Case study. Bostin Bikes. Dotmailer campaigns which enabled intelligence to be gathered regarding open and click-through rates.

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1 Case study Bostin Bikes Network West Midlands The Black Country Date: October 2015 onwards Overview Bostin Bikes is a Black Country specific cycling project, set up to increase the amount of cyclists making regular journeys by bicycle for work, study or leisure. Initially aimed at people completing Level 1 cycle training, this project aimed to provide trainees who didn t own a bike the opportunity to loan one for a 6 week period in which to complete Level 2, and then to purchase the bike at a heavily discounted rate of just 50. Bostin Bikes was set up as a pilot to see if this offer of a subsidised bike, combined with ongoing support to achieve on-road cycle training, could increase the number of people who complete on-road Level 2 cycle training, and then feel confident enough to make more journeys by bicycle. Marketing Bostin Bikes marketing activity was led by Centro and supported by BikeRight! Highly targeted social media advertising and engagement was combined with marketing to people who had previously expressed an interest, attended a training course or event as part of Centro s Smart Network, Smarter Choices programme. Social click-throughs were monitored via campaign tags in Google Analytics and marketing was facilitated by Dotmailer campaigns which enabled intelligence to be gathered regarding open and click-through rates. The campaign resulted in open rates as high as 62%, with unique clicks of 20% and click to open rates of 32%. Evaluation The Bostin Bikes project has achieved great results in its aim to increase the number of scheme entrants who went as far as completing Level 2 Improver courses. I now cycle to work at least twice a week and some weeks I manage 5 days if I have no need to take the car. I was initially put off by the weather but have now also invested in more suitable clothing and do not let the cold or the rain bother me anymore. 232 trainees have so far received 751 training sessions, split as follows: Sessions Level Trainees % 71 Learn to Ride Novice Improver Advanced 18 8 By comparison people attending training courses without their own bike rarely progresses beyond Novice (National Standards Level 1) and even amongst people with their own bike only around 45% complete the Improver Level 2 stage. Having a Bostin Bike doubled the number of trainees achieving the Level 2 Improver course. Having a cheap bike had previously meant that I struggled with back pain and often things went wrong on the bike. I had heard about the Bostin Bikes scheme and thought about using that to get myself started with a decent bike that would not go wrong - it would be properly set up by professionals and measured to fit me correctly. Simon Brooke Wolverhampton City Council Fantastic offer - I now have a better understanding of what to do on the road. Also due to getting the bike I now ride to work a couple of times a week. It s a brilliant opportunity for people to get knowledge and to get themselves fit and back on the roads. Also the staff and support I received was brilliant. Very calm, friendly and supportive to all the participants. Ian Maullin Walsall Resident

2 npowering cycling npower Solihull, West Midlands Relocating 300 npower staff from Worcester to the centre of Solihull meant increasing pressures on car parking at their Princes Way location. There were also limited cycle parking and access points for riders to the site. A travel survey for staff revealed that more staff would cycle to work if further lockers were available, as well as having access to drying facilities. There was also an apparent limited knowledge of where to look for cycling information amongst the staff. Working with the Network West Midlands Smart Network, Smarter Choices campaign, BikeRight! facilitated a number of measures at the site to encourage more staff to cycle. These included the provision of cycle training and bike maintenance courses, cycling try-out roadshows and presentations to management and staff. We facilitated the launch of nbug a cycling support group which will focus on providing information, support and guidance on cycling initiatives within the organisation. Cyclepod Streetpods have replaced previous cycle parking providing superb undercover facilities. Installation of additional lockers have been offered to nbug members. A Cycling notice board has been installed into the cycle parking area, as well as posters throughout the building, providing up to date cycling news and services available. Benefits Over 100 members of staff have joined nbug following a lunchtime sign-up event, requesting regular cycling updates Cycling info stands over lunchtime periods have really helped to gain feedback from commuters to shape future events Dr Bike and Maintenance Workshops have been scheduled into the nbug calendar A bicycle maintenance toolkit has been installed on site, to provide tools for minor maintenance issues npower Solihull were recently awarded the GOLD Top Cycling location award Drying cabinets have been installed into male and female changing rooms and

