutions<br />
to major urban challenges, and has taken on transportation as a significant<br />
civic issue. Its <strong>Commute</strong> Options Travel Demand Management Initiative uses<br />
proven strategies that encourage employees and students to reduce drivealone<br />
commuting and increase mode choices like transit, walking, rideshare<br />
and bicycling.<br />
Addressing commute options is good for the city and good for your business.<br />
Employers who support commute options are able to attract, recruit and better<br />
retain employees. These employer-driven programs also have a financial and<br />
environmental impact. A list of benefits for businesses and employees can be<br />
found on page xx in this toolkit.<br />
This toolkit provides information about the benefits of establishing a program<br />
for employers and employees; steps you can take to initiate a commute<br />
options program at your site; and samples of collateral that will motivate your<br />
employees to get involved and resources to facilitate an ongoing commute<br />
options program. Through an agreed partnership, you will receive free services,<br />
detailed strategies, tools and on-site assistance in developing the program<br />
that best fits your worksite.<br />
3
Business Benefits<br />
There are numerous benefits to implementing a commute options program<br />
for businesses. Some include:<br />
• Increased ability to attract, recruit and retain top talent<br />
• Tax benefits for employers and employees<br />
• Better overall culture and work environment<br />
• Decreased costs for infrastructure<br />
INCREASED ABILITY TO ATTRACT, RECRUIT AND RETAIN TOP TALENT<br />
The demographic landscape of our workforce is changing. Millennials have now<br />
surpassed Baby Boomers as the nation’s largest generational demographic.<br />
Where previous generations were more dependent on automobiles for<br />
transportation, younger workers seek and embrace the liberties commute<br />
options afford them, whether it is the freedom to socialize with friends or to<br />
work during their commute. Employers will want to accommodate this demand<br />
for choice or risk losing top talent to companies and organizations that do,<br />
and having a structured commute options program adds value to a company’s<br />
overall benefits package.<br />
TAX BENEFITS<br />
Companies offering commute option programs have access to tax benefits that<br />
save the company and its employees money. <strong>Commute</strong>r Choice is a federal<br />
program based on Section 132(f) of the federal tax code. It allows employers<br />
to offer employees financial incentives for using transit, rideshare and travel<br />
by bicycle.<br />
BETTER OVERALL CULTURE AND WORK ENVIRONMENT<br />
A commute options program can work hand in hand with already established<br />
wellness programs. Many employers who supplement existing programs with<br />
commute options benefit from employees arriving to work on time and less<br />
stressed, which improves productivity. Happier and healthier employees also<br />
means a reduction in absenteeism and doctor visits. These morale boosters<br />
aid in creating a better overall work culture.<br />
INCREASED SUSTAINABILITY AND RECOGNITION<br />
Being seen as a company committed to environmental sustainability and<br />
reducing air pollution, traffic congestion and fuel consumption enhances your<br />
reputation and puts you in a position to be recognized with a Best Workplaces<br />
for <strong>Commute</strong>rs award. It also increases your value in the eyes of employees<br />
and the community.<br />
4
CUSTOMIZING YOUR<br />
COMMUTE OPTIONS<br />
PROGRAM<br />
We recognize that no program that will fit every company the same way.<br />
The <strong>Commute</strong> Options team will work with you to customize a program for<br />
your company and employees. We will walk with you step by step through<br />
the process and provide assistance with strategies, messaging, promotional<br />
material and events. Some of the steps include:<br />
• Research<br />
• Identifying Onsite Champions<br />
• Conducting a Needs Assessment<br />
• Developing a Plan<br />
• Marketing and Promoting the <strong>Commute</strong> Options program<br />
RESEARCH<br />
Prior to implementing your <strong>Commute</strong> Options program, it is important to know<br />
more about your employees’ current commute choices, as well as your unique<br />
work culture and environment. Our team will work with you to develop and<br />
distribute an easy online survey and focus groups, as needed. Data collected<br />
will determine the best options for your team.<br />
IDENTIFYING ONSITE CHAMPIONS<br />
One of the most important steps in developing the <strong>Commute</strong> Options program<br />
is having someone on site who will work closely with our team and support<br />
initiatives among employees. Champions are the lifeline to success for the<br />
program. Depending on its size, a worksite may have one or more champions<br />
in various departments, including human resources. Champions are the point<br />
