Dynamic Incentivization
Overview
The goal of RM3P’s Dynamic Incentivization (DI) is to incentivize and reward targeted Virginia commuters who are willing and flexible to safely change their travel patterns in a way that improves the efficiency of the transportation network as a whole and benefits all commuters traveling from, to, or through Northern Virginia.
The core of the project features a mobile app, GoMyWayVATM, which is supported by an innovative and robust incentive engine architecture, programmed to deliver both the real-time dynamic incentives and ongoing loyalty and challenges incentives and rewards. Incentives and rewards are not just a one-time offering but will be sustained throughout the duration of the project. To that extent, partnerships with incentive sponsors and donors are critical to the project’s sustainability.
Additionally, the DI project aims to transcend the traditional Travel Demand Management (TDM) deployment by developing an expanded user-centric Active Demand Management (ADM) congestion-mitigation framework founded on a behavior change platform. The overall objective of DI is to raise awareness of commuting options, mitigate traffic congestion and improve air quality.
Meet the Team
Chris Arabia, DRPT
DI Business Owner & PM
Amy McElwain, VDOT
DI Project Principal
Project Organization Structure
Executive Oversight
Project Management Team
Oversees and directs Supplier activities and deliverables to ensure on-time delivery that meets Agency goals.
Steering Committee
Advisory group to the Project Management Team; provides expertise and guidance to effectively and efficiently achieve project outcomes; makes key decisions, as necessary.
Change Management Board
Reviews change requests that may potentially impact the project scope, schedule, or budget.
Stakeholder Advisory Committee
Committee of subject-matter experts that functions as both an advisory and advocate group for DI.
Marketing Working Group
Provides communications and marketing recommendations, as well as partnership commitments to promote DI solution to the public and businesses.
Ad-Hoc Work Groups
Provides inputs on various project tasks throughout the project development and implementation on an as needed basis.
Evaluation Team
Furnishes guidance on evaluation approach for mainstreamed RM3P performance monitoring, including Dashboard.
Supplier Team
Develops and implements the tasks per the project contract as well as provides project updates to several project committees and work groups.
Project Partnering Agencies
RM3P extends its sincerest appreciation to its many partnering agencies who have helped co-promote DI and we hope for others to get involved as well. Come join the DI Eco-System! Contact us, we’d be honored to recognize your agency here!
Come join the DI Eco-System! Contact us, we’d be honored to recognize your agency here!
One App, Many Tools!
Objectives
- Establish brand trust and grow program participation.
- Attract and retain customers and participants.
- Reward commuters for continued use of commute modes that reduce congestion.
Strategy
- Personalized, customized program and user experience that offers meaningful rewards for desired travel behaviors.
Objectives
- Goal-seeking, achievement, familiarity with new options, behavior change foundation.
- Funnel to the engagement phase – loyalty program.
Strategy
- Offer timely and attention-grabbing invitation, with appealing rewards that gets users from contemplation to action.
Objectives
- Behavior change due to real-time instances.
Strategy
- Occurrence-based user segmentation, offering personalized options and incentives.
More Than Just Travel Demand Management
DI incentivizes travelers to change travel behavior towards a sustainable mobility solution!
Roadmap
FEB – DEC 2020
Solutioning
VDOT and the agency Subject-Matter Experts (SMEs) partnered together to develop baseline scope, needs, and requirements. Industry feedback was also gathered through a Request for Information (RFI) process, based on which the VDOT procurement approach was refined.
JAN – AUG 2021
Pre-Procurement
VDOT developed the Statement of Work (SOW) in collaboration with the regional partners and guidance from VDOT’s Administrative Services Division (ASD) and Virginia Information Technology Agency (VITA).
SEP 2021 – FEB 2024
Procurement & Team Selection
MAR 2024 – OCT 2025
Development
Development phase is being conducted using an agile approach; to implement shared services and mobile app for Loyalty, Challenges, and Dynamic Incentives. The app, GoMyWayVATM , is being rolled out in three phases to ensure a successful launch:
- Beta Phase (Mar 2024 – Jan 2025): Focused on building and rolling out specific, core app functions for Loyalty and Challenges, including testing the app performance, usability, and key features with a small, controlled group of agency users, called Beta Testers.
- Pioneer Phase (Feb – Oct 2025): Development of Dynamic Incentives and continued testing of the Loyalty and Challenges components of the app with an expanded group of up to 2,000 users and 200 targeted Pioneers. This phase also includes app promotion through various marketing channels to build brand awareness and generate excitement. The Dynamic Incentives component released in August 2025.
- Full Launch Phase (Oct 2025 Onwards): Full app release with all three functions – Loyalty, Challenges, and Dynamic Incentives – to the general public, aiming for widespread adoption and maximizing market penetration.
DEC 2024 Onwards
Evaluation
Virginia Transportation Research Council (VTRC) leads the development of a comprehensive set of performance measures through ongoing Evaluation, including examining Measures of Effectiveness (MOEs) and user feedback using dashboards and standard reports. This will be supplemented by Supplier’s own evaluation of goals, objectives, and performance measures. Examples of the performance indicators are: social media engagement, website engagement, app user adoption, agency stakeholder engagement, etc.
OCT 2025 – OCT 2026
Implementation
This is the period of operation with a functional app with all components (i.e. Loyalty, Challenges, and Dynamic Incentives) fully developed for widespread adoption to reach targeted user growth, attract new users, keep existing users engaged, expand Challenges and Loyalty Plan offerings, continue collaborating with stakeholders for public outreach and partnership opportunities, broaden public relations to increase app visibility, invest in targeted social media advertising, diversify incentive offerings, recruit more incentive donors and sponsors, and more.
NOV 2026 Onwards
Ongoing Ops
2031 Onwards
Transition to Future Steward
Plan for and transition program-element to permanent steward, including development of a Transition Plan and communication with Future Steward and VDOT/DRPT executives before transition.
