Training materials [D 4.1] Margit Braun FGM-AMOR

Transcription

1 PLACEHOLDER FOR TEXT Training materials [D 4.1] Coordinator: Kevin Mayne ECF Authors: Jakob Schiøtt Stenbæk Madsen DCF Margit Braun FGM-AMOR Version 1 December 2014 Start date of the action: 27/03/2014 End date of the action: 26/03/2017 Duration: 36 months Grant agreement no. IEE/13/585/SI BIKE2WORK Page 1 of 59

2 Legal disclaimer: The sole responsibility for the content of this publication lies with the authors. It does not necessarily reflect the opinion of the European Union. Neither the EACI nor the European Commission are responsible for any use that may be made of the information contained therein.

3 Table of contents A) Train the trainer trainings and know-how transfer for project partners and subcontractors. 1 1 st Training at kick-off meeting in Rimini... 1 Agenda... 1 Exercises and results... 2 Unit 1: Recruitment... 2 Unit 2: Participants Ambassadors... 3 Unit 3: Tools... 5 Unit 4: Ideas for a Bike2Work campaign nd Training after partner meeting in Malta Agenda Exercises and results Introduction Unit 1: Introducing bicycle-friendly measures Unit 2: Bicycle-friendly Company Unit 3: Elements of CFE approach Unit 4: Process of consultation Unit 5: Possibilities of certification procedures B) Written material Written material / training material of the 1 st Train-the-trainer training Rimini Written material / training material of the 2 nd Train-the-trainer training Malta C) Power Point Presentations of the training sessions D) Summary on the main results from the training

4 A) Train the trainer trainings and know-how transfer for project partners and subcontractors 1 st Training at kick-off meeting in Rimini The first training was held on 15 th and 16 th of May The main topics of this training were: Overview of different elements of existing successful Bike2Work campaigns from DK, UK, NL and DE with an emphasis on the benefits of such campaigns for companies, municipalities and the health sector. Participants will be trained on how to motivate more people to join the existing campaigns and thus make the campaign more effective and efficient. In addition they will receive training on how to portray the campaign work to the media in a effective way (provision of successful media elements and guidelines). DCF will attend these sessions and contribute the training. Training on how to increase the efficiency of different campaign elements using effective marketing and promotion tools as well as proven successful measures. E.g. to address the media, to make websites more efficient and attractive, to effectively network with multipliers and opinion leaders, to increase the way to use prizes to attract more participants, etc. Advice on working with SMEs will be provided. Agenda Thursday 15 th May When What Comments Who incl. break Lunch Elements of successful B2W campaigns Recruitment of employers, partners, supporters, municipalities. Building networks. Recruitment of participants, marketing, promotion, use of the media Tools, web sites, data gathering, Apps How the behaviour change process works key concepts Experience from other EU projects Bike the Track, Track the Bike Experience from potential commercial partners Break Exercise Review of learning day 1 Workshop: Training, presentations, exercises delivered by partners and Danish Cyclists Federation 2 companies that provide software platforms, tools and community building activities in the sector have been invited Dinner Communal closing dinner DCF ECF ECF Pleasecycle LovetoRide Page 1

5 Friday 16 th May When What Comments Who Workshop exercise creating a delivery plan incl. break Working together in a coaching and supporting way with expert partners helping new starters Workshop exercise Setting our targets Workshop exercise Designing and purchasing our software tools Working exercise as a team to create first draft of a delivery plan for each partner Working exercise as a team to calculate targets for each partner Consortium activity to look at the challenge of obtaining B2W tools, meeting EU purchasing rules and budgets Wrap up Evaluation of the training Actions arising Leave DCF Exercises and results Our goal with the following tasks was to open up the discussion with creative and out-of-the-box ideas. We tried not to define right or wrong, but asked open questions in a sharp manor. We have presented the written answer in different ways below. Unit 1: Recruitment First task was to briefly define 3 important actions for recruiting participants for a campaign. Page 2

6 The actions emphasized in the five groups to expand the basis of recruitment offered different approaches in relation to expanding the campaign. Below are the actions listed in an attempted prioritization based on the number of mentions in the presentations. The Companies play a central role in recruiting participants. The following actions were mentioned: Identify the five biggest companies with clear incentives to be involved (green washing) Get CEOs to promote the campaign to the employees Prizes and competition attracts participants and potentially corporate partners/big companies. Use internal communication channels (intranet) Events was mentioned as key to spread the words: Festival VIPs / ambassadors Charity Students was identified as a key player could be attracted by bike sharing options. Dialogue with Chamber of Commerce and mobility managers. Unit 2: Participants Ambassadors The task was that each participant should pick one ambassador for their campaign. The next step was to describe what the campaign offered that could attract their chosen ambassador. Page 3

