Steer was commissioned by Santa Cruz County Regional Transportation Commission (SCCRTC) to implement a transportation behavior change outreach campaign called Cruz511 In Your Neighborhood. Steer provided strategic advice to SCCRTC on the design of their program, messaging and materials, and implemented the door-to-door personal travel planning (PTP) outreach portion of the program.
How we helped
A team of 10 travel advisors knocked on 2,210 doors in Santa Cruz and Watsonville neighborhoods over a 3-week period, holding motivational conversations with residents on how they travel now and what options they have to reduce their number of drive-alone trips. The team also collected feedback on the transportation needs of residents and their perceptions of transportation options.
The program found that households receiving the in-person visit were more likely to participate in the program and request personalized resources than those receiving just a mailer, increasing the number of residents engaged by the program who are likely to try other modes of transportation and incorporate them into their daily lives.
Successes and outcomes
In the follow up survey, 59% of participants responded that they had reduced their driving. Respondents indicated an increase in sustainable mode use post-program participation, particularly with bus usage. Using average trip lengths for the County of Santa Cruz (7.8 miles), it is estimated that the Vehicle Miles Traveled (VMT) reduction as a result of the program is -9,166 miles per week for all participants reached through the program.
Yes, you are in the right place. After 40 years, we have changed our name from Steer Davies Gleave to mark our growing international footprint and our expanding portfolio into sectors beyond transport.
Explore our new website to learn more about Steer: who we are, how we work and what our future holds.
