Go Bronzeville is a new individualized marketing program aimed at helping Chicago residents walk, bike, ride, and share cars more often.
The Chicago Individualized Marketing Program is a Transportation Demand Management Program aimed at helping Chicago residents walk, bike, ride, and share cars more often while reducing the number of single-occupancy car trips. The project’s strength comes from the relationships built with local residents and neighborhood groups. Locally-hired project Ambassadors help foster these connections through working with Active Transportation Alliance, a local walking, biking, and public transit advocacy group and project subconsultant. Bronzeville was selected as the first neighborhood of a larger Transportation Demand Management program. The five-year program has reached five neighborhoods including Bronzeville, Pilsen, Edgewater, Albany Park, and Garfield Park residents with direct mail, print resources, community outreach, and events.
Using an “individualized marketing” methodology, all households in the target neighborhoods will be contacted with personalized information, support, and incentives provided to households receptive to changing their travel behaviors. Households can sign up to receive “Go Kits” (customized travel information packets) and join in guided walks and bike rides that build community connections and showcase the best each neighborhood has to offer.
In the first year of the program, Bronzeville was selected as the first target area. 7,500 households were invited to receive Go Kits (customized travel information packets) and join guided walks and bike rides that build community connections and showcase the best Bronzeville has to offer. Creative outreach strategies ranged from pastor-led church walks to e-bike trials for seniors, and everything in between – pop-up bike shops, an African-American Women’s Health Walk, a “Divvy and Dogs” event to try bikesharing and eat free hot dogs, and working with the Promise Keepers (a local youth group) to engage their parents and peers. Alta managed a full branding process and developed nearly 20 individual print and incentive items, including postcards, newsletters, event calendars, and t-shirts. Alta further developed and implemented an easy-to-use website and a custom order form database that enabled quick Go Kit fulfillment. At the close of the first year, over 10% of households participated, and the program was so popular that local leaders successfully petitioned the City of Chicago to transfer ownership of the program so that it could continue.
Alta created an overall project brand that is annually refreshed with locally specific icons and a new color scheme for each of five target neighborhoods. Custom-designed collateral material has included postcards, order forms, newsletters, posters, handbills, tote bags, bag tags, magnets, calendars, and incentive items. Alta further developed and implemented an easy-to-use website and a custom order form/database that enabled quick Go Kit fulfillment. Due to the projects’ successes and value within the community, both programs to-date have transitioned into self-led, community organizations independent from CDOT.
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