Post on 24-Mar-2018
2013-02-25
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Cullbridge™ Marketing and Communications | www.cullbridge.com Introduction to Social Marketing
Tools of Change Highlights Series
BIXI Bike Sharing
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
This season
Social marketing webinars:
• Case studies: sustainable transportation
• Social marketing instruction and review
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
Transportation
• BIXI
• First of four Landmark case studies this
season on transportation programs
Cullbridge™ Marketing and Communications | www.cullbridge.com Introduction to Social Marketing
Designation recognizes programs and social marketing approaches considered to be among the most successful worldwide
Landmark Case Studies
Cullbridge™ Marketing and Communications | www.cullbridge.com Introduction to Social Marketing
Landmark Case Studies
Rated by a peer-selection
panel based on:
• Impact
• Innovation
• Replicability
• Adaptability
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Cullbridge™ Marketing and Communications | www.cullbridge.com Introduction to Social Marketing
2012 Peer Selection Panel
• Mark Dessauer, Blue Cross Blue Shield of North Carolina Foundation
• Jacky Kennedy, Green Communities Canada
• Ryan Lanyon, Metrolinx
• Nathalie Lapointe, Federation of Canadian Municipalities
• David Levinger from the Mobility Education Foundation
• Lorenzo Mele, City of Mississauga
• Geoff Noxon, Noxon Associates
• Chuck Wilsker, U.S.Telework Coalition
• Phil Winters from CUTR and the University of South Florida
• JoAnn Woodhall, Translink
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
We gratefully acknowledge these
organizations for helping promote the
availability of this webinar
CUTR, U. of South Florida
Green Communities Canada
Municipal World
National Centre for Bicycling and Walking
Ontario Health Promo ebulletin
Sustainability Network
Victoria Transportation Policy Institute
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
Canada Bikes:
• The national voice for commuter, touring and
recreational cycling
• Newly inaugurated at Velo-City Global in 2012
after 3 years of engagement
• 15 board members representing cycling
organizations across Canada
• Connecting with the cycling community,
government, experts and industry
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
Canada Bikes:
• Strategic initiatives for governments supporting
infrastructure and safety
• Communication services and information on
cycling
• Working with cycling groups and stakeholders
to make cycling safe and enjoyable throughout
Canada
• www.canadabikes.org
Cullbridge™ Marketing and Communications | www.cullbridge.com Introduction to Social Marketing
Strengths:
• Turn-key type operation/service
that is inexpensively replicable
across many countries and
cultures
BIXI
Cullbridge™ Marketing and Communications | www.cullbridge.com Introduction to Social Marketing
Strengths:
• Has had a major impact on the
positioning of cycling in North
America; “it’s now much more
chic and attractive than before”
BIXI
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Cullbridge™ Marketing and Communications | www.cullbridge.com Introduction to Social Marketing
The Panel wanted to know more
about:
• How BIXI complements the
transit system
• How its business model leads to
a sustainable service
• Use by tourists and others who
do not live near the bike stations
BIXI
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
Planning Stages
• Getting Informed
• Careful Targeting, Audience
Segmentation
• Developing Partners
This Case Study: What to Look For
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
Planning Stages
• Evaluation and Piloting
Some built-in metrics (real-time bicycle use data)
supplemented by surveys
This Case Study: What to Look For
Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series
Tools of Change
• Norm appeals, make it fun (chic design; Product)
• Overcoming specific barriers – easy and
convenient
o Easy access, drop-off, Intermodal connections
(location / Place)
o Easy payment, priced to encourage frequent
short trips (Price)
This Case Study: What to Look For
WEBINAR- 2013
CHANGING THE WORLD ONE CITY AT A TIME
DIFFERENTS CITIES, SAME CHALLENGES
MONTREAL, 2007
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MONTREAL PARKING AUTHORITY
•Wireless real time technology
•Municipal operations
•Street furniture maintenance
PBSC URBAN SOLUTIONS
PBSC Urban Solutions is dedicated to the research,
development and commercialization of alternative forms of
urban transport in order to make our urban areas more livable
and transportation more efficient and less polluting.
Design
Design, innovation and technology were the hallmarks that guided the
development of our BIXI system, our first foray in this area, and will continue
to guide all projects we undertake.
Innovation
In the process, no fewer than seven patents were granted for
the bike itself and system innovations
Expertise
PBSC Urban Solutions has acquired unrivalled expertise in the
creation, installation and management of alternative public
transport components and solutions.
OUR SYSTEM – OUR EXPERTISE
• Needed to enhanced the urban
landscape, not an impediment.
• Practical and esthetic.
• Bikes have sleek, modern look.
• Most importantly, bikes are safe
and sturdy.
