Active Transportation in Action Individualized Marketing.

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Presentation transcript:

Active Transportation in Action Individualized Marketing

SmartTrips Overview Specific Goals and Objectives Strategies: Behavior Change Approach & Tools Utilized Results and Evaluation

WHY? Reduce VMT & Drive-Alone Trips Maximize Use of the Active Transportation and Driving Infrastructure Increase Understanding & Awareness Increase Environmentally-Friendly Mode Use

New Movers/Employees/Parents and Students SmartTrips Experience Facilitate Access and Understanding HOW? / WHO? WHY?

HOW?/ WHO? WHAT? Behavior Change Strategies 1.Overcoming Barriers 2.Incentives & Intervention 3. Customized & Personal Communication 4. Prompt & Commitment Strategies 5. Reinforcement & Encouragement

Portland By the Numbers City: 603,000 Region: 2.3 million #1 Bike City! Progressive planning and transit policy

The SmartTrips “Recipe”

Main Objectives 1.Reduce Vehicle Miles Traveled 2.Reduce drive-alone trips 3.Increase awareness and use of environmentally-friendly modes 4.Engage 12% of target audience to participate 5.Demonstrate a shift in primary work and neighborhood mode choice 6.Engage all residents five times, participants ten times 12%

Habitual Behavior 101

Audience Barriers Lack of Information Lack of Awareness System Intimidation Socio- economic Stigma?

Delivering the Program Individualized Marketing Reinforcement and Encouragement Customized and Personal Communications

Reaching New Movers Materials Order Processing & Fulfillment Delivery Individualized Marketing

Reaching Our Audience Initial postcard Paper order form Reminder postcard

Say…What’s In the Bag? Walk & Bike Maps Walking Biking Transit Safe Routes to School Carpool & Car Share

Order Processing & Fulfillment Data Entry Mapping Production Center Collate Materials Bike Delivery

Customized and Personal Communications Phone Calls Transit s Targeted Messaging

Reinforcement and Encouragement

Measurement Tools Metrics Data Entry Incentivized Participation $ $ $ Measuring Success

How easy/difficult is it to meet your transportation needs by using AT options? TargetControl % change Difference Very Easy -6%-14% 8% Somewhat Easy 15%-3% 18% Neutral -10%-14% 4% Somewhat Difficult -4%45% -50% Very Difficult 9%22% -13% Very Easy and Somewhat Easy Combined 2%-10% 12%

What They Had to Say “Thanks for offering this!! You make getting oriented with my new home fun and accessible.” – Jennifer Rooks “Thank you for the fantastic welcome kit! This is my first time living in Portland and I feel very welcome! I'm happy to be taking advantage of all of these smart transportation resources so I can encourage others around me to take advantage of biking, bus and walking opportunities.” - Nyssa Walsh

Contact Information Linda Ginenthal SmartTrips Program Manager