Telework!Va
Metro Richmond
Market Viability Study
Prepared By
Southeastern Institute of Research
Spring 2004
1
Southeastern Institute of Research
• The Telework!Va is a transportation demand management (TDM) program
offered by the Virginia Department of Rail and Public Transportation
(DRPT) to encourage businesses to offer teleworking programs.
• First launched in Northern Virginia, Telework!Va offers participating
businesses up to $35,000 in incentives to start or expand a formal
telework program - $3,500 per employee. Incentives are limited to
reimbursement of home computer work station lease costs,
consultant/technical assistance expenses, and training for teleworkers
and supervisors.
• Applicants must demonstrate their willingness to start a long-term
program, invest in the staff resources required to sustain a program and
commit to an implementation schedule with appropriate milestones of
two (2) years or less.
• Telework!Va initial pilot program in Northern Virginia was successful.
Telework!Va will now be rolled out in the Hampton Roads and Richmond
markets.
• More information on Telework!Va can be found at www.teleworkva.org
2
Southeastern Institute of Research
Study
Background
&
Methodology
3
Southeastern Institute of Research
Background & Methodology
• A quantitative online research study among
corporate decision makers of large and small
businesses in the Richmond area
– Sample supplied by the Greater Richmond
Chamber of Commerce
• Interviewing conducted April 22 – May 11, 2004
• This report based on 299 completed interviews
• Maximum statistical error (at 95% confidence
level) is +/- 5.7%
4
Southeastern Institute of Research
Study Objectives
• The overall objective of this research study is to assess
the viability of launching Telework!Va in the Metro
Richmond market.
• Specific research goals include:
– Quantify the potential demand for Telework!Va
– Identify the ideal corporate prospects for Telework!Va
– Provide input into the ideal packaging and bundling of the
existing Telework!Va services
– Identify the most meaningful selling messages and
communication channels for program roll-out
5
Southeastern Institute of Research
Profile of Richmond Employers
Included In This study
60% C-Class
Respondents
• Professions:
– Professional Services: 25%
– Sales/Customer Service:
15%
– Finance/Investment: 11%
– Manufacturing/Distribution:
10%
– Marketing/Advertising: 8%
– Phone/Communications:
2%
– Government: 2%
– Engineering/Architecture:
2%
– Other: 24%
• Job Titles:
–
–
–
–
–
–
President/CEO: 45%
General Manager: 12%
HR Director: 4%
Chairman: 2%
CFO: - 1%
Other: 35%
• Average Number of
Employees:
– 250 Employees
• Gender:
– Male: 68%
– Female: 32%
• Average Age:
– 49 Years of Age
6
Southeastern Institute of Research
Employers’
Perspective on
Air Quality
&
Traffic
Congestion
7
Southeastern Institute of Research
92% Of Richmond Employers Rate
The Area’s Quality Of Life Favorably
40% rate it “Excellent”
0%
20%
Excellent
40%
60%
Good
Fair
80%
100%
Poor
Q 1: Overall, how would you rate the quality of life in the Metro Richmond area?
8
Southeastern Institute of Research
Many Employers Believe Richmond Area Has
An Air Quality And Traffic Congestion Problem
44% say air quality problem and 55% say traffic problem
Air Quality
Traffic Congestion
Don't Know
1%
Don't Know
26%
Yes
44%
Yes
55%
No
44%
No
30%
Q 2/3: Do you believe an air quality/a traffic congestion problem exists in Metro Richmond?
9
Southeastern Institute of Research
Over a Third Feel Employee Productivity
Is Affected By Traffic Congestion
Affect of Transportation/Daily
Commute Issues On
Employees
None
9%
High
6%
High
12%
Medium
37%
Low
42%
Affect of Traffic Congestion
on Employee Productivity
None
18%
Low
46%
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?
Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
10
Medium
30%
Southeastern Institute of Research
The Larger The Company, The More Likely They
Are To Feel The Affects Of Transportation/Daily
Commute Issues On Their Employees
While Company Size Has No Bearing On Views Of Employee Productivity
Chart reflects responses of ‘high’ and ‘medium’ only
100%
80%
60%
40%
20%
0%
Affect of Transportation/Daily
Commute Issues On Employees
< 20 Employees
20 - 99 Employees
Affect of Traffic Congestion On
Employee Productivity
100 - 499 Employees
500 + Employees
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?
Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
11
Southeastern Institute of Research
The Older The Manager, The Greater
Sensitivity He/She Has To The Affects
Of Traffic Issues On Employees
Chart reflects responses of ‘high’ and ‘medium’ only
100%
80%
60%
40%
20%
0%
Affect of Transportation/Daily
Commute Issues On Employees
44 or Younger
Affect of Traffic Congestion On
Employee Productivity
45 - 54
55 or Older
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?
Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
12
Southeastern Institute of Research
Most Employers Feel A Responsibility To Help
Resolve Area Congestion/Air Quality Problems
Employer Responsibility In
Solving Area Congestion/Air
Quality Problems
None
3%
High
14%
Two-thirds
(68%) say high
& medium
Low
29%
Medium
54%
Q 4: How much responsibility do you believe an employer has in
helping to solve congestion and air quality problems in the area?
13
Southeastern Institute of Research
Larger Companies Feel More Of A
Responsibility In Resolving Area
Congestion & Air Quality Problems
Chart reflects responses of ‘high’ and ‘medium’ only
100%
80%
80%
60%
40%
20%
0%
Responsibility To Help Resolve Area Congestion & Air Quality
Problems
< 20 Employees
20 - 99 Employees
100 - 499 Employees
Q 4: How much responsibility do you believe an employer has in helping to solve
congestion and air quality problems in the area?
14
500 + Employees
Southeastern Institute of Research
Yet, Few Employers (10%) Currently Offer
Their Employees Work Commute Assistance
No, But Used To
2%
Don't Know
2%
Yes
10%
No, Never Have
86%
Q. 7: Does your company currently offer any type of assistance, other than free parking, that help employees with their work commute?
15
Southeastern Institute of Research
Key Finding # 1:
Many area employers believe Metro
Richmond has congestion/air quality
problems and believe these issues affect
their workforce. Over half feel some
responsibility in addressing these issues.
Yet, few offer employees work commute
assistance programs.
Strategic Implication:
Position work commute assistance programs
and Telework!Va as easy and sensible ways
employers can act on their sense of
responsibility and, in doing so, directly benefit
themselves.
16
Southeastern Institute of Research
Work
Commute
Assistance
Programs
17
Southeastern Institute of Research
Of The Small Minority That Offer Programs,
Flex Time And Telecommuting Are The Most
Popular Work Commute Assistance Programs*
Among only those (12% of total) who currently or used to offer
employee work commute assistance*
Alternative Work Schedules/Flex Time
Telecommuting
Transit Fares Subsidies
Carpool/Vanpool Assistance
Other Responses
0%
20%
40%
60%
80%
100%
Q 8/8a: What type of programs does/did your company offer to employees to assist with their work commute?
* Data represents only 33 respondents or 12% of the total sample – small base for analysis
18
Southeastern Institute of Research
Many Find Their Commute Assistance Programs
Effective For Recruiting, Retention, And Productivity*
Easier To Recruit
Quality Employees
Improved Employee
Retention
Increased Employee
Productivity
0%
Very Effective
Not Effective At All
20%
40%
Somewhat Effective
Don't Know
60%
80%
100%
Not Very Effective
Q 9: How would you rate the overall effectiveness of your employee commute assistance programs in
terms of the following business concerns?
19
* Data represents only 33 respondents or 12% of the total sample – small base for analysis
Southeastern Institute of Research
Key Finding # 2:
Commute programs, among those that do
offer them, have a positive reputation. The
majority of current employers who offer these
programs feel they are effective for
recruitment, retention, and enhanced
employee productivity.
