Individualized Marketing Program ACT Canada Sustainable Mobility Summit 2016 Judy Yack (Region of Peel) & Jeff Garkowski (Lura Consulting)
The Transportation Vision The Region of Peel supports a balanced, integrated, and sustainable transportation system thereby reducing greenhouse gas emissions and improving citizen health through the promotion of a supportive environment.
Mayfield Rd & Highway 50 Commuter Lot THE CONTEXT The Region s first municipally-owned commuter lot
Transit Connections GO Bus Route 38 Service to Union Station via Malton GO Station Direct connection to Humber College Connections to Brampton ZUM Bus Rapid Transit
Mayfield Road / Highway 50 Carpool Lot THE PROBLEM
Short-Term Lot Monitoring Maximum observed occupancy of 16% of available supply Weekday: maximum of 32 vehicles in lot Weekend: maximum of 7 vehicle in the lot Purpose: 57% for carpool purposes 43% to take GO Transit
Our Objectives Aim to increase the usage of the commuter lot by encouraging more people to meet in this lot to carpool or take GO Transit Aim to double the number of cars parked in this lot to carpool and take GO Transit Use of the Individualized Marketing program to replicate in other underutilized carpool lots in Peel
What is Individualized Marketing? Individualized Marketing Programs are designed to help a specific group of residents or a community through the provision of customized incentives, training, and information or tips on how to change their travel behaviour.
OUR APPROACH
Individualized Marketing Pilot Program Phase 1 Background Research Best practice review Baseline community survey Phase 2 Development of IM Program Develop IM program Develop and focus test programs and materials Phase 3 Implementation of IM Program Communication and awareness building Outreach and engagement Ongoing motivation and encouragement Phase 4 Evaluation and Analysis Post program analysis Ongoing monitoring program Broader implementation strategy
Best Practice Review King County (Washington) In Motion Central Okanagan (British Columbia) smarttrips Edmonton (Alberta) Local Motion Durham Region (Ontario) Small Urban & Rural Carpool Convergence Lot Program Arlington County (Virginia) Arlington County Commuter Services Northern Shenandoah Valley Regional Commission (Virginia) RideSmart Denver/Boulder City (Colorado) My Way to Go Regional Transportation Commission of Southern Nevada (Nevada) Club Ride
The Survey Says People that use the lot are satisfied with it People that do not use it, did not know about it (53%) Location does not work for everyone's travel patterns/needs Transit routes do not serve everyone s travel patterns/needs Perceived benefits of an improved commute Communication preferences
Barriers to Overcome Reasons for Not Carpooling Concern about flexibility: 57% Difficult finding carpool partners: 43% Concern about strangers: 21% Vehicle required for work: 17% Reasons for Not Using Transit Access to transit too far/no local transit service Takes too long (travel time and wait times) Does not work for travel patterns Inconvenience Schedule does not work Have a car
Willingness and Motivators Carpooling 71% 16% Taking GO Transit 63% 26% Motivators Within Control Proximity to home/travel route Knowing other carpoolers; having carpoolers to meet Financial (incentive and knowing the cost saving) Motivators Outside of Control Lot proximity to home Lot proximity to travel route Transit hub more connecting routes; more feeder routes
Key Directions from the Research Focus on neighbourhood scale initiatives Focus on awareness of lot and travel options Address myths and concerns Help connect carpoolers to each other Articulate cost and time savings Demonstrate travel options that work for peoples travel needs Start with small steps
Mayfield Road / Highway 50 Carpool Lot THE PROGRAM
Three Main Objectives Raise Awareness of Lot Meet At Engage with Residents Ongoing Engagement & Motivation
The Identity
IM From a Transportation Perspective Designed to help a specific group of residents by providing customized incentives, training, and information or tips on how to change and sustain their travel behaviour. Market segmentation based on travel patterns and willingness to use sustainable modes of transportation Direct and personalized communication and interaction with individuals based on their characteristics Focused on individualized travel planning
User Groups The Process STEP 1: RAISING AWARENESS OF THE LOT STEP 2: SEGMENTING THE AUDIENCE STEP 3: MOTIVATING AND INFORMATING Communication Outreach and Engagement Current Users Interested in Using the Lot Individual Communication User Group-Specific Initiatives Individualized Travel Plans Social Marketing Tools Not Interested Measurement and Evaluation
Communicating with Residents Objective: Increase awareness of the lot and opportunities to participate in the program Dedicate program webpage Social media Established communication channels Road signs Video advertising
Engaging with Residents Three approaches: Go to where people are Create a captive audience Online reach Engaging with residents in fun and unique ways Tailoring information and education to specific needs of residents
Pop-Up Engagement Activities Community Centres Famers Market Local Grocery Stores Local Organizations Rotary Ribfest Bolton Fall Fair
Carwash at Mayfield 50
Movie at Mayfield 50
Segmenting the Audience Current Lot Users Recognize and positively reinforce their activities Assist to use more frequently/show other options Establish as champions Sign up to program TOOLS Personalized Interactions Reward Travel Mug Individual Travel Planning Pledge (verbal and written) Decal Interested in Using the Lot Show how they can use the lot Seek commitment Sign up to program to receive information Program materials and resources TOOLS Personalized Interactions Prompt Decal, Mug Individual Travel Planning Pledge (verbal and written) Not Interested in Using the Lot No further interaction Encourage to think about in the future
Tools One-on-One Education Commitments Travel Plans Social Norms
Next Steps for Mayfield 50 Pilot Program Follow-up lot counts Review of GO Transit data Evaluation survey amongst program participants More Broadly Exploration of implementing IM approach more broadly based on lessons learned Overarching social marketing approach for sustainable transportation
QUESTIONS?
More Information Project Contact Information Website: www.peelregion.ca/pw/transportation/planningresidents/carpool.htm Facebook: www.facebook.com/meetatmayfield50 Twitter: #Mayfield50 Region of Peel Project Manager Judy Yack 905-791-7800 ext. 4553 judy.yack@peelregion.ca Lura Consulting Jeff Garkowski 416-644-1801 jgarkowski@lura.ca