Go Edgewater is an 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 single-occupancy car trips. The five-year program has now reached five neighborhoods including Bronzeville, Pilsen, Edgewater, Albany Park, and Garfield Park residents with direct mail, print resources, community outreach, and events. 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.
Edgewater and Albany Park were selected as the third and fourth neighborhoods of a larger Transportation Demand Management program, piggybacking off Go Bronzeville and Go Pilsen in 2013 and 2014, respectively. Using an “individualized marketing” methodology, all households in the target neighborhoods were contacted with personalized information, support, and incentives provided to households receptive to changing their travel behaviors. Households signed up to receive “Go Kits” (customized travel information packets) and joined in guided walks and bike rides that built community connections and showcase the best each neighborhood has to offer.
Go Edgewater tailored its outreach initiatives to Edgewater’s personality and needs and collaborated with local partners and businesses to help encourage Edgewater residents to bike, walk, and take transit.
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. The project scope specifies that each neighborhood program will have a duration of four months, in which time the team will participate in local walks and bike rides, organize events, and deliver collateral and incentive items. Due to the projects’ successes and value within the community, both the Go Bronzeville and Go Pilsen have transitioned into self-led, community organizations independent from CDOT.
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Bike Parade photo by Samuel Auger Photo