7 Ambassador: Severina (HRU) singer R. Manccini (President of Malta) Dilma Rousseff (President of Brazil) Carla Bruni My mayor Conchita Wurst Bono Lorenzo Cherobini Cesare Perandelli (Coach of the National Italian Football Team, popular pop singer) Bono (U2) Bike2Work U2 / U2 Bike2Work) Will participate because of following functions and activities: lady ride or cycle chic ride. She is socially engaged and likes to comment; would be interested in promoting women cycling (emancipation etc.) Netherlands lady sports cycling champion doing a charity ride Using the bike Promoting through media Poster campaign Kick off on the World Cup (on bike) She is very famous and well known in BG She loves BG a lot She presents BG and the bicycle idea all over the world 2014 in Brazil Football World Cup Well known Non cyclist Glamorous So all cities will have their own ambassadors (local level) People will identify EU bicycle song At Eurovision Song Contest 2015 Stage Come by bus free cd Normal person, in different situations; does go to the concerts, events, daily trips, groceries shopping, band practices. Role model for all generations Attract media attention and visibility for our project Session photo Advertising campaign (TV/Radio) Participate in one big opening event Concert the amount ( ) from sale cards/tickets go to a social cycling campaign donate bikes for poor citizen in Africa Dialog with authorities + press conference impact on mass market and lobby He has a NGO on social and environment sustainable development (Africa Main) 2015 is the international EXPO sustainable city (in Italy media coverage) Song composed by U2 for the campaign launching during event Bike parade Page 4

8 Unit 3: Tools The task was here to identify five important services to promote cycling in general or the campaign more specific at work places. Handouts and offers: Breakfast Bike accessories Flowers for cyclists handed over by the CEO 50 % discount on coffee shops -> buy your breakfast on the way Facilities and services at workplaces Safe bike storage Shower facilities or corporation with nearby fitness centers or the like Locker rooms Bike service for several buildings in a cluster Massage Tools for maintenance Pimp my bike workshop Bike sharing in a company Rain gear / waterproof bags Page 5

9 Courses and alike: Training for new cyclists Bike mechanic course Offline Bike buddy /mentor needs special training, recruitment phase; liability exclusion Work place cycling community Online solutions Online route planner App for smartphones; calories, km, team, GPS route Meet the Danes (interactive forum) Cycle lanes / maps personalized routs from home to work Others Water stands on main cycling routes Special tariff / free for bike sharing for the month One day off when completing one bike2work month -> health study Page 6

10 Unit 4: Ideas for a Bike2Work campaign Last task was to pick one idea, that was presented or had evolved during the workshop, and unfold it. My idea is: To (try to) win the German Arbeitgeberpräsident (National President of Entrepreneurs) for RDR> (German BZW) It s a good idea, because: He is already contacted/invited He is the key person to Companies/AG/CEOs IHKs Other sickness insurances I think my idea primarily will interest: AOK (big German health insurance) as the cooperation partner and the local contacts that the be respected The idea is inspired by: Existing contact to him The advantage with my idea for my organization is: Consulting of employers/companies To generate new members of the companies with special offer For my idea to work, we need: BS to contact him If I could enhance my idea, I would: With AOK: due to her arguments Without AOK: due to their old style and image The hardest thing with my idea is: To wait half a year Page 7

11 My idea is: A day off for employees cycling to work within 1 month It s a good idea, because: Change of medal shift/mobility behavior Health benefit for both employee and company Reduction of costs for company (employees are less sick) more healthy staff Reduction of parking space save money for the company Reduction of noise, pollution I think my idea primarily will interest: Companies that have problems with parking areas, sick employees or employees that came late because of the traffic congestion Employees who are interested in getting more leisure time/holidays Health (insurance) institutions as a health prevention measure The idea is inspired by: Move smart, get 1 day off Cycling everyday keeps the doctor away Save money by having healthy staff The advantage with my idea for my organization is: To get in contact with companies to give them consultation regarding bicycle-friendly employers approach For my idea to work, we need: Collaboration with health insurance association/organizations Collaboration/contacts with potential companies (via chamber of commerce) Co-financing organizations/institutions e.g. Department of Traffic Planning or big health insurance organizations to promote/sponsor this action If I could enhance my idea, I would: Combine this action/idea with other bicycle-friendly approaches (e.g. breakfast for cyclists, cycle-maps for newcomers, suggestions for personalized cycle routes for the home to work transport The hardest thing with my idea is: To convince companies to take part to show them their direct benefits they get from this approach My idea is: To offer bike buddies during the campaign: It s a good idea, because: Bike buddies are helpful to favor behavior change by removing obstacles and by motivating people to a new life style I think my idea primarily will interest: Occasional cyclist People who are considering to change their mobility habits and those who are interested in more active life style The idea is inspired by: Proven successful campaign in other countries The advantage with my idea for my organization is: Becoming the organization which introduces nationwide B2W campaign For my idea to work, we need: Educational to instruct bike buddies If I could enhance my idea, I would: Expand the campaign in the main Italian cities The hardest thing with my idea is: Obtain a high number of well-prepared bike buddies Page 8

