Samenvatting

Getting more people on a bicycle in Cape Town is what BEN wants. Especially people who travel by car, public transport or by foot. If more people start cycling in Cape Town BEN will get a stronger position in convincing the province and get them to make Cape Town cycle-friendlier.

Target
BEN wants to extend its focus and involve the business sector to get the working men and women on a bicycle. In co-operation with employers BEN wants to give employees the possibility to cycle to
work. The step to purchase a bicycle will be easier when subsidising bicycles through the company.
BEN needs a marketing communication plan to realize this aim.

Research
Companies BEN uses for the research are established in Athlone Industrial areas 1 and 2 and in Lansdowne. The requirements of the companies contain:
Companies in the sector 'wholesale and retail trade' or 'manufacturing'
Employees travelling to work by public transport or by foot
The employees are able to travel faster and/or cheaper to work with a bicycle then the mode of transport they use now
Research shows what the experiences and views of the employers towards cycling to work and what employers think about a bicycle project in the company. A central question and two sub questions are
developed for the research.
Central question:
'How does BEN get as many employers as possible, of companies in the sectors 'wholesale & retail trade' and 'manufacturing', positively interested in a bicycle project for their employees, with the help
of communication?'
Sub questions:
1. What are the possibilities and impossibilities of a bicycle project for the employer and company?
2. What advantages stimulates the employers interest in a bicycle project for the company?
Method
The qualitative research contained open interviews. Eight companies were approached. In each company one employer was interviewed.
'Bike to Work!'
Strategy from research
The 'defensive' strategy is the most potential communication strategy to achieve the objectives knowledge, attitude and behaviour of employers towards a bicycle project:
Employers do not have much knowledge about a bicycle project while it has strengths for the company. Employers have to know that with a little investment several problems concerning transport mode and finances can be solved.
Most companies do not have transport budgets for employees. With a 'bicycle project' they make costs as an investment. Employees get more in time, become healthier and the image of the company will be influenced in a positive way. The investment will eventually have advantages for the company.
Communication target group
The communication focuses on all the male and female employers of companies in the sector 'wholesale and retail' and 'manufacturing' in the areas 'Athlone Industrial 1 and 2' and 'Lansdowne'.
This contains 348 companies in total.
A bicycle project is a sensitive subject. It is a new concept and has no results or prove that it can be successful. It is difficult for the employers to see the advantages of a bicycle project. Employers are not involved in a bicycle project. It is a complete new concept. They never thought about introducing it.
Objectives
85% of the 348 companies will have campaign exposure, it creates category need and attitude at the employers.
40% of the companies will reach the behaviour intention objective. This contains 83 companies.
30% of the companies will have a positive behaviour intention and therefore behaviour facilitation. 25 companies in total will have the intention and facilitation to contact BEN for more information about a bicycle project.
Positioning
Informational: 'employers have to know that with a little investment several problems according to the transport mode and finances in the company can be solved.'
Transformational: 'employees appreciate it when the company does something for them. Employees are going to be involved in the bicycle project. This way the attitude of employees towards the
company will change positively.'
'Bike to Work!'
Message
' Make your employees and company healthy. Invest in a bicycle project. Just contact BEN!'.
Instruments:
Direct marketing / promotion
Brochure + promotions
Telebusiness
Direct Mail + match
Personal sales
A representative of BEN visits companies
Web communication
Adjust the website of BEN
Marketing Public Relations
Free publicity
Planning
A few steps need to be taken before a campaign can start:
February - June 2006: realize a marketing communication plan for employees.
June - December 2006: final budget and implementation of the marketing communication plan for employers and employees.
The campaign starts in February 2007 with a duration of six months.