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New TDM Guidance for Canadian Governments

New TDM Guidance for Canadian Governments. Geoff Noxon MSc PEng Noxon Associates Limited Ottawa, Ontario. Gaps in guidance. Need overall guidance for governments Especially municipalities just starting out Help with process (“How?”) Planning and implementation

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New TDM Guidance for Canadian Governments

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  1. New TDM Guidance for Canadian Governments Geoff Noxon MSc PEng Noxon Associates Limited Ottawa, Ontario

  2. Gaps in guidance • Need overall guidance for governments • Especially municipalities just starting out • Help with process (“How?”) • Planning and implementation • Building capacity, collaborating, engaging • Help with measures (“What?”) • Sorting through the “shopping list” • Practicality • Sensitivity to context

  3. New tools for practitioners Transportation Demand Management for Canadian Communities: A Guide to Understanding, Planning and Delivering TDM Programs Transport Canada, 2011 Effective Strategies to Influence Travel Behaviour Transportation Association of Canada, 2012

  4. TDM for Canadian CommunitiesObjectives • Establish a norm for TDM programs • Policies and plans • Integrating TDM across operations • Developing resources and partnerships • Give practical advice to municipalities and practitioners • Range of audiences • Guiding short-term steps toward longer-term vision • Deal with under-emphasized or thorny issues • Be concise, readable and relevant • Strategic perspective on municipal objectives • Help readers apply concepts to own context • Reference other resources

  5. TDM for Canadian CommunitiesAudiences • Less-experienced communities • Small, mid-sized, rural • Decision makers • Elected officials and senior management • Provide leadership, direction and resources • Strategic focus • Varied interests and motivators • Managers • Direct/indirect responsibility • Hiring, budgeting, performance measurement, leadership • Strategic and tactical focus • Have “bigger fires to fight” • Practitioners • Plan and deliver TDM strategies • Tactical focus • May not be experts

  6. TDM for Canadian CommunitiesAdvisors • ACT Canada Board of Directors and leading practitioners • Ralph Bond, BA Group • Wayne Chan, Region of Peel • John Cicuttin, Region of Waterloo • Allison Cook, City of London • Don Cook, City of Saskatoon • Claude d’Anjou, Mobiligo • Jerry Dombowsky, City of Kelowna • Frankie Kirby & JoAnn Woodhall, TransLink • Ryan Lanyon, Metrolinx • Sharon Lewinson, ACT Canada • Roxane MacInnis, MRC • Lorenzo Mele, City of Mississauga (ex-Town of Markham) • Ron Schafer, City of Calgary

  7. TDM for Canadian CommunitiesUnderstanding TDM • The basics of TDM • Communities and sustainable transportation systems • Definition of TDM • Rationale for TDM • Types of TDM measures • TDM in the municipal context • Integrating TDM with other municipal activities • Challenges facing TDM • Keys to success

  8. TDM for Canadian CommunitiesPlanning TDM programs

  9. TDM for Canadian CommunitiesDelivering TDM programs • Building capacity • Executive leadership • Policy support • Staffing • Funding • Working collaboratively • Internal coordination • External partnerships • Alternative service delivery • Engaging audiences • Messaging • Identity and branding • Internet use • Special events • Advertising • Recognition • Reporting on program results • Media relations

  10. TDM for Canadian CommunitiesTDM measures • Modal measures • Active transportation • Public transit • Ridesharing • Carsharing • Telework • Parking • Automobile use • Outreach measures • Individuals and households • Workplaces • Post-secondary institutions • Schools • Other audiences • Leadership measures • Municipal travel plan • Zoning and development approvals

  11. TDM for Canadian CommunitiesHow to get it • French and English guides • www.noxonassociates.com/guide.html (now) • www.tc.gc.ca/urban (soon)

  12. Effective Strategies to Influence Travel BehaviourKey questions Can Canadian agencies and practitioners improve their efforts to influence travel demand by making better use of social marketing principles, tools and techniques? If so, how?

