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HOK Potential

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Title: HOK Potential


1
HOK Potential
  • parking, planet,
  • physical fitness, public image
  • Value

2
ParkingThe Big Issue
  • The (university) chancellors job has come to be
    defined as providing parking for the faculty, sex
    for the students and athletics for the alumni
  • Clark
    Kerr, UC-Berkeley chancellor, 1967
  • Parking is the most important issue for
    everyone
  • Albert Carnesale, UCLA chancellor, 2003

3
But Parking CostsLove Affair with Automobile
  • American cars in motion five percent of day
  • 95 percent of American automobile commuters park
    free
  • Standard 4 park spaces per 1,000 office feet
  • Parking adds 27 percent to office building costs
  • 67 percent if below ground
  • Urban construction per space 16,000 to 32,000
  • Various articles, Shoup 1995-2005

4
Our Love Affair CostsOne Los Angeles deck
built in 2003
  • UCLAs 1,500 new spaces
  • Generated 5,630 one-way car trips/day
  • 3.8 trips per space
  • 1.1 million new vehicle miles traveled/month
  • 57 a month to park
  • in each space which cost CA taxpayers
  • 233 for debt service and operating expenses

5
Auto ExternalitiesOur Love Affair with
Automobile
  • Parking issues Employee Health
  • Personal Costs Pollution-air water
  • Congestion Foreign Policy
  • International Trade Global Warming
  • Safety Time

6
Change InevitableOur Love Affair with
Automobile
  • Peak Oil, Global Warming
  • Theres really no doubt were going to have to
    change our habits. Were going to have to design
    our cities differentlyWe could be in deep
    trouble as a social system. How do we achieve
    fairness when the gridlock between rich and poor
    already stops us from having an energy policy?
  • We could see democracy entering its death
    throes
  • Charles Maxwell, American energy guru often
    called dean of energy analysts

7
Parking Our Love Affair with Automobile
  • Time right
  • for new thinking
  • TDM thinking

8
TDMSynonymous w/transportation sustainability
  • Transportation demand management any set of
    actions influencing peoples travel behavior in
    such a way that alternative mobility options
    (non-personal auto) are presented
  • A toolbox for enhancing mobility, Meyer, 1997
  • TDM actions focus on short-term mitigation of
    existing congestion and on avoiding future,
    long-term issues through strategic thinking
  • Demand management as element of transportation
    policy, Meyer, 1999

9
TDM Around World The United Kingdom
  • Toward a Sustainable Transport System
  • Study over five years, 92,500 locations
  • A 10-percent reduction in car miles
  • Corresponding increase in transit use, bike
    hike
  • Prior pilots showed a 14-percent reduction
  • And the UK now plans
  • free transport advisors nationwide
  • at equivalent cost of building 17 interstate miles

10
TDM Around World Western Australia
  • For a decade, TravelSmart
  • or individualized dialogue marketing
  • 350,000 citizens
  • Shows a 14-percent reduction in car-miles driven
  • 27-percent increase in muscle-powered transport
  • 671 benefit-cost ratio (construction projects
    41)
  • Little bounceback
  • Today, opening a new commuter rail line
  • with 90-percent approval ratings

11
TDM Around World Western Australia
  • Perth-area expanding TravelSmart
  • to individually, dialogue market citizens
  • in
  • Energy, Water, Recycling
  • People want to be part of the solution. They
    just dont know how.
  • Brög, TravelSmart founder, 2007

12
TDM American Concept Think Globally, Act
Locally
  • Employer Based
  • 1. To save on parking construction
  • 2. To save on health care costs
  • Utilize Social Marketing
  • Utilize Individualized Dialogue Marketing
  • Underscored by extensive communication,
    marketing, behavioral change and consumer
    behavior data
  • Utilize Carrots, sticks AND tambourines

13
TDM Martha Jefferson HospitalThink Globally,
Act Locally
  • C-ville, parking space construction averages
    23,000
  • Martha Jefferson is moving by 2012 primarily due
    to need for parking
  • Original plans call for 1,265 space parking deck
  • But try TDM before building 29 mil deck
  • Use savings for better, more beautiful,
    functional hospital building

