Funded by Florida DOT
Philip L. Winters, TDM-CP and Julie Bond, MPA
The clearinghouse provides support to commuter assistance programs (CAP) and TDM-related technical assistance efforts include managing Best Workplaces for Commuters (BWC), which recognizes and supports employer-provided transportation services to help engage employer participation in the provision of commuter-friendly benefits and programs. At the beginning of each year, we release the annual list of U.S.-based employers, universities and sites who meet the BWC’s National Standard of Excellence by providing exceptional commuter benefits. Over 500 workplaces were recognized in 2022 and collectively they affect how more than 2 million employees and students commute to and from work each day. Under this project, we develop targeted items such as the Commuter Benefits Guide e-book and webinars. We also organized the Florida Commuter Transportation Summit to facilitate interactions of CAPs, FDOT Districts, and others.
Florida Commuter Choice Training
Funded by Florida DOT
Philip L. Winters, TDM-CP, Sara Hendricks, TDM-CP, and Mahmooda Khaliq Pasha, PhD (USF College of Public Health)
Our TDM workforce development component offers nationally recognized Commuter Choice Certificate and Social Marketing in Transportation Certificate training programs. In 2022, we provided about 1,300 hours of active instruction across all three certificate programs. Many of the transportation-related problems facing society today could be addressed by seemingly simple changes in behavior. Changing behavior requires a better understanding of how people change and also how to help people in their efforts to change. The Social Marketing in Transportation certificate helps transportation professionals learn how to develop more effective, efficient, and sustainable solutions to the problems facing our communities. This certificate was developed jointly by the University of South Florida’s Center for Urban Transportation Research and the Florida Prevention Research Center/Center for Social Marketing.
Commuter Assistance Program Evaluation
Funded by Florida DOT
Philip L. Winters, TDM-CP, Mahmooda Khaliq Pasha, PhD (USF College of Public Health), Robert Hammond, Center for Sales and Marketing Information in USF MUMA College of Business
Among the tasks for this project was the application of neuromarketing techniques to evaluate existing commuter assistance program (CAP) communication materials based on perceived effectiveness (comprehension, acceptability, attractiveness, relevancy, and persuasiveness) of the materials in persuading commuters to change their behavior (I will likely follow through with the call to action/main message). Based on user feedback, revisions to communication materials were made to create a more targeted and impactful product for dissemination. The project task followed four steps: 1 – obtaining the promotional materials; 2 – polling the industry to select a sampling of the materials to test; 3 – testing, evaluating and refining the materials then retesting and evaluating the refined materials; 4 – sharing the results with stakeholders. We concluded that improving marketing materials based on the results of neuromarketing testing can positively enhance marketing material effectiveness. In this pilo project, effectiveness increased by an average of about 24% in the following domains: comprehension, attractiveness, acceptability, relevancy and persuasiveness. Recommendations for next steps were provided.
Pilot Application of Biometric-Based Vehicle Occupancy Detection on Managed Lanes for Congestion Reduction
Funded by the U.S. DOT and Florida DOT
Sara J. Hendricks, AICP, TDM-CP, and Philip L. Winters, TDM-CP
Under the auspices of the National Institute for Congestion Reduction, researchers tested the accuracy and reliability of a mobile app that uses vehicle occupancy detection technology. The app shows promising potential to be used to enforce high-occupancy vehicle lane rules for toll free access for carpoolers by verifying vehicle occupancy. Such capability can enable more effective carpool incentivization to reduce traffic congestion on managed lanes, increase travel by higher-occupancy modes, reduce greenhouse gas emissions, and reduce enforcement costs.
State Safety Office Vital Few Safety Campaign
Funded by Florida DOT
Mahmooda Khaliq Pasha, Ph.D. and Sara Hendricks, AICP, TDM-CP
During 2022, CUTR researchers teamed with the USF College of Public Health to provide expertise and advisory services to the Florida Department of Transportation (FDOT) to apply social marketing principles in their development and implementation of the Target Zero Safety Campaign. The goal is to reduce fatalities and serious injuries. Researchers developed recommendations for a performance monitoring and evaluation plan.
Vision Action Plan Literature Review and Survey
Funded by Florida DOT
Jodi Godfrey and Sara J. Hendricks, AICP, TDM-CP
Researchers prepared a literature review of innovative mobility solutions and a survey of Florida residents to guide the development of the FDOT Transit Office’s Mobility Vision Action Plan.