• Design elements seamlessly
transferred to technical
platforms, bike docks and pay
stations
OUR SYSTEM – OUR EXPERTISE
Entirely powered by solar energy
RFID wireless communication
Minimal environmental impact from
installation to operation to management
STATIONS PLACEMENTS
• Locally sensitive
• Permitting can be expedited by city
In-street Plaza Sidewalk
PBSC RECOGNITION – Time Magazine
Time Magazine
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PBSC RECOGNITION - EDISON AWARDS
BIXI takes home the Gold for
“energy and durable
development”, at the prestigious
Edison Best New Products
Awards. MAC BOOK AIR
NINTENDO WII FIT
IPHONE
THE OTHER WINNERS
PBSC RECOGNITION - DESIGN AWARDS
• IDEA
• BIXI’s design wins Bronze in the
Transportation category, alongside the new
BMW Z4 Roadster.
• Good Design
• BIXI’s design wins in the Environmental
category, awarded by the Chicago Athenaeum,
International Museum of Architecture and
Design.
A world of difference Over 30 000 bikes
around the world
CANADA
• Montreal
• Toronto
• Ottawa / Gatineau
USA
• Washington DC /
Arlington
• Minneapolis
• Washington state
University
• Boston
• Chattanooga
• New York
• Stony Brook
EUROPE
• London
AUSTRALIA
• Melbourne
THE BIGGEST BIKE
SHARE SYSTEM IN
NORTH AMERICA
THE MONTREAL EXPERIENCE
THE MONTREAL EXPERIENCE
THE BIGGEST BIKE SHARE
SYSTEM IN NORTH
AMERICA
• 5 120 Bikes
• 411 Stations
• 10 Boroughs
• 2 cities
• 2012 : 4.4 M Trips / year
• 2012 : 40 000 Members
Since 2009
• 13 000 000 trips
A DAY IN THE LIFE OF BIXI
• 21 000 trips per day (27,000 on sunny days)
• Use time: 13 minutes
• Distance: 1,6 miles
• trips per bikes : 6 per day
Each day BIXI users...
• travel more than 30 000 miles/ 24h
• Montrealers ride more than the circumference of the
entire planet
90% or more of the trips made by members
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A real alternative
0%
2%
4%
6%
8%
10%
12%
00:0
0-0
0:5
9
01:0
0-0
1:5
9
02:0
0-0
2:5
9
03:0
0-0
3:5
9
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0-0
4:5
9
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0-0
5:5
9
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0-0
6:5
9
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0-0
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0-0
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0-0
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0-1
0:5
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0-1
1:5
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0-1
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0-1
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0-1
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0-1
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0-1
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0-2
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0-2
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23:0
0-2
3:5
9
BIXI
Automobile Cars
Commuting in the inner city is similar across traditional
modes of transportation
A real alternative
8 : 00 AM
9 : 00 AM
10 : 00 AM
50 % +
50 % -
•Downtown
oFinancial district
oCultural district
oMultimedia city
oBiggest employment
area of the CMA
7 : 00 AM
A real alternative
8 : 00 AM
9 : 00 AM
10 : 00 AM
50 % +
50 % -
•Downtown
oFinancial district
oCultural district
oMultimedia city
oBiggest employment
area of the CMA
7 : 00 AM
A real alternative
8 : 00 AM
9 : 00 AM
10 : 00 AM
50 % +
50 % -
•Downtown
oFinancial district
oCultural district
oMultimedia city
oBiggest employment
area of the CMA
7 : 00 AM
A real alternative
8 : 00 AM
9 : 00 AM
10 : 00 AM
50 % +
50 % -
•Downtown
oFinancial district
oCultural district
oMultimedia city
oBiggest employment
area of the CMA
7 : 00 AM
What other means of transportation did you use to
complete your trip?
(Multiple answers (%))
Why did you use Bixi ? (Weekday)
0% 10% 20% 30% 40% 50%
For work
To go back home
For my studies
To go out
To visit someone
To go shopping
Others
0% 10% 20% 30% 40% 50%
Walking
Subway
Bus
Car
Taxi
Train
Others
None
A real alternative
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We are the missing link
Major bus lines Bike lanes Subway station Bike station
Intermodal Connectivity
To make the system accessible to a large segment of
the population, agreements offering discounts
signed with partners in the transportation sector.
CHANGING BEHAVIORS
This public bike system has boosted physical activity
among Montrealers.
Without it :
•Users would have opted to bicycle in only 3% of cases
•14% of them would have taken a car
By promoting active transportation, BIXI has positive
consequences for its users’ health as well as the quality
of the environment.
In Montréal, from 2000 to 2010, the popularity of
utilitarian cycling has been increasing. The percentage
of adult Montréal cyclists using their bicycles as a
mean of transportation rose from 25% to 53%.
SITE SELECTION IS KEY
Find clusters where people
live, work, shop, play!
DENSITY – PROXIMITY
• Age: 25-34
• Income : $30K to 40K
• Occupation: White collar
• Regular user of public transportation
• University degree
EMBRACING THE SYSTEM
Getting in touch with
the population
• Blog
• Survey
• Squad
• Contest : find my name
Sharing
What’s the future for bike
sharing systems ?
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SHARED BICYCLE SYSTEMS
Number of bike sharing system around the world
Bike-sharing distribution
CONTACT INFORMATION
Nicolas Blain Planning and development analyst
Email address: nblain@publicbikesystem.com
Phone number: 514-789-2494 ext. 2042
Thank you
!