Partnership

Strategic Partnership Opportunities.

Objective:

To develop new opportunities for an uptake of cycling for leisure, commuting and health.

The Problem
 

Jumping on a cycle is the most normal activity to most youngsters of ten years and over.

So why has it become such an obstacle for parents and their families born in the post ‘baby boomer’ (1945-1960) generation?

A combination of factors may be responsible:

·        The expansion of car ownership in the 1960’s as manufacturing techniques permitted marketing to lower income groups.

·        changing trends in industrial location saw a decline in the number of a workforce living within a key radius of a centre of employment;

·         greater residential mobility,

·         an increase in property ownership

·        social and  aspirational factors

All have contributed to the decline in cycle use as a commuting medium as less of the workforce-particularly parents- used cycles as means of transport

Thus; many born between 1965 and the present will have missed the opportunity for cycling skills and know-how to be passed down within their families as bicycle use declined. Accordingly, these must now be provided, especially to those who dare not ask!

The Cycle-Aid Solution

Construct an effective marketing and promotional plan that complements the usual ‘hard’ or infrastructure measures e.g. secure storage, changing facilities etc with:

Advisory, safety and maintenance information available within workplace, school, college, PCT etc.

Provide support infrastructure through appointment of departmental or organisational Key Contact individuals

Introduce external support through the Cyclists’ National Helpline & Contact Card scheme.

Reward participation through Cycle-Aid’s raft of peripheral benefits ancillary to implementation of the Cyclists' National Helpline as described in ‘Travel Plan Contents’.

Incentivize with Bike2Work scheme, redeemable vouchers rewarding regular cycle usage, mileage allowances and fringe benefits – the canteen!

Provide emergency taxi home facility for domestic eventualities.

Identify obstacles and apprehensions through feedback seminars, Bicycle User Groups and address them.

Assist with route planning from residential locations to focal point.