BIXI Bike Sharing - Tools of · PDF fileBIXI Bike Sharing Cullbridge ... •Use by tourists...

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


Designation recognizes programs and social marketing approaches considered to be among the most successful worldwide

Landmark Case Studies


Landmark Case Studies

Rated by a peer-selection

panel based on:

• Impact

• Innovation

• Replicability

• Adaptability

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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


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


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


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


Strengths:

• Turn-key type operation/service

that is inexpensively replicable

across many countries and

cultures

BIXI


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

http://www.canadabikes.org/

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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


Planning Stages

• Getting Informed

• Careful Targeting, Audience

Segmentation

• Developing Partners

This Case Study: What to Look For


Planning Stages

• Evaluation and Piloting

Some built-in metrics (real-time bicycle use data)

supplemented by surveys



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)


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%

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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: [email protected]

Phone number: 514-789-2494 ext. 2042

Thank you

!

mailto:[email protected]

BIXI Bike Sharing - Tools of · PDF fileBIXI Bike Sharing Cullbridge ... •Use by tourists...

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