Strategic Implication:
Link work commute programs /Telework!Va
directly to employer benefits
20
Southeastern Institute of Research
Existing
Telecommute
Programs
21
Southeastern Institute of Research
Both Formal And Informal
Telecommute Programs Are Offered
To Richmond Area Employees*
Among only those who currently or used to
offer employee work commute assistance*
Informal
47%
Formal
53%
Q 11: What type of telecommuting program does/did your company currently have or previously had?
* Data represents only 15 respondents or 5% of the total sample – small base for analysis
22
Southeastern Institute of Research
Employers Who Offer
Telecommuting To Their
Employees Report An Average 25%
Of Their Workforce
Currently Telecommutes*
Definition: Employees working at home or telecommute
center, during some or all of their regular working
hours at least 8 days a month
* Employers who offer an informal program report an average 36% of their
workforce telecommutes. Employers who offer a formal program report an
average 16% of their workforce telecommutes. However, due to small sample
size, no statistically significant difference can be concluded from these findings.
23
Southeastern Institute of Research
Office Space Savings And Employee
Retention Lead the Way As Perceived
Benefits Of Telecommuting Programs
More so than recruitment and productivity
Reduces Employees'
Commuting Costs
Reduces Office Space
Employee Retention
Promotes Employee Morale
Retention
Reduces Absenteeism
Attracting Better Employees
Productivity
Increased Productivity
Other
Recruitment
Don't Know
0%
20%
40%
60%
80%
100%
Q 15: What do you see as the major benefits of a telecommuting program?
24
Southeastern Institute of Research
Companies That Currently Offer Work Commute
Assistance Programs Have Even A Greater
Appreciation Of The Benefits Of Telecommuting
Reduces Employees' Commuting Costs
Reduces Office Space
Employee Retention
Promotes Employee Morale
Reduces Absenteeism
Attracting Better Employees
Increased Productivity
Other
Don't Know
0%
20%
Does Not Offer Work Commute Assistance
40%
60%
80%
100%
Currently Offers Work Commute Assistance
Q 15: What do you see as the major benefits of a telecommuting program?
25
Southeastern Institute of Research
Key Finding # 3:
Telecommuting programs work! Employees
participate and employers see direct benefits
in space reduction, retention, and increased
productivity.
Strategic Implication
Bring specific telecommuting benefits - space
reduction, retention, and increased
productivity - to life in the Telework!Va
marketing program. Establish and package
initial success stories.
26
Southeastern Institute of Research
Barriers To
Telecommuting
Programs
27
Southeastern Institute of Research
While There Are Many Reasons Companies Hesitate
To Offer Telecommuting Programs, The Biggest
Concern Centers Around Managing/Performing Work
Cannot affect
Work Doesn't Allow For Telecommuting
Productivity Concerns
Does the work get done?
Supervision Concerns
Unsure of Cost/Benefit To Co.
No Employee Interest
Concerns About Legal/Risk Mgmt. Issues
Soft
Have Never Considered It
Don't Know Enough About It
Not Willing To Invest In Technology
Used To, But Felt It Didn't Work
Other
Don't Know
0%
20%
40%
60%
80%
100%
Q 14: Why do you not currently offer a telecommute program to your employees?
28
Southeastern Institute of Research
Many Of These Reasons
Are “Concerns”
Based On Perceptions.
They Are
Not Issues Based On
Facts Or Experience.
Example: Employee Interest…
29
Southeastern Institute of Research
Employers Feel That Only A Third
Of Their Employees Are Interested In
A Telecommute Program…but…
Many Are Uncertain Of Their Employees’ Interest In Telecommuting
Employees
0%
Very Interested
Not At All Interested
20%
40%
60%
Somewhat Interested
Don't Know
80%
100%
Not Very Interested
Q 17/18/19: What are your employees’ current attitude about telecommute programs?
