Speakers
Stephanie Frans
Bonnie Chiffelle
Karen Bridges
As TDM professionals, we are expected to deliver campaigns that are not only creative and visible, but measurable, equitable, and responsive to real-world constraints. This session shares a practical, data-driven approach to building and improving TDM marketing campaigns using Seattle DOT’s “Flip Your Trip” as a case study. Participants will learn how performance metrics, audience research, and equity-centered messaging can inform smarter decisions about campaign channels, creative formats, and multilingual outreach.
Attendees will walk through a “campaign learning loop” (Learn > Apply>Plan> Execute>Measure) that demonstrates how to turn data into action. The session will examine which tactics drove engagement, how census data can inform campaign tactics and spending, and how research-backed personas and a stakeholder “impact vs. influence” framework help avoid a one-size-fits-all approaches -- especially for underserved audiences.
The session also addresses brand and accessibility considerations that can significantly affect campaign performance, including the importance of accessible resources, multilingual-friendly typography, and clear tone guidance for different audiences and contexts.
By the end of this session, participants will be able to implement the campaign learning loop:
Learn – identify topics to address in TDM campaigns and understand how to leverage data from previous campaigns, audience insights, evaluation findings or civic analytics research
Apply – use data to inform strategic decisions, such as tactics, audience strategies, and messaging
Plan - build a campaign plan that balances long-term goals and near-term opportunities
Execute – run a campaign with coordinating tactics across media, outreach, and incentives
Measure – close the loop and begin the cycle again by using performance metrics to optimize the campaign as it runs and evaluate its overall effectiveness
