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Get Cycling
Events
Programmes
Services
A Community
Interest Company
Bike try-out events in
city centres, parks,
sports centres Events
Loan programmes
Cycle to Work
Disability
Offender progra...
Who is your event
for?
Choice of bikes, staff,
techniques, publicity
must be right for
your target audience
Importance of
...
Our aim:
to offer unforgettable and often
life-changing experiences for
cyclists and non-cyclists, of all
ages and abiliti...
Mega-bikes for mass-
transportation at
events or just fun
machines offering a
captive audience.
Activity Days and
programmes for
Schools. After-school
sessions for parents.
Festivals: one big hit once a year, but more easily commercialised due
to critical mass
Portable pedal-powered
velodrome racing game.
Complex electronics
allow competition, and
encourage verbal
feedback based o...
Pedal-powered scalextric sets
Pedal-powered smoothie makers
Pedal-powered quiz
Pedal-powered virtual racing
Bike doctor
events large
and small.
What’s the
purpose?
Why should
your local
bike shop do
it?
Bike loan programmes and on-line challenges for workplaces
and communities.
Services to Universities
and Colleges
Addressing the differing
needs of students, teaching
and non-teaching staff.
Movemen...
Get Cycling guides for
our local authority
clients, including Welsh
language versions.
Some just digital
Green-Link
Zero-emission contract
delivery and distribution
services. Ours is Green-
Link: there are many
others in certai...
Find allies
Colleagues in other departments
Businesses within your cycle to work programmes
Through schools to parents
Loc...
Publicity.
Draw up a costed marketing plan
Use resources of all your partners. Such as companies
intranetting to all emplo...
Bikes to Work. Familiar but strong
arguments
• Healthier, more alert employees.
Less stress.
• More predictable journeys, ...
To boost cycling
to work
Identify the Barriers
1
• Why are they not all cycling
to work already?
• Safety fears
• Lack of supporting infrastructure...
The individual’s perspective
“I’m worried
about a few
things.”
“What sort of
bike do I need
and what
else?”
“I could
reall...
Find out what they really want and need
 Safety (50%)
 Journey to work too far to cycle
(45%)
 Get wet if it rains (35%...
Lead from the front
2
“If senior
managers
do it, then it must
be cool for me to
do it, too!”
Prepare the Stage
3
Set the scene
Begin the persuasion process
Cycling Guides
Factsheets
Posters
Intranet
Doctor Bike visi...
Find a Champion
4
With the right skills
Make him/her feel valuable
Back your champion up and be seen to do so.
Ideally a m...
Meet real needs with real facilities:
Bike Park
5
Safe, attractive cycle stands, covered, locked bike
park
Avoid the word ...
Meet real needs with real facilities:
Bike Pool6
Bike pool, perhaps including an electric bike.
Tool kit
Controlled by bik...
7Meet real needs with real facilities:
Indoor7
Changing room
Lockers
Shower
Not all may be necessary
Cut car-parking space
8 Cut car-parking
options while making
other ways of getting
to work more
attractive
Few staff will ...
Bike purchase through salary sacrifice
9
Publicise it well
through an
annual event,
inviting
suppliers.
CycleScheme
magazi...
It’s for ALL your employees
10
Not just your office staff,
who will be easiest to
recruit
Other workers may need a
differe...
Incentivise
11
Cash rewards
Time off work
Lunch vouchers
Prizes
Hotel weekend with family
Trips to the velodrome
Cycle Challenges
12
Mass participation through multi-
featured software
Lots of easy measurables
Often same people year af...
BikeBoost Cycle loan programmes
1 3
Up to 40 participants per
month
Recruitment visit
Triage for selection
Training if nec...
Cycle Training
14
Adult cycle training difficult to make stick
Call it coaching instead
Tie it into benefits: lots of good...
Chart achievements
15
Use of prominent charting to
show increase in cycle-miles to
work, C02 saved etc. Shows
communal eff...
Support local charity ride(s)
16
Have a corporate
presence:
good local PR
Take part yourself!
Bikes AT and not just TO work
17 Can offer better
mobility at large-site
workplaces
Carrier cycles for the
on-site movemen...
