ACT 2014 A Personalized Approach to Community Based TDM

1. Travel Encinitas
A Personalized Approach to Community
Based TDM
ACT International Conference
August 2014

2. |
Content
 An introduction to Personal Travel
Planning
 What makes Personal Travel Planning
effective
 Travel Encinitas project approach
 Travel Encinitas project results
Presentation dateTravel Encinitas 2

3. |
What is PTP?
[Personal Travel Planning]
Ι Personal Travel Planning (PTP) seeks
to overcome habitual use of the car,
enabling more journeys to be made
on foot, bike, bus, train or in shared
cars.
Ι This is achieved through the
provision of information, incentives
and motivation directly to
individuals to help them voluntarily
make more informed travel choices.
UK Department for Transport 2007

4. |
Personalised Travel Planning (PTP): what is it?
 It’s a conversation….
 Hello, my name is and I’m here to….
 How do you currently travel about – focus on the car trips?
 What frustrations do you have with your current travel?
 It usually takes place at every door in a target area – or in a workplace – or
by telephone
 The conversation is supported by the delivery of the information and
incentives to facilitate a change
4

5. |
How effective is PTP in reducing car travel?
“Within the UK PTP has been reported to reduce car driver trips by
11% (amongst the targeted population) and reduce distance
travelled by car by 12%.”
DfT (2007) Making PTP Work
“evidence that personal travel planning can reduce car use by a
significant amount is accepted by those who challenge the technique
as well as its supporters”
Cairns et al., 2004
5

6. |
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
 Bespoke resources for the target area

7. |
Ok, so what’s the real reason people don’t change their
behaviour?
Presentation dateTravell Encinitas 7

8. |
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!
 Facilitate movement around the cycle of change
8

9. |
Cycle of Change Pre-Contemplation
Contemplation
Maintenance
Termination
Relapse and
Recycling
Figure 1 – Adapted from Carlo C. DiClemente Addiction and Change 2003
Preparation
Action

10. |
Motivational Interviewing tools
O pen questions
A ffirmation
R eflective Listening
S ummarizing
(Miller & Rollnick, 2002)

11. |
 What is Smarter TravelStyle?
 a geo-demographic profiling and targeting system
 developed in-house by Steer Davies Gleave
 based on the fusion of a commercial geo-demographic system (MOSAIC)
and travel behaviour data
 segments the population according to a combination of travel behaviour
and lifestyle variables
 based at an individual postcode level, allowing a fine geographical
segmentation of the population
Targeting Using Smarter TravelStyle to identify target
locations

12. |
Affluent Professionals
Highest participation
Car users
ABC1 Employed
High income
Married
Young Minded
Younger
Single or co-habiting
Students
Have car
Motorised Lifestyles
ABC1C2
25-44 years old
2+ cars
Short time at address
Urban Challenge
Lowest participation
Single Divorced
18-29 years old
Poor health
No car DE Social grade
Independent Elders
Small household
Married Widowed
60+ years old
1 car Poor health
State Support
All age groups
No car
DE Social grade
Poor health
Family Focus
C1C2D
Large households
Married with children
Middle aged
Traditional Values
Small household
1 car
Married
C2D Social grade
Rural
ABC1C2
Married
45+ years old
2+ cars
Smarter TravelStyle groups

13. | 13
114
72
75
111
63
135
131
110
143
0
20
40
60
80
100
120
140
160
Affluent
professionals
Motorised
Lifestyles
Family Focus Rural Young minded Traditional
values
State support Independent
Elders
Urban challenge
Average
participation
Index of Participation in Smarter Travel Initiatives

14. |
Southampton Smarter TravelStyle profile

15. |
Pilot Project Approach
 SDG funded Research project
 Conducted in partnership with SANDAG
 Piloted recommendations from our North Cast
Corridor TDM Plan
 Targeted 700 households in two ways
 400 by door knocking
 300 with a mailer
 Used our own team of Travel Advisers
 Introductory postcard hand delivered to all
households to be door knocked
Presentation dateTravel Encinitas 15

16. |
Developed limited number of branded materials
Presentation dateTravell Encinitas 16

17. |
Target Area
Presentation dateTravel Encinitas 17

18. |
Outcomes
Outcome
Number 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 - -
Presentation dateTravel Encinitas 18
• 372
households
visited
• 64%
households
were spoken
to (238)
• 29%
participated
(109)

19. |
Follow up Survey: Perception of PTP
Travel Encinitas 19
 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 positive
about walking around my local area
Since the visit I feel more positive
about biking around my local area
Since the visit I feel more positive
about using transit (bus or train)
The conversation made me think
more about my travel options
The conversation with the
Travel Advisor was helpful
Agree Neither Agree nor Disagree Disagree Don't know

20. |
Changes to Weekly Mode Share
Travel Encinitas 20
 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

21. 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.
Questions
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