Let’s Get Personal!Innovations in Individualized Marketing

ACT Canada - Sustainable Mobility & Healthy Communities Summit 2014

Agata Pieniek

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Individualized Marketing

Market Segmentation

Personalized Travel Planning

Digital tools

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What is Individualized Marketing?

Targeted • Market Segmentation

Customized• Personalized

Travel Planning

Incentives • Digital tools

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geo-demographic classification tool

developed in-house

based on the fusion of a commercial geo-demographic system (MOSAIC) and travel behaviour data

Targeting Using Smarter TravelStyle to identify target locations

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Smarter TravelStyle

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Smarter TravelStyle

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Participation

Car u

se re

ducti

on

Traditional values

Urban challenge

Career orientated

State support

Affluent professionals

Suburban families

Independent elders

Metropolitan success

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Southampton Smarter TravelStyle profile

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Personalized Travel Planning (PTP): what is it?

It’s a conversation

Door-to-door approach in residential or employment area

The conversation is supported by the delivery of the information and incentives to facilitate a change

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What makes PTP so effective?

Motivational interviewing Adopted from the health sector

Targeted approach Low hanging fruit, unless social inclusion

objectives

Tailored resources Project identity

Tailored resources for the target area

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What is Motivational Interviewing?

“Motivational interviewing is a person-centred, guiding method of communication to elicit and strengthen motivation for change”

What this means: Led by the target rather than you – the answers come from the

individual, not from you! Not leading or following Facilitate movement around the cycle of change

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Pilot Project – Travel Encinitas

Funded Research project

Conducted in partnership with SANDAG

Piloted recommendations from our North Coast Corridor TDM Plan

Targeted 700 households in two ways 400 by door knocking 300 with a mailer

Used our own team of Travel Advisors

Introductory postcard hand delivered to all households to be door knocked

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Target Area

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Developed limited number of branded materials

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Outcomes

OutcomeNumber of households

% of total households contacted Expected outcomes

Total targeted households 430 113% 105%

Sample loss 58 13% 5%

Total households visited 372 100% 100%

Contacted households 238 64% 65%

Participants 109 29% 33%

Non-participants 129 35% 32%

No contact after 3 attempts 134 36% 30%People contacted at community event 77 - -

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• 372 households visited

• 64% households were spoken to (238)

• 29% participated (109)

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Follow up Survey: Perception of PTP

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86% said the conversation was helpful

68% said it made them think about their travel options

61% said they felt more positive about walking around their local area

61%

48%

45%

68%

86%

18%

27%

36%

16%

2%

9%

14%

7%

5%

11%

11%

11%

11%

11%

0% 20% 40% 60% 80% 100%

Since the visit, I feel more positiveabout walking around my local area

Since the visit I feel more positiveabout biking around my local area

Since the visit I feel more positiveabout using transit (bus or train)

The conversation made me thinkmore about my travel options

The conversation with theTravel Advisor was helpful

Agree Neither Agree nor Disagree Disagree Don't know

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Changes to Weekly Mode Share

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Drive alone weekly mode share fell from 48% of all trips to 38% of all trips

Bike increased from 9% to 14% of all trips

Walk increased from 30% to 36%

30%36%

9%

14%10%

10%

48%38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Before After

Drive alone

Carpool

Vanpool

Bus

Train/ Trolley

Bike

Walk

Other

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Participant Feedback

“It was perfect timing – we had just moved to the area and the Travel Advisor helped us figure out all the different options instead of just jumping in the car”

“I am trying to restrict my personal car use, waiting a day or so to go out…I walk for pleasure and sometimes walk to the library instead of driving, depending on the number of books!”

“A one stop shop, we didn’t have to go to a bunch of places to get the information. Very convenient!”

“The bike map is great- I’m doing a lot more biking now that I have the map.”

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Tools for Change

Gamification is…

Support tool for individual engagement or a standalone challenge

Employs incentives and prizes to both motivate participation and maintain participation

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Takeaways

Consider your target audience Who is likely to change? How are you going to reach them?

Make it personal Find out if they want to change, and WHY! Identify barriers and needs Fill information gaps

Keep the engagement going Incentivize Connect to a community

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DISCLAIMER: This work may only be used within the context and scope of work for which Steer Davies Gleave was commissioned and may not be relied upon in part or whole by any third party or be used for any other purpose. Any person choosing to use any part of this work without the express and written permission of Steer Davies Gleave shall be deemed to confirm their agreement to indemnify Steer Davies Gleave for all loss or damage resulting therefrom.

Thank you!

Agata Pieniek

Agata.Pieniek@sdgworld.net