12 My idea is: Launch a bike campaign to the overall public (e.g. Danish campaign) It s a good idea, because: It s a good way to reach more people I think my idea primarily will interest: NGOs The idea is inspired by: The pictures displayed by Copenhagen The advantage with my idea for my organization is: That it can be combined with the preparation of the Webcity year For my idea to work, we need: Support on budget from the communication department If I could enhance my idea, I would: Get the support of my employer The hardest thing with my idea is: To convince my colleagues that we should do it My idea is: Multi-modal-travel Bike-sharing on train stations, parking lots and companies bikes everywhere It s a good idea, because: People can combine car + bike/ train + bike I think my idea primarily will interest: The advantage with my idea for my organization is: More bike use For my idea to work, we need: Partnership with bike-sharing partner If I could enhance my idea, I would: Cycle friendly employer Employers with limited parking space The idea is inspired by: Case in Holland The hardest thing with my idea is: Getting people out of car My idea is: Bike maintenance task force It s a good idea, because: It s attractive, makes people happy, simple, cheap to implement I think my idea primarily will interest: Private companies, cinemas, cafes, restaurants The idea is inspired by: Bike kitchen Zagreb + Alex The advantage with my idea for my organization is: Added value for other activities Improved visibility hands-on approach (terrain work) For my idea to work, we need: Tools Deal with particular companies Trained teams If I could enhance my idea, I would: Leave short message on the bikes Leave stickers, candy etc. on the bikes The hardest thing with my idea is: To present the idea to beneficiaries (companies) Train the teams for small repairs Page 9

13 My idea is: To involve our city bike provider, which is also a marketing agency, into our Bike2Work scheme It s a good idea, because: It s a natural synergy I think my idea primarily will interest: Our interpretation team, cities in similar situations The idea is inspired by: What I heard here in the last days involvement of businesses with similar specific goals as sponsors The advantage with my idea for my organization is: Access to marketing surfaces and other channels in combination with promotion of B2W and bike sharing scheme For my idea to work, we need: To contact the agency and convince them to use their channels + develop a common campaign If I could enhance my idea, I would: Involve other companies where we can find similar synergies The hardest thing with my idea is: To present the idea to the agency, so that they understand the benefits My idea is: To contact the Ministry of Transport/Energy/Environment It s a good idea, because: It s also within their interest to introduce B2W initiatives I think my idea primarily will interest: This will act as an example to the other Gov. entities and also SMEs The idea is inspired by: Journalist working in the Ministry of Education & Science The advantage with my idea for my organization is: To start implementing the Bike2Work project and reaching the targets For my idea to work, we need: Research about CO2 reductions; energy efficiency If I could enhance my idea, I would: Also include health aspects to encourage also the Ministry of Health The hardest thing with my idea is: To proof that this is also possible to be done in a suit of summer Page 10

14 My idea is: A combination of Bike mechanic course, Social event, Our network of internal campaign coordinators in companies It s a good idea, because: We can involve and motivate the campaign coordination, give them something they can pass on to their colleagues and by that multiply participants inside company I think my idea primarily will interest: The advantage with my idea for my organization is: Snowball effect 10 hrs work will produce hrs For my idea to work, we need: Trainer (mechanic) in each province, Communication/invitation Locations and dates Funding If I could enhance my idea, I would: The campaign coordinators, but then they can make bike check sessions in their company and that will interest everybody (who has a bike) The idea is inspired by: See above Plus our reflections about involvement of campaign coordinators The hardest thing with my idea is: As long as there is funding: nothing My idea is: To organize an event to launch a campaign for Bike2Work It s a good idea, because: It will include people from more categories, from high people life, from ministry to employee, private and public stakeholder that support our campaign I think my idea primarily will interest: Association people that have the interest in bicycle and that would be interested to know more about the campaign and the benefit that it brings The idea is inspired by: The fact that a big event can give visibility to the campaign The advantage with my idea for my organization is: To get in a new experience that could be relevant for us to get to know that Malta can cycle, but also make our company visible For my idea to work, we need: Material (brochures, posters, press release, announcements to promote our event), Popular venue that can be easily reachable, Involvement of stakeholders, individuals, association for bicycle, companies, public entities If I could enhance my idea, I would: Invite speaker (specialist in campaign for bike, countries that are already experienced. In the past the campaign shows best practices and good examples), Ministry of Transport The hardest thing with my idea is: Convince people their car is health endangering and bicycle could be the alternative to traffic congestion and pollution and then convince them to join the event Page 11

15 My idea is: To offer tailored test bikes for starting/newcomers to the B2W campaign to sell to a lower price in the end of the campaign It s a good idea, because: Motivation because of having a nice entry I think my idea primarily will interest: New cyclists People who are individualists Cashion people People that want reduce risk The idea is inspired by: The advantage with my idea for my organization is: To get people cycling with products they decided for and they are happy with For my idea to work, we need: Cooperation with bicycle shops with equipment providers funding If I could enhance my idea, I would: Find kids to compose an individual bike The hardest thing with my idea is: Get all necessary players convinced Funding My idea is: To engage partnerships with groups/ organizations who are behind (involved in) existing casual sports events e.g. move week, city running events of all sorts etc. knowledge and contacts about organizing similar elements in B2W campaign It s a good idea, because: People doing the huge sports events (World Run, Terry Fox) would help with their experience towards the B2W campaign having some similar elements (huge number of sponsors, incentives, rewards, participants) I think my idea primarily will interest: Bike-enthusiasts in this small target group Health-interested (motivated) organizers Sponsors and agencies interested in new market tapping The idea is inspired by: Examples of campaigns with a lot of sponsors, giveaways and participants The advantage with my idea for my organization is: Replicating the organisational process and elements of our partners Not inventing the scheme for participants and sponsors Benefiting from fact that sponsors would be interested in new market not tapped by sport events For my idea to work, we need: Good relationship with these organizers If I could enhance my idea, I would: Improve the link between B2W and sports events Not depend so much on willingness of a handful of people to share knowledge Combine B2W with all of these in some way (mutual benefit) The hardest thing with my idea is: Identifying the right elements to replicate Page 12

