On August 20, 2008, Florida’s Transportation Demand Management (TDM) Clearinghouse hosted a lunch and learn net conference on The Future is Now: TDM Marketing in Today’s “Environment” . This 1-hour net conference featured Jeff Horton, Director of the Marketing Institute and Executive Director of Commuter Services of North Florida.
Rising gas prices and growing concern related to the environment are creating opportunities for transit agencies and commuter services programs. Jeff Horton identifies the challenges and opportunities this presents in marketing transit, carpooling, vanpooling, biking to work, walking to work, working from home and working a compressed work week schedule. During the course of his presentation, Jeff identifies conditions affecting today’s marketplace and consumer behavior and summarizes how to apply the 4 Ps of basic marketing in that context. He notes that marketing is not just advertising and transit/commuter services programs need to move their thinking process beyond traditional, social service delivery to compete in the marketplace. He closes by highlighting current efforts in commuter services marketing with examples from The Marketing Institute’s Promotional Materials Clearinghouse.