Encouraging Ridership
through Community Engagement
A group of dockless bikeshare riders enjoy using a protected bike lane in Guangzhou, China
Source: ITDP China
Once the planning and design of the bikeshare system is complete, the city needs to
develop a communications plan and marketing strategy, including the brand for the
system. A bikeshare system needs a clear, consistent identity—a strong brand—that
presents a professional, modern image and distinguishes it from other urban transport
options. There are several elements of the identity, including the system’s name and logo,
that can improve customer identification with and pride in the system. During this stage,
the city should also develop a strategy around community outreach and engagement and
begin to identify barriers to ridership that should be addressed and reduced.
