Title: HOK Potential
1HOK Potential
- parking, planet,
- physical fitness, public image
- Value
2ParkingThe 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
3But 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
4Our 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
5Auto ExternalitiesOur Love Affair with
Automobile
- Parking issues Employee Health
- Personal Costs Pollution-air water
- Congestion Foreign Policy
- International Trade Global Warming
- Safety Time
6Change 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
7Parking Our Love Affair with Automobile
- Time right
- for new thinking
- TDM thinking
8TDMSynonymous 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
9TDM 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
10TDM 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
11TDM 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
12TDM 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
13TDM 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
14Social 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 -
15Social 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
16Social 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
17Social 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
18Social 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
20Social 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
21Change 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???
22Dialogue 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
23TDM 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.
24Dialogue 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?
25Dialogue 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
26HOK 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
27Will 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
28Will 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
29Will 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
30HOK Potential
- parking, planet,
- physical fitness, public image
- Value
- Randy Salzman
- 434-987-2754
- salz_at_rocketmail.com
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33American 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
34Reprogramming 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
35Intrinsic 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
36Govt/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
37The 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
38Reprogramming 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
39Reprogramming 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
40Behavioral 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
41Seven 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
42Seven 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
43Seven 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