Publication Date

Summer 2004

Degree Type

Master's Project

Degree Name

Master of Urban Planning (MUP)

Department

Urban and Regional Planning

First Advisor

Dayana Salazar

Abstract

People are increasingly reliant on their cars for mobility and they are traveling more than ever in frequency and distance. This trend is alarming local governments who not only recognize the negative impacts of automobile use on health and the environment, but also realize that continual construction of roads alone does not provide a long-term solution to roadway congestion. Reducing motorized vehicle use without compromising residents’ mobility has become one of the major objectives of many local government agencies around the world.

Governments have many tools at their disposal to discourage automobile use. They can modify land use policies to encourage smart growth development that result in neighborhoods that foster walking and biking. They can also impose disincentives to driving, such as implementing road pricing policies or increasing gas taxes. In recent years, local governments have turned to “soft” measures to raise travel awareness among their constituents. This paper examines one such “soft” measure, a transportation demand management (TDM) marketing technique called Individualized Marketing (IndiMark®), which has proven successful in encouraging alternative modes of transport across Europe, Australia, and in the United States’ first pilot study in Oregon. This report examines the success of IndiMark, evaluates its appropriateness for use in Santa Clara County, California, and provides recommendations on how it can be implemented locally.

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