16 My idea is: To take a famous person in a big cycle event or trip for promoting B2W It s a good idea, because: The famous person has a very big influence over the population in the country I think my idea primarily will interest: The potential cyclist go to work by bike and copy the famous person The idea is inspired by: My participation here in the kick off meeting The advantage with my idea for my organization is: A famous person shows that cycling to work is an advantage for everybody With the slogan This is for our health For my idea to work, we need: To reach the exact famous person and organize a proper event. This will require some sponsors and funds If I could enhance my idea, I would: Make this idea like a good practice I mean I will invite always a famous person in a bike event The hardest thing with my idea is: The famous persons in my country very much like their car and we need to change their behavior as well. My idea is: A service offered by employers: one day off in exchange for 1 month B2W It s a good idea, because: It s motivating, low cost, effective and allows multiplication and growth I think my idea primarily will interest: The employers offer we explain them the benefits they will get from increased productivity of the staff and saved money The idea is inspired by: A good practice Shared during the KOM of B2W The advantage with my idea for my organization is: It will be popular and most probably accepted. It will allow my organization to grow and get new members For my idea to work, we need: To contact many employers, convince them and expect implementation in a sufficient number of them. Some funds will be needed in the preparation stage If I could enhance my idea, I would: Get more members and they would multiply it to their employers and so on Then other similar ideas and services will be started for B2W The hardest thing with my idea is: The beginning; the first few employers to accept it and start it. We may also need some funds to start it and keep it going. So, integrate it into B2W companies. Page 13

17 My idea is: Kickoff: by garlanding cyclists arriving at work Ask CEO to participate It s a good idea, because: CEO has a role as ambassador Cyclist are rewarded (positive behavior) Others get a change to step in I think my idea primarily will interest: Companies with a small cycling culture, car parking problems, congested areas Employees living within 10 km of their work The idea is inspired by: This meeting + BTrackB + bike to work experience in NL The advantage with my idea for my organization is: Kickoff is noticed, cyclists are rewarded by publishing in the organization all employees learn about it all get chance to register in company s cycle to work lottery (BTrackB) For my idea to work, we need: Kickoff: CEO, garlands, computer to register cyclists arriving at work Internal story company-media External story: profile of the company A 4 month campaign If I could enhance my idea, I would: If I could involve the whole family, not just the employee (like in start industrial period companies build houses/villages) The hardest thing with my idea is: It s about trips (not km) Starting investment Cyclists with smartphone + internet My idea is: To launch a bike to work competition during next may open to all population, before Velocity event in Nantes It s a good idea, because: To motivate people to go to work with a bike To make a flush around cycle s benefit I think my idea primarily will interest: Inhabitants The idea is inspired by: The advantage with my idea for my organization is: As a local authority Nantes Metropole has to develop cyclist members and have to explain cyclist s benefits for health. This kind of event is a good way to do this. For my idea to work, we need: Organize the event To make a communication campaign If I could enhance my idea, I would: Danish, Dutch events. The hardest thing with my idea is: To involve To motivate Page 14

18 My idea is: To start a B2W campaign with a social cause (with a component of philanthropy: bike to save the abandoned children. The employees will bike to work and for each biked kilometer the company will pay/donate a sum of money and in the end, they will build a house for abandoned children) It s a good idea, because: It solves a social problem, for the abandoned children, but also support and encourage a healthy living for the employees I think my idea primarily will interest: The employers because they will have to be convinced by the importance of the cause of cycling, to sustain the costs and to promote cycling among the employees. The idea is inspired by: The growing number of abandoned children in the past years and by the involvement seen in other projects that had a social course The advantage with my idea for my organization is: That the company will do something good together with the employees. Involvement for each employee, support a healthy way of living and the employees continue to do what they loved to do: bike. This project will be a model for other companies. For my idea to work, we need: A special app that will count the number off kilometers for each cyclist/employee and a website that will centralize the total number of kilometers cycled during the campaign. If I could enhance my idea, I would: Organize contest between many companies The hardest thing with my idea is: Convincing the company to get the money on the table My idea is: Recruiting B2W Recruiters who are sales experts, not cyclists It s a good idea, because: Use experts vs. believers I think my idea primarily will interest: Campaigns with open minds: with or creative accounting/payments Those who want new bikes The idea is inspired by: Classic sales models Master knows best failures The advantage with my idea for my organization is: Proven technology in other fields Our openness/desire for new expertise For my idea to work, we need: or other incentives for the sales persons Winning product/slate of services Credibility If I could enhance my idea, I would: Increase/multiply the number of salesmen Remove all feelings of NGO, charity, green, just sell the personal benefits of the change The hardest thing with my idea is: Having the USP in a winning product Getting money for enough sales teams Page 15

