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A new form of public transport 50 stations - 600 share bikes

Launched in May 2010

Unlimited short trips between 50 stations.

Your bike share subscription lets you travel to and from

any bike share station around town. By keeping each trip

to less than 30 minutes you only pay the minimum charge.

For a one-hour trip you’ll pay a couple of dollars extra.

Bike share is a multi-use system.

Need another trip? Once you have paid for the day, week

or year, the system recognises you every time at every

station. Simply swipe your credit card or use your

bike share key and you’re ready to ride again.

System supplied and

designed by

Operated by

Supported by

with

Corporate

Stakeholders

Individual

Stakeholders

Generate excitement

Drive usage

Create awareness

Educate Melbournians

Create ownership

Build safety discourse

Where do we fit in?

•Research

•Problem/opportunity

•Target audience

Goals and Key Objectives

1) To create awareness of MBS among incoming students and the institutions where they live or study

1.1 To establish links with third party organisations

2) To build willingness to use the system among students

2.1 To promote bike share as an attractive alternative to trains, trams or walking

2.2 To boost the MBS presence on campus by providing student-friendly information

Phase One: November - February

1) Listings and links in website and student guides

2) Information packs to 15 selected institutions

• Free helmets offer

• Promotional materials

• Introduce corporate subscriptions

3) O-Week showbag giveaways

Phase Two: March

1) Roadshows on four campuses

2) Video competition

3) Poster campaign

- humorous comparison

4) Controlled & uncontrolled media

Phase Two: April - May

1) Leverage competition announcements in

student media

2) Promote campus specific routes through

postcards

posters

signpost (Melbourne Uni)

Key Messages

Just over $1 per week for a yearly subscription

Is this (public transport) cramping your style?

10 minutes to Jolimont station?

Why not take a bike?

Flexibility – bike in, tram back

Program Evaluation

•Listings achieved

•Web traffic from links

•Take-up of free helmets

•Take up of display materials

• Usage of trial vouchers

• Web response mechanism (register to receive or win a one-week

voucher)

•Media content analysis

• Entries and hits for video competition

• Increase in rides between target routes

Ph

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Pre

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November 2010 – February 2011

• Develop material with graphic designer:

• Email& follow up contacts re web listings

• Letter for promotional info pack

• Send out info pack

• Distribute showbag materials

• Website advertising: Melbourne Uni Student Union page

February 22-25 (O-Week)

• 1st round of posters up at campuses

• Postcards displayed at campuses

Timeline

Early - Mid March 2011 – Semester 1

• Road show: demo bikes, trial

vouchers; clipboard survey

• Promote video competition

• Contact selected department heads

re competition participation

April 2011

• New posters (second design)

Late April – May 2011

• End of video comp- judging and

announce winner

• Source media ops for competition

winner (student radio/media list)

• Evaluation

Budget

Item In-House Out-House Item In-House Out-House

Printing Manpower

Poster Video Comp $100.00 $500.00 Website contacts/promoting Intern $200.00

Magnets $50.00 $600.00 Department Contacts/Promoting Intern $150.00

Postcards $50.00 $500.00 Uni Marketing Contacts Intern $200.00

Poster 1 $50.00 $500.00 Write media releases Intern $200.00

Poster 2 $50.00 $500.00 Promote Video Campaign Intern $200.00

Video Comp Flyers $50.00 $200.00 Info Kit contacts Intern $200.00

Fight Lycra Bravely $50.00 $500.00 Displaying Postcards Intern $300.00

Show bag materials $100.00 $1000.00 Posting Posters Student $500.00

Prizes Advertising

$500 video comp. x1 $100.00 $1,000.00 Melb Uni Website $1,330.00

$500 video comp. x2 $100.00 $1,000.00 The Insider magazine $1,000.00

Road Show Information Technology

Promo People Hire $100.00 $1000.00 Build registration page $200.00

Vouchers $400.00 - Customer Service

Helmets-Prizes $200.00 - Student queries $1,000.00

Witches hats $20.00 $200.00 Administration $1,000.00

Postage $200.00 $300.00 Total: $4020.00 $10,980.00

Info-Kit Packs $200.00 $300.00 Total: $15,000.00

Long Term Recommendations

1) Sustained and consistent communication

2) Infrastructure: better signage and fold-out maps

3) Strategic location for new stations

4) Brand personality – Fight Lycra Bravely!

Right, so And the brief they gave us was to promote bike share to

“Fight Lycra Bravely”

Any Questions?