TDM Toolbox

Subsector: Trip Reduction Programs (Regional)
Mobility as a Service (MaaS) Software – Education and Communications
VMT Reduction Potential: 2
Cost: 2
ROI: 2
TAM Relevancy: 3
Land Use Content: Urban, Suburban
Trip Type: School, Residential, Commute, Recreation
Scale: Regional, Community
Timing: Short Term (1-3 years)
Implementors-Private: Employers, Software companies such as Love to Ride, Ride Amigos, and others, Transportation Network Companies (TNCs)
Implementors-Public: Municipalities, Regional Agencies, Transit Agencies
Eligibility Status: Feasible, Currently Exist, Implementable/Expandable, Applicable Funding

Description

Mobility as a Service (MaaS) integrates various transportation services into a single platform, allowing users to plan, book, and pay for multimodal trips seamlessly.

Education and communication strategies focus on driving awareness, adoption, and sustained use of MaaS platforms. This measure encompasses targeted outreach campaigns, employer-based commute education, community workshops, and personalized travel training that engage mobility options beyond SOV.

Implementation Details

  • Create multilingual, multichannel educational materials (digital, print, video, social media) explaining MaaS platform features and multimodal options.
  • Use platform analytics to identify low-adoption segments and develop targeted re-engagement strategies.

Mitigation Potential

Mobility as a Service (MaaS) provides users with increased convenience making alternative modes of transportation more attractive and increasing usage of these modes. While there are no specific quantifications methods for this strategy, implementing agencies often conduct surveys to estimate the realized benefits and VMT reduction.

Linked Strategies

Equity Considerations

Use culturally competent messaging and community-driven media. Engage trusted messengers to ensure campaigns resonate with historically marginalized groups. Prioritize outreach in areas with lower active transportation rates.

Funding Sources

Funding for startup depends on the type and breadth of technology deployed, but maintenance is typically minimal compared to startup and consists of subscription fees and staff time. Funding sources include the Solutions for Congested Corridors Program (California Transportation Commission), the Advanced Transportation Technologies and Innovative Mobility Deployment (U.S. Department of Transportation & Federal Highway Administration), and the Surface Transportation Block Grant (STBG) & Congestion Mitigation and Air Quality Programs (Metropolitan Transportation Commission).

Implemented in TAM Area

Current TDM Implementation

Marin does not currently have a comprehensive MaaS platform. In 2023, TAM concluded a pilot of their integrated, on-demand Connect2Transit program, which provided on-demand first/last mile access trips to transit with in-app tracking and payment systems.

TDM Benefit Locations

Various resources and programs exist in Marin that could feed into a future MaaS platform, including the Connect2Transit pilot program, MASCOTS coordinated transit planning efforts, 511 data, and Clipper 2.0.