Pilot an individualized marketing campaign to people receptive to replacing automobile trips with bicycling, walking, transit, and carpooling.

Strategy 6.3.2 Details

Chapter 6Marketing and Health Promotion: Bicycling is a healthy, fun activity and a convenient, inexpensive way to travel. Nonetheless, many people are not receptive to the idea of bicycling, or to bicycling more frequently. Marketing can influence people's attitudes and behaviors, particularly by promoting the health benefits of bicycling. Marketing is also a relatively inexpensive way to encourage bicycling and can help increase the use of existing infrastructure. The five objectives in this chapter identify how to market and promote bicycling.
Objective 3Market bicycling as an alternative to automobile trips to target groups.

Strategy 2

Pilot an individualized marketing campaign to people receptive to replacing automobile trips with bicycling, walking, transit, and carpooling.

This cost-effective social marketing program identifies people receptive to changing the way they travel and then provides them with personalized information about their preferred option(s). Partner with the CTA, Regional Transit Authority (RTA), and other appropriate agencies and groups. Expand and improve campaign based on the results of the pilot.

Peformance MeasurePilot an individualized marketing campaign by 2007.
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