Greenwheels Sustainable Transport Day
18
Cycling part of a
sustainable transport
continuum
A try-out event with bikes,
ele...
Employers need to be fully aware of the
services available from the local autority.
19
This can be anything from
Personal ...
Persuade an employee to hand over their car
keys for a month in exchange for free bike loan,
travel pass and a £50 voucher...
An image we use in our
schools work to stimulate
discussion
Jim McGurn
Chief Executive
Get Cycling CiC
22, Hospital Fields Road
York
YO10 4DZ
admin@getcycling.org.uk
01904 636812
Mob...
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Jim McGurn, Get Cycling - European Mobility Week 2015 - Twenty Proven Cycling Promotions to Implement in European Mobility Week

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Presentation from the European Mobility Week 2015 full-day training workshop held on 15 April 2015 at Camden Town Hall, organised by Act TravelWise with financial support from the Department for Transport.

Published in: Government & Nonprofit
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Jim McGurn, Get Cycling - European Mobility Week 2015 - Twenty Proven Cycling Promotions to Implement in European Mobility Week

  1. 1. Get Cycling Events Programmes Services A Community Interest Company
  2. 2. Bike try-out events in city centres, parks, sports centres Events Loan programmes Cycle to Work Disability Offender programmes
  3. 3. Who is your event for? Choice of bikes, staff, techniques, publicity must be right for your target audience Importance of engagement on the day
  4. 4. Our aim: to offer unforgettable and often life-changing experiences for cyclists and non-cyclists, of all ages and abilities.
  5. 5. Mega-bikes for mass- transportation at events or just fun machines offering a captive audience.
  6. 6. Activity Days and programmes for Schools. After-school sessions for parents.
  7. 7. Festivals: one big hit once a year, but more easily commercialised due to critical mass
  8. 8. Portable pedal-powered velodrome racing game. Complex electronics allow competition, and encourage verbal feedback based on how the riders are doing.
  9. 9. Pedal-powered scalextric sets Pedal-powered smoothie makers Pedal-powered quiz Pedal-powered virtual racing
  10. 10. Bike doctor events large and small. What’s the purpose? Why should your local bike shop do it?
  11. 11. Bike loan programmes and on-line challenges for workplaces and communities.
  12. 12. Services to Universities and Colleges Addressing the differing needs of students, teaching and non-teaching staff. Movement towards hubs.
  13. 13. Get Cycling guides for our local authority clients, including Welsh language versions. Some just digital
  14. 14. Green-Link Zero-emission contract delivery and distribution services. Ours is Green- Link: there are many others in certain towns and cities. Suitable for many public sector uses. Some opposition from local authority employees.
  15. 15. Find allies Colleagues in other departments Businesses within your cycle to work programmes Through schools to parents Local bike shops Local media CTC, Sustrans, British Cycling, cycle campaigners, cycle trainers
  16. 16. Publicity. Draw up a costed marketing plan Use resources of all your partners. Such as companies intranetting to all employees. Leaflet home to all parents through schools: with nagging power from children Local radio and TV: press calls with interesting people/bikes Use advertising to leverage a lot of editorial Social marketing
  17. 17. Bikes to Work. Familiar but strong arguments • Healthier, more alert employees. Less stress. • More predictable journeys, so better punctuality • Improved mobility/efficiency at work • Lower demand for car parks • Better staff retention • Helps meet travel plan obligations • Good PR
  18. 18. To boost cycling to work
  19. 19. Identify the Barriers 1 • Why are they not all cycling to work already? • Safety fears • Lack of supporting infrastructure • Lack of practical knowledge and advice • Little group, community or societal support • Little disincentive to jumping in the car • Still a bit weird!
  20. 20. The individual’s perspective “I’m worried about a few things.” “What sort of bike do I need and what else?” “I could really do with some training.” “Which are the quickest and safest routes?” “Be good if there were more cycle paths and stands around” “Be great if there were some secure bike sheds at work, and maybe some lockers – and showers. “Why should I cycle?” “More people should be cycling around here. I feel fit, I’ve lost weight and it’s such fun!”
