Martha Jefferson Martha Jefferson OpportunityOpportunity

Innovative employer actionInnovative employer action

Randy SalzmanRandy Salzman

TDM Research and ConsultingTDM Research and Consulting

Global Warming, Peak Oil, Global Warming, Peak Oil, HealthHealth

Need individual transport behavioral Need individual transport behavioral change…change…

……on a massive scaleon a massive scale……in the short termin the short term

……with little governmental powerwith little governmental power……in a culture which prizes individualityin a culture which prizes individuality……with almost non-existent substitutionswith almost non-existent substitutions

……which generally require decades to buildwhich generally require decades to build

Our Drive HabitOur Drive HabitCChange inevitable but most resist changehange inevitable but most resist change

• Early childhood theories are Early childhood theories are “engravings in brain” “engravings in brain”

• Education piles up but Education piles up but fundamental engravings fundamental engravings generally remain unchangedgenerally remain unchanged

• When forced to connect When forced to connect outside formal training outside formal training “respondent reverts to earlier “respondent reverts to earlier engraving”engraving”

• Cognitive dissonance. We try Cognitive dissonance. We try to square what we do with to square what we do with who we claim to be… We who we claim to be… We rationalize our behaviorrationalize our behavior

Gardner, 2004Gardner, 2004

Reprogramming HabitReprogramming HabitCChange inevitable but most resist changehange inevitable but most resist change

Seven Tools to change MindsSeven Tools to change MindsReason: Research: Resonance:Reason: Research: Resonance: Representational Representational Re-DescriptionsRe-Descriptions: : Resources and Rewards:Resources and Rewards: Real Real World Events: Addressing ResistancesWorld Events: Addressing Resistances

Self-Determination, Autonomous Decision Self-Determination, Autonomous Decision SuccessSuccess““Autonomous choice requires a decision that is Autonomous choice requires a decision that is accompanied by the experience of endorsement accompanied by the experience of endorsement and willingness.”and willingness.”

Intrinsic & Extrinsic Intrinsic & Extrinsic MotivationMotivation

Autonomy vs ControlAutonomy vs Control

• Autonomy-supportive policies provide meaningful Autonomy-supportive policies provide meaningful information, not intended to frighten or pressureinformation, not intended to frighten or pressure

• Autonomy-supportive communications illustrate Autonomy-supportive communications illustrate what is right for “them” – the audiencewhat is right for “them” – the audience

• Autonomous actions are internalized, maintained Autonomous actions are internalized, maintained over timeover time

• And the “thems” can become the “us’s”And the “thems” can become the “us’s”

Balance

How to change behaviorHow to change behavior

• Push methods (Sticks): Command and Push methods (Sticks): Command and ControlControl

1. Higher gasoline taxes 1. Higher gasoline taxes

2. London’s congestion charge2. London’s congestion charge

3. Higher parking charges3. Higher parking charges

4. Higher vehicle registration fees4. Higher vehicle registration fees

5. Key the paint jobs on all 5. Key the paint jobs on all Hummers… Hummers…

How to change behaviorHow to change behavior

• Pull methods (Carrots)Pull methods (Carrots)

1. Education – like Travel 1. Education – like Travel Awareness programsAwareness programs

2. Enticements to try 2. Enticements to try alternativesalternatives

3. Strong leadership3. Strong leadership

4. Subsidies4. Subsidies

5. Cash-out parking5. Cash-out parking

Behavioral Change ModelBehavioral Change Model“Seven Stages of Change”“Seven Stages of Change”

1. Awareness of Problem1. Awareness of ProblemIssues of automobile externalities, like congestion, global warming, foreign policyIssues of automobile externalities, like congestion, global warming, foreign policy

2. Accepting Responsibility 2. Accepting Responsibility (“We have met the enemy and he is us!”)“We have met the enemy and he is us!”)Understanding the personal, corporate, organizational relevanceUnderstanding the personal, corporate, organizational relevance

3. Perception of Options3. Perception of OptionsRecognize that there are other methods of transportRecognize that there are other methods of transport

4. Evaluation of Options4. Evaluation of OptionsConsider if one or more option is viableConsider if one or more option is viable

5. Making a Choice5. Making a ChoiceTruly desire to modify own behaviorTruly desire to modify own behavior

6. Experimental Behavior6. Experimental BehaviorGetting out and trying that choiceGetting out and trying that choice

7. Habitual Behavior7. Habitual BehaviorAdopting for long-termAdopting for long-term

TDM – Martha Jefferson TDM – Martha Jefferson PlanPlan

“Think Globally, Act Locally”“Think Globally, Act Locally”• Prime reason Martha Jefferson moving: Prime reason Martha Jefferson moving:

ParkingParking• C-ville, parking space construction average C-ville, parking space construction average

$23,000$23,000• Have 1,500 employees; countless visitorsHave 1,500 employees; countless visitors• Most traffic cross the Free Bridge on U.S. Most traffic cross the Free Bridge on U.S.

