Segmentation Study, Executive Summary
RESEARCH

Caltrans' TDM marketing policy is based on an understanding of the transportation marketplace. Prior to developing this policy, Caltrans conducted extensive consumer research. The consumer research "segmented" drive alone commuters into several categories based on their willingness to commute in a non-SOV mode.

The research identifies segments of persuadable SOV commuters who are the target audiences for TDM marketing. According to consumer research, two-in-five (40%) SOV commuters are primary target audiences for TDM marketing. Another one-in-five (22%) SOV commuters comprise a secondary target audience.

(The appendix contains a summary of the consumer research, as well as target and non-target audiences.)

The remaining two-in-five SOV commuters are considered non-targets, unwilling and unable to commute in a mode other than SOV. Attempts to market transportation products and services to these non-persuadable market segments are considered ineffective by definition.

General awareness marketing is considered relatively ineffective as it fails to focus resources on target audiences that are more likely to respond, and expends considerable resources on non-persuadable audiences.

This approach -- target marketing -- and the research findings supply the foundation of the strategic marketing plan for transportation demand management marketing.