3 Educating cyclists Coventry University Coventry, West Midlands Coventry University engaged with Cycle Coventry in Autumn 2013 with an aim of increasing the sustainability profile of the site they won a Carbon Reduction award in 2011 and were keen to persist with environmental initiatives. Despite being located in the city centre and well-connected by cycle routes, their travel plan indicated they could improve the number of people cycling to the University. Via Cycle Coventry, Network West Midlands Smart Network, Smarter Choices campaign, BikeRight! delivered a series of initiatives to help the University achieve its aims. Because those who travel to the University are numerous and diverse, this offered a great opportunity for long-term cycling development work. BikeRight! proposed a series of activities including: Facilitating the introduction of a cycling security patrol Helping to keep students visible and safe with free bike lights Training members of the BUG to be instructors, so that the training can be continued after the end of the project The remainder of the project was focused on continuing the activities already established, providing more courses and information for staff and students, and further developing cycling through the BUG and with the staff at the University. There is a great deal of potential for cycling to benefit the staff and students and our development work is helping Coventry University to capitalise on it. Benefits New, secure cycle parking at student halls of residence Cycling challenges to stimulate interest in cycling Gaining a Top Cycling Location Award Cycle Training to enable students and staff to ride with confidence Bicycle maintenance training Monthly Dr Bike repair sessions Advanced, one-to-one training for commuters on specific routes Establishing a Bicyle User Group (BUG) and Cycle Champion Network

4 Developing cycling Land Registry Coventry Coventry Land Registry engaged with BikeRight!, Cycle Coventry and the Smart Network, Smarter Choices campaign in the Autumn of 2013, taking advantage of the project to increase cycling at the workplace. They were motivated by a desire for a healthier, more productive workforce in addition to their own local sustainability initiative and carbon reduction goals. Benefits The events were well-attended, with the maintenance courses exceeding capacity A cycle champion has been trained and appointed to provide support for cyclists after the end of the project Material improvements to the site are being supported through grants: loan bikes and a small workshop with tools For their commitment and to show that they are a desirable location to cycle to, they have been awarded the Top Cycling Location accreditation Taking full advantage of what the Smart Network, Smarter Choices campaign could offer, we arranged a programme of events and courses to encourage and support cycling within the Land Registry. These engagement activities included: Cycle Training, enabling employees to ride to work with confidence on the roads in Coventry Cycle maintenance training, giving their employees the vital skills to maintain their own bikes Giving friendly advice to the staff who are thinking about cycling, starting to ride to work, or interested in buying a bike Bespoke, advanced on road training on a one-to-one basis, covering individuals route from home to work

5 Supporting cyclists University of Warwick Coventry The University of Warwick engaged with the Cycle Coventry project for a variety of reasons: they were already keen on improving cycling paths in the area; the University already had a Bicycle User Group and a healthy proportion of people cycling there; they were also looking to invest in a cycle-hire scheme for the University. Our intervention included: Cycle training and cycle maintenance training for staff and students we have also trained security staff to assess bikes abandoned by graduates, with an intention to recycle them to the next intake of students. Ensuring that those who are cycling are cycling safely giving away lights and providing a free monthly Dr Bike safety check for essential repairs during term time. Cycle Coventry are supporting the University to introduce a bike hire scheme similar to the Santander Bikes in London. Benefits and Outcome We have raised the profile of cycling at the University, attracting the attentions of the Lord Mayor of Coventry who joined one of the charity rides at Christmas. Individual employees of the University learning have learnt to ride through BikeRight! s involvement and have learnt to maintain their own bicycles. The University achieved a Top Cycling Location accreditation. For the Future Work closely with the new intake of students to provide as much support for them in the crucial first few weeks of term. General support for people wanting to take advantage of the bike hire scheme with more free cycle training and helping champions to continue services after the project finishes Continuing the successful interventions through the remainder of the project

6 Cycling for the environment The Environment Agency Solihull, West Midlands Given the nature of their work, the Environment Agency seemed like a promising workplace for the Smart Network, Smarter Choices initiative. They signed up early, as they were in the process of moving staff from their Olton location to their Solihull offices and wanted to raise awareness of sustainable travel. After meeting some staff at an all-mode information session, it was clear that there was an interest in cycling. We arranged post-work cycle training sessions to take place at nearby Tudor Grange Park. To promote those sessions we ran a cycling roadshow encouraging staff to try out new bikes, or bring their own to be checked over. Benefits and outcomes The BUG quickly suggested ways to spend its Travel Plan grant money. Improvements to showers and drying facilities are planned. The agency was rewarded with Bronze Top Cycling Location status in spring 2014 a contractual dispute prevents them altering the landlord s cycle parking, which is needed for a higher award. For the future Another cycling shelter is being sourced from another office, which would allow the agency to apply for Silver or Gold accreditation. Trained champions will start to offer cycle training to staff ensuring a continuous legacy for the Smart Network, Smarter Choices project. Cycling champions were recruited, and they started to attend Ride Leader and Cycling Instructor training courses. Word spread and a Bicycle User s Group (BUG) was formed. Staff were encouraged to attend maintenance training at Solihull Fire Station conveniently located next door to their offices.

