1. Measuring Return on
Investment for TDM programs
- A New York Case Study
Frank Mongioi
Manager, MBA
Q&A Moderator: Ryan Thompson
September 30, 2010
COMPANY CONFIDENTIAL – NOT FOR COPYING OR DISTRIBUTION
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2. Overview
Purpose
Benefits
Case studies
Tools & calculations
Getting started
Questions & Answers
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3. Purpose
What does success in TDM look like?
How effective are the results we are
producing?
What are we learning from our results?
How can we put systems in place to ensure
consistent measurement?
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4. Measuring your activities allows you to:
Assess your performance Develop efficiencies
Determine how to operate more Recognize trends
efficiently
Forecast results
Identify gaps in services
Identify areas of success
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5. Sample case studies
Clean Air NY
NY Rideshare
NYSDOT Statewide
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6. Clean Air NY
Initiative sponsored by NYSDOT in
support of downstate air-quality
Real-time updates on Air Quality Action
Days via text message or e-mail
Outreach to employers, the public,
campuses, community partners, etc.
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7. ROI Process for Clean Air NY
Performance metrics
– # of partners (individual, employer, champion, community
and campus)
– # of events attended (public, employer, meetings, etc.)
– Event costs (staffing, registration, etc.)
Identifying trends and patterns
– What is our cost per partner sign up?
– What are our staffing needs?
– How many partners should we expect to sign up?
– Should we do this event again?
– How should we modify our goals for next year?
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8. NY Rideshare
Merger of three local TDM programs
One set of performance measures
Common systems
– Ridematching
– Sales strategies
– Support programs
Year 2 – ROI analysis
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9. Moving towards ROI Analysis
Identifying efficiencies
Setting standards for performance measures and tracking
Sales pipeline, lead conversion and forecasting
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10. NYSDOT Statewide
TDM Strategic Framework
– Develop a common vision for
TDM in the state
– Minimize duplication across
regions
– Share resources across
regions
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11. Developing performance measures
Development of standardized
TDM indicators
Support trend analysis,
comparisons, target setting,
problem solving & design of
effective solutions
Establish a foundation for
measurement that reflects
project development and goal
achievement
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12. Sample Calculations
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13. Cost per sign up
Event Staff
Materials
Fees Labor
$500 $50/hour $250
4 hour event
Total Cost = $950
200 partner $4.75 per
sign ups sign up
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14. Cost per ridematch application
Develop consistent set of assumptions on
costs related to:
• How many calls made to get a lead?
• How many leads needed to get a meeting?
• How many meetings needed to sign up a
company?
• How many events held at a company?
• How many rideshare applications received at
events?
Cost per
Ridematch
Application
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15. Indicators
How many employees at the worksite?
– eg 1,000
How many attended the Commute Fair/event?
– eg 180 or 18%
Percentage of employees attending, who signed up?
– eg 40 or 22%
Cost/application?
– eg $400 / 40 apps = $10/ridematch application
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16. External variables
Energy/gas prices
Economic
Transit enhancements
Environment, Climate Change
Other External Factors
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17. Getting started
Make some assumptions
Be consistent
Put a system in place
Examine results annually
Tweak tracking methodologies when
needed
Establish performance metrics or
indicators
Identify a process for collection
Evaluate monthly, quarterly and
annually
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18. Questions?
fmongioi@icfi.com
www.icfi.com/transportation
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