04 CPRG Presentation — original pdf

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CPRG Audience Research Study Urban Transportation Commission | September 2, 2025 The City of Austin received financial support from the EPA under an Assistance Agreement 8/29/2025 Today's Discussion 1 2 3 4 5 6 7 8 9 What is CPRG? Other Regional Investments Program Timeline Marketing Study Audience Research Study Audience Research Schedule Survey Content Audience Research Findings Next Steps 03 06 07 08 09 10 12 14 15 Climate Pollution Reduction Grant 2 8/29/2025 Program Purpose What is CPRG? • EPA administers the CPRG program to develop and implement plans for reducing greenhouse gases including carbon emissions. Climate Pollution Reduction Grant (CPRG) Fund Categories • $250M awarded by federal govt for planning grants nation-wide o August 2023 – City of Austin’s Office of Climate Action and Resilience received $1M to develop a priority Climate Action Plan. • $4.6B awarded by federal govt for implementation grants nation-wide o July 2024 – City of Austin’s Transportation and Public Works Dept received a $47.8 million dollar implementation grant for MOVING Central Texas. Climate Pollution Reduction Grant 3 CPRG Official Partners The City of Austin received financial support from the EPA under an Assistance Agreement CPRG | MOVING Central Texas Vision Keep Central Texas Moving While Delivering a PREMIERE Multi-Model Transportation Network Leveraging this Moment to Create a NEW Sustainable Ridership Group to Support the Health and Wellbeing of Central Texas Climate Pollution Reduction Grant 5 Aligning CPRG with $20B+ Regional Construction Projects Through the short-term challenges, our goal is to deliver mobility and safety solutions NOW that will set the foundation for FUTURE interagency coordination. Tools implemented by CPRG, can be used after construction is completed, maximizing the return on investment and providing long-term benefits for the region. In the end, our COMMUNITY will have a safer, seamlessly accessible, multimodal transportation network to meet our mobility needs for GENERATIONS to come. US 290 W Climate Pollution Reduction Grant 6 8/29/2025 I I S N G E B D O R E P T N A R G CPRG | Program Timeline The grant has until December 31, 2029 (5 years) to complete the goals Jan 2025 April 2025 July 2025 Oct 2025 Jan 2026 July 2026 2027 2028 2029 G R A N T P E R O D E N D S I PLANNING CONTINUED ITERATIVE PLANNING STRATEGY DEVELOPMENT IMPLEMENTATION PREPARATION IMPLEMENTATION INSTALLATION ANNUAL SERVICE ADJUSTMENTS COALITION PARTNER COLLABORATION AND COORDINATION Coalition Partners Kick Off WE ARE HERE! Climate Pollution Reduction Grant 7 7 Marketing Strategy Audience Research Marketing Materials Plan + Action Mobility Hubs Bike/Ped counter expansion Air Quality monitor expansion • Audience Research • Audience Research contractor (Raftelis) kicked off in late July 2025. • Deliverable will inform the creative marketing materials and implementation plan. • Creative Services/Design • Request For Proposal (RFP) closes on September 9th. • Firm planned to be on board by January 2026. • Firm will lead program-wide marketing materials and plan development. • TPW PIO in coordination with CPRG Team are sponsors for both efforts. Climate Pollution Reduction Grant 8 Audience Research Study What is the study and why are we conducting it? TDM platform Mobility Hubs Bike/Ped counter expansion Marketing + Education Air Quality monitor expansion Direct Incentives​ • To learn more about how people in the City of Austin and surrounding counties use transportation in their daily lives. • To better understand what makes Austinites/Central Texans decide to use or not use transportation options that are available. • The findings from this research will inform the development of a future marketing and outreach campaign and help the City foster a cultural shift toward more sustainable travel behaviors. Climate Pollution Reduction Grant 9 ​ Audience Research Schedule Sept – Mid- Nov • Marketing (Sept 1 to October 5th) • Survey • Community engagement and data collection across the 5-County MSA • Kickoff • Research review • Survey and materials development July - Aug February • Data analysis • Report development • Deliver final report Mid-Nov – Mid-Jan Climate Pollution Reduction Grant Target Audience Examples TDM platform Mobility Hubs Bike/Ped counter expansion Marketing + Education Air Quality monitor expansion Direct Incentives​ Group 1 Underserved/marginalized populations Lower-income commuters Aging populations Non-English-speaking commuters Regional commuters Group 2 Young professionals Gig-workers Commuters from outside City limits Group 3 Tourists Recreationalists Students Community groups Climate Pollution Reduction Grant 11 ​ Examples of Questions To Be Asked COMMUNITY VALUES CURRENT COMMUTE Why do you live in this area? Describe connectivity in the City? What does a future Austin look like to you (10-20 years forward?) What factors should Austin consider as it plans roads and transportation options for the future? Do you think the City responsibly plans for the future? How so? What is your commute like today? Where are you coming from/going to? What modes of transportation do you use? What’s good about your commute? What’s not good about your commute? Climate Pollution Reduction Grant COMMUNITY PREFERENCES What social media platforms do you participate on? What sorts of people and companies do you follow on social media? Do you follow the City? Why or why not? What news media do you pay attention to? Survey on Speak Up Austin speakupaustin.org Climate Pollution Reduction Grant Audience Research Findings Support CPRG Goals • The findings from the Audience Research scope will help to: • Understand the reasons why many Austinites continue to rely on single occupancy vehicles (SOV) travel for their commutes. • Identify the barriers that prevent residents from choosing alternative modes of transportation. • Explore the types of messages, narratives, and advertising techniques that are most likely to influence commuting behavior and encourage mode shift. • Gather feedback on a series of creative concepts to assess their potential impact on behavior change. • Ultimately, this work will support successful implementation of the CPRG Program by contributing to measurable reductions in SOV trips, vehicle miles traveled, and greenhouse gas emissions. Climate Pollution Reduction Grant Next Steps for UTC and the CPRG Team Your input matters! Your opinions, perceptions, and daily transportation decisions directly help the City understand how it can improve the transportation options available. Share the word about upcoming community engagement Engage elected officials at events in their districts Agency collaboration continues leading up to implementation in 2026 Climate Pollution Reduction Grant 15 8/29/2025 Thank You Climate Pollution Reduction Grant 16