19 My idea is: Free stuff cycling as a low cost option Ideas presented; free beer! Free holiday! Idea of charging organizations doesn t appeal (unless premium service can be provided) It s a good idea, because: Payment-sign-off-budgets hard to overcome (avoid administrative processes) Make it inclusive, easy to participate I think my idea primarily will interest: AU The idea is inspired by: Experience of campaigns People liking the exercise ideas 1 st task when building a marketing plan The advantage with my idea for my organization is: Incentives have been used to drive social marketing campaign Note: not bad practice for long term behavior change For my idea to work, we need: A resourced campaign (source funding) (making participation easy to provide access to incentives) If I could enhance my idea, I would: Identify national partners to provide incentives; (could also be local partners) (national bike to work bike purchase scheme) The hardest thing with my idea is: Developing partnership on national level My idea is: One day off if you join the B2W campaign convince in the first step the participating CEO s of the companies and in the 2 nd step make it a law It s a good idea, because: People (out of) look how to grow these free time and get it as an incentive I think my idea primarily will interest: Employers Ӏ Employees Authorities The idea is inspired by: Law on voluntary free days in Rumania and the law for blood donating one day free The advantage with my idea for my organization is: Positioning/associate the image of the organization with a desire a lot of people have positive association Good media coverage for free spread the message about the campaign as highlight of the day Populate and get more participants For my idea to work, we need: Access to decision level of at least 3-5 big companies accepts on their cost to do it Media involvement so that the consumers get the message so they make internal pressure on the decision maker KOL and authorities supporting the idea If I could enhance my idea, I would: Go to make a law so that every employee can benefit by law of a free day if they commit prove to do a healthy campaign The hardest thing with my idea is: In the second step: to change the law Page 16

20 2 nd Training after partner meeting in Malta The second training was held on 6 th and 7 th of November The main topics of this training were: Overview on design and development of the B2W project Input about positive experience with company consultations: FGM, ADFC, Nantes, SinBic, UIRS, Fietserbond Benefit for companies by introducing bicycle-friendly measures How to combine B2W campaign and cycle-friendly employers (CFE) approach (Learning how to incorporate a Cycle Friendly Employers initiative into the partner s implementation) How to make an employer bicycle-friendly and elements of the CFE approach Process of consultation and certification Evaluation strategies and monitoring methods (process and impact of evaluation) Agenda Thursday 6 th November When What Comments Who Introduction Overview of training agenda Overview on design and development of the B2W project How to combine B2W campaign and cyclefriendly employers (CFE) approach 9:50 10:30 Unit 1 10:30 10:45 Break 10:45 12:15 Unit 2 12:15 13:00 Unit 3 Quick input about positive experience with company consultations What is the benefit for companies by introducing bicycle-friendly measures? How to motivate companies to carry out bicycle-friendly measures? How to approach companies? Bicycle-friendly company: Arguments from the perspective of several stakeholders within the company Elements of CFE approach (infrastructure, information, services, campaigns, rewarding of cyclists, complementary measures) 13:00 14:10 Lunch & Muntermacher (kickstarter) session Presentations Group work and discussion Role play Group work, discussion and voting DCF ECF FGM, ADFC, FGM all partners DCF FGM all partners All partners Page 17

21 When What Comments Who 14:10 15:30 Unit 4 Process of consultation (pre-meeting, analysis, objectives, development of measures, implementation, evaluation) Reasons, resources and tasks for company coordinators 15:30 16:15 Possibilities of certification procedures (examples and additional ideas) 16:15 18:15 Bicycle trip Input and discussion Group work Presentation and discussion FGM all partners FGM all partners Friday 7 th November When What Comments Who 9:00 10:00 Wrap-up & Open session: Based on issues emerging at team meeting Dissemination at Velocity Nantes 10:00 11:00 Introduction: Overview of Performance Indicators per partner Who has to do what 11:00 11:15 Break 11:15 11:45 Evaluation: How to measure the additional cyclists from your CFE approach Making sure employers use your national measurement tool (the same tool as for your campaigns) 11:45 12:40 Implementation and Evaluation plan (I&E-P): Reflection of the I&E-P with the inputs from the 1 st day with regard to the B2W campaign Modification / improvement of your I&E-P with regard to the CFE activities (consultation of companies / training for company coordinators) Partners choose the subject(s) at project meeting Input and discussion Presentation Group work Up-date by each partner :00 Feedback round Questionnaire and face-toface 13:00 open Meeting/press call with local officials and Directors of Paragon Europe Farewell-lunch DCF ECF NMCU FGM UIRS ECF DCF ECF DCF Page 18

22 Exercises and results Introduction In a first step the target groups of the Train-the-trainer activities and have been identified: The components of the Train-the-trainer activities (TtT-A) refer to the organization of training and the contents of training. Organizational components TtT-A administration (e.g. venue, catering.) TtT-A materials Methodologies for handling enquiries Amending the TtT-A materials to meet national conditions Evaluating the TtT-A The organizational components will be described in deliverable D2.3 Guidebook containing collections of proven tools to make employers bicycle-friendly. Content related components How to approach companies Arguments for CFE CFE measures CFE barriers and how to overcome Role of company coordinators Evaluation of CFE measures The aim of the second training was to focus on the content related components. Page 19

