Education and outreach are primary goals, as described in the executive summary, as they relate to raising awareness of UW Zimride and influencing student behavior. This will be based on the marketing strategy developed during the current phases of Project: Zimtervention, described below, which simultaneously markets UW Zimride and provides project
publicity. By the end of winter quarter 2011, this strategy will be updated to reflect lessons learned and new approaches identified.

Marketing Strategy

Determining the barriers and benefits for engaging in a particular behavior is an important step in crafting the particular tactics for a marketing, awareness, and outreach strategy. Zimride has already identified two key barriers to ridesharing: inconvenience, both in terms of finding and scheduling rides; and trust, including personal safety and reliability. As a ridesharing service, Zimride addresses these by providing: an intuitive, easy to use interface that is designed to encourage usage; user ratings and reviews; an exclusive campus-only network; and connections to social media.

This makes promotional and awareness campaigns important, as our focus groups suggest that if potential users are unaware of how Zimride is different from other ridesharing services, they will not be interested. Additionally, because of the unique nature of ridesharing, achieving a critical mass of users is essential for successful behavior change. However, a promotional strategy alone will not lead to behavior change. As such, community-based social marketing and theories of social influence must be incorporated into the promotion of Zimride, and additional tactics employed. We have developed multiple campaigns to influence commuting behavior: 

EMAIL CAMPAIGN. Zimride has provided sample emails based on successful campaigns at previous universities, which we have modified for different audiences (such as students and staff/faculty) as well as rideshare barriers and benefits. For example, email messages to club sports groups emphasize the social and convenience benefits of Zimriding, while
messages to parking permit holders emphasize the potential for savings on gas and parking. Campus-wide email is particularly effective in marketing the program, as well as providing project outreach and education.

TABLING & EVENTS CAMPAIGN. Building off of a community-based online campaign, an in-person campaign is also a fundamental component of success in influencing behavior. This will involve tabling at events and locations, with signing people up to Zimride using a laptop. It will also involve a raffle incentive (such as a gas gift card) and promotional
materials (post cards, car decals, etc.). Targeted locations include E1 parking (and other lots, as appropriate), Red Square, and at major sporting or other events.

ADVERTISING CAMPAIGN. Additional promotions include onsite, media, and event advertising, as well as the potential cfor online advertising. Posters, and other materials are less important for promotion than virtual efforts, but they do serve as prompts to remind people about ridesharing and provide outreach and education about sustainable
transportation. Posters in parking garages, for example, may serve as daily prompts for people to consider ridesharing. News media can also be successful in raising general awareness and, if frequent enough, provide behavioral prompts and appeal to social norms.

TESTIMONIAL CAMPAIGN. We recommend the CRC to develop a video and testimonial campaign. This provides outreach about Zimride and the UW’s commitment to sustainability, while helping to change social norms on campus. Zimride has found such testimonial campaigns to be effective in encouraging use. This can also be used for outreach and
educational aspects related to Project: Zimtervention itself.