Atlanta Regional Commission TDM Innovation Study & Pilots
Atlanta, GA
Project Summary
Toole Design is helping the Atlanta Regional Commission (ARC) to advance their industry-leading Transportation Demand Management (TDM) initiative. Working closely with ARC staff, our team is managing the TDM Innovation Study & Pilots program, which aims to foster innovative solutions to improve accessibility for communities often missed by conventional engagement strategies.
Following the completion of a comprehensive Needs Assessment, we are developing and launching three TDM micropilots. The micropilots leverage existing offerings of Georgia Commute Options (GCO), the regional TDM program managed by the ARC, and will test strategies for more equitable and impactful outreach, carpool and vanpool programs, and school-related travel. Keep reading to learn more about all three.
Expertise Applied
Pilot 1: Community Outreach
The first pilot centers on community-based outreach through the launch of a new Transportation Ambassador program. The project team will hire and train residents from Atlanta’s West End to support new multimodal commuters in their community.
These Ambassadors will lead grassroots activities such as tabling at community events; neighborhood transit skill-shares; group bike rides; and education sessions on available travel options, safety, and route planning. These hands-on travel training services will make travel options more approachable for other community members.
Pilot 2: Employer-Branded Incentives
Behavioral science and persuasion research consistently show that individuals are more likely to take action when influenced by people they recognize and trust, especially authority figures. Applying this principle, this pilot will explore whether employer-branded commuter incentives and marketing materials lead to higher engagement than standard GCO branding alone.
Toole Design will collaborate with two employers to test this theory by developing customized commuter campaigns. Each campaign will feature employer-branded marketing, outreach, incentives, and tailored updates to the MyGCO app, all designed to reflect that workplace’s culture and identity.
Pilot 3: Suburban and Rural School Travel
The third pilot aims to promote sustainable commuting options to school through the Georgia Commute Schools (GCS) program. This pilot’s primary focus is on encouraging students and families to try active modes of travel, such as walking and biking.
This effort will include implementing the GCS Bike Bus program in two rural communities. The pilot team will provide on-site planning and engagement support to help schools launch and sustain group bike commutes.
These pilot programs are scheduled to run from mid-2025 through early 2026. Each is expected to provide valuable insights into how targeted TDM interventions can better engage low-income households, individuals with disabilities, and communities with limited public transit access. The findings will help shape future investments and policy, positioning Metro Atlanta as a leader in innovative mobility at both the regional and national levels.