  21. 21. Find out what they really want and need  Safety (50%)  Journey to work too far to cycle (45%)  Get wet if it rains (35%)  No bike (25%)  Too much to carry (23%)  Pollution (20%)  Not fit enough (18%)  Bad for my image (1%)
  22. 22. Lead from the front 2 “If senior managers do it, then it must be cool for me to do it, too!”
  23. 23. Prepare the Stage 3 Set the scene Begin the persuasion process Cycling Guides Factsheets Posters Intranet Doctor Bike visit Newsletter stories on existing employees who cycle Employee survey
  24. 24. Find a Champion 4 With the right skills Make him/her feel valuable Back your champion up and be seen to do so. Ideally a male champion and a female champion. Build up to a Bicycle user group Bike-buddy scheme
  25. 25. Meet real needs with real facilities: Bike Park 5 Safe, attractive cycle stands, covered, locked bike park Avoid the word ‘shed’ Put it in prominent place, with your logo on it Consider using car park land
  26. 26. Meet real needs with real facilities: Bike Pool6 Bike pool, perhaps including an electric bike. Tool kit Controlled by bike champion or B.U.G. Relationship with local bike shop Buy quality: take advice, not necessarily from local bike shop! Small frames, hub gears, branded panniers.
  27. 27. 7Meet real needs with real facilities: Indoor7 Changing room Lockers Shower Not all may be necessary
  28. 28. Cut car-parking space 8 Cut car-parking options while making other ways of getting to work more attractive Few staff will cycle all year round: they have a range of options, including public transport, walking, and car.
  29. 29. Bike purchase through salary sacrifice 9 Publicise it well through an annual event, inviting suppliers. CycleScheme magazine is free.
  30. 30. It’s for ALL your employees 10 Not just your office staff, who will be easiest to recruit Other workers may need a different approach and different incentives Do they get paid time off to experience cycling promotion events or activities?
  31. 31. Incentivise 11 Cash rewards Time off work Lunch vouchers Prizes Hotel weekend with family Trips to the velodrome
  32. 32. Cycle Challenges 12 Mass participation through multi- featured software Lots of easy measurables Often same people year after year
  33. 33. BikeBoost Cycle loan programmes 1 3 Up to 40 participants per month Recruitment visit Triage for selection Training if necessary Loan of bikes and equipment Support and incentives Bike collection, appraisal 65% continuation rates High female participation Can buy the bike at high discount if their loan included training
  34. 34. Cycle Training 14 Adult cycle training difficult to make stick Call it coaching instead Tie it into benefits: lots of good ideas out there Offer it as part of try-out roadshows Offer it as part of a Get-into-Cycling package with and bike maintenance
  35. 35. Chart achievements 15 Use of prominent charting to show increase in cycle-miles to work, C02 saved etc. Shows communal effort.
  36. 36. Support local charity ride(s) 16 Have a corporate presence: good local PR Take part yourself!
  37. 37. Bikes AT and not just TO work 17 Can offer better mobility at large-site workplaces Carrier cycles for the on-site movement of goods Staff on the road can take folders for flexibility Visibly changes culture
  38. 38. Greenwheels Sustainable Transport Day 18 Cycling part of a sustainable transport continuum A try-out event with bikes, electric bikes, electric scooters, electric cars, public transport, etc. Greenwheels
  39. 39. Employers need to be fully aware of the services available from the local autority. 19 This can be anything from Personal Travel Planning to cycle training to providing trained guides for occasional social bike rides for staff.
  40. 40. Persuade an employee to hand over their car keys for a month in exchange for free bike loan, travel pass and a £50 voucher for a local shoe shop. Can apply to whole families, with bikes, passes and car club vouchers to meet all their varying everyday needs. Less value in it if you can’t get the local media on board. Power of a local news story 20
  41. 41. An image we use in our schools work to stimulate discussion
  42. 42. Jim McGurn Chief Executive Get Cycling CiC 22, Hospital Fields Road York YO10 4DZ admin@getcycling.org.uk 01904 636812 Mob: 0772 0846611 www.getcycling.org.uk

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