  13. Effective Strategies to Influence Travel BehaviourGoal To help governments and their partners identify appropriate and effective initiatives that will motivate sustainable travel behaviours • Modal shift and efficient driving • Local and regional travel • Link to land use and transportation supply strategies • Practical guidance based on research, market analysis, best practices

  14. Effective Strategies to Influence Travel BehaviourParticipants Project Steering Committee • City of Saskatoon – Don Cook (Chair) • Transport Canada – David MacIsaac • Ministère des Transports du Québec – Alain Rajotte • City of Edmonton – Audra Jones • City of Hamilton – Alan Kirkpatrick • City of Montréal – François Major • City of Toronto – John Mende • Halifax Regional Municipality – David McCusker • Region of Waterloo – Geoffrey Keyworth • Region of York – Angela Gibson • TAC – Katarina Cvetkovic Consultingteam • Geoff Noxon – Noxon Associates Limited, Ottawa • Jay Kassirer – Cullbridge Marketing and Communications, Ottawa • François Lagarde – Social Marketing and Communications Consultant, Montréal

  15. Effective Strategies to Influence Travel BehaviourSocial marketing • The systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals for a social good • Acknowledges perception vs. reality of circumstances around decisions

  16. Effective Strategies to Influence Travel BehaviourSocial marketing • Four types of measures • Incentives and disincentives • Marketing communications • Legislation and enforcement • Behavioural infrastructure • Help individuals perceive a desired behaviour as: • More advantageous • More practical • More popular • More congruent

  17. Effective Strategies to Influence Travel BehaviourThe role of TDM

  18. Effective Strategies to Influence Travel BehaviourContents • Tools to Influence Travel Behaviour • Compendium of 35 TDM tools • Description • How it influences behaviour • Roles and responsibilities • Implementation issues • Strengths and weaknesses • Links to resources and examples • Identifying Effective Strategies • “Lenses” & directions help practitioners identify tools that are most likely to be effective & appropriate in their context

  19. Effective Strategies to Influence Travel BehaviourTDM tools (1 of 4) • Tools to engage and enable individuals • Branding, messaging and positioning • Special events • Individualized marketing • Real-time transit customer information • Real-time driver information • Route maps and trip planning • Centralized travel information • Ridematching • Cycling skills training • Driver education

  20. Effective Strategies to Influence Travel BehaviourTDM tools (2 of 4) • Tools to shift costs • Vehicle ownership pricing • Pay-as-you-drive insurance • Road pricing • Fuel pricing • Parking pricing • Taxation of employer-provided transportation benefits • Transit fare incentives • Vehicle scrappage incentives

  21. Effective Strategies to Influence Travel BehaviourTDM tools (3 of 4) • Tools to enhance the built environment* • Integration of cycling and transit • Wayfinding for walking and cycling • Bicycle parking • Shower, change and locker facilities • Park-and-ride arrangements • Carpool parking arrangements • Carsharing service support * Minor infrastructure linked to other TDM tools

  22. Effective Strategies to Influence Travel BehaviourTDM tools (4 of 4) • Tools to influence commuter travel • Employer engagement • Workplace travel planning support • Employer transit pass • Post-secondary universal transit pass • Emergency ride home • Tools to influence school travel • School engagement • School travel planning support • Road safety services around schools • Tools to influence other travel • Destination travel planning support • Community transportation service partnerships

  23. Effective Strategies to Influence Travel BehaviourTDM tool mini-guides Sample page

  24. Effective Strategies to Influence Travel BehaviourLenses and directions (1 of 3) By organization

  25. Effective Strategies to Influence Travel BehaviourLenses and directions (2 of 3) By organization By community type

  26. Effective Strategies to Influence Travel BehaviourLenses and directions (3 of 3) By organization By community type By community objective

  27. Effective Strategies to Influence Travel BehaviourTools for each lens and direction Sample page • Primary TDM tools • Secondary TDM tools • Complementary measures

  28. Effective Strategies to Influence Travel BehaviourDeliverables • English & French publications by mid-2012 • Watch for them at www.tac-atc.ca • Technical Report (free download) • Social Marketing, Behaviour Change & TDM • Travel Behaviour in Canada • Levels, trends, barriers and motivators • TDM Challenges & Opportunities • By mode, trip purpose, population group, community form • Practical Guide (priced, print or CD-ROM)

  29. Thank you! Geoff Noxon Noxon Associates Limited Ottawa, Ontario geoff@noxonassociates.com www.noxonassociates.com

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