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Table 5 The four “Ps” of social marketing applied to a public bicycle share program

From: Who is in the near market for bicycle sharing? Identifying current, potential, and unlikely users of a public bicycle share program in Vancouver, Canada


Public bicycle share service, which allows users to rent and return bicycles at designated docking stations throughout a city


Reduce cost of memberships

Offer a single trip pass option

Free trial days

Integrate payment with transit and car share programs


Expand service area

Provide safe bicycle infrastructure in areas where public bicycle share stations are located


Pop-up booths at transit stations

Advertising on public transit