LONG ISLAND RAILROAD – TRANSIT SOLUTIONS PROGRAM
Situation:
The goal of this program was to generate awareness of the pre-tax transit benefit among Nassau County (NY) employers and workers, including individuals who commute to work in the county but do not reside in the area. We were also looking to increase transit ridership in Nassau County as well as awareness of transit options among Nassau County workers and residents. Our primary markets included workers and employers in Nassau County in addition to reverse commuters who travel to Nassau County from other areas.
Solution:
We created a multi-phased program that was divided into three key components including, presentations to employers and workers, marketing and outreach and canvassing train stations and communities.
First we developed the program name and brand identity - Transit Solutions™ along with two program brochures explaining the benefits of transit and pre-tax transit benefits. One was targeted to workers in Nassau County and one to Nassau County employers.
We then produced a video that explains the overall benefits featuring testimonial interviews with Nassau County employers and workers. The video and program brochures directed people to a program web site, TRANSITSOLUTIONS.ORG, that acts as a clearinghouse for program information, as well as featuring direct links to program partners.
We also hired a local Marketing Manager who was responsible for arranging and making presentations, distributing marketing materials and canvassing within Nassau County. This also involved outreach activities and the use of trade show display and materials.
Result:
During the past 28 months, more than 500 companies with greater than 100 employees have been contacted, in 38 Nassau County communities. Approximately half requested a presentation or additional information. The Marketing Manager also surpassed the goal of ten in-person presentations/customized proposals per month every month and distributed over 800 program packets with helpful information.
In addition, on Monday, March 16, 2009 TRANSIT SOLUTIONS was featured during a press conference held by Senator Charles Schumer highlighting the increased cap for pre-tax transit benefits that’s part of the recently passed economic stimulus package.