Transcript HOK Client - Randy Salzman

HOK Potential
parking, planet,
physical fitness, public image
Value
Parking
The Big ‘Issue’
• “The (university) chancellor’s 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
But Parking Costs
‘Love 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
Our ‘Love Affair’ Costs
One Los Angeles deck built in 2003
• UCLA’s 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
Auto Externalities
Our ‘Love Affair with Automobile’
Parking issues
Personal Costs
Congestion
International Trade
Safety
Employee Health
Pollution-air & water
Foreign Policy
Global Warming
Time
Change Inevitable
Our ‘Love Affair with Automobile’
Peak Oil, Global Warming
“There’s really no doubt we’re going to have to change
our habits. We’re going to have to design our cities
differently…We 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”
Parking
Our ‘Love Affair with Automobile’
Time right
for new thinking
TDM thinking
TDM
Synonymous w/transportation sustainability
• Transportation demand management: “any set
of actions influencing people’s 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
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
TDM Around World
Western Australia
For a decade, TravelSmart
or “individualized dialogue” marketing
350,000 citizens
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Shows a 14-percent reduction in car-miles driven
27-percent increase in “muscle-powered” transport
67:1 benefit-cost ratio – (construction projects 4:1)
Little bounceback
Today, opening a new commuter rail line
with 90-percent approval ratings
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 don’t know how.”
Brög, TravelSmart founder, 2007
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”
TDM – Martha Jefferson Hospital
“Think 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
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
department’s 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
Social Marketing
Health Externality Discussion
Greatest potential
for organizational health benefits
accrue if sedentary adults begin
regular, moderate activity
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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
Social Marketing
Congestion Externality Discussion
• In US, 226 million vehicles
• Over 3.7 billion hours of
travel delay…2.3 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
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
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
Social Marketing
Foreign Policy Externality
US – 2.7 % of world’s oil
reserves, 5 % of
population, uses 26 % of
world’s oil (USGS)
• Much oil from countries who
don’t 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
Social Marketing
Foreign Policy Externality
• Past 30 years, US engaged in “petroimperialism”
• 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
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???
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
TDM – Martha Jefferson Plan
“Think 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 Australia’s 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.”
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
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Emphasize guaranteed ride home program
Emphasize flex car possibilities
Solve other disincentives
Research: Why Americans drive? What causes change?
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
HOK Client
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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
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
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
Will Work in America?
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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’
HOK Potential
parking, planet,
physical fitness, public image
Value
Randy Salzman
434-987-2754
[email protected]
American Policy to date – State of Denial
The 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
Reprogramming ‘Default’
Self-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
Intrinsic & Extrinsic Motivation
Autonomy vs Control
• Doing because it’s
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
Gov’t/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 don’t have the time…
The ‘Default’ Position
Change inevitable but most resist change
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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
Reprogramming ‘Default’
Change inevitable but most resist change
REASON: Identifying, weighing relevant assessment factors
RESEARCH: Collection relevant data
RESONANCE: “affective component”
*LIEDTKA’S AUTHENCITY: Must feel right to an individual, fit
current situation and seem doable
*ARISTOTLE’S 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: What’s happening which reinforces, detracts
RESISTANCES: Selective attention, retention, perception
Gardner, “Changing Minds,” 2004
Reprogramming ‘Default’
Of 10 worst Int’l per-capita energy-use cities,
nine American
Ozone Alerts reduce
individual driving
Reduce it ‘significantly’
if employer program
Down 3.6 mile/day
Down 11.6 mile/day
In the world’s worst driving city
Atlanta, Georgia
Henry & Gordon, “Driving less for better air,” 2003
Newman & Kinsworthy, “Sustainability and Cities,” 1999
Behavioral Change Model
“Seven Stages of Change”
1. Awareness of Problem
2.
Issues of automobile externalities, like congestion, global warming, foreign policy
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
“Seven Stages of Change”
To 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
“Seven Stages of Change”
To 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 there’s a guaranteed ride
home, right?”
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Target “Leaners”
Personalized Marketing
Focus on Journey Type
Bypass Defensiveness
Address Disincentives to
Change
• Provide Incentives to Try
• Emphasize: “Doing what’s
right”
• Keep Press Distant
“Seven Stages of Change”
To 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 can’t wait to see you in six months.
Everybody’s 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