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SmartTrips : A Smarter Way to Less Driving

SmartTrips : A Smarter Way to Less Driving. Linda Ginenthal | Jessica Roberts China Institute of Comprehensive Transportation and US Federal Highway Administration March 19, 2014. Why SmartTrips for Portland. Reduce congestion and improve air quality

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SmartTrips : A Smarter Way to Less Driving

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  1. SmartTrips: A Smarter Way to Less Driving Linda Ginenthal | Jessica Roberts China Institute of Comprehensive Transportation and US Federal Highway Administration March 19, 2014

  2. Why SmartTrips for Portland • Reduce congestion and improve air quality • “Sell” new infrastructure and maximize the use of our roads and facilities • Respond to a growing demand by residents for safe, efficient, comfortable transportation

  3. What is SmartTrips • Behavior change through individualized marketing • Starting a dialogue • Engaging people in their transportation choices • Facilitate healthy, active choices

  4. SmartTrips Program • Started in Portland in 2003 • Responding to lack of funding for infrastructure • Find ways to reach new audiences

  5. Audience Barriers Lack of Awareness System Intimidation Area Differences Lack of Information Socio-economic Stigma?

  6. SmartTrips Program Goals • Reduce drive-alone trips • Increase walking, bicycling, transit, and shared trips/cars • Increase awareness & support of multimodal transportation • Improve health & safety • Support local economy & community

  7. Program Elements Community Outreach Customized Packets Ongoing Communications Visibility & Norming Events

  8. Program Elements Customized Packets

  9. Program Elements Community Outreach

  10. Program Elements Ongoing Communications

  11. Program Elements Events

  12. Program Elements Visibility & Norming

  13. Changing Behavior

  14. Program Principles #1: Opt-in program #2: Major barriers are information & habit #3: Campaign model #4: Focus on the positive #5: Mode neutral

  15. Sample Messaging Timeline

  16. Way to Go! Marin County, CA

  17. South Park – White Center In Motion, King County, WA

  18. Go Bronzeville Chicago, IL

  19. Evaluation

  20. Over the course of the program, we figured out how to get rid of our car altogether. Decrease in Drive-Alone Mode Share from Alta Programs • Doctor’s orders are for me to walk more. The maps along with the additional info will be a big help. Thank you! The program was a great incentive to rethink how I get from point A to point B.

  21. Portland Results

  22. Portland Results

  23. Thank you! Jessica Roberts jessicaroberts@altaplanning.com Linda Ginenthal Linda.Ginenthal@portlandoregon.gov www.PortlandOregon.gov/Transportation

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