30
Southeastern Institute of Research
From A 2001 Resident Study, We Know That 60% Of
Richmond Area Employees Are Interested In Telecommuting
(At Least On An Occasional Basis*)
Telecommuting On A
Regular Basis
Telecommuting On An
Occasional Basis
Don't Know
4%
Don't Know
5%
Yes
48%
No
37%
Yes
59%
No
47%
Q. If your company allowed it, would you be interested in working from a
location other than your central workplace on a regular/occasional basis?
* Source: SIR Research/FH 2001 Telework Study
31
Southeastern Institute of Research
Key Finding # 4:
There are many different barriers to
employer-acceptance of telecommuting
programs. Managing/producing work are the
biggest perceived roadblocks. This and other
reasons, however, may be based on
misperceptions, not actual experience.
Strategic Implication
Address concerns head on with facts and
unassailable evidence. Special attention should
be accorded employee supervision/productivity
and appreciation of cost-benefit (ROI) of a
telecommute program.
32
Southeastern Institute of Research
Interest In,
And Support For,
The Telework!Va
Program
33
Southeastern Institute of Research
In the questionnaire,
respondents were presented
with a comprehensive
description of the
Telework!Va Program that
will be launched in Metro
Richmond. Based on this…
34
Southeastern Institute of Research
37% Are Interested In
The Telework!Va Program
0%
20%
Very Interested
Not At All Interested
40%
60%
Somewhat Interested
Don't Know
80%
100%
Not Very Interested
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in
participating in this Telework!Va Program if it were available to you today?
35
Southeastern Institute of Research
Financial and Professional Services Are Most
Likely To Be Interested In Telework!Va
Finance/Investment
Professional Services
Mfg/Distribution
Sales/Customer Service
Other
0%
Very Interested
Not At All Interested
20%
40%
Somewhat Interested
Don't Know
60%
80%
100%
Not Very Interested
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participating
in this Telework!Va Program if it were available to you today?
36
Southeastern Institute of Research
While 37% Expressed An Interest In The Program,
A More Realistic Long-term Market Potential Is 12%
Applying A Discount Model To Level of Interests Suggests That The Potential
Market For The Telework!Va Program in Richmond Could Be As High As 12%
Demand Discount Model
A more realistic potential for market demand
can be obtained by applying a standard
demand forecasting discount model where
market potential equals 50% of those who
say they are “Very interested” plus 25% of
those who say “somewhat interested” in
the product concept.
12%
0%
20%
40%
60%
80%
100%
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participating
in this Telework!Va Program if it were available to you today?
37
Southeastern Institute of Research
Two Out Of Five Executives Feel The
Telework!Va Incentive Program Would Motivate
Their Company To Look Into A Telecommute
Program
0%
20%
Very Likely
Not At All Likely
40%
60%
Somewhat Likely
Don't Know
80%
100%
Not Very Likely
Q 32/33: How likely would this program be to motivate your company to expand/begin to look into a telecommute program?
38
Southeastern Institute of Research
29%* Of Senior Management Executives Said They
Would Personally Support Telework!Va
Don't Know
38%
Yes
29%
* Note:
Management in
this study
skews to the
highest c-class
level.
No
33%
Q 30: If Telework!Va came to your attention, would you personally work to see
that it was considered for implementation in your company?
39
Southeastern Institute of Research
Small and Big Business Senior Management
Would Support Telework!Va
Implementation In Their Company
Less Than 100
Employees
100 + Employees
0%
Yes
20%
40%
60%
No
80%
100%
Don't Know
Q 30: If Telework!Va came to your attention, would you personally work to see that it was
considered for implementation in your company?
