Public Relations Strategy on the Fairfield Cycle Network

¶ … Cycle Network

Many small and medium sized town are experiencing problems that were typically focused on larger urban areas. An issue that has a broad range of effects; from environmental to fiscal, from social population dynamics to the cultural environment of the city, transportation is one of the key factors that makes the modern urban area function.

Fairfield City is located SW of Sydney and has an approximate population of 181,000. Demographically, more than 50 per cent of the population is foreign born, speaks little or no English, and is at medical risk from lifestyle behaviors that contribute to potentially serious health problems.

Fairfield City also lacks adequate public transport, and most of its residents remain tied to their cars for work, school, and recreation. This creates a serious environmental problem, parking issues, crowding issues and perpetuates the separate nature of the community.

To mitigate this issue, the Fairfield City Council developed an extensive, 120 km, cycle-way network that links to the major employment areas, as well as nearby cities. To encourage the use of the cycle-way, the Council invested in free loaner bicycles, ornamental art, and informative signs that encourage use of the cycle-way.

To encourage adequate usage, we suggest a tiered approach:

Develop a multicultural message that encourages disenfranchised populations to use the cycle-way.

Partner with other community organizations, social services, schools and businesses to increase the area served by the program, as well as additional bicycles.

Focus on community wide events that bring residents into area as a community for social, as well as recreational, activities.

Partner with other cities and towns to improve service and expand the project.

Situation Analysis

Strengths

Weaknesses

Opportunities

Threats

Program in place to address poor health of Fairfield

May lack translators or specific cultural modifiers

Multicultural engagement and increased socio-cultural development

Lack of public support may tend to diminish program's effectiveness

120 km Cycle-Way Network

Funding for continued construction

Continue to build infrastructure

Building and/or construction constraints

Free Bicycle lending

Additional Funding Unclear

Seek out business and other sponsorships

Inability to fund more

Work for Dole and other cooperative Programs

Potential of unrealiable workforce

See above

Lack of interest from participants and other social service organizations

Commitment to Environmentalism

Long-term planning

Publicity, expansion to other areas of City growth and planning

Lack of momentum may cause lax program results

Fairfield City, population 181,000, is located SW of Sydney. Over 50 per cent of its residents are non-English speaking and foreign born with lower than average incomes and higher than average poor health.

To address the issue of transportation, poor health, and social services, the City Council developed a 120 km cycle-way network. The project is environmentally sound, is conducive to families, exercise, and links to major transportation hubs within the area.

The project has positive environmental impacts, shows the community that sustainable construction is possible, but moreover, that focusing residents on walking and biking instead of automobile transportation can fulfil multiple needs: social, cultural, fiscal, and environmental.

Strategy

1. Goals

Goal 1: Increase use of cycle way network throughout Fairfield Population.

Objective 1: Meet with minority groups to educate and invite participation in cycle-way network project.

Objective 2: Increase cycle-way usage within 6 months to an average of 60,000 pepole (1/3 of the population); decrease reliance on cars.

Objective 3: Get commitments/pledges from 30-50 local businesses or agencies to help fun bicycles, additional cycle-ways, and community awareness of project.

2. Target publics

Primary -- At-risk population groups within Fairfield City that include disenfranchised immigrant population.

Secondary -- Anyone who uses automobiles as their primary transportation mode to work or school.

Tertiary -- Social service agencies, churches, schools, businesses within Fairfield City and surrounding areas