14
Social Marketing TDM Martha Jefferson Plan
  • Discuss auto externality issues w/staff at
    monthly department/division meetings for 1 year.
    Socially market externalities in short,
    five-minute segments (one externality each
    meeting) led by know-nothing upper management
  • 1. Illustrates management behind
    sustainability, behind doing right thing.
    Upper management follows short basic script
  • 2. Allows framing discussion. Max 10 slides
    keeps upper management directing info flow
  • 3. Eliminates off-message questions. Keep
    meeting short for departments benefit
  • 4. Allows monthly reiteration of same, simple
    right thing message. The hospital cares. Hope
    you do too
  • 5. Reinforces changers. Assures them they
    made right decision

15
Social Marketing Health Externality Discussion
  • Greatest potential
  • for organizational health benefits accrue if
    sedentary adults begin regular, moderate activity
  • Like walk to transit stop daily
  • Or active daily transportation
  • Doctors prescribe walks today
  • Business Every spent on fitness returns 3.15
    in health benefits
  • Some employers pay bonus for fitness -- 7 to 14
    per percentage/pound lost

16
Social Marketing Congestion Externality
Discussion
  • In US, 226 million vehicles
  • Over 3.7 billion hours of travel delay2.3
    billion gallons of wasted fuel annually in
    congestion
  • Cost 63 billion in 2003
  • Individual drivers spent three times as much time
    stuck in traffic in 2003 an average 47 hours
    than 1983
  • Texas Transportation Institute, 2005

17
Social Marketing Global Warming Externality
  • Transportation causes 33 percent of US CO2
    emissions 1,959 million metric tons the
    largest single amount in economy while
    producing 11 percent GDP
  • C02 emissions to GDP fell 23 percent since 1990
    due to drops in industrial and commercial
    emissions amid overall economic gains
  • U.S. vehicle miles traveled are increasing over
    two percent annually and as much as 6.2 percent,
    erasing those industrial/commercial C02 gains
  • Americans drive 2.9 trillion miles/year in 411
    billion car trips, 87 percent alone
  • US-DOT, US-EIA, US-DOC

18
Social Marketing Foreign Policy Externality
  • Americans drive 2.9 trillion miles/year in 411
    billion car trips, 77 percent alone
  • 60-65 billion car trips are commutes
  • 70 percent of 19 million oil barrels/day into
    fuel tanks. 163 billion gas/diesel gallons
    annually in cars
  • 63 percent of oil imported (12.2 million barrels
    daily)
  • 251 billion in 2005 to import oil. Largest
    amount in US trade deficit
  • US-DOT, US-EIA, US-DOC

19
Social Marketing Foreign Policy Externality
  • US 2.7 of worlds oil reserves, 5 of
    population, uses 26 of worlds oil (USGS)
  • Much oil from countries who dont like America
  • 9 of 11 OPEC nations are Islamic. Two major
    exporters, Iran and Venezuela, angry at US,
    w/Nigeria in civil war
  • 2 in 3 barrels of proven oil in Persian Gulf
    states

20
Social Marketing Foreign Policy Externality
  • Past 30 years, US engaged in petro-imperialism
  • US puts up a democratic façade, emphasizes
    freedom of the seas (or pipeline routes) and
    seeks to secure, protect, drill and ship oil
  • US military become global oil protection force
  • Kevin Phillips, American Theocracy
  • Three in four worldwide call US in Iraq blood
    for oil in 2002 survey of 33,000
  • Pew Charitable Trust, 2003

21
Change Inevitable
  • Writing on wall IF we allow ourselves to see it
  • In our lifetime, parking decks become white
    elephants?
  • The visionary firm that recognizes and addresses
    has key to mitigation of global warming,
    congestion, and other externalities of auto usage
  • While providing key value to clients
  • New, value pricing revenue stream???

22
Dialogue Marketing TDM Martha Jefferson Plan
  • Monthly ask employees following externality
    discussion if want more info or consider another
    transportation mode
  • Sign each up for dialogue marketing
  • 1. Allows work with only employees predisposed
    to act
  • 2. Allows bypass/isolation of advocates for
    auto lobby
  • 3. Builds towards individual and corporate
    tipping point
  • 4. Similar to TravelSmart but employer
    focused

23
TDM Martha Jefferson PlanThink Globally, Act
Locally
  • Have knowledgeable advocate individually market
    that employee with data and rewards for
    attempting other commute styles. Perhaps requires
    several individual meetings.
  • Again, similar to Western Australias
    successful TravelSmart program.
  • 1. About 35-50 percent of telephoned households
    refuse to hear more
  • 2. Still so effective that 135,000 families
    targeted this year
  • 3. Cost 50 per household
  • 4. All demographics including professionals
    utilizing alternative transport
  • With social marketing, moves the mass as well
    as quickly gathers low hanging fruit.

