TDM Toolbox

Mitigation Calculator

Subsector: Trip Reduction Programs
Marketing Campaigns and Educational Events
VMT Reduction Potential: 2
Cost: 2
ROI: 2
StanCOG Relevancy: 5
Land Use Content: Urban, Suburban, Rural
Trip Type: School, Residential, Commute, Recreation
Scale: Regional
Timing: Short Term (1-3 years)
Implementors-Private: Educational Institutions, Property Managers, Transportation Management Associations (TMAs)/Transportation Management Organizations (TMOs)
Implementors-Public: Municipalities, Regional Agencies, School Districts, Transit Agencies
References: California Air Pollution Control Officers Association (2024), StanCOG 2026 RTP/SCS, StanCOG StanisCruise Program, StanCOG Bicyclist and Pedestrian Safety and Education Campaign, California Active Transportation Program

Description

These programs raise awareness of multimodal mobility options and encourage behavior change through marketing campaigns, gamification (competitions), and educational events, aiming to promote mode shift. Activities such as “Bike Month,” employer-to-employer competitions, and “Clean Air Day(s)” promote awareness and participation in alternative modes of transportation. Messaging during these campaigns often relates to making sustainable and healthy choices and can also include communications relating to safety.

Implementation Details

  • Develop a StanCOG-branded regional TDM marketing campaign that promotes StanisCruise, transit, carpooling, vanpooling, walking, bicycling, and telework.
  • Coordinate annual outreach around Bike Month, Clean Air Day, Walk and Roll to School events, and other regional transportation campaigns.
  • Develop regionally branded multilingual education materials, including transit information, ride-matching resources, safety materials, and QR codes linking residents to StanisCruise and StanRTA services.
  • Partner with employers, schools, colleges, property managers, chambers of commerce, and community-based organizations to distribute TDM information through established community networks.
  • Use social media, libraries, community centers, schools, transit facilities, and community events to reach residents who may not otherwise encounter regional transportation information.
  • Develop employer-to-employer or community transportation challenges that reward increases in carpooling, transit, bicycling, walking, and telework.
  • Coordinate educational campaigns with StanCOG’s existing bicycle and pedestrian safety efforts and local active transportation programs.
  • Track campaign participation, website activity, program enrollment, event attendance, and reported mode changes to evaluate effectiveness.

Mitigation Potential

Increasing awareness of transportation alternatives and providing trip-planning resources can encourage greater use of transit, ridesharing, bicycling, walking, and telework. Educational campaigns are most effective when paired with incentives, supportive infrastructure, and transportation services that make mode shift practical for users.

For more details, see CAPCOA, T-7. Implement Commute Trip Reduction Marketing, pg. 89-91 for VMT reduction quantification.

Linked Strategies

Equity Considerations

Use culturally competent messaging and community-driven media. Engage trusted messengers to ensure campaigns resonate with historically marginalized groups. Prioritize outreach in areas with lower active transportation rates.

Funding Sources

Marketing and education programs require staff resources and ongoing funding but are generally less costly than capital improvements. StanCOG can use regional transportation funding to support TDM outreach, including CMAQ funding where eligible. StanCOG has already programmed CMAQ funding for the StanisCruise TDM program and StanRTA TDM rideshare activities. Other potential sources include State Transportation Planning grants, Active Transportation Program funding for eligible education and encouragement components, local agency transportation funds, transit agency resources, and partnerships with employers, schools, and community-based organizations.

Examples/Case Studies

StanCOG Bicyclist and Pedestrian Safety and Education Campaign – Stanislaus County

StanCOG implemented a countywide bicyclist and pedestrian safety and education campaign that included community outreach, bicycle education, helmet distribution, and Safe Routes to School activities. The campaign provides a direct local example of using education, events, and partnerships to influence transportation behavior and improve awareness of active transportation.

StanisCruise Regional TDM Program – Stanislaus County

StanCOG launched StanisCruise in January 2023 as the county’s regional TDM program. The program provides trip-planning and rideshare resources and promotes vanpooling, carpooling, transit, active transportation, and telework. StanisCruise provides an existing platform through which regional marketing campaigns can direct residents toward specific transportation alternatives rather than simply providing general transportation messaging.