250 – 250 – already overwhelmed, 28,000 cars already overwhelmed, 28,000 cars per dayper day

• Projections; 57,000 cars per day after Projections; 57,000 cars per day after movemove

TDM – Martha Jefferson TDM – Martha Jefferson Hospital Hospital “Think Globally, Act Locally”“Think Globally, Act Locally”

• Employer BasedEmployer Based1. Save on Parking1. Save on Parking

2. Save on long-term Health Care2. Save on long-term Health Care3. Highlight Community Relations3. Highlight Community Relations

• Utilizes Social MarketingUtilizes Social Marketing• Utilizes Individualized, Dialogue MarketingUtilizes Individualized, Dialogue Marketing• Underscored by extensive communication, Underscored by extensive communication,

marketing, leadership, behavioral change marketing, leadership, behavioral change and consumer behavior dataand consumer behavior data

• Utilizes “Carrots, sticks AND tambourines”Utilizes “Carrots, sticks AND tambourines”

Social MarketingSocial Marketing TDM – Martha Jefferson TDM – Martha Jefferson

PlanPlanDiscuss auto externality issues w/staff at monthly Discuss auto externality issues w/staff at monthly

department/division meetings for 1 year. department/division meetings for 1 year. Socially Socially marketmarket driving issues in short, five-minute segments driving issues in short, five-minute segments (one issue each meeting) led by “know-nothing” upper (one issue each meeting) led by “know-nothing” upper managementmanagement

1. Illustrates hospital leaders behind “right 1. Illustrates hospital leaders behind “right thing.” thing.” Upper management follows short basic scriptUpper management follows short basic script

2. Allows “framing” discussion. 2. Allows “framing” discussion. Max 10 slides keeps upper Max 10 slides keeps upper management directing info flowmanagement directing info flow

3. Eliminates off-message questions. “3. Eliminates off-message questions. “Keep meeting Keep meeting short for department’s benefit”short for department’s benefit”

4. Allows monthly reiteration of same, simple 4. Allows monthly reiteration of same, simple “right thing” message. “right thing” message. “The hospital cares. Hope you do too”“The hospital cares. Hope you do too”

5. Reinforces “changers.” 5. Reinforces “changers.” Assures them they made right Assures them they made right decisiondecision

Social MarketingSocial Marketing Health Externality Health Externality

Discussion Discussion Maximum: 10 slidesMaximum: 10 slides

Greatest potentialGreatest potentialfor organizational health for organizational health

benefits accrue if benefits accrue if sedentary adults begin sedentary adults begin

regular, moderate regular, moderate activityactivity

• Like walk to transit stop dailyLike walk to transit stop daily• Or active daily transportationOr active daily transportation

• Doctors prescribe walks todayDoctors prescribe walks today• Business: Every $ spent on fitness Business: Every $ spent on fitness

returns $3.15 in health benefits.returns $3.15 in health benefits.• Fit: Average 3-5 less sick daysFit: Average 3-5 less sick days• Some employers pay bonus for Some employers pay bonus for

fitness -- $7 to $14 per fitness -- $7 to $14 per percentage/pound lostpercentage/pound lost

Foreign Policy Foreign Policy DiscussionDiscussion Maximum: Five MinutesMaximum: Five Minutes

• Past 30 years, US engaged in “petro-Past 30 years, US engaged in “petro-imperialism” imperialism” US military become “global oil protection US military become “global oil protection force”force”• US “puts up a democratic façade, US “puts up a democratic façade,

emphasizes freedom of the seas emphasizes freedom of the seas (or pipeline routes) and seeks to (or pipeline routes) and seeks to secure, protect, drill and ship oil”secure, protect, drill and ship oil”

• With 4.5 percent of population, With 4.5 percent of population, US uses 26 percent of world oilUS uses 26 percent of world oil

• About 63 percent as auto fuel in About 63 percent as auto fuel in driving 2.9 trillion miles annuallydriving 2.9 trillion miles annually

U.S. Geologic SurveyU.S. Geologic SurveyAmerican TheocracyAmerican Theocracy

Individualized, Dialogue MarketingIndividualized, Dialogue Marketing

Western AustraliaWestern Australia

For a decade, promoting alternative transportationFor a decade, promoting alternative transportation through “individualized dialogue” marketing through “individualized dialogue” marketing

418,000 citizens418,000 citizens

• Have annual 14-percent reduction in car-miles Have annual 14-percent reduction in car-miles drivendriven

• A 27-percent increase in “muscle-powered” A 27-percent increase in “muscle-powered” transporttransport

• A 67:1 benefit-cost ratio – (highway projects 4:1)A 67:1 benefit-cost ratio – (highway projects 4:1)

And opened a new commuter rail line in December with 90-And opened a new commuter rail line in December with 90-percent approval ratingspercent approval ratings

Individualized, Dialogue MarketingIndividualized, Dialogue Marketing

Western AustraliaWestern AustraliaTodayToday

Western Australia is expanding the Western Australia is expanding the concept to individually, dialogue market concept to individually, dialogue market

citizenscitizensinin

Energy, Water, RecyclingEnergy, Water, Recycling

““People want to be part of the solution. They People want to be part of the solution. They just don’t know how.”just don’t know how.”