23 Unit 1: Introducing bicycle-friendly measures Topics: Methodology / Schedule: 1. What is the benefit for companies by introducing bicycle-friendly measures? 2. How to motivate companies to carry out bicycle-friendly measures? 3. How to approach companies? 5 min Introduction 20 min Group work 5 groups á 3-5 participants 15 min Presentation and discussion Two groups worked out the benefits for companies by introducing bicycle-friendly measures as well as the good arguments/reasons for doing so. The listed benefits are classified according to their importance: Benefit: Healthy employees Higher productivity of staff Good arguments/reasons: Increasing motivation of staff In-time arrival Less sick leave (save money) Minimization of stress Page 20

24 Benefit: Reputational management Financial advantages Car parking Green Washing Good arguments/reasons: Social responsibility Establish mutual trust / reputation Green mobility Environmental effects Parking spaces for bicycles are cheaper Bicycles instead of company cars Less congestion in parking areas Save money Less Cycling in healthy Positive social opinion Contribute to nature One group has elaborated three emotional arguments on how to motivate companies to carry out bicycle-friendly measures (in descending order): Emotional argument: Healthy employees Good arguments/reasons: Cyclists are healthier in general and thus happier Less sick leave means less costs for employers Page 21

25 Emotional argument: Happy employees More fun at workplace Good arguments/reasons: More joy / pleasure on the work Increasing the ability to concentrate Balanced personality Cycling events are important for team building Cycling is a community building activity One group has elaborated three cognitive arguments on how to motivate companies to carry out bicycle-friendly measures (in descending order): Emotional argument: Less sick leave days (about 13 days less/year) Less costs for company fleet and less need for car parking Better social reputation Good arguments/reasons: Healthier and fitter employees Save money Higher efficiency for the company Employees are happier and therefore they are more productive Company cars are replaced by bicycles Company saves money and space More business gained More media attention Page 22

26 One group has prepared the topic How to approach private companies regarding the possible starting points to get in contact with the company, the criteria and opportunities on how to choose or prioritize companies as well as which networks and channels can be utilized to get in contact with the companies: Possible starting points to get in contact with private companies NGO cycling members contact their own employers Trade unions Contact via telephone / (if no personnel contact and enough resources available) Contact companies with previous cycling actions/events Criteria and opportunities on how to choose or prioritize private companies Big companies with a high number of employees Companies that have a CSR manager (mainly international companies) Companies with a green image Which networks and channels can be utilized to get in contact with private companies Participation in conferences where CRS manager / Mobility Management coordinators will attend Municipalities, city networks e.g. CIVITAS, CIVINET, EU projects Page 23

27 One group has prepared the topic How to approach public administrations / departments regarding the possible starting points to get in contact with the company, the criteria and opportunities on how to choose or prioritize companies as well as which networks and channels can be utilized to get in contact with the companies: Possible starting points to get in contact with public administrations/departments Press conferences urban mobility List of decision makers within the cities/regions Free bike hire for employees to test bicycles Find leaders in each public administration as exemplar/role model for the community Criteria and opportunities on how to choose or prioritize public administrations/departments Environmental aspects Company that want to change its image Size of the company economic problems Which networks and channels can be utilized to get in contact with public administrations/departments Chamber of commerce International embassies Page 24

28 Unit 2: Bicycle-friendly Company Topics: Methodology / Schedule: Tasks: Arguments from the perspective of several stakeholders within the company 5 min Introduction 60 min Role Play 15 min Preparation 35 min Role play 10 min Exchange views per group 25 min Discussion/feedback of the audience The following persons will join the discussion: Managing director, CSR manager, Unionist, Security chief, Employee, Team leader of the internal cycle group, Company doctor, Representative of the city, department of traffic and traffic planning, Representative of the city, department of economy The baseline situation of the role play has been as follows: The roles of the panelists are defined as follows: Page 25

29 The audience was involved as observer-analysts and engaged in the analysis and discussion of the situation as presented. Page 26

30 Unit 3: Elements of CFE approach Topics: Methodology / Schedule: 1. Infrastructural measures that support bicycle use by employees (e.g. shower) 2. Information for employees to start with cycling to work and to continue (e.g. factsheet about health and cycling) 3. Services to motivate and support employees to cycle all over the year (e.g. providing lambskin saddles) 4. Campaigns to be carried out every year (make a campaign to a ritual) (e.g. breakfast for cyclists on Friday) 5. Complementary measures (restrictive car measures to support bicycle use) 6. Rewarding of cyclists to strengthen their role as an B2W ambassador (e.g. cyclist of the month) 5 min Introduction 20 min Group work 6 groups á 3-4 persons 20 min Presentation / discussion Each group has prepared 1-2 activities by taken into account the expected results/benefits, the procedure on how to implement the chosen activity and the persons who should be involved. The results of the groups are as follows: Infrastructural measures that support bicycle use of the employees: Activity 1 Invest in bike parking with repair kit / maintenance + bike fleet (company bikes) company bike sharing (e.g. high tech multi-level vehicle park, safe & comfortable, easy to reach) Expected results/benefits Higher use of bicycles Improvement in the utilization of space How to implement the activity 1) Find space in the warehouse 2) Find the best value for money offer 3) Networking with nearby companies (meetings to share the measure) Who has to be involved? Financial officer Human resources department Representatives of employees re Procurement department 4) Outsource maintenance of bike Page 27

