Deputizing TDM and the Power of Partnerships

Deputizing TDM and the Power of Partnerships

Communication is one of the most critical factors in determining a TDM program’s success. Incentivization programs can be well-constructed and generous in their offerings, but their success depends on commuters being aware of their opportunities. One consistently challenging communication factor is reach–most TDM professionals don’t have a direct line of communication with their audience. One of the best ways to get the word out is to deputize the message and let key contacts spread the word.

The delegation of TDM messaging can take many forms. Two examples are MPOs partnering with employee transportation coordinators to reach employees, and those same employee transportation coordinators working with department managers to get the word out. Delegation is a very important part of the communication process because it both amplifies your message and it opens up new pathways of communication. It’s crucial to take advantage of these opportunities when available, because the closer your message gets to your target audience, the more receptive your audience will be.

Building strategic partnerships is only half of the process, though. Since you will not usually communicate directly with your audience, you must give your partners the tools necessary to convey your message. As a Client Success Manager, I have seen my clients get creative on this front. Their methods have included:

• Creating web pages, pamphlets, and other written materials for distribution by partners
• Creating videos that can be easily shared via newsletters and social media
• Posting informative flyers in local businesses such as coffee shops and bike shops
• Doing in-person tabling with their partners 
• Leading training seminars/webinars for their partners’ audiences

By providing simple and easily distributable communication materials, you accomplish two things: you increase the clarity of your message, and you make it easier for your partners to sell your program to your intended audience. When your partners communicate your message correctly and confidently, you achieve greater buy-in for your programs.

Networking can open doors in any field, and TDM is no exception. You can spend months creating the greatest TDM program on earth, but your efforts won’t matter if you can’t share them with anyone. By making key partnerships and empowering partners to spread your message, you will exponentially increase your opportunities to reach your target audience. And once you have built an engaged audience, you will experience more success in your efforts to create a better commuting environment for everyone.

Article written by

Alex Temkin
Lead Manager of Client Success at RideAmigos