The Transportation Options division within PDOT has put out a call to marketing and focus group experts to help create and evaluate effective messages that will resonate with the non-cycling public.
This effort is a key part of their nine-point strategy to reach Platinum status with the League of Amercian Bicyclists and increase bicycle use by 15%.
According to the official request for proposals,
“The goal of this research is to provide the City of Portland’s Bicycle Platinum team with current information to assist with planning and policy-making for increasing bicycle ridership in the city of Portland. Up to date information focused on the central city area of Portland is needed to craft marketing and to make policy decisions to reach Platinum Portland goals.”
The City wants to move beyond existing cyclists and find out the barriers and excuses that prevent the majority of Portlanders from riding. They want to,
“get beyond the “socially acceptable” responses and buzz words to understanding city residents’ attitudes about bicycling and the motivations underlying those attitudes.”
PDOT’s Linda Ginenthal says,
“First, we need to know how to encourage them to think about riding a bicycle, then we’ve got to get them to do it.”
Ginenthal and her colleagues hope the results of this work will create a national model that can be used by other cities. Work is expected to be completed by the end of December.