31 Infrastructural measures that support bicycle use of the employees: Activity 2: Invest to provide showers and changing room Expected results/benefits Motivation of more people to cycle How to implement the activity 1) Find space 2) Find money Who has to be involved? Security department Procurement department Municipality permission Information for employees to start with cycling to work and to continue: Activity 1 Guidance by bike + maps of cycling routes Race car, bicycle, bus Expected results/benefits Optimizing of cycling time and safety How to implement the activity Newsletter Workshop for employees Who has to be involved? Employees that are already cycling Human resources and CSR manager Activity 2: Health check (cardiovascular system, weight, mental health) Expected results/benefits Improvement of health Increasing of physical well-being How to implement the activity 1 month biking Who has to be involved? Company doctor HR manager Employees Page 28

32 Services to motivate and support employees to cycle all over the year: Activity 1 All weather cycling campaign (facts, clothes, continuous bike service) Expected results/benefits More cyclists all over the year How to implement the activity Fact sheet Intranet Workshops Cycling tour in winter Fun / games Activity 2: Rewarding programme (gather points, salary, holidays, cycle equipment) Who has to be involved? Employees Human resources and CSR manager Service guide / mechanics Maintenance (municipality) Expected results/benefits More cyclists all over the year How to implement the activity Promotion System of registration Poster Social media Who has to be involved? Mobility manager HR / CSR manager CEO Employees Campaigns to be carried out every year (make a campaign to a ritual): Activity 1 Buddy cyclist system How to implement the activity Identify the current cyclists and make a list Survey to find the best cycle routes Bike rental for free to test Expected results/benefits Help new cyclists to find their way to work Strengthen confidence in cycling Increasing the interaction between colleagues Who has to be involved? Employees HR departement Page 29

33 Campaigns to be carried out every year (make a campaign to a ritual): Activity 2: Competition between departments How to implement the activity Web platform to register the cycle activities Provide prizes/rewards Provide bike services Expected results/benefits Motivate employees to cycle to work more often Social relationships within departments/teams Increasing the satisfaction of the employees Who has to be involved? HR manager/department Management staff IT department Logistics department Employees Complementary measures (restrictive car measures to support bicycle use): Activity 1 Removal of parking spaces How to implement the activity Guide to transportation dedicate space to other purposes Install park or green zones Install bike racks Activity 2: Parking cash-out (Using the bike means getting money from parking management system) How to implement the activity Information and involvement Install new parking management system or expand existing ones IT solutions for access to business ground Expected results/benefits Less cars More employees that come eco-friendly to work High quality of space at business grounds Minimize costs Who has to be involved? Employees Management Communication department Expected results/benefits Motivate employees to cycle to work Decrease in cars / parking spaces Increasing green zones at business ground Rewarding of cyclists Who has to be involved? HR manager/department Management IT department Employees Page 30

34 Rewarding of cyclists to strengthen their role as an B2W ambassador: Activity 1 Reward ceremony (incentives, discounts, free tickets etc.) How to implement the activity Internal nominations Provide rewards and certificates Activity 2: Team building activity: Bike ride with an ambassador How to implement the activity Information and involvement Find an local well-known ambassador Organisation of the event Expected results/benefits Motivation of employees to cycle to work Competition amongst employees Loyalty to the company Social engagement Who has to be involved? Employees Management, Communication department Sponsors for rewards Expected results/benefits Strengthen the benefits of cycling Ambassadors motivate more employees to cycle to work Who has to be involved? HR manager/department Management Employees Page 31

35 Unit 4: Process of consultation Topics: Methodology / Schedule: 1. Process of consultation a-f: see Introduction below 2. Reasons, resources and tasks for company coordinators a) Good reasons to install a company coordinator b) Which resources are necessary for fruitful work? c) Main working tasks of the company coordinator 5 min Input 45 min Different methods see tasks 30 min Discussion / Feedback / Input from the audience Introduction Steps of consultation a. Establish contact to companies and find companies for initial meeting b. Initial meeting c. Plan of implementation d. Implementation of CFE measures incl. designation of a company coordinator e. Evaluation of CFE measures f. Certification process Topic 1b: Initial meeting What has to be analysed? Methodology: Results: Team work, each team has to fill out 3-5 cards Existing company initiatives regarding health, green, mobility management Internal bicycle user groups SWOT (culture, image, mind-set, budget, infrastructure, location, distance ) Needs (management, employees, legislation) Position of management (budget, strategy business & CSR, time frame) Data on employee (number, where they live, modal split) Employee profile structure (social, economic, demographics) Resources (own, SUMP, grants) Parking situation Accessibility Possibilities of giving incentives to employees for B2W Employees who already participate in the existing B2W campaign Topic 1b: Initial meeting What are the main objectives of a CFE consultation? Methodology: Moderator: input/feedback from Unit 1 Results: Repetition of the results of the working groups (see Topic 2a, 2b) Page 32

