1. Active Transportation in Action Individualized Marketing

2. SmartTrips Overview Specific Goals and Objectives Strategies: Behavior Change Approach & Tools Utilized Results and Evaluation

3. WHY? Reduce VMT & Drive-Alone Trips Maximize Use of the Active Transportation and Driving Infrastructure Increase Understanding & Awareness Increase Environmentally-Friendly Mode Use

4. New Movers/Employees/Parents and Students SmartTrips Experience Facilitate Access and Understanding HOW? / WHO? WHY?

5. HOW?/ WHO? WHAT? Behavior Change Strategies 1.Overcoming Barriers 2.Incentives & Intervention 3. Customized & Personal Communication 4. Prompt & Commitment Strategies 5. Reinforcement & Encouragement

6. Portland By the Numbers City: 603,000 Region: 2.3 million #1 Bike City! Progressive planning and transit policy

7. The SmartTrips “Recipe”

8. Main Objectives 1.Reduce Vehicle Miles Traveled 2.Reduce drive-alone trips 3.Increase awareness and use of environmentally-friendly modes 4.Engage 12% of target audience to participate 5.Demonstrate a shift in primary work and neighborhood mode choice 6.Engage all residents five times, participants ten times 12%

9. Habitual Behavior 101

10. Audience Barriers Lack of Information Lack of Awareness System Intimidation Socio- economic Stigma?

11. Delivering the Program Individualized Marketing Reinforcement and Encouragement Customized and Personal Communications

12. Reaching New Movers Materials Order Processing & Fulfillment Delivery Individualized Marketing

13. Reaching Our Audience Initial postcard Paper order form Reminder postcard

14. Say…What’s In the Bag? Walk & Bike Maps Walking Biking Transit Safe Routes to School Carpool & Car Share

15. Order Processing & Fulfillment Data Entry Mapping Production Center Collate Materials Bike Delivery

16. Customized and Personal Communications Phone Calls Transit Emails Targeted Messaging

17. Reinforcement and Encouragement

18. Measurement Tools Metrics Data Entry Incentivized Participation $ $ $ Measuring Success

19. How easy/difficult is it to meet your transportation needs by using AT options? TargetControl % change Difference Very Easy -6%-14% 8% Somewhat Easy 15%-3% 18% Neutral -10%-14% 4% Somewhat Difficult -4%45% -50% Very Difficult 9%22% -13% Very Easy and Somewhat Easy Combined 2%-10% 12%

20. What They Had to Say “Thanks for offering this!! You make getting oriented with my new home fun and accessible.” – Jennifer Rooks “Thank you for the fantastic welcome kit! This is my first time living in Portland and I feel very welcome! I'm happy to be taking advantage of all of these smart transportation resources so I can encourage others around me to take advantage of biking, bus and walking opportunities.” - Nyssa Walsh

21. Contact Information Linda Ginenthal SmartTrips Program Manager linda.ginenthal@portlandoregon.gov linda.ginenthal@portlandoregon.gov www.portlandoregon.gov/transportation/at