BrBröög, TravelSmart founder, 2007g, TravelSmart founder, 2007

Dialogue MarketingDialogue Marketing TDM – Martha Jefferson TDM – Martha Jefferson

PlanPlanMonthly ask employees following Monthly ask employees following

externality discussion if want more info or externality discussion if want more info or consider another transportation modeconsider another transportation mode

Sign Sign each individual each individual up for dialogue up for dialogue marketingmarketing

1. Allows work with only employees beyond Behavioral Stage 1. Allows work with only employees beyond Behavioral Stage 1 1 and, therefore, more likely to address habit while building all toward and, therefore, more likely to address habit while building all toward Stages 2-4Stages 2-4

2. Allows bypass/isolation of advocates for auto lobby2. Allows bypass/isolation of advocates for auto lobby3. Builds towards individual and corporate “tipping point”3. Builds towards individual and corporate “tipping point”

4. Similar to WA’s ‘TravelSmart’ but employer-solution focus4. Similar to WA’s ‘TravelSmart’ but employer-solution focus

TDM – Martha Jefferson TDM – Martha Jefferson PlanPlan

“Think Globally, Act Locally”“Think Globally, Act Locally”Have knowledgeable advocate Have knowledgeable advocate

individually marketindividually market that employee with data that employee with data and rewards for attempting other commute and rewards for attempting other commute styles. styles.

Again, similar to Western Australia’s Again, similar to Western Australia’s successful “TravelSmart” program.successful “TravelSmart” program.

1. About 35-50 percent of called households decline to hear more1. About 35-50 percent of called households decline to hear more2. Still so effective that 135,000 families targeted 2008, as many as 2. Still so effective that 135,000 families targeted 2008, as many as

12 personal contacts12 personal contacts3. Cost: $50 per household3. Cost: $50 per household4. All demographics – including professionals – utilize alternative 4. All demographics – including professionals – utilize alternative

transporttransport5. WA does have employer commute programs but emphasis is on 5. WA does have employer commute programs but emphasis is on

total household transportationtotal household transportation

With With social marketingsocial marketing, moves the mass , moves the mass as well as quickly gathers “low hanging fruit.” as well as quickly gathers “low hanging fruit.”

Dialogue MarketingDialogue Marketing TDM – Martha Jefferson TDM – Martha Jefferson

PlanPlan• Discover commute/transportation needsDiscover commute/transportation needs• Show options: Hike, bike, car-van pool, Show options: Hike, bike, car-van pool,

transit, telecommutetransit, telecommuteBus schedule from nearest stop; Perhaps free passBus schedule from nearest stop; Perhaps free passBike shop discountsBike shop discountsConnect employees working similar hoursConnect employees working similar hours

• Emphasize guaranteed ride home programEmphasize guaranteed ride home program• Emphasize flex car possibilitiesEmphasize flex car possibilities• Solve disincentives; Create incentivesSolve disincentives; Create incentives• Research: Why Americans drive? What Research: Why Americans drive? What

causes change?causes change?• Research: Health effects of change.Research: Health effects of change.

Dialogue MarketingDialogue Marketing TDM – Martha Jefferson TDM – Martha Jefferson

PlanPlanIn each department, train “first commute In each department, train “first commute

changers” to become individualized marketerschangers” to become individualized marketers 1. As known entities, they become living proof1. As known entities, they become living proof

2. And can be compensated via cash-out parking. Space cost: $23,000 -- 2. And can be compensated via cash-out parking. Space cost: $23,000 -- Deck cost: $29 millionDeck cost: $29 million

Constantly connect driving externalities Constantly connect driving externalities to media articlesto media articles

Illustrates personal rewards of those Illustrates personal rewards of those changerschangers

1. Can lose weight1. Can lose weight

2. Will save money2. Will save money

Dialogue MarketingDialogue Marketing Possibilities – Martha Possibilities – Martha

JeffersonJefferson• Group biking/running clubGroup biking/running club• Van/car pool discounts at GiantVan/car pool discounts at Giant• Own electric bike share programOwn electric bike share program• Electric trolley from old to new Electric trolley from old to new

locationlocation• Pedometers with monthly prizesPedometers with monthly prizes• Van/car pool park free in best Van/car pool park free in best

spacesspaces

Social, Dialogue MarketingSocial, Dialogue Marketing Possibilities – Martha Possibilities – Martha

