active transportation in action individualized marketing
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?
WHY?
HOW?/ WHO?
WHAT?
Behavior Change Strategies
1. Overcoming Barriers2. Incentives & Intervention3. Customized & Personal
Communication4. Prompt & Commitment Strategies5. Reinforcement & Encouragement
Portland By the Numbers
City: 603,000 Region: 2.3 million• #1 Bike City!• Progressive planning and transit policy
The SmartTrips “Recipe”
2003 TravelSmart
Pilot (
SW)
2004 Interst
ate TravelSmart
2005 SmartTrip
s Easts
ide
2006 SmartTrip
s North
east
2007 SmartTrip
s Southeast
2008 SmartTrip
s Southwest
2009 SmartTrip
s North
/NW
2010 SmartTrip
s Green Li
ne
2011 SmartTrip
s North
/NE*
2012 SmartTrip
s Easts
ide*
2013 SmartTrip
s Downtown/S
treetca
r*0%
5%
10%
15%
20%
25%
9.0% 9.0% 8.6%
12.8%
9.4% 9.0% 9.3%7.3%
13.0%
21.4% 21.0%
Drive Alone Trips ReducedAll Households Participant Households
Main Objectives1. Reduce Vehicle Miles Traveled2. Reduce drive-alone trips3. 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 choice6. 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 Emails• 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?
Target Control
% change % 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
Combined2% -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 InformationLinda Ginenthal SmartTrips Program [email protected]
www.portlandoregon.gov/transportation/at