36 Topic 1b: Initial meeting Development of CFE measures Methodology: Moderator: input/feedback from Unit 3 Results: Repetition of the results of the working groups (see Unit 3) Topic 1b: Initial meeting Dealing with resistance and barriers Methodology: Barriers Resistant to change habits: Our employees are well-paid, no need for cycling Employees need car to transport children to school No budget / costs Safety aspects No cycling infrastructure, long distances from home to work Team work, each team has to identify 3-5 barriers and adequate solutions / good arguments to overcome the barriers Solutions/arguments on how to overcome these barriers Show example of successful companies Change the message: cycling is trendy Motivate employees to test alternatives (bicycle trailers, intermodal transportation etc.) Find grants Changing of regulations and legislation Subsidies for purchase a bike and the equipment Insurance training Safety workshops / education Change insurance policy Provide data about car accidents versus cycle accidents Promote intermodality with PT (or car) using park&ride parking spaces / folding bikes Involvement of municipality to build-up cycle paths/lanes Topic 1c: Plan of implementation Methodology: Results: Partner work with ad hoc assistance from trainers Every partner starts to adapt/revise his/her own national implementation plan Topic 2a: Good reasons to install a company coordinator (CC) Methodology: Results: Group work, one group has to work out 3-5 good reasons More efficient communication within the company CC takes care of the (traffic) problems CC is a kind of ambassador CC helps to raise the company s image CC can communicate good results, innovative actions etc. Page 33

37 Topic 2b: Which resources are necessary for fruitful work? Methodology: Results: Group work, one group has to work out 3-5 resources that are necessary for installing a CC Time (number of hours/week) High level support Know-how HR & marketing support Budget Topic 2c: Main working tasks of the company coordinator (CC) Methodology: Results: Group work, one group has to work out 3-5 main working tasks of the CC Internal communication External feedback Internal motivation of management and employees Managerial authority / permission to initiate cycle projects Unit 5: Possibilities of certification procedures Topics: Methodology / Schedule: Results: 1. Possibilities of certification procedures (examples and additional ideas) 5 min Input 40 min Presentation and discussion incl. Discussion / Feedback / Input from the participants Based on the certification system of ADFC (Germany) the partners have chosen those criteria that satisfy the established minimum requirements of an international certification procedure Those criteria will be compiled in a manual. Page 34

38 B) Written material Written material / training material of the 1 st Train-the-trainer training Rimini Unit 1: Recruitment Page 35

39 Unit 2: Participants Ambassadors Page 36

40 Unit 3: Tools Page 37

41 Unit 4: Ideas for a Bike2Work campaign Page 38

42 Written material / training material of the 2 nd Train-the-trainer training Malta Unit 1: Introducing bicycle-friendly measures Page 39

43 Page 40

44 Page 41

45 Page 42

46 Page 43

47 Unit 2: Bicycle-friendly Company Page 44

48 Page 45

49 Unit 3: Elements of CFE approach Infrastructural measures that support bicycle use of the employees: Choose 1-2 activities Activity 1 Expected results/benefits How to implement the activity Who has to be involved? Activity 2: Expected results/benefits How to implement the activity Who has to be involved? Page 46

50 Information for employees to start with cycling to work and to continue: Choose 1-2 activities Activity 1 Expected results/benefits How to implement the activity Who has to be involved? Activity 2: Expected results/benefits How to implement the activity Who has to be involved? Page 47

51 Services to motivate and support employees to cycle all over the year: Choose 1-2 activities Activity 1 Expected results/benefits How to implement the activity Who has to be involved? Activity 2: Expected results/benefits How to implement the activity Who has to be involved? Page 48

52 Campaigns to be carried out every year (make a campaign to a ritual): Choose 1-2 activities Activity 1 Expected results/benefits How to implement the activity Who has to be involved? Activity 2: Expected results/benefits How to implement the activity Who has to be involved? Page 49

53 Complementary measures (restrictive car measures to support bicycle use): Choose 1-2 activities Activity 1 Expected results/benefits How to implement the activity Who has to be involved? Activity 2: Expected results/benefits How to implement the activity Who has to be involved? Page 50

54 Rewarding of cyclists to strengthen their role as an B2W ambassador: Choose 1-2 activities Activity 1 Expected results/benefits How to implement the activity Who has to be involved? Activity 2: Expected results/benefits How to implement the activity Who has to be involved? Page 51

55 Unit 4: Process of consultation Process of consultation: What has to be analysed? Process of consultation: Dealing with resistance and barriers Page 52

56 Reasons, resources and tasks for company coordinators: Which resources are necessary for fruitful work? Reasons, resources and tasks for company coordinators: Main working tasks of the company coordinator Page 53

57 C) Power Point Presentations of the training sessions Presentations of the 1 st Train-the-trainer training Rimini At the 1 st training only written material was delivered to the participants (no PPT presentation). Page 54

58 Presentations of the 2 nd Train-the-trainer training Malta Page 55

59 Training Units FGM-AMOR Margit Braun Karl Reiter Matthias Scheid Malta, 6 th of November 2014 Target groups of the Train-the-Trainer activities Staff of partner organisation Staff of external advisors Company coordinators 2 FGM-AMOR Malta 6 th November 2014 Presentations of the 2 nd Train-the-trainer training Malta