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

2. 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

3. 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

4.  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

5.  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

6. 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

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

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

9. 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 45-75 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.”

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

11.  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

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

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

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

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

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

17. 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

18. 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

19. 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

20. 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%)

21. 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

22. 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