Micromobility Marketing and Outreach (RFQ# 201920-12)

The expansion of bike and scooter share in the Sacramento region is a landmark opportunity to expand access to bicycles and scooters to residents, commuters, students, and visitors as a convenient, healthy, environmentally-friendly, and congestion-reducing transportation option. As more micromobility devices become available in the region it is important that people understand the rules and regulations around where they can ride and park those devices. A robust outreach and marketing campaign is key to achieving a safe and successful launch of a bike and scooter share system for users and non-users of the system. SACOG is seeking a consultant to work collaboratively with city partners and micromobility providers to develop an innovative marketing and outreach plan, execute marketing and outreach activities, and create materials that educate users about the rules of the road and parking requirements. The following tasks represent the work a consultant will undertake to develop and implement a marketing and outreach plan. We are aware the marketing industry has advanced rapidly and are interested in any modern or progressive techniques accompanied with data analysis that supports those techniques. The micromobility rider base tends to trend more with the younger generations where those advanced marketing techniques may be most effective in making a behavior change. The objective of this project is to help SACOG and its partners reduce the number of people riding scooters on sidewalks and improperly parking devices. The consultant will work with SACOG, city partners, and micromobility operators to create a marketing and outreach plan that includes specific messages, events, and materials for each city (Davis, Sacramento, and West Sacramento). These tasks will take place in two phases with the first phase focusing on education and outreach based on current parking regulations, which require users to park devices next to or at bike racks. The first phase would also include education to scooter riders that they are not allowed to ride on sidewalks. The second phase would focus on education and outreach about new places to park based on any new parking regulations that result from a separate effort to pilot and research new parking solutions (such as allowing users to park devices on the street like a motor vehicle). Any changes in parking requirements would require different messaging and graphics depending on the city and the parking pilot results. Outreach for the first phase is anticipated to begin by September 2020. The second phase would take place beginning in March 2021 and run through August 2021.