CSPDC Transit Planner Danielle Gannon recently completed the Social Marketing in Transportation course from the Center for Urban Transportation Research at the University of South Florida. The course was five months long and focused on how to address transportation issues in our communities through social marketing.
Social marketing is a form of marketing that is centered around encouraging behavioral changes that promote positive social action and address societal issues.
In the course, participants chose a transportation issue and priority population that were relevant to their community and then applied formative research techniques to identify both internal and external determinants that influence that group’s behavior. Ms. Gannon focused on understanding the stigmas related to public transit, and helped create a campaign that was centered around promoting safer driving habits in young men.
Gannon will use these tools at the CSPDC in both her role as a transit planner for the BRITE system, as well as in her role as TDM Coordinator for the Commuter Assistance RideShare Program.