individualized marketing (im) dialogue based community-based social marketing ( approach customized...
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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.
2012 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 ConferenceNovember 5, 2011
Presented By: Peter Paz, UrbanTrans and; Peter Topalovic, City of Hamiltonpazp@urbantrans.capeter.topalovic@hamilton.ca
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 8
2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011
InstitutionalLands & new transit hub
Low densityResidential Suburban
Some mixed use and higher densityCar dependent
Neighborhoods & road congestion
Niagara EscarpmentLands
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 routesTerminate downtown
Higher densityMixed use
Grid pattern, transitfriendly
Mixed useLow density
Niagara EscarpmentLands
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 signinstallation
The epicentreof the problemMost of the flow at the intersection
goes towards the highway
Traffic from the upper “mountain” is puttingcongestion pressure on the lower mountain neighborhoods
The Problem – Traffic Patterns
The epicentreof 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.
2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011
The IM Process
2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011
1. Survey2. Segmentation
1. Order Form2. Delivery3. 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
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.
2012 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 Reach Us
@petertopo@pazpeter
2012 Sustainable Mobility Summit – Hamilton, Ontario | November 7, 2011
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