Bicycling on Grounds and Beyond
In collaboration with the UVA Parking and Transportation Department, the main objective of the Encouragement Group was to encourage more people to use biking as a mode of transportation. Targeting students, faculty, and staff, we encouraged those who already bike to continue biking, and those who do not, to begin. Over the course of four months, we conducted a survey to better understand our target market, determining trends in demographics, as well as reasons behind habits in regards to transportation on grounds. After analyzing results from the survey that indicated road safety, convenience, and lack of equipment as inhibiting factors to biking, we developed methods of promotion that more specifically addressed the concerns: handing out fliers, bike shop discounts, and informational signs. We used handing out fliers that varied in content and appeal as a method of promotion to gain face to face interaction with our target group, and a chance to field questions about the benefits of biking and our efforts. Developing a bike deal discount with a local bike shop in order to give a 10% discount to any member of the UVA community with a current ID was another method employed to encourage biking based on the survey results. Finally, putting up informational posters with the health, efficiency, and energy benefits to biking was a method used to encourage the convenience and advantages to biking as a mode of transportation. At the conclusion of our project, we were successful in determining how to appeal to our target market based on their habits, and using the methods discussed to promote biking, as well identifying successful methods for the future.
Bicycling on Grounds and Beyond, encouragement, biking, University of Virginia, transportation, appeal, promotion, Jacqueline Gannon, Andy Stafford, Kelsey Vitullo
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Bicycling on Grounds and Beyond
Transportation_BikingEncouragementTeam (click PDF)
Fall 2011
Team members: Jacqueline Gannon, Andy Stafford, Kelsey Vitullo
In collaboration with the UVA Parking and Transportation Department, the main objective of the Encouragement Group was to encourage more people to use biking as a mode of transportation. Targeting students, faculty, and staff, we encouraged those who already bike to continue biking, and those who do not, to begin. Over the course of four months, we conducted a survey to better understand our target market, determining trends in demographics, as well as reasons behind habits in regards to transportation on grounds. After analyzing results from the survey that indicated road safety, convenience, and lack of equipment as inhibiting factors to biking, we developed methods of promotion that more specifically addressed the concerns: handing out fliers, bike shop discounts, and informational signs. We used handing out fliers that varied in content and appeal as a method of promotion to gain face to face interaction with our target group, and a chance to field questions about the benefits of biking and our efforts. Developing a bike deal discount with a local bike shop in order to give a 10% discount to any member of the UVA community with a current ID was another method employed to encourage biking based on the survey results. Finally, putting up informational posters with the health, efficiency, and energy benefits to biking was a method used to encourage the convenience and advantages to biking as a mode of transportation. At the conclusion of our project, we were successful in determining how to appeal to our target market based on their habits, and using the methods discussed to promote biking, as well identifying successful methods for the future.
