Use this recipe from our friends at Google to build a fantastic bike to work campaign
We were recently joined by Lucy Tice, TDM Program Manager from Google, for a RideAmigos Academy Coffee Talk. Lucy and her colleagues were kind enough to share the recipe they used to get hundreds of Google employees on board with the company’s bike to work program. Now we’re going to pass it along to you!
- Create a survey. Find out how many people might potentially be interested in biking to work, how far their commute would be, and how experienced they are with cycling.
- Divide into segments. Google’s survey yielded four distinct segments within their prospect pool: “brave and fearless,” “enthusiastic and confident,” “interested with reservations,” and “not happening.” See how many members of your organization fall into similar groups.
- Choose a focus. Concentrate promotional and marketing efforts towards the segment that comprises the most valuable slice of the prospect pool. For example, Google elected to direct its efforts toward getting the “interested with reservations” group onto the participation side of the fence, since about 60% of survey respondents fell into that category.
- Set up a challenge. Engage individuals and/or teams by creating friendly competitions to see who can tally the greatest number of trips and/or miles during the campaign. You can also divide into networks and groups to take advantage of team spirit.
- Add incentives. Prizes for the individuals and/or teams that lead the pack can be advertised at the beginning of the campaign to provide an extra spark of motivation.
- Start promoting. Keeping your focus segment in mind, use a full range of communication channels to put the word out about the incentivized bike to work campaign. By giving out some rewards early in the program you can increase the likelihood of winners sharing about your program.
- Evaluate the results. Using this recipe, Google got over 800 people on board with their challenge and racked up more than 15,000 bike trips.
Learn more about Google’s bike-to-work program at the RideAmigos Academy: Beyond Bike to Work Day, How Google is Expanding TDM Programs Using RideAmigos
Our industry-leading RideAmigos commuter management software platform is the perfect backbone to create, promote, and administer bike to work campaigns, enabling a ripple-effect of long-lasting, positive impact on commuter behavior. It’s a fantastic tool, loaded with features that support route planning, bike- & carpool matching, challenges & incentives, community management, data analysis, and much more. Contact us to learn more about how we can help you transform transportation within your organization.