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Center for Urban Transportation
Research
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TDM
Marketing - Neighborhood Marketing
A.
Project Objective
Providing an approach
to facilitate neighborhood-based (as opposed to employer-based) marketing for
TDM agencies was one of the highest rated potential activities to conduct for
TDM agencies, based on the results of the TDM summit meeting held in December of
1999. The purpose of this project
is to test B. Proposed Approach and Schedule
CUTR, in coordination
with BACS, will develop a marketing plan based on carpool potential as presented
at the TDM summit. The city of
Tampa will be PRIZM coded.
PRIZM is a lifestyle clustering system based on a combination of census
data, custom surveys, and purchase histories.
Each block group will be coded both as to current (i.e. based on 1990
census) carpooling levels and PRIZM codes.
Mailers will be developed customized to addressees’ prizm codes in up
to 6 zipcodes. A generic mailer
will also be developed and sent to other zipcodes.
The mailers will invite people to join BACS’ database.
BACS personnel will be trained to find out if the mailer the people
received had any influence on their decision to join. Specific Project Tasks
Task 1 –
Obtain Prizm coding.
CUTR
will obtain PRIZM coding for the city of Tampa and merge it with the block group
data that contains carpooling trends for 1990. Completion: 1 month after
Notice to proceed. (NTP) Task 2 -
Develop Marketing Materials. A
generic mailer will be set up as a control group test.
Customized mailers will be developed for as many individual segments as
are identified in the analysis from Task 1, up to 20 different mailers.
These will then be sent to the appropriate zip codes. The sample will be
balanced to have high, medium, and low potential areas for both customized and
non-customized mailers, in order to determine both the role of the carpool
potential ratings and the customization of the mailers in generating database
applications. Completion: 4 months after NTP. Task 3 –
Conduct Mailout and Analyze Results from Database Applications. BACS
staff will be trained to determine if the mailer had an impact on decision to
join. The results from zipcodes
where the mailer was customized will be compared to the results where the mailer
was not customized. A brief tech
memo will describe the results Completion:
9 months after NTP. |
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Center for Urban
Transportation Research · University of South Florida · 4202 E. Fowler Ave., CUT
100 |