Steer has been supporting TDM strategic development and program implementation for the San Diego Association of Governments (SANDAG) since 2012. In 2014, Steer developed an Employer Outreach Strategy for SANDAG’s iCommute program, their local TDM program. SANDAG wanted to revitalize the way they conducted outreach to achieve more effective and efficient participation. Steer also plays a role in implementation, doubling the outreach staff by providing four local iCommute employer outreach team members.
How we helped
Steer implemented a new strategy that’s rooted in research based engagement techniques, utilizing a customized combination of Question-Based Selling, a sales-based approach to marketing, and Motivational Interviewing, a behavior change model for in-person engagement. The iCommute outreach team serves defined territories and uses the Salesforce customer relationship management software to manage leads, monitor outreach progress, and track employer results.
A significant program change was the approach to iCommute’s employer recognition program, the Diamond Awards. The previous nomination-based approach was cumbersome, time-intensive, and limiting in terms of who was recognized. Steer’s recommended approach was to create a transparent, ‘automated’ system where employers are given criteria which they need to meet to gain points that correspond to increasing recognition levels. This approach recognizes the efforts of all participating employers and instills confidence in employers that being recognized is within reach.
Successes and outcomes
The team has developed relationships with over 230 employers (a majority of which have 200 + employees), representing over 350,000 commuters (roughly quadruple the previous program).
The account executive team has also conducted detailed commuter behavior surveys of 102 large employers (less than five employers had previously surveyed) and data collected from employers representing nearly 250,000 commuters.
After the overhaul of the Diamond Awards program, we have awarded and recognized nearly 100 top-tier employers with Diamond Awards for their commuter program efforts (previously only 12 awards were given out and 25 nominations recognized).
The Rideshare Challenge also saw 40% increased employer participation over the previous year (84 employers took part in the challenge in 2016).
The outreach team raised awareness of iCommute from employers by nearly 30% county-wide.
Steer also helped develop unique partnerships with Uber and Waze Carpool.
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