There are movers and shakers out there who hold a disproportionate sway over the lifestyles and transport choices of the rest of us. Sadly most of them currently go everywhere by car. If however these people have a first-hand interest in getting around by bike, they are likely to promote it more widely and spend more money on it.
Local government offices need to get people across all departments using bikes, to plan facilities and events from a less narrowly car-centric, more knowledgable point of view, and invest more in cycling.
Hospitals need to get medical staff using bikes, to be able to talk first-hand about the health benefits.
Personnel officers (and cycling enthusiasts in workplaces everywhere) need to get the top level management using their bikes.