Individualized Marketing (IM) Dialogue based Community-based Social Marketing ( approach Customized...

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 [email protected]@hamilton.ca

Why Individualized Marketing?Depends on who you ask!


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


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


A Tale of Two Wards – WARD 8


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.


The IM Process


1. Survey2. Segmentation

1. Order Form2. Delivery3. Outreach

1. After Survey

Segmentation


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


Phase One


Online Survey


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%


Mode Split

Based on 3268 reported trips


Segmentation


Customized Questions

Car Sharing in Hamilton | October 11, 2011

Car Sharing in Hamilton | October 11, 2011

Phase Two: Information and Motivation


Implementation

To help Hamiltonians to develop the knowledge and skills they need to protect and enhance the environment around them.


Information and Motivation


Information


Kit Response

• 717 Interested and Regular Users received the Order Form

• 320 households requested information– Representing a 45% response rate


Requested Information


Community Maps


Kit Delivery


Next Steps• Community

Engagement(November-March)– Outreach– Customer Service– Electronic Promotions

• Evaluation Phase (April-June)– After Survey– Final Report


Where to Reach Us

@petertopo@pazpeter


Individualized Marketing (IM) Dialogue based Community-based Social Marketing ( approach Customized...

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