24
Dialogue Marketing TDM Martha Jefferson Plan
  • Discover commute needs
  • Show options Hike, bike, car-van pool, transit,
    telecommute
  • Bus schedule from nearest stop Perhaps free
    pass
  • Bike shop discounts
  • Nearby employees working similar hours
  • Emphasize guaranteed ride home program
  • Emphasize flex car possibilities
  • Solve other disincentives
  • Research Why Americans drive? What causes
    change?

25
Dialogue Marketing TDM Martha Jefferson Plan
  • In each company department, train first
    commute changers to become individualized
    marketers
  • 1. As known entities, they become living proof
  • 2. And can be compensated for educating others
  • Constantly connect driving externalities to
    media coverage
  • Illustrates personal rewards of those changers
  • 1. Personally lose weight
  • 2. Personally save money
  • 3. If Cash-Out, can invest saved money as will

26
HOK Client
  • Generate company background data
  • Preliminary cost and environmental impact
  • Devise program for that location
  • Provide PowerPoint/video for five-minute
    externality social marketing over year-long
    program
  • Train/provide dialogue marketer/champion for each
    firm
  • Turn parking savings into greater buildings

27
Will Work in America?
  • In 1990, Cornell University in NY
  • began TDM program for faculty and staff
  • Today 52 percent of faculty/staff arrive on
    alternative transportation
  • Student parking permits halved in six years and
    26 percent today purchase transit passes
  • Both happier. Staff morale up. Turnover down
  • Re-utilizing former parking spaces

28
Will Work in America?
  • U.S. Census Bureau 1.4 mil sq ft. complex for
    6,000 employees. Suitland, MD.
  • Opened Nov. 2006 with 4,000 parking spaces after
    three-year TDM program increased carpooling 17.9
    , transit 30.6 and decreased SOV by 8.2
  • National Capital Planning Commission limits
    parking to one space for every two employees
  • Washington Commute Transport Reduction

29
Will Work in America?
  • IRS Tax Credits
  • Cash Out Parking
  • World Kyoto Pressure
  • Media Car driving connected to Global Warming
  • LEED ND Pilot
  • CAFÉ rebound effect
  • New York considering congestion charging
  • Obama, McCain, Clinton, Romney
  • carbon taxing

30
HOK Potential
  • parking, planet,
  • physical fitness, public image
  • Value
  • Randy Salzman
  • 434-987-2754
  • salz_at_rocketmail.com

31
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33
American Policy to date State of DenialThe
Miracle Cure
  • ALL scenarios
  • even best case
  • predict we WILL
  • be forced
  • to change our behavior
  • Saul at Damascus is a miracle because
    instantaneous behavioral change DOES NOT happen
  • Individuals do not hear one argument, one time
    and change their minds, much less their behavior
  • Behavioral change, instead, is a long,
    complicated, variable process unique to each
    individual

34
Reprogramming DefaultSelf-Determination
  • To be autonomously motivated involves feeling a
    sense of choice and volition as a person fully
    endorses his or her own actions
  • Richard Ryan, Psychological Needs and the
    Facilitation of Integrative Processes,1995
  • Autonomous choice requires a decision that is
    accompanied by the experience of endorsement and
    willingness
  • Moller, Ryan Deci, Self-Determination Theory
    and Public Policy, 2006

Autonomous choosers often become
additional mavens, and salesmen to move
society TO/FROM the necessary sustainable
tipping point
35
Intrinsic Extrinsic MotivationAutonomy vs
Control
  • Doing because its interesting, fun, satisfying,
    enjoyable
  • No coercion
  • Satisfies our basic psychological needs
  • Helps personal growth and affirmation
  • Pull or soft methods
  • Doing due to pressure, cost, to forestall a
    punishment, achieve an outer-directed goal
  • To illustrate to others
  • Drives wealth, fame and image-consciousness
  • Push or coercive methods

