CASE STUDY: Cherriots Rideshare / FA$T LANE Initiative
Over the past three decades, Cherriots Rideshare has worked to reduce Vehicle Miles Traveled (VMTs) in Marion, Polk and Yamhill counties in Oregon with measured success. In early 2010, Salem Area Mass Transit District/Cherriots Rideshare hired Pac/West to develop and launch a new social marketing initiative aimed at expanding reach and spurring individuals to reduce their reliance on driving alone through use of local transportation options. This effort sought to prompt both new and expanded use of transportation options among area residents, with commuters and employers as the target audiences.
Pac/West established a unique brand for the new Cherriots Rideshare initiative that included a distinctive name, logo and identity. Upon consideration of various name options, FA$T LANE was chosen to speak to the personal benefits of transportation options and cultivate an individual sense of being savvy and smart. A logo was then developed for FA$T LANE that played off the sense of movement and freedom. The campaign’s core messaging also sought to support the brand by reinforcing core themes.
Kicking off the new FA$T LANE initiative was the area’s first ever commute challenge. For 90 days, area commuters were encouraged to carpool/vanpool, take transit, bike commute, telecommute and/or walk, and then log their trips online using the Drive Less Trip Diary. A variety of enticing incentives, including USB cards, stainless steel commuter mugs and Go Downtown Dollars (a shop-local promotion), were offered to prompt participation throughout the challenge. All participants received credit card style USB cards that also doubled as FA$T LANE member cards good for donated discounts at local area businesses throughout the challenge. Individuals logging in 20 one-way trips also received a 16 ounce stainless steel commuter mug with the prominent FA$T LANE logo.
A mix of targeted marketing and promotional activities, combined with paid and earned media was employed to promote participation in the FA$T LANE Commute Challenge. The Cherriots Rideshare ETC network was leveraged as the key means of connecting with area commuters. A series of eye-catching collateral was produced to promote the commute challenge, in addition to print and transit advertising. Additionally, earned media outreach generated news stories promoting the challenge, as did routine posts made to popular social networking sites
As a result of the campaign efforts to date, a total of 384 members signed pledges for the FA$T LANE challenge, 346 people logged their commuting trips, a total of 972 walking trips were taken, 1,862 commuting trips were taken by bike, 1,850 transit rides were taken, 1,821 carpool commute rides, 285 vanpool trips, 314 telecommuting trips, 239,743.46 miles were reduced, $9,997.39 in gas money was saved and 194,857.62 pounds of carbon dioxide were prevented!