Communications & Community Engagement
Introduction
As micromobility services enter a community, it will be important for both cities and operators to communicate clearly and frequently to ensure that all members of the community understand these new services and how to use them as well as create a open channel for feedback when concerns or challenges arise.
Cities have included various provisions in their policies or permits requiring shared micromobility providers to have some level of community engagement, outreach, and public facing communications. Some are very specific, such as requirements to host community events, present at a local alderman’s ward night or provide regular reports to city staff on fleet operations, safety, or community concerns.
Other frequent requirements include creating and maintaining social media channels in multiple languages, a 24/7 hotline for complaints or maintenance requests, labels with various safety or operational requirements on vehicles, and other educational efforts to inform both riders and non-riders how these vehicles should be operated and parked.
One challenge for cities will be creating new strategies to ensure private providers are fully engaged with the communities in which they operate and that there is an appropriate level of engagement, communication, and education. Regardless, as the role of these services grows, cities will have to ensure that strategies for community engagement from operators as well as city staff continually evolve and that policies also evolve to ensure that shared outcomes are achieved.
National Standards
All local governments developing shared micromobility policies should include these general provisions to ensure that their regulations address these issues similarly across communities.
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1
Public Information Requirement
All providers should have easily accessible communication and feedback channels including social media, a website, a 24/7 call center and include connections with city services such as 311. Cities should require vendors to provide information in the languages that are common in the community.
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2
Information On Vehicles And Infrastructure
Cities should require all operators to include on each vehicle and within the mobile application safe operating and parking instructions, city and company customer service numbers, the vehicle ID number as well as how to report an emergency. All notices should be standardized across vehicle types (bikes, scooters, etc.) for consistency.
Policy Sections
Community Engagement
Shared micromobility services can play a beneficial role in any city’s transportation network, but this role is still largely undefined in a number of communities. Each city and neighborhood is unique and operators will need to be aware of these differences in order to adapt and serve them appropriately. In order to ensure operators are aware of each communities unique challenges, cities should require them regularly engage and interact with the community to understand their needs, concerns and desired outcomes and how their services can be shaped or improved to better meet their needs.
Engagement Plan
A plan that specifically addresses how the operator will engage with the local community.
Pro
Ensures companies and the city understand their respective roles in community engagement before and during operation; provides cities with a clear plan they can hold companies accountable to.
Case Study
Chicago, IL
Chicago requires operators to implement a marketing and targeted community outreach plan at its own cost by distributing education and outreach materials to communities in the Pilot Area. Materials must be distributed to alderman, police commanders, local chambers and community organizations. Chicago's Dockless Bike Share Pilot Project Permit Requirements
Appearances At Community Events
Defines how the operator will host or attend various events in the community.
Pro
Requires companies to participate in local events and raise awareness; allows residents a clear opportunity to voice their concerns or desires directly to the company; creates opportunities for companies to understand specific challenges, needs, or concerns firsthand from the community.
Con
Can be overly structured and too onerous for companies to manage.
Case Study
Chicago, IL
Chicago requires operators to host one community event in the Pilot Area for education and outreach, and/or present at local alderman’s Ward Night. Chicago's Dockless Bike Share Pilot Project Permit Requirements
Meetings With City Officials Or Other Stakeholders
Defines how the companies will engage with city staff, elected and community leaders.
Pro
Keeps companies and city on the same page about operations and goals as they evolve; ensures a regular line of communication for staff and elected officials.
Case Study
Denver, CO
Denver requires permitted operators to participate in regular meetings with Department of Public Works staff during the pilot period. During the initial 90-day period, these meetings may be required as frequently as one per week. The meetings will discuss topics such as operations, usage, fleet size, community concerns, safety concerns and data reviews. Denver's Dockless Mobility Vehicle Pilot Permit Program Overview
Recommendations
Cities should require operators to have strong engagement plans with clear deliverables that include hosting community events as well as additional opportunities to listen to and work with local stakeholders on a frequent and regular basis.
Some cities have also included a requirement that companies either implement their own engagement and equity plans, while others have required vendors to pay for the city to implement it with its own staff.
Education Efforts
Cities and shared micromobility companies both play an important role in educating residents on the operational nature of these services as well as the goals they’re hoping they contribute to. In order to ensure their messages are coordinated and complementary, cities should develop specific requirements for which party is responsible for education on which topics.
User Education
The role for companies to educate users of their services to better familiarize them with how these services work.
Pro
Requires companies to provide education on how to use service, where to operate or park vehicles; helps create a public understanding of how these services should operate; should reduce problems that may arise from a lack of understanding; should increase safety.
Case Study
Seattle, WA
Seattle requires operators to inform riders how to rent, ride, and park their devices safely and conscientiously. Seattle require vendors to prepare and implement a rider education plan, including the operator's proposed device signage and strategies for overcoming knowledge and language barriers in equity focus communities.Seattle's Free-Floating Bike Share Program Permit Requirements
Non-user Education
The role for operators to educate non-users about these services.
Pro
Should help inform the community about the service; should help with resident backlash over new vehicles and services in public spaces; should improve safety.
Recommendations
Companies should have primary responsibility to educate their users on how these services operate and the various regulations that apply to users to shape how they can use them safely and effectively.
Companies and cities should partner together to educate non-users what these services are, what value they provide to the community and how these they can contribute toward the city’s long-term outcomes.
Both forms of communication should be through traditional and social media campaigns, public outreach and engagement, through vehicle and parking signage and notices, and other appropriate channels.
