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Regional Travel Options Program

“Creating an environment for change” Pam Peck, Metro 2008 AirNow Conference presentation. Regional Travel Options Program. Goals Reduce drive-alone trips

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Regional Travel Options Program

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  1. “Creating an environment for change” Pam Peck, Metro 2008 AirNow Conference presentation

  2. Regional Travel Options Program Goals • Reduce drive-alone trips • Increase use of travel options • Reduce pollution • Maximize transportation investments • Manage congestion www.metro-region.org Gresham Regional Center TMA Troutdale Area TMA

  3. Drive Less. Save More. Oregon Legislature seeks to change personal travel behavior with a marketing campaign that encourages people to: Think before they drive Drive wisely through behaviors like trip chaining Increase use of travel options: transit, ridesharing, cycling, walking, telecommuting Nearly everyone can be part of the solution 3

  4. Creating an environment for change

  5. Target audiences • Drivers and consuming adults • Residents most likely to trip chain (suburban, ages 25 to 54, married, $100,000 plus income) • Residents most likely to reduce single-person car trips (urban, ages 25 to 54, married, income less than $75,000) • People already using travel options (strengthen their commitment)

  6. 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 car trips a week will save money. • Reducing several single-person car trips gives more time off the congested road to do other things.

  7. General strategies • Use mass media as umbrella over targeted outreach and earned media • Emphasize car-related outreach • “Bundle” communication channels • Leverage partners’ ongoing activities and resources • “Brand” related materials used by all campaign partners

  8. High reach and frequency means people have heard and seen messages

  9. Earned media adds considerable credibility

  10. Family Challenge The Guillan Family BeavertonSaved 361 miles & $59 The Jordan Family Oregon City Saved 538 miles & $91 in one week! The Price FamilyWest LinnSaved 160 miles & $27

  11. Family Challenge

  12. Events generate interaction and commitment 216 events 13,000 contacts

  13. Commitments 4,560 pledges

  14. Web site is a one-stop resource Home page Driving Cost Calculator page

  15. Private and public sector involvement increases visibility Secured 35 private and 30 public partners. Partners increase visibility and capacity. Extend campaign reach to their networks. 15

  16. Evaluation • Awareness and attitudes • Action and participation • Reach and impact

  17. Results:  awareness and action • 43% recall campaign messages • 27% recall campaign specifically • 18% sought information • 14% say they reduced SOV trips as a result of what they saw, read or heard

  18. Visit: www.DriveLessSaveMore.com Contact: Pam Peck, Metro, peckp@metro.dst.or.us, 503.797.1866

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