travel options marketing campaign changing travel behavior, one trip at a time because it matters...

Travel Options Marketing CampaignTravel Options Marketing Campaign “Changing Travel Behavior, One Trip at a Time” “Changing Travel Behavior, One Trip at a Time”

Because it matters Because it matters

Summit Meeting - August 22, 2005

Drive Less/Save More Drive Less/Save More

Two–Year Campaign Plan UpdateTwo–Year Campaign Plan Update

Presentation to Lloyd TMA Board of DirectorsPresentation to Lloyd TMA Board of Directors

March 2, 2006March 2, 2006

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Mission & ObjectiveMission & Objective

Mission:Reduce single-person car trips to minimize the need to increase road and other infrastructure capacity.

Objective: Increase use of transportation options, includingbut not limited to trip chaining, using the bus orMAX, walking, biking and car pooling.

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Portland Metropolitan Area ObjectivesPortland Metropolitan Area Objectives

• Increase awareness to encourage people to “think” about reducing single-person car trips.

• Increase trip chaining as initial option with other options as target audiences warrant.

• Create messages and tools that are transferable statewide.

• Monitor and document “what works” to assist with developing ten-year plan.

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General StrategiesGeneral Strategies

• Use mass media as umbrella over targeted social marketing, earned media and outreach efforts.

• Emphasize car-related outreach.• “Bundle” communication channels.• Leverage partners’ ongoing activities and

resources.• “Brand” related materials used by all campaign

partners.• Focus on statewide sponsors.

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Primary MessagesPrimary Messages

• Drive Less. Save More. • Making one less single-person car trip is easy to

do. Think and plan. • As gas prices go up, reducing several single-

person car trips a week will save money.• Reducing several single-person car trips a week

by combining errands gives more time off the congested road to do other things.

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Secondary MessagesSecondary Messages

• Reducing single-person car trips will minimize Oregon’s energy consumption.

• Reducing single-person car trips will decease the nation’s dependence on foreign oil.

• Reducing single-person car trips will minimize air pollution.

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Primary Target AudiencePrimary Target Audience

• Drivers and consuming adults.• Residents most likely to trip chain:

– Car owners– Residents of Washington and Clackamas Counties– Male and female– Ages 25 to 54– Married– $100,000 plus income

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Secondary AudiencesSecondary Audiences

• Residents most likely to reduce single-person car trips:– Car owners

– Male and female

– Ages 25 to 54

– Married

– Income less than $75,000

• People already trip chaining, walking, biking, riding the bus or MAX and car pooling (strengthen their commitment).

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Secondary Audiences, cont.Secondary Audiences, cont.

• Stakeholders and connectors:– Partner agency/organization leadership, staff

and members– Business and community leaders– Large employers– School/community leaders – Elected officials and policy-makers

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Primary Placement of ProductPrimary Placement of Product

Position product (desired behavior of combining errands) near as many places as possible where people may be making decisions resulting in a

reduction in single-person car trips.

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Message Delivery MixMessage Delivery Mix

• Paid media• Earned media• Outreach

– Car-related services– Retail/shopping– Neighborhood and community– Employer/work– Schools & government– Stakeholders

• Web direct/interaction• Direct mail (depends on sponsorships)

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Production and Placement OptionsProduction and Placement Options

• Radio ad(s)• Television ads• Billboards and transit• News releases and other earned media tools• Car decals and stickers• Limited direct mail• Save time and money commitment cards

Note: Some of these options depend on budget and sponsorships.

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Key Creative Messaging Key Creative Messaging

• Making one less single-person car trip is easy to do. Think and plan.

• Tagline– Concise

– Catchy

– Motivational

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EvaluationEvaluation

• Awareness and attitude measures• Action and participation measures• Reach and impact measures

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ConclusionConclusion

• We now are on the road to increased awareness – the first step toward Oregonians’ behavior changes.

For more information contact:For more information contact:

Pam Peck, Metro, Regional Travel Options ProgramPam Peck, Metro, Regional Travel Options Program

(503) 797-1866, pam.peck@oregonmetro.gov(503) 797-1866, pam.peck@oregonmetro.gov