7 Cyclists on great form Solihull Sixth Form College Solihull, West Midlands People have always cycled to the college, but in relatively low numbers. At a Bicycle User s Group meeting in February 2013, students and staff criticised both the quality and quantity of current cycle stands and suggested that more could be done to encourage cycling. At around the same time, the college signed up for the Smart Network, Smarter Choices project. Solution BikeRight! supported the college by running promotional stands at open days; signposting staff and students to public cycle training and maintenance sessions available locally. Student and staff Cycling Champions were recruited, helping to spread the word. We helped develop an action plan of activities and how to improve on site facilities. Dr Bike sessions were held to improve students awareness of safety issues and how to look after their bikes. Benefits and outcomes With partial grant funding, the College installed a 60-space covered cycle shelter. Cycling champions undertook ride leader and cycling instructor training so they can deliver rides and training beyond the funded project period. The college was awarded with Gold Top Cycling Location status in spring 2014 and with it a further 1000 top-up to their Travel Plan grant. Students and staff will benefit from a Pit Stop Box, allowing them to top-up the air in their tyres, fix punctures and make small adjustments while they are at college. For the future The Bicycle User s Group will meet every term (rather than annually) to maintain the momentum created around cycling. Staff champions will recruit cycling champions for every new academic year intake. Further on-site cycle training sessions are planned. All of this is helping to increase cycling levels at the college.

8 BBCycling BBC BBC offices in Manchester, Salford and London 2011 to 2013 In May 2011 a number of key BBC departments moved from London to Salford Quays into a new state-of-the-art facility at MediaCityUK. The BBC is very serious about its approach to sustainability and wanted to make sure the organisation s cycling culture was maintained when key staff moved up north. The BBC asked BikeRight! for help in communicating everything about cycling in Greater Manchester. They were also keen to increase the number of existing Manchester staff who commuted by bicycle and requested a programme of events to aid them in this aim. Our proposal included several initiatives that we believed would engage the staff in Manchester as well as build upon the London cycling culture amongst those who were relocating to the north west. We provided: A cycling road show - including a skills ride around Manchester city centre, maintenance clinics and bike try-outs A guided ride from the old BBC offices on Oxford Road, Manchester to MediaCityUK in Salford Attendance at three Transport Awareness days, two in Manchester and one in London Provision of routes, advice and consultancy on commuter cycling within Greater Manchester Access to our Freewheeling adult cycling training programme Inclusion in the CarbonCycle commuter challenge project Benefits and outcomes The road show was a great success with over 60 staff attending the maintenance clinics and try-outs Over 20 people took part in the guided ride to MediaCity UK A number of the BBC staff have now started to commute by bicycle The staff relocating from London were comprehensively informed about cycling provision in Manchester Several BBC staff booked Freewheeling adult training sessions Related projects Cycling at Cargill Birchwood CarbonCycle Manchester CarbonCycle We would like to say a big thanks to everyone at BikeRight! for the fantastic road show and guided ride. And many thanks for helping on the transport awareness days in London and Manchester

9 Cycling at Cargill Cargill Ltd Trafford Park, Manchester 2011 to 2013 Cargill Manchester is a large agricultural processing and logistics company and part of the worldwide Cargill Group. They take their environmental responsibilities very seriously and wanted to encourage their workforce to cycle to work. As the group does not operate a cycle to work scheme it was proving difficult to encourage non-cyclists to consider commuter cycling. They organised a week-long travel awareness campaign and wanted cycling to feature quite heavily on the agenda. A Bicycle User Group (BUG) had been set up, so indicated that there was interest internally in cycling, but so far only on a leisure basis. Cargill approached BikeRight! to help with their green travel plans. We suggested a series of cycling road shows. We planned a series of events timed to take place over a two-day period. We ran scheduled maintenance demonstrations, a drop-in bike clinic for the staff s own bikes and organised guided rides around Trafford Park accompanied by qualified National Standards Instructors. People tried out our fleet of demo bikes throughout the day: Brompton folding bikes, electric bikes, Trek and Dawes commuter bikes and a selection of accessories such as panniers, courier bags from Crumpler and tool kits. Benefits The road shows were very popular and well received. The maintenance sessions were well attended with people queuing for attention. Cargill staff were able to: Hear unbiased advice from cycling professionals Chat to other people who cycle to work Overall commuter cycling rates increased Pressure eased on overcrowded car parks Both days have gone really well and I would like to thank you and all of the team who came along over the last couple of days. The maintenance sessions were popular and everyone I have spoken to about them was very impressed I went on the guided ride yesterday and that was very good