1. SmartTrips: A Smarter Way to Less Driving Linda Ginenthal | Jessica Roberts China Institute of Comprehensive Transportation and US Federal Highway Administration March 19, 2014

2. Why SmartTrips for Portland Reduce congestion and improve air quality “Sell” new infrastructure and maximize the use of our roads and facilities Respond to a growing demand by residents for safe, efficient, comfortable transportation

3. What is SmartTrips Behavior change through individualized marketing Starting a dialogue Engaging people in their transportation choices Facilitate healthy, active choices

4. SmartTrips Program Started in Portland in 2003 Responding to lack of funding for infrastructure Find ways to reach new audiences

5. Audience Barriers Lack of Information Lack of Awareness System Intimidation Socio-economic Stigma? Area Differences

6. SmartTrips Program Goals Reduce drive-alone trips Increase walking, bicycling, transit, and shared trips/cars Increase awareness & support of multimodal transportation Improve health & safety Support local economy & community

7. Program Elements Customized Packets Ongoing Communications Visibility & Norming Community Outreach Events

8. Program Elements Customized Packets

9. Program Elements Community Outreach

10. Program Elements Ongoing Communications

11. Program Elements Events

12. Program Elements Visibility & Norming

13. Changing Behavior UnawareAware, Knowledgeable, Concerned Motivated to Change Tries New Behavior Sustains New Behavior

14. Program Principles #1: Opt-in program #2: Major barriers are information & habit #3: Campaign model #4: Focus on the positive #5: Mode neutral

15. Sample Messaging Timeline Initial postcard 9/7 Paper order form 9/14 Reminder postcard 9/28 Email blast (primary commute mode) 10/16 Email blast II (Primary neighborhood mode 10/23 Pledge form follow up 11/14

16. Way to Go! Marin County, CA

17. South Park – White Center In Motion, King County, WA

18. Go Bronzeville Chicago, IL

19. Evaluation

20. The program was a great incentive to rethink how I get from point A to point B. Over the course of the program, we figured out how to get rid of our car altogether. Doctor’s orders are for me to walk more. The maps along with the additional info will be a big help. Thank you! Decrease in Drive-Alone Mode Share from Alta Programs

21. Portland Results

22. How easy/difficult is it to meet your transportation needs by using 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%

23. Lessons Learned Always room for movement Tailor the program to the community Goal is engagement, not just registration Many, many more

24. Thank you! Jessica Roberts jessicaroberts@altaplanning.com Linda Ginenthal Linda.Ginenthal@portlandoregon.gov www.PortlandOregon.gov/Transportation