Let’s Get Personal! Innovations in Individualized Marketing ACT Canada - Sustainable Mobility & Healthy Communities Summit 2014 Agata Pieniek

| Individualized Marketing  Market Segmentation  Personalized Travel Planning  Digital tools 2

| 3 What is Individualized Marketing? Targeted Market Segmentation Customized Personalized Travel Planning Incentives Digital tools

|  geo-demographic classification tool  developed in-house  based on the fusion of a commercial geo-demographic system (MOSAIC) and travel behaviour data Targeting Using Smarter TravelStyle to identify target locations 4

| Smarter TravelStyle 5

| 6 Participation Car use reduction

| 7 Southampton Smarter TravelStyle profile

| Personalized Travel Planning (PTP): what is it?  It’s a conversation  Door-to-door approach in residential or employment area  The conversation is supported by the delivery of the information and incentives to facilitate a change 8

| What makes PTP so effective?  Motivational interviewing  Adopted from the health sector  Targeted approach  Low hanging fruit, unless social inclusion objectives  Tailored resources  Project identity  Tailored resources for the target area 9

| What is Motivational Interviewing?  “Motivational interviewing is a person-centred, guiding method of communication to elicit and strengthen motivation for change”  What this means:  Led by the target rather than you – the answers come from the individual, not from you!  Not leading or following  Facilitate movement around the cycle of change 10

| Pilot Project – Travel Encinitas  Funded Research project  Conducted in partnership with SANDAG  Piloted recommendations from our North Coast Corridor TDM Plan  Targeted 700 households in two ways  400 by door knocking  300 with a mailer  Used our own team of Travel Advisors  Introductory postcard hand delivered to all households to be door knocked 11

| Target Area 12

| Developed limited number of branded materials 13

| Outcomes Outcome Number of households % of total households contacted Expected outcomes Total targeted households430113%105% Sample loss5813%5% Total households visited372100% Contacted households23864%65% Participants10929%33% Non-participants12935%32% No contact after 3 attempts13436%30% People contacted at community event households visited 64% households were spoken to (238) 29% participated (109)

| Follow up Survey: Perception of PTP 15  86% said the conversation was helpful  68% said it made them think about their travel options  61% said they felt more positive about walking around their local area

| Changes to Weekly Mode Share 16  Drive alone weekly mode share fell from 48% of all trips to 38% of all trips  Bike increased from 9% to 14% of all trips  Walk increased from 30% to 36%

| Participant Feedback  “It was perfect timing – we had just moved to the area and the Travel Advisor helped us figure out all the different options instead of just jumping in the car”  “I am trying to restrict my personal car use, waiting a day or so to go out…I walk for pleasure and sometimes walk to the library instead of driving, depending on the number of books!”  “A one stop shop, we didn’t have to go to a bunch of places to get the information. Very convenient!”  “The bike map is great- I’m doing a lot more biking now that I have the map.” 17

| Tools for Change Gamification is…  Support tool for individual engagement or a standalone challenge  Employs incentives and prizes to both motivate participation and maintain participation 18

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| Takeaways  Consider your target audience  Who is likely to change? How are you going to reach them?  Make it personal  Find out if they want to change, and WHY!  Identify barriers and needs  Fill information gaps  Keep the engagement going  Incentivize  Connect to a community 21

DISCLAIMER: This work may only be used within the context and scope of work for which Steer Davies Gleave was commissioned and may not be relied upon in part or whole by any third party or be used for any other purpose. Any person choosing to use any part of this work without the express and written permission of Steer Davies Gleave shall be deemed to confirm their agreement to indemnify Steer Davies Gleave for all loss or damage resulting therefrom. Thank you! Agata Pieniek