Download pdf - Approaching Equity Outreach: A Chicago Case Study

APPROACHING EQUITY OUTREACH A Chicago Case Study

We needed to find out ...

RESEARCH

WHY are certain segments of the population less likely to use Divvy?

HOW do we cultivate equitable adoption of biking and Divvy?

OUR APPROACH

INDIVIDUALS 171

INDIVIDUALS

PROFESSIONALS

171 110

INDIVIDUALS

PROFESSIONALS

INFLUENCERS 171

110 9

OUR RESULTS

Of the 91% of African Americans that had not ridden Divvy...

No reason 40%

No reason 40%

10% Don’t like/know how to bike

No reason 40%

Don’t like/know how to bike 10%

Fine with public transit/car 8%

No reason 40%

10%

8%

No time to try 7%

Don’t like/know how to bike

Fine with public transit/car

No reason 40%

10%

8%

7%

Too expensive 6%

No time to try

Don’t like/know how to bike


The following were impediments in the Black community...

Safety concerns are paramount


Lack of cargo room


Lack of cargo room

Commuting not realistic



Connectivity issues

Lack of cargo room



Connectivity issues

Lack of understanding/information

Lack of cargo room

Of the 92% of Latinos that had not ridden Divvy...

No reason 30%

No reason 30%

I have a bike 12%

No reason 30%

12%

Lack of proximity to station 10%

I have a bike

No reason 30%

12%

10%


Lack of proximity to station

I have a bike

No reason 30%

12%

10%


Fine with public transit/car 8%


I have a bike

No reason 30%

12%

10%


8%

Too expensive 8%



I have a bike

The following were impediments in the Latino community...

Bikes perceived as recreation


Safety is a concern


Safety is a concern

Lack of education/understanding


$1,200 credit limit restricts Latinos

Safety is a concern



Safety is a concern


$1,200 credit limit restricts Latinos

No launch in the community

CTA vs Divvy

VS

Cheaper Expensive

VS

Cheaper Expensive

Practical Impractical

VS

Cheaper Expensive


Route Clear Route Unclear

VS

Cheaper Expensive


Route Clear Route Unclear

Safer Less Safe

VS

Feelings around Bike Sharing/Biking

Bike Sharing Concept not Understood

Public Safety + Biking go Hand-in-hand

Culturally Viewed as Recreation

People of Color Open to Biking

Bikes Seen as Investment in Community

Education on Safety, Cost and Proximity

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MARKETING VS ENGAGEMENT

We must identify the...

Best CHANNELS for Communication


Best CHANNELS for Communication Best TRIGGERS for Engagement



•  Engagement of community groups/leaders



•  In-context/language advertising and messaging




•  Activation of informal influencers





•  Public education initiatives






•  Long-term approach to building engagement






•  Long-term approach to building engagement

•  Benefits-based messaging and promotions


Best TRIGGERS for Engagement

•  Long-term educational programming is necessary



•  Cost, convenience and connectivity



•  Cost, convenience and connectivity

•  Planting the seed...


EQUITY IN ACTION

1

Put Biking + Divvy into Context

2

Establish Informal Channels

3

Align Efforts with Expansion

GATHER INPUT

BUILD ANTICIPATION

ACTIVATE AMBASSADORS

HAVE A PARTY!

3

2

1

LAUNCH

GATHER INPUT

BUILD ANTICIPATION


HAVE A PARTY!

3

2

1

LAUNCH

GATHER INPUT

BUILD ANTICIPATION


HAVE A PARTY!

3

2

1

LAUNCH

GATHER INPUT

BUILD ANTICIPATION


HAVE A PARTY!

3

2

1

LAUNCH

4 Educate communities on the benefits of active transit [and biking]

KEY TAKEAWAYS

Recognize unique audiences within target communities

Recognize unique audiences within target communities Community partnerships are essential

Recognize unique audiences within target communities Community partnerships are essential Engagement and (early) education is necessary

Recognize unique audiences within target communities Community partnerships are essential Engagement and (early) education is necessary Create positive brand experiences

APPROACHING EQUITY OUTREACH A Chicago Case Study