Individualized Marketing (IM) Dialogue based Community-based Social Marketing ( approach Customized and tailored strategy to changing travel behaviour Tried, true and tested – Canada, Australia & USA Proven reduction of SOV travel, VMT and related emissions Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011 Community-based Social Marketing A Tale of Two Wards and how neighbourhood differences necessitate different approaches to similar problems Presented to: Sustainable Mobility Conference November 5, 2011 Presented By: Peter Paz, UrbanTrans and; Peter Topalovic, City of Hamilton

Why Individualized Marketing? Depends on who you ask! 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011 I don’t want to have to think about it! TDM promotion, SOV reduction, GHG reduction, community engagement

Why Individualized Marketing? Others! Ward Councilors were looking for an innovative solution to deal with the traffic problem The left hand turn sign and speed humps were anticipated to be a significant change for residents Survey data was seen as a benefit to more deeply understand commuter habits Seen as an important citizen relations tool 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Why Individualized Marketing? Peter (and Peter)! A solution to bring our TDM program to our neighborhoods Engage communities in a more effective and direct way around TDM issues Efficient use of budget Most Important, a strategy to: –Promote new infrastructure –Provide information on existing programs 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

A Tale of Two Wards – WARD Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011 Institutional Lands & new transit hub Low density Residential Suburban Some mixed use and higher density Car dependent Neighborhoods & road congestion Niagara Escarpment Lands Escarpment road access to the lower city Demographics: -Aging population and families -Larger suburban homes

A Tale of Two Wards – WARD 1/2 All transit routes Terminate downtown Higher density Mixed use Grid pattern, transit friendly Mixed use Low density Niagara Escarpment Lands Older neighborhood near the downtown Demographics: -Young professions/young families -Dense/compact homes -More likely to change behaviour

A Tale of Two Wards – Summary Ward 1 and 2 | Ward 8

The Problem – Traffic Patterns No left turn sign installation The epicentre of the problem Most of the flow at the intersection goes towards the highway Traffic from the upper “mountain” is putting congestion pressure on the lower mountain neighborhoods

The Problem – Traffic Patterns The epicentre of the problem Dots represent households generating traffic issues at the intersection with the majority from a subset of ward 8 neighborhoods IM Project Lead: IBI Group performed an Origin-Destination Study to help determine where users of the access live Used this data to determine our IM service area and sample population

Individualized Marketing (IM) Dialogue based Community-based Social Marketing ( approach Customized and tailored strategy to changing travel behaviour Tried, true and tested – Canada, Australia & USA Proven reduction of SOV travel, VMT and related emissions Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

The IM Process 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, Survey 2.Segmentation 1.Order Form 2.Delivery 3.Outreach 1.After Survey

Segmentation 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011 Interested Regular Not Interested

Stakeholder Engagement City Council –Councillor Brian McHattie – Ward 1 –Councillor Jason Farr – Ward 2 –Councillor Terry Whitehead – Ward 8 City of Hamilton Departments –Public Works –Planning –Communications –Public Health Not-For-Profit –Environment Hamilton 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Phase One 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Online Survey 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Survey Results 5000 survey letters mailed to Households 17% Response Rate –840 Households 75% of total households had multiple respondents –4 Household Members – 6% –3 Household Members – 12% –2 Household Members – 57% 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Mode Split Based on 3268 reported trips 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Segmentation 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Customized Questions Car Sharing in Hamilton | October 11, 2011

Phase Two: Information and Motivation 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Implementation To help Hamiltonians to develop the knowledge and skills they need to protect and enhance the environment around them Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Information and Motivation 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Information 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Kit Response 717 Interested and Regular Users received the Order Form 320 households requested information –Representing a 45% response rate 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Requested Information 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Community Maps 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Community Maps 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Kit Delivery 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Next Steps Community Engagement(November-March) –Outreach –Customer Service –Electronic Promotions Evaluation Phase (April-June) –After Survey –Final Report 2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011

Where to Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011