A LITTLE BIT OF INFORMATION GOES A LONG WAY... Using individualized marketing to change travel behaviour A WinSmart Initiative

WINSMART COMMUNITY-BASED TRAVEL MARKETING PROJECT  WinSmart initiative Urban Transportation Showcase Program  Funders Province of Manitoba and Transport Canada in partnership with City of Winnipeg  Project delivery Resource Conservation Manitoba Community-Based Travel Marketing Project

RESOURCE CONSERVATION MANITOBA  Non-profit NGO Practical solutions for sustainable living  Other Green Commuting Initiatives - Workplace TDM Program - Active & Safe Routes to School - Manitoba Student Transportation Network - Commuter Challenge - Car Free Day Community-Based Travel Marketing Project

 Focus on households  ‘Individualized Marketing’  One of WinSmart Initiatives  Pilot project  August 2007 – March 2009 Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT PROJECT OVERVIEW

 Dialogue-based social marketing  Customized and tailored approach to changing travel behaviour  Targets those most likely to change behaviour  Tried, tested and true – Canada, Australia, USA & Europe  Reduction of SOV between 2-14% Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT INDIVIDUALIZED MARKETING

COMMUNITY-BASED TRAVEL MARKETING PROJECT PROJECT DESIGN Phase I:Baseline Household Travel Survey Phase II: Marketing & Outreach Phase III: Follow-up Survey Continued Engagement Community-Based Travel Marketing Project

COMMUNITY-BASED TRAVEL MARKETING PROJECT HOUSEHOLD TRAVEL SURVEY Community-Based Travel Marketing Project

COMMUNITY-BASED TRAVEL MARKETING PROJECT PHASE I: SURVEY RESPONSE Gross Sample2200 Genuine Non-Responses 708 Net Sample1492 Surveys Returned 823 Response Rate55.2%

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT SURVEY COMMENTS “I would appreciate a more rapid transit corridor down Pembina highway. On the bus it can take minutes to get home and the car ride takes 17 minutes.” “I really like the bike paths in the city, I would like to see more.”

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT MODE SPLITS

 Inventory existing resources  Develop project specific material  Rewards & incentives  Follow up with Regular and Interested  Travel Ambassadors deliver resources  Further individualized assistance Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT PHASE II: MARKETING & OUTREACH

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT ORDER REQUEST FORM

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT NEIGHBOURHOOD MAP

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT NEIGHBOURHOOD MAP

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT INDIVIDUALIZED TRIP PLANNING

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT TRAVEL AMBASSADORS

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT OUTREACH  364 order request forms completed & returned (50% response)  114 households also requested personalized trip planning – 85 bus trips, 82 bike routes  266 reward tote bags

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT MOST REQUESTED TRAVEL RESOURCES Neighbourhood Map245 Cyclist’s Map197 Walking: Activity of a Lifetime163 Get Active with Human Power150 Bus Pass holder119 Transit Schedules (multiple)110 Downtown Spirit Free Bus101 The Commuter Cyclist 97

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT PHASE III: FOLLOW-UP SURVEY  Fall 2008  Re-survey 823 participating households from baseline survey  Measure GHG emissions reduction  Evaluate travel behaviour change

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT WHAT ABOUT WINTER  Seasonal bias  Move summer cyclist to year-round  Gauge interest  Cold Weather Cycling brochure  57 out of 364 requests (16%)

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT THE NGO PARTNERSHIP  First time delivery by NGO  Built local capacity beyond the pilot  Flexibility and credibility  Visible support from all levels of government  Extend resources to other aspects of sustainable living

Community-Based Travel Marketing Project COMMUNITY-BASED TRAVEL MARKETING PROJECT CONTINUED ENGAGEMENT  Web-based component  Launch after follow-up survey  Ongoing availability of resources  Ability to request resources by mail or download pdf  LivingGreenLivingWell.ca