The key element of the campaign was the direct mail element free BART ticket. The direct mail element, which was accounted for 47 percent of the promotional campaign budget.
included a the most
flyer and a expensive,
The evaluation was conducted using ROI analysis to compare the cost of promotion with the revenue generated. A telephone survey was used to collect the data for evaluation in the month following the expiration of the free tickets. A sample size of 1,526 was randomly drawn from the 60,000 mails which yielded 544 successful interviews.
The analysis produced a value of 18 percent, defined as low by the evaluation report, due to the following reasons:
Not enough tickets were used; and,
Many of the tickets were used as a substitute for a BART trip which would have
been taken even without the ticket.
Table 4 shows the breakup of the investment cost and the revenue generated. The general recommendations given based on the results are that an easily understood ticket and a longer validity period before expiration would have increased the number of tickets used. The costs and benefits were evaluated using a ROI ratio.7 This study evaluates the direct costs and revenues and not the other potential benefits that a TDM project typically encompasses.
7 ROI is a measure of potential cash generated by an investment, or the cash lost due to the investment. Also termed rate of return, ROI is the ratio of money gained or lost on an investment (profit/loss, interest) to the amount of money invested (capital, asset, principal).