travel options marketing campaign changing travel behavior, one trip at a time because it matters...
TRANSCRIPT
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
22
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.
33
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.
44
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.
55
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.
66
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.
77
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
88
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).
99
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
1010
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.
1111
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)
1212
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.
1313
Key Creative Messaging Key Creative Messaging
• Making one less single-person car trip is easy to do. Think and plan.
• Tagline– Concise
– Catchy
– Motivational
1414
EvaluationEvaluation
• Awareness and attitude measures• Action and participation measures• Reach and impact measures
1515
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, [email protected](503) 797-1866, [email protected]