40
Southeastern Institute of Research
There Is No One Reason That Others
Are Not Interested In Telework!Va
Open End Reponses
• We have other priorities
• The nature of our work would be better suited for 5 days
per month per employee
• The way we currently operate would have to change and
this change will be a big cost and not so sure how
effective
• Don’t want the government messing with our business
unless absolutely necessary
• Do not sense that transportation is a big issue for our
employees
• Hassle outweighs the benefit
• Senior management is not a proponent of telecommuting
and the benefits offered by this program would not affect
their attitude
41
Southeastern Institute of Research
When Asked For Suggestions For
Improvement, Three Out Of Five Say
“Nothing In Particular”
Nothing In Particular
Allow Smaller Co. To
Qualify
Need More Information
N/A To Business Type
Case Studies
Other Responses
0%
20%
40%
60%
80%
100%
Q 29: Are there any changes or improvements that you would like to suggest to make Telework!Va more appealing
to you or your company?
42
Southeastern Institute of Research
Key Finding #5:
Over a third (37%) of companies are interested
in Telework!Va. And 40% of senior management*
feel the Telework!Va. program would motivate
them (their company) to consider
telecommuting, and one-third of the executives
would personally support this cause!
Strategic Implication:
Launch Telework!Va in Richmond. Leverage
high-level personal interest in the program
among c-class executives.
*Management in this study skews to the highest c-class level.
43
Southeastern Institute of Research
Telework!Va
Program
Accountability
Requirements
44
Southeastern Institute of Research
A Majority Find All Telework!Va Program
Accountability Requirements Reasonable
Annual Employee Surveys
Quarterly Reimbursement
Telework 8 Days A Month
Quarterly Reporting
Contract Period
Size of Businesses
0%
Very Reasonable
Not At All Reasonable
20%
40%
Somewhat Reasonable
Don't Know
60%
80%
100%
Not Very Reasonable
Q 20: How reasonable would you say are the accountability requirements necessary for program participation?
45
Southeastern Institute of Research
Many Uninterested In Telework!Va May Not Know
Enough About Telecommuting Programs To Know If
the Requirements Are Reasonable
No Interest in Telework!Va
Interested In Telework!Va
Annual Employee
Surveys
Annual Employee
Surveys
Quarterly
Reimbursement
Quarterly
Reimbursement
Telework 8 Days A
Month
Telework 8 Days A
Month
Quarterly
Reporting
Quarterly
Reporting
Contract Period
Contract Period
Size of Businesses
Size of Businesses
0%
Very Reasonable
Not At All Reasonable
20%
40%
Somewhat Reasonable
Don't Know
60%
Note the
“Don’t
Knows”
80%
100%
Not Very Reasonable
0%
Very Reasonable
Not At All Reasonable
20%
40%
Somewhat Reasonable
Don't Know
60%
80%
100%
Not Very Reasonable
Q 20: How reasonable would you say are the accountability requirements necessary for program participation?
46
Southeastern Institute of Research
Key Finding # 6:
Most executives find Telework!Va program
accountability requirements reasonable.
Those not interested, may not know enough
about these kinds of commute assistance
programs to rate the related requirements of
Telework!Va.
Strategic Implication:
The basic Telework!Va Program, as currently
structured with its current accountability
requirements, can work!
47
Southeastern Institute of Research
Importance Of
Telework!Va’s
Financial & Program
Assistance
Incentives
48
Southeastern Institute of Research
Telework!Va’s Financial Incentive Is
Most Important In Garnering Business Interest
On a scale of 1 – 5, where ‘1’ is “Most Appealing”
and ‘5’ is “Least Appealing”
• Incentive Level – Up To 10 Employees or $35K
1.7 average
• Program Development Assistance
2.9 average
• Equipment Lease
3.3 average
• Online Training/Educational Assistance
3.4 average
• IT/MIS Technical Assistance
3.5 average
Q 23: Looking at specific aspects of the program, which are most
important to you in your interest in the Telework!Va program?
49
Southeastern Institute of Research
In Fact, Half Think A Financial
Incentive Is Absolutely Necessary
Don't Know
20%
Yes
53%
No
27%
Q 24: Do you think a financial incentive is absolutely necessary to motivate
companies to seriously consider implementing a telework program?