of contact for employees interested in participating in the program and for the<br />
Innovate Memphis <strong>Commute</strong> Options team.<br />
CONDUCTING A NEEDS ASSESSMENT<br />
Coupled with research, our team will conduct an informal site review of<br />
transportation amenities (parking supply, location and pricing; shuttles;<br />
guaranteed ride home; flexible schedules; on-boarding information, etc.) and<br />
how the available options are being communicated. The assessment will set<br />
the course for your customized plan.<br />
5
DEVELOPING A PLAN<br />
The plan is the guiding document for your <strong>Commute</strong> Options program.<br />
It identifies the goal, strategies, and tactics that will ensure success. The<br />
strategies implemented for your worksite will depend on internal and external<br />
variables. Although there are no “cookie-cutter” strategies for every business,<br />
some foundational strategies to consider include:<br />
• Providing on-site shared vehicles<br />
• Partnering with service providers of commute options<br />
• Promoting and supporting transit passes<br />
• Enrolling employees in no-cost emergency ride home program<br />
• Matching carpool and vanpool riders<br />
• Creating marketing collateral and materials to promote and support<br />
the plan<br />
• Conducting direct outreach to employees, including hosting events<br />
• Using peer-to-peer encouragement<br />
MARKETING AND PROMOTIONS<br />
A commute options program is only successful if commuters shift their<br />
behavior. Your strategy choices and marketing efforts increase the likelihood<br />
of adoption. Effective marketing has three basic stages: awareness, action and<br />
maintenance.<br />
AWARENESS<br />
Making sure employees know about the program is the first stage. Awareness<br />
includes providing information in areas with heavy employee traffic and through<br />
the company’s communication channels. Ideally, information is provided<br />
during new hire orientation and additionally through onsite opportunities like<br />
commute options lunch and learns, tabling events and initial launch events for<br />
the program.<br />
ACTION<br />
The Action stage is where employees are moved from information to<br />
implementation. The message in this stage is built around the benefits of<br />
changing behavior. Interested employees are encouraged to try forms of<br />
transportation other than driving alone. This stage can also include internal<br />
employee challenges that serve as incentives for action.<br />
MAINTENANCE<br />
Once employees have tried commute options, the marketing messages center<br />
on motivation and maintenance. This includes reinforcement of the new habit<br />
by reiterating the benefits, incentives, savings, the emergency ride home<br />
program and all of the built-in tools the program offers.<br />
6
MEASUREMENT<br />
Several methods can be implemented to measure its success.<br />
Surveying employees after a reasonable amount of time is the<br />
primary measurement. Additional measurements include focus<br />
groups, commute options demand/use and more.<br />
7
Welcome to the <strong>ServiceMaster</strong> <strong>Clean</strong> Team<br />
Quick Question: How did you get to work today?<br />
If you drove alone to work, guess what? You’ve Got Options!<br />
<strong>ServiceMaster</strong> <strong>Clean</strong> has partnered with <strong>Commute</strong> Options to help our newest team members find the<br />
best way to get to work ready to start the day, everyday.<br />
If you are close to work, why not walk? Walking is a healthier alternative and<br />
IT’s FREE! Put one foot in front of the other and walk this way!<br />
Be car-free and carefree! Instead of fighting through rush hour traffic, catch<br />
up on the latest news or the early social media posts from friends, listen to<br />
music or nothing at all – your choice. The ALL NEW TransLoc app, with realtime<br />
tracking, shows you exactly where the bus is, and when it will arrive at<br />
your stop. No more guessing or stressing.<br />
Save money and lose the wait! Do the math. Biking saves money over the cost<br />
of a car. More than money, it gets your energy flowing, helps you stay fit and<br />
frees you from the stress of traffic in a car.<br />
If you have to drive, why not share the ride with a friend or co-worker? It<br />
just takes two to make a carpool. Sharing the ride saves you money, cuts<br />
down on carbon emissions, improves air quality and with the HOV lanes, it<br />
can save you time.<br />
When you choose transit, biking or rideshare to get to work, but need to get<br />
home due an unexpected emergency, you won’t be stranded. The Emergency<br />
Ride Home Program through Memphis Area Rideshare guarantees a ride<br />
home from work for registered participants regardless of the day or shift at<br />
NO COST.<br />
Full Logo<br />
Start fresh and choose the best commute option for you today!<br />
commuteoptionsmemphis.com<br />
For questions about Memphis Area Rideshare’s Emergency Ride Home Program contact:<br />
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