Presentation on theme: "Travel Options Marketing Campaign Changing Travel Behavior, One Trip at a Time Because it matters Summit Meeting - August 22, 2005 Drive Less/Save More."— Presentation transcript:
Travel Options Marketing Campaign Changing Travel Behavior, One Trip at a Time Because it matters Summit Meeting - August 22, 2005 Drive Less/Save More Two–Year Campaign Plan Update Presentation to Lloyd TMA Board of Directors March 2, 2006
2 Mission & Objective Mission: Reduce single-person car trips to minimize the need to increase road and other infrastructure capacity. Objective: Increase use of transportation options, including but not limited to trip chaining, using the bus or MAX, walking, biking and car pooling.
3 Portland Metropolitan Area Objectives Increase awareness to encourage people tothink 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.
4 General 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.
5 Primary 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.
6 Secondary Messages Reducing single-person car trips will minimize Oregons energy consumption. Reducing single-person car trips will decease the nations dependence on foreign oil. Reducing single-person car trips will minimize air pollution.
7 Primary 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
8 Secondary 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).
9 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
10 Primary 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.
11 Message 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)
12 Production 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.
13 Key Creative Messaging Making one less single-person car trip is easy to do. Think and plan. Tagline –Concise –Catchy –Motivational
14Evaluation Awareness and attitude measures Action and participation measures Reach and impact measures
15Conclusion We now are on the road to increased awareness – the first step toward Oregonians behavior changes. For more information contact: Pam Peck, Metro, Regional Travel Options Program (503) 797-1866, firstname.lastname@example.org