Cheese Casserole

Lucy Tice, TDM program manager from Google, recently presented a Coffee Talk here on the Academy: Beyond Bike to Work Day – How Google is Expanding TDM Programs Using RideAmigos. In the conclusion of her talk, Lucy outlines the steps she and her colleagues followed to get hundreds of Googlers (Google employees) participating in their Bike To Work programs.

Bike to Work campaigns are a staple for most Transportation Demand Management programs. These programs are most often held during the month of May, recognized as National Bike Month by the League of American Bicyclists, though sometimes local organizations or businesses work together to schedule alternate times that better suit their context.

Like all incentives and challenges, Bike to Work day and month are a great way to motivate both new and veteran alternative-commuters to skip the solo drive and try something different.

Cheese Casserole

Google-licious Bike to Work Casserole

AKA Steps for a Successful Bike to Work Campaign from Google
  1. Evaluate your audience
    Survey your employees to get an idea of who may be interested in biking, how far they live from work, etc.
  2. Market segmentation
    Decide who among your audience you’ll focus on. For example, Google focused on the 60% of employees who fell into the “interested but concerned” category.
  3. Create a challenge
    It’s easy to create challenges using RideAmigos! Set up a challenge to see which individuals and teams can log the most bike trips and miles.
  4. Incentivize with prizes
    Advertise prizes ahead of time. Then, distribute them throughout the challenge.

    • Biking-related prizes work best, and can often be donated by local businesses.
    • Google found giving out raffle-like prizes, with each logged trip counting as one entry, to be great for generating buzz early in the challenge.
  5. Communication and marketing
    Use all the tools you normally use to communicate with employees to promote your campaign.

    • Be sure to target your marketing and support programs to the segment you’re focusing on.
  6. Results!
    Start early with planning and communications. Then, watch the results roll in. Google had over 800 participants who logged 15,000+ trips!

To learn more about how Google’s TDM office used market segment-specific programming to convert people from interested but concerned into campaign participants, head over to the recording and summary of Lucy’s Coffee Talk.