36
Govt/Media MORE Rational
  • The economic concept of the rational consumer
    does not exist
  • Marketers seek the child market because, once
    hooked, we rarely changes brands
  • We see more advertising AFTER buying
  • We have been taught since birth that buying
    equals happiness
  • We have learned to expect instant
    gratification
  • We love simplicity, not complexity
  • We do not want to hear bad news
  • We dont have the time

37
The Default PositionChange inevitable but most
resist change
  • Early childhood theories are engravings in
    brain
  • Education piles up but fundamental engravings
    generally remain unchanged
  • When forced to connect outside formal training
    respondent reverts to earlier engraving
  • Cognitive dissonance. We try to square what we do
    with who we claim to be We rationalize our
    behavior
  • Gardner, 2004

38
Reprogramming DefaultChange inevitable but
most resist change
  • REASON Identifying, weighing relevant assessment
    factors
  • RESEARCH Collection relevant data
  • RESONANCE affective component
  • LIEDTKAS AUTHENCITY Must feel right to an
    individual, fit current situation and seem doable
  • ARISTOTLES ETHOS Feels relation/respect to
    mind-changer, finds him/her reliable
  • REPRESENTATIONAL RE-DESCRIPTIONS Express in
    multiple compatible formats
  • RESOURCES and REWARDS positive reinforcement
  • Rewarded for one course of behavior over other
  • New course concordant with reason, resonance,
    research.
  • REAL WORLD EVENTS Whats happening which
    reinforces, detracts
  • RESISTANCES Selective attention, retention,
    perception
  • Gardner, Changing Minds, 2004

39
Reprogramming Default
  • Of 10 worst Intl per-capita energy-use cities,
  • nine American

Ozone Alerts reduce individual driving Down 3.6
mile/day
Reduce it significantly if employer
program Down 11.6 mile/day
In the worlds worst driving city Atlanta,
Georgia Henry Gordon, Driving less for better
air, 2003 Newman Kinsworthy, Sustainability
and Cities, 1999
40
Behavioral Change ModelSeven Stages of Change
  • 1. Awareness of Problem
  • Issues of automobile externalities, like
    congestion, global warming, foreign policy
  • 2. Accepting Responsibility (We have met the
    enemy and he is us!)
  • Understanding the personal, corporate,
    organizational relevance
  • 3. Perception of Options
  • Recognize that there are other methods of
    transport
  • 4. Evaluation of Options
  • Consider if one or more option is viable
  • 5. Making a Choice
  • Truly desire to modify own behavior
  • 6. Experimental Behavior
  • Getting out and trying that choice
  • 7. Habitual Behavior
  • Adopting for long-term

41
Seven Stages of ChangeTo affect consumer in
stages
  • 1. Awareness of Problem
  • 2. Accepting Responsibility
  • Whenever individual moves from one stage to next
  • Provide positive feedback
  • Thanks for becoming part of the solution
  • Public Info/Media Coverage
  • Seek Small Groups
  • Reiterate Externalities
  • Reiterate Specific Facts
  • Tell Positive Stories
  • Accept Defensiveness
  • Distance from Arguments

42
Seven Stages of ChangeTo affect consumer in
stages
  • 3. Evaluation of Options
  • 4. Making a Choice
  • Whenever individual moves from one stage to next
  • Provide positive feedback
  • Good thinking. For all options, you know theres
    a guaranteed ride home, right?
  • Target Leaners
  • Personalized Marketing
  • Focus on Journey Type
  • Bypass Defensiveness
  • Address Disincentives to Change
  • Provide Incentives to Try
  • Emphasize Doing whats right
  • Keep Press Distant

43
Seven Stages of ChangeTo affect consumer in
stages
  • 5. Making a Choice
  • 6. Experimental Behavior
  • 7. Habitual Behavior
  • Whenever individual moves from one stage to next
  • Provide positive feedback
  • I cant wait to see you in six months.
    Everybodys healthier and happier.
  • Focus on Type of Journey
  • Solve Disincentives
  • Illustrate Positive Personal Effects
  • Encourage Defensiveness
  • Ask for Feedback
  • Use as Example for Media, Internal Coverage
  • Ask for Support and Promotion
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