|Chapter 6||Marketing and Health Promotion: Bicycling is a healthy, fun activity and a convenient, inexpensive way to travel. Nonetheless, many people are not receptive to the idea of bicycling, or to bicycling more frequently. Marketing can influence people's attitudes and behaviors, particularly by promoting the health benefits of bicycling. Marketing is also a relatively inexpensive way to encourage bicycling and can help increase the use of existing infrastructure. The five objectives in this chapter identify how to market and promote bicycling.|
|Objective 3||Market bicycling as an alternative to automobile trips to target groups.|
Promote bicycling to target populations and groups that would most benefit from increased bicycling.
Populations more likely to bicycle include young adults between 18 and 44,4 people living near the Lakefront Trail and/or bike lanes, residents of congested neighborhoods with limited automobile parking, and recreational bicyclists who might be encouraged to bicycle for other purposes. Women and people of diverse ethnicities may particularly benefit from increased bicycling. Customize the promotions to meet the needs of specific groups. Determine the most effective messages (e.g., personal health benefits, enjoyment). Focus on short trips, under 5 miles, where bicycling is an especially viable mode of transportation. Track changes to determine the effectiveness of the promotions. If successful, expand initiative.
|Peformance Measure||Promote bicycling to 3 target populations and groups by 2008.|
|Tracker Notes||Status unknown.|
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