50
Southeastern Institute of Research
Even Those Uninterested In The Program
Feel A Financial Incentive Is Necessary
Interested In Telework!Va
No Interest in Telework!Va
Don't Know
24%
Don't Know
11%
Yes
46%
No
25%
Yes
64%
No
30%
Q 24: Do you think a financial incentive is absolutely necessary to motivate
companies to seriously consider implementing a telework program?
51
Southeastern Institute of Research
Younger Respondents Find Financial
Incentives Absolutely Necessary
44 or Younger
45 - 54
55 +
0%
20%
Yes
40%
60%
No
80%
100%
Don't Know
Q 24: Do you think a financial incentive is absolutely necessary to motivate
companies to seriously consider implementing a telework program?
52
Southeastern Institute of Research
Over Half Feel $35K Is Sufficient To
Motivate Companies To Adopt A
Telecommute Program
Don't Know
39%
Yes
54%
No
7%
Q 26: Do you think $3,500 per employee (up to $35,000) is sufficient financial
incentive to motivate companies to adopt a telecommute program?
53
Southeastern Institute of Research
Development Assistance Is Also Appreciated
Almost A Third Look For All Types Of Assistance To
Ensure A Successful Program Implementation
IT Consultant
HR Policy
Consultant
Resource Center
w/Live Assistance
Online Telework
Assistance
0%
Absolutely Necessary
Not At All Necessary
20%
40%
60%
80%
100%
Nice To Have/Not Necessary
Don't Know
Q 28: Understanding the need for assistance in setting up a telework program, please rate your company’s
need for the following types of telework assistance to ensure a successful program implementation.
54
Southeastern Institute of Research
Key Finding #7:
“Show me the money” - it’s first and
foremost about capturing the incentive
money. However, program development
training is also important.
Strategic Implication
The lead message in promoting Telework!Va
should center around “the availability of
financial incentives.” Include secondary
program development/assistance benefits as
added value.
55
Southeastern Institute of Research
Ideal Target
Employer
Prospect For
Telework!Va
56
Southeastern Institute of Research
The Ideal Prospect
CEOs/presidents…In both big and small
companies…Who are more likely to be aware of
Metro Richmond’s air and traffic congestion
issues…Who believe these issues affect their
employees…Who feel they have a responsibility
to do something about it…And, have already
started to offer some form of commuter
assistance program.
57
Southeastern Institute of Research
The CEO or President is the
Primary Decision Maker For
Telecommuting Program Approval
CEO/President
HR
GM
CFO
IT Manager
Other
0%
20%
40%
60%
80%
100%
Q 35: Who would be the principle person(s) to decide to go forward with a telecommute program?
58
Southeastern Institute of Research
Both Small and Big Business
Management Support Telework!Va
Implementation In Their Company
Less Than 100
Employees
100 + Employees
0%
Yes
20%
40%
60%
No
80%
100%
Don't Know
Q 30: If Telework!Va came to your attention, would you personally work to see that it was
considered for implementation in your company?
59
Southeastern Institute of Research
Those Interested In Telework!Va Program Are
More Likely To Be Aware Of The Area’s Air
Quality & Traffic Congestion Problems
Traffic
Congestion
Air Quality
0%
20%
40%
No Interest In Telework!Va
60%
80%
100%
Interested In Telework!Va
Q 2/3: Do you believe an air quality/a traffic congestion problem exists in Metro Richmond?
60
Southeastern Institute of Research
Employers Interested in Telework!Va Realize
The Affect Of Traffic Issues On Their Employees
Chart reflects responses of ‘high’ and ‘medium’ only
Affect of
Transportation/Daily
Commute Issues on
Employees
Affect of Traffic
Congestion on Employee
Productivity
0%
20%
No Interest In Telework!Va
40%
60%
80%
100%
Interested In Telework!Va
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?
Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
61
Southeastern Institute of Research
Four Out Of Five Interested In Telework!Va Feel A
Responsibility To Help Solve Area
Congestion & Air Quality Issues
Chart reflects responses of ‘high’ and ‘medium’ only
Responsibility To
Help Resolve Area
Congestion & Air
Quality Problems
0%
20%
40%
Not Interested In Telework!Va
60%
80%
100%
Interested in Telework!Va
Q 4: How much responsibility do you believe an employer has in helping
to solve congestion and air quality problems in the area?
62
Southeastern Institute of Research
Employers Currently Offering Assistance To
Employees Are More Interested In Telework!Va
Currently Offers
Work Commute
Assistance
Does Not Offer
Work Commute
Assistance
0%
Very Interested
Not At All Interested
20%
40%
Somewhat Interested
Don't Know
60%
80%
100%
Not Very Interested
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested
would you be in participating in this Telework!Va Program if it were available to you today?
63
Southeastern Institute of Research
And Telework!Va’s Ideal Prospects Have A More
Acute Understanding of Telecommuting Benefits
Reduces Employees' Commuting Costs
Reduces Office Space
Employee Retention
Promotes Employee Morale
Reduces Absenteeism
Attracting Better Employees
Increased Productivity
Other
Don't Know
0%
20%
No Interest In Telework!Va
40%
60%
80%
100%
Interested In Telework!Va
Q 15: What do you see as the major benefits of a telecommuting program?
64
Southeastern Institute of Research
Key Finding # 8:
The ideal prospects for the Telework!Va
Program are CEOs/Presidents of both small
and big companies who see the issues related
to air quality and traffic congestions and who
have experience in work commute assistance
programs.
Strategic Implication:
Focus initial outreach efforts on the
CEOs/Presidents of companies with existing
commute programs and on companies
already signed up for Ridefinders’ Ozone
Action Days.
65
Southeastern Institute of Research
Best
Marketing
Channels
To Promote
Telework!Va
66
Southeastern Institute of Research
Direct Mail And Personal Selling Are The
Best Ways To Advance Telework!Va
Some Other
Means
Advertise to
9%
Employees
5%
B to B
Advertising
5%
Mail
44%
Business
Association
Meeting
12%
Personal
Visit
25%
Q 36: What is the best way to reach these people about this program?
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Southeastern Institute of Research
Key Finding #9:
Top management prefers learning
about Telework!Va through a direct
appeal as opposed to an advertising
campaign.
Strategic Implication
Focus Telework!Va outreach on
high-level personal visits and
follow-up letters to senior
management.
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Southeastern Institute of Research
Recap: Key Strategic Implications
69
1.
Launch Telework!Va in Richmond. Leverage high-level
personal interest of c-class executives in the program.
2.
Do not amend the basic Telework!Va Program Incentive
Package– it can work as it is currently designed, even with its
accountability requirements.
3.
Position Telework!Va as an easy and sensible way employers
can act on their sense of responsibility and directly benefit
themselves.
4.
Link Telework!Va directly to work commute programs and
employer benefits.
5.
Promote Telework!Va’s financial incentives as the lead
program feature. Include secondary program development/
assistance benefits as added value.
Southeastern Institute of Research
Recap: Key Strategic Implications
70
6.
Address concerns head on with facts and unassailable
evidence. Special attention should be accorded employee
supervision/productivity issues and the appreciation of costbenefit ROI of the telecommute program.
7.
Focus initial outreach efforts on the CEO/President of
companies who currently offer work commuter assistance
programs and companies that have already signed up for
Ridefinders’ Ozone Action Days.
8.
Focus Telework!Va outreach on high-level personal visits and
follow-up letters to senior management.
9.
Crawl, walk, run…establish success with several high profile
Metro Richmond area companies before launching an
aggressive program roll-out.
Southeastern Institute of Research
Thank You
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Southeastern Institute of Research