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Session 54 - Neighborhood Smart Trips: How Individualized Marketing Can Work in Your Community
 

Session 54 - Neighborhood Smart Trips: How Individualized Marketing Can Work in Your Community

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Small cities take heart – education and encouragement work for us too! In 2008 Bellingham, Washington (population 75,000) conducted an Individualized Marketing campaign (also known as Travel Smart ...

Small cities take heart – education and encouragement work for us too! In 2008 Bellingham, Washington (population 75,000) conducted an Individualized Marketing campaign (also known as Travel Smart or Smart Trips), targeting one-third of the City’s households. People in the targeted area now make 20% of their trips by walking and 11% by bicycling! These exciting results will be presented by the local program manager and Werner Brög, the developer of Individualized Marketing.

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    Session 54 - Neighborhood Smart Trips: How Individualized Marketing Can Work in Your Community Session 54 - Neighborhood Smart Trips: How Individualized Marketing Can Work in Your Community Presentation Transcript

    • Make a difference anywhere you go Whatcom Smart Trips Pro Walk Pro Bike September 15, 2010
    • What is the fastest way to increase walking and bicycling trips in your community?
    • Pro Walk Pro Bike Strategies • Public awareness campaigns • Bicycle and pedestrian master plans • Walking and cycling infrastructure • Greater density in land use • Safe Routes to School programs • Traffic enforcement
    • Find people who: • Want to walk and bicycle more • Have opportunity to walk and bicycle Give them education and encouragement
    • Make a difference anywhere you go What is Whatcom Smart Trips? Program that encourages and helps people to: – Walk – Bicycle – Share rides – Ride the bus instead of driving alone.
    • Make a difference anywhere you go
    • Make a difference anywhere you go Neighborhood Smart Trips • Educational campaign that takes Smart Trips to the doorstep • Creates a dialogue with people interested in reducing their vehicle trips • Gives personal attention and individualized assistance
    • 2008 Project
    • Make a difference anywhere you go Revenue Sources 2006 2007 2008 2009 4 Yr Totals Revenue City of Bellingham 100,000 100,000 100,000 50,000 350,000 Conoco Phillips 30,000 - - - 30,000 FHWA - STP Enhancement funds 24,041 27,326 25,633 - 77,000 NW Clean Air Agency - 10,000 - - 10,000 Puget Sound Energy 35,000 - - - 35,000 Washington State Legislature 75,000 150,000 650,000 75,000 950,000 Whatcom Council of Governments - - - 120,068 120,068 Whatcom County 20,000 20,000 20,000 - 60,000 Whatcom Transportation Authority - 50,000 - - 50,000 WSDOT CTR Office 80,000 80,000 80,000 74,482 314,482 Total Revenue 364,041 437,326 875,633 319,550 1,996,550 Whatcom Transportation Authority (in-kind) 75,000 75,000 75,000 75,000 300,000 Total revenue available 439,041 512,326 950,633 394,550 2,296,550
    • Make a difference anywhere you go Expenses 2006 2007 2008 2009 4 Yr Totals Expenditures by Program Component Administration - 8,959 6,823 9,407 25,189 Bicycle Education (everybodyBIKE) 53,091 101,076 108,547 71,119 333,833 Commute Trip Reduction 78,971 93,302 70,721 75,600 318,594 Emergency Ride Home (administered by WTA) - 1,900 1,500 1,000 4,400 Incentives 65,787 48,758 60,933 55,823 231,301 Neighborhood Smart Trips 30,000 110,000 525,656 12,503 678,159 Public Awareness Campaign (administered by WTA) 75,000 73,100 73,500 75,000 296,600 School Program 3,615 6,607 7,022 - 17,244 Smart Trips Employer Partners 16,820 45,181 96,683 55,540 214,224 Targeted Outreach - - - 19,801 19,801 Website 59,385 50,156 30,749 34,692 174,982 Total Expenditures 382,669 539,039 982,134 410,485 2,314,327 Cost per County Resident 2.08 2.86 5.14 2.13 Avg = 3.05
    • Make a difference anywhere you go Whatcom Smart Trips 314 E. Champion Street, Bellingham, WA 98225 Phone: 360-756-TRIP (8747) Fax: 360-738-6232 info@whatcomsmarttrips.org Program Coordinators Susan Horst Ellen Barton Smart Trips Program Manager EverybodyBike Program Coordinator Whatcom Council of Governments Whatcom Council of Governments Phone: 360-676-6974 Phone: 360-676-6974 susan@wcog.org ellen@wcog.org Kirsten Wert Maureen McCarthy Smart Trips Employer Program Coordinator Manager of Community Relations and Marketing Whatcom Council of Governments Whatcom Transportation Authority Phone: 360-756-TRIP (8747) Phone: 360-676-6843 kirsten@wcog.org maureenm@ridewta.com