Biking to Work: Making the Bike Gang Cool Again
-
date post
18-Oct-2014 -
Category
Marketing
-
view
314 -
download
0
description
Transcript of Biking to Work: Making the Bike Gang Cool Again
M!"#$% &'( b#"( %!$% )**+ !%!#$.slow your roll
remember when biking everywhere was the shit?
what happened to this?
what happened to u.s.?
wouldn’t it be awesome if the case for biking to work were as simple as a play for one’s health and financial savings?
wouldn’t it be awesome if the case for biking to work were as simple as a play for one’s health and financial savings?
Biking to work leads to weight loss
Bikers lose up to 30lbs. in the first year alone
Biking to work leads to weight loss
Bikers lose up to 30lbs. in the first year alone
3 hours of biking per week reduces cancer risk
Chances of heart disease and stroke drop by 50%
Biking to work leads to weight loss
Bikers lose up to 30lbs. in the first year alone
3 hours of biking per week reduces cancer risk
Chances of heart disease and stroke drop by 50%
Biking improves stamina and focus
Energy increases 20% and fatigue decreases 65%
not working
wouldn’t it be awesome if the case for biking to work were as simple as a play for one’s health and financial savings?
Car ownership in 2012 rose to $8,946
The cost of owning a bike each year is $308
Stand-still traffic costs drivers $700/yr. in wasted fuel
Bikers can earn $20/mo. in tax-free reimbursements
Car ownership in 2012 rose to $8,946
The cost of owning a bike each year is $308
Drivers spend $20B/yr. on parking and meters
The average cost of a bike lock on Amazon is $30
Stand-still traffic costs drivers $700/yr. in wasted fuel
Bikers can earn $20/mo. in tax-free reimbursements
Car ownership in 2012 rose to $8,946
The cost of owning a bike each year is $308
still not working
this leads me to believe it’s a cultural issue
so let’s look at our problem to solve in the form of a model
CHANGING BEHAVIORS
BRAND VISION
Desired Behavior
Current Behavior barrier
#1barrier
#2
Ov!r"r#$%&' I(!"
BRAND VISION
Ov!r"r#$%&' I(!"
Very few bike commuters
Bike commuting as
culturally accepted
CHANGING BIKE COMMUTING BEHAVIOR
barrier#1
barrier#2
BRAND VISION
Ov!r"r#$%&' I(!"
Very few bike commuters
Bike commuting as
culturally accepted
CHANGING BIKE COMMUTING BEHAVIOR
barrier#1
barrier#2
PRETENTIOUSNESS
A model rocking a $3,000 Italian suit, sporting a throwback one-speeder, and kitschy overnight tote is about as close as we’ll get to a high-powered exec
biking to work. American society dictates a hierarchy of spending proportionate to the amount of money
we pull down each year. Powerful men are expected to push powerful whips. It’s an outward expression of
success. It’s an identity. And it’s the identity that corporate climbers and bottom-feeding minions alike exhaust themselves to replicate. A trend of c-suitors pedaling to work while identity-less Beamers sit in
cookie-cutter suburban driveways is idealistic at best.
PRETENTIOUSNESS
BRAND VISION
Ov!r"r#$%&' I(!"
Very few bike commuters
Bike commuting as
culturally accepted
COUNTER-INTUITION
CHANGING BIKE COMMUTING BEHAVIOR
barrierpretentiousness
barrier#2
It’s assumed that because a bicycle requires manual labor and can only propel any individual at mediocre
speeds, it will take longer and be inconvenient to navigate a commute on a bike. But this flies in the
face of data showing that half of the working population in the U.S. commutes five miles or less to work, which on a bike would take less time or, in rare instances, the same amount of time as commuting by car. Couple this with ill-conceived notions that finding
a place to safely lock one’s bike for the day, and it’s no wonder that few people brave the concrete
concourse on two wheels.
COUNTER-INTUITION
the idea
CHANGING BIKE COMMUTING BEHAVIOR
Very few bike commuters
Bike commuting as
culturally accepted
Tr#)"+(-D*w$ C,)+($*-#).
barriercounter-intuition
barrierpretentiousness
While this is a play on words from Reagan’s economic policy, it’s an idea that stems
more from Thomas Jefferson’s philosophy
“!" #r$% &'%( )f *)v"r+,"+% -$ %." /r)%"0%-)+ )f 1-f", +)% -%$ &"$%r'0%-)+.
Ab2+&)+ %.2%, 2+& ()' .2v" 2b2+&)+"& 211.”
“!" #r$% &'%( )f *)v"r+,"+% -$ %." /r)%"0%-)+ )f 1-f", +)% -%$ &"$%r'0%-)+.
Ab2+&)+ %.2%, 2+& ()' .2v" 2b2+&)+"& 211.”
A -!$!%(-($&
(-/+*,(( .!&#.f!)&#*$.
! "(, #$%r(0#($& &* w*r"/+!)( )1+&1r(.
CHANGING BIKE COMMUTING BEHAVIOR
Tr#)"+(-D*w$ C,)+($*-#).
Very few bike commuters
Bike commuting as
culturally accepted
barriercounter-intuition
barrierpretentiousness
Create a coalition of the most powerful and successful men in a city to overcome barriers and drive influence through bike gangs.
not only will a bike gang of a community’s most powerful men and women influence the
behavior of the people they employ, it will change the perception of biking to work and
influence policy-makers to take action
two ideal outcomes
BICYCLE FRIENDLY COMMUNITIES
Employers, politicians, and influencers setting an example for a community, and thereby becoming a
catalyst for change. Bike Friendly America provides a toolkit of projects, policies, programs, and plans
designed to make biking better. Witnessing firsthand the benefits and joy of biking to work, our gangs are
the decision makers to make such communities a reality. In Portland, OR, the implementation of a BFC
increased biking to work by 74%.
France has started a six-month experiment with paying people to cycle to work, joining other
European governments in trying to boost bicycle use. In France, some 20 companies and institutions
employing a total of 10,000 people have signed up to pay their staff 25 euro cents (34 U.S. cents) per
kilometer to bike to work. In Belgium, about 8% of all commutes are on bicycles. In the Netherlands, it is
about 25%. Such policies need sign-off from individuals at the top of the ladder. And while tax breaks have proven ineffective in the U.S., maybe monthly deposits will take hold. TDB is the fastest way to expose the decision-makers to this idea.
A LESSON FROM OVERSEAS
a shift in behavior will require the buy-in of a community. But i believe it should begin at
the top and filter to the bottom. if as a people we emulate the behaviors of those we
wish to become, it’s those individuals who can and should drive change
thanks for riding along.C'r#. B!rb((, S($#*r Br!$0 P+!$$(r
)'r#..b!rb((@-(.)*-