JeffersonJeffersonNot as well developed programs…Not as well developed programs…

• Cornell University: 1990, now has 52 Cornell University: 1990, now has 52 percent of employees arriving on percent of employees arriving on alternative transportationalternative transportation

• Richmond VDOT began “Cash Out” Richmond VDOT began “Cash Out” parking after 2000 and has 1/3 of parking after 2000 and has 1/3 of employees arriving on alternative employees arriving on alternative transportationtransportation

• Washington metro area (and state) now Washington metro area (and state) now limiting parking for organizations limiting parking for organizations building new campusesbuilding new campuses

TDM – Martha Jefferson TDM – Martha Jefferson PlanPlan

Need: SubstitutionsNeed: Substitutions• Typical Transport Plan: Typical Transport Plan:

Demand MUST exist Demand MUST exist NOWNOW

• Projection: MJH move Projection: MJH move will double traffic on will double traffic on Free BridgeFree Bridge

• Huge political pressure Huge political pressure for new Rivanna highway for new Rivanna highway bridge once MJH movesbridge once MJH moves

• New Bus Service: New Bus Service: Present CTS operating Present CTS operating cost -- $357,000 per cost -- $357,000 per route annuallyroute annually

TDM – Martha Jefferson TDM – Martha Jefferson PlanPlan

Need: SubstitutionsNeed: Substitutions

• Foot bridge already Foot bridge already on City master planon City master plan

• Riverside Riverside Park/Woolen Mills to Park/Woolen Mills to State FarmState Farm

• Part of Rivanna Trail Part of Rivanna Trail designdesign

• Not on County’s Not on County’s Pantops PlanPantops Plan

• MJH moves: 2012MJH moves: 2012

TDM – Martha Jefferson TDM – Martha Jefferson ProgramProgram

EffectsEffects• Utilizes effective communications, marketing, Utilizes effective communications, marketing,

consumer behavior, behavioral change consumer behavior, behavioral change and and leadership researchleadership research

• Generates hard fact, not stated preference, Generates hard fact, not stated preference, data data (Guaranteed ride home sign up)(Guaranteed ride home sign up)

• Convinces autonomous decision makers toward Convinces autonomous decision makers toward sustainability and promotion of sustainabilitysustainability and promotion of sustainability

• Aids “carry-over” into other sustainability Aids “carry-over” into other sustainability aspects on job and “diffusion” to other aspects on job and “diffusion” to other employeesemployees

• Reinforces “right” decision before, during, after Reinforces “right” decision before, during, after factfact

TDM – Martha Jefferson TDM – Martha Jefferson ProgramProgram

BenefitsBenefits

• Cost Savings @ $23,000 a spaceCost Savings @ $23,000 a space• Improved employee healthImproved employee health• Decrease future PR problem with Decrease future PR problem with

action nowaction now• Receive positive press as “sustainable” Receive positive press as “sustainable”

and and “niche” marketing“niche” marketing• Show hospital’s forward thinkingShow hospital’s forward thinking• Illustrates “can be done” to American Illustrates “can be done” to American

policy makerspolicy makers• Boosts research reputation Boosts research reputation

Next StepsNext Steps

• Employees/management lobbying to build Employees/management lobbying to build foot bridgefoot bridge

• Provide inside contact for gathering Provide inside contact for gathering informationinformation

• Begin process through focus group for Begin process through focus group for devising internal surveydevising internal survey

• Find health research partner in hospitalFind health research partner in hospital• Seek funding for research project: (blue Seek funding for research project: (blue

moon, DRPT, Robert Wood Johnson, CDC, moon, DRPT, Robert Wood Johnson, CDC, Rockefeller…maybe even oil lobby.)Rockefeller…maybe even oil lobby.)

In the EndIn the End

America Must Address Drive America Must Address Drive HabitHabit

““There’s really no doubt we’re going to There’s really no doubt we’re going to have to change our habits…have to change our habits…

““We could be in deep trouble as a social We could be in deep trouble as a social system…system…

““We could see democracy entering its death We could see democracy entering its death throes.”throes.”

• Charles Maxwell, the energy guru often called “the dean of energy analysts”

Most analysts say Americans have Most analysts say Americans have about 10 yearsabout 10 years

to alter oil consumption significantlyto alter oil consumption significantlybefore Peak Oil and Global Warming before Peak Oil and Global Warming overwhelm economies and perhaps overwhelm economies and perhaps

destroy planet…destroy planet…

Thinking AheadThinking Ahead

Providing SolutionsProviding Solutions

Martha JeffersonMartha Jefferson

OpportunityOpportunity

Randy SalzmanRandy SalzmanTDM Research TDM Research

&&

ConsultingConsulting

salz@rocketmail.com

434-987-2754434-987-2754