Way 2 Go: How Smarter Car Drivers Can Lead to Fuller Buses~or~Changing Transportation Habits Through Community-Based Social Marketing
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Way 2 Go: How Smarter Car Drivers Can Lead to Fuller Buses~or~Changing Transportation Habits Through Community-Based Social Marketing

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Chrisophia Somerfeldt...

Chrisophia Somerfeldt
Way2Go Transportation Community Educator
Cornell Cooperative Extension, Tompkins County

How Smarter Car Drivers Can Lead to Fuller Buses ~ or ~ Changing Transportation Habits Through Community-Based Social Marketing

Transportation alternatives to the 'single occupancy vehicle' make eminent sense ~ but how do we help ordinary people change ingrained transportation habits? A veteran community educator offers some answers, some questions, and an overview of 'Way2Go,' a new "one-stop shopping" community education program designed to promote transportation sustainability and equity.

Consider the role of all-mode transportation education. Explore the vital connection between public transportation, walking, bicycling, ridesharing, carsharing and more. Learn about Community-Based Social Marketing, and how it goes beyond traditional marketing in changing transportation behavoir. Lastly ~ can teaching people with cars how to save on gas, (for example,) really lead to more bus riders? We think so. See Why.

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  • 1. New York State Public Transit Authority Sustainability and Innovation Spring Conference Can Smart Car Driving Can Lead to Fuller Buses? OR: Changing Transportation Consumer Choices Through Community- Based Social Marking
  • 2. An integrated information hub:  Helps people compare and combine transportation strategies.  Can also serve businesses, employers, and transportation providers/planners.  Facilitates greater collaboration among transportation providers and advocates.
  • 3. Car  Bus Walk Bicycle Rideshare Carshare Car rental Taxi
  • 4. Transportation alternatives to the ‘car culture’ are mutually interdependent.
  • 5. Way2Go is here to help bring about transportation systems, services and citizen choices that foster equity, sustainability and a high quality of life for people that live and/or work in Tompkins County.
  • 6. Way2Go  Information hub: 1-stop shopping of what, how & why of transportation.  Feedback loop: among transportation providers, users and advocates.  Social marketing: Help people choose more active and sustainable transportation.
  • 7. Designing our plane by flying it:  Workshops on ‘getting around’.  Reaching information gatekeepers.  Getting around for le$$.  Visibility and bite-size info.  Join the ‘Whole Community.’  “If only...”
  • 8. Community-Based Social Marketing A practical approach that focuses on identifying and removing barriers to change, while encouraging desired behaviors through direct contact among community members.
  • 9. A growing body of research shows that community- based social marketing (CBSM) is highly effective… and has been successfully used to encourage people to adopt active and sustainable transportation habits. - Article by Transport Canada
  • 10. CBSM in practice: 1) Specify desired behavior change. 2) Identify barriers. 3) Gather community input. 4) Run small, diverse experiments. 5) Make continuous adjustments.
  • 11. Making it stick:  ‘I will’ and getting reminders.  Peer influence.  It’s making a difference.
  • 12. “Community-based social marketing has been shown to be much more effective in promoting active and sustainable transportation than mass marketing.” Mass Marketing  CBSM 1 type of exposure  Many exposures 1 size fits all  Place- and group-specific info 1 source of info  Foster in-group experts 1 way flow of info  Ongoing dialog
  • 13. Schools Project ~ collaborating towards equity.
  • 14. Employer/employee pilots.
  • 15. Joining with Community Centers and Events.
  • 16. Can smarter car driving lead to fuller buses?
  • 17. YES.