I AM RVACAMPAIGN | FALL 2015

table of contents

research

strategy

objective 1

objective 2

executive summary

objective 3

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Photos courtesy of Kai Eason

objective 4

objective 5

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executive summaryI Am RVA is a Richmond nonprofit whose efforts focus on building a fun and safe bicycle community. The organization’s mission is to foster enthusiasm for bicycling in Richmond by encouraging a sense of community, promoting safety among bicyclists and motorists, and creating pride in the city. The organization is run by its board of directors who all participate on a volunteer basis. The purpose of this research and campaign is to increase the recognition of the organization among its key publics.

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research

secondary research

Richmond citizens want a more bicycle friendly community and there is a need for bicycle safety education for both bicyclists and motorists.

Many Richmond nonprofits have a similar goal of improving the community and the way of living.

Competitors and other similar organizations of I Am RVA have successful social media accounts that are regularly updated.

The key to success in regards to competitors is throwing large scale events to gain media attention and increase general awareness.

I Am RVA has been featured in Style Weekly, mentioned briefly in RVA Mag, and the president was quoted on NBC 12.

Of respondents that live in The Fan, 46% own a bike, while only 39% of those living outside of The Fan do.

key findingsSecondary research is based on information, trends, and statistics that have already been created by others. This information has been collected from various news outlets, competitor websites, professional studies and academic journals.

primary research

Focus groups revealed that neither cyclists nor non-cyclists have a clear understanding of bicycle laws and safety. Findings also showed that there needs to be more official means of disseminating rule and regulations pertaining to bike safety. Participants also agreed an education program would be the most useful way to bring about a positive change in the community.

The majority of interview respondents felt comfortable riding their bike, and the few who did not attributed motorists’ lack of bicycle safety knowledge.

Almost all interviewees would like to see more bicycle lanes and the use of bicycle lights at night enforced.

Primary research was collected through surveys, interviews, and focus groups. These findings are based off of various members of the Richmond community.

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Of the survey respondents who do not wear helmets or sometimes wear helmets, half have been in a bicycle accident. Eighty-three percent of non-helmet wearers also do not read about bicycle safety.

Interviewees support the creation of a bicycling organization and the concept of supporting local charities.Instagram, Facebook, and Twitter are the social platforms that were highly suggested for I Am RVA to use to reach their target audiences.

Nonprofits mentioned by respondents include Planned Parenthood, Special Olympics Virginia, HAND, HD Advisors, The Sierra Club, and Crossover Ministry.

Fifyt-nine percent of respondents age 21-26 own a Twitter account.

key publics

Cyclists (non-helmet wearers)

The following key publics were determined after conducting thorough research on I Am RVA and the environment surrounding the bicycle community in Richmond.

Cyclists (helmet wearers)

Third party advocates

Non-Cyclists and Motorists

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summary

wearing a helmetCyclists in the Richmond area do not wear helmets, and some are strongly opposed to wearing one. Survey participants cited reasons, such as “it’s not the law”, or “I am only going a short distance” as to why they do not wear helmets when riding their bikes. Of those who do not use a helmet, half were in cycling accidents.

understanding of bike laws and safetyA key finding in our research surrounding both cyclists and non-cyclists on bike safety is they do not completely understand the laws and regulations surrounding them. One of the participants for the interviews stated many cyclists do not realize having lights on their bike is a law, so therefore they do not abide by it. Participants also stated bike laws have been poorly explained and implemented, therefore making this a necessity in order to ensure the safety of cyclists, motorists and pedestrians.

motorists’ education level surrounding cyclistsA major concern involving cyclists in the area is the education level of motorists when it comes to the rights of cyclists. Some cyclists cite this as the reason they are uncomfortable riding in the city.

In the research we conducted, we wanted to accurately gauge community awareness of bike safety and the awareness of I Am RVA’s brand. We assessed brand awareness to identify our objectives and options for strategies and tactics. Our research also drew conclusions surrounding knowledge and understanding of general bike safety rules and regulations. The summary of our findings is as follows:

improved bike infrastructureMany cyclists in the area feel more bike infrastructure is needed. They also believe the Floyd Avenue project is a big step. They support it, however, because they feel the city needs to add more bike lanes. The general consensus is more bike infrastructure is needed to provide safer rides for both cyclists and motorists.

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social mediaOur research shows the number one place people get their news and engage with brands is on social media. Numerous interview participants said this is the best way for I Am RVA to reach their target audience and market their brand. The majority of partic-ipants said Facebook, Twitter, and Instagram are the social media platforms they are most active on. Participants feel that if I Am RVA markets and engages through these platforms, they will increase their helmet sales and increase the number of donors to the organization.

i am rva’s brand awarenessI Am RVA lacks brand awareness in the local community. The majority of the partici-pants involved in our primary research methods could not tell us who I Am RVA is or what their mission is. There were a few people who did link the organization to the chrome helmets, but very few actually knew their purpose. However, the majority of participants feel purchasing helmets with a portion of the proceeds going to local charities is a great concept and would support it.

In summation, it was determined through primary research that I Am RVA lacks a marketing strategy, making it very difficult to elevate their brand awareness in the community. Also, there is a lack knowledge and understanding surrounding bike safety laws and regulations regarding cyclists, non-cyclists and motorists in the Richmond community.

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strategy

strengths

I Am RVA’s Board of Directors all have different backgrounds that can help promote their brand and cause.

Despite there being multiple cycling organizations in the Richmond area, I Am RVA has a competitive advantage over these organizations. I Am RVA’s helmet-use awareness cause is one-of-a-kind in this area.

The product itself is unique and will create a strong visual presence to be used in promotions and campaigns, and is easily spread by word of mouth.

The founder’s experience in the medical field makes the organization more attractive to potential partners, donors, and participants.

I Am RVA uses a top-quality helmet manufacturer.

swot analysis

weaknesses

I Am RVA has very low brand awareness among their target audience: cyclists in the Richmond community.

Their mission is not clearly communicated on their website, and the About Us page does not have a description of the organization.

Although they have a strong product, they need to differentiate their service from oth-er similar organizations.

I Am RVA has only voluntary board members, no full time employees.

I Am RVA helmets exist at a high price-point.

I Am RVA’s social media plan is nonexistent, and only one person creates actual con-tent.

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opportunities

Host an event similar to River rock, to showcase Richmond’s safe and bike friendly atmosphere to receive recognition in local media sources.

Research shows that cyclists within the Richmond area believe that uniting one another for a common cause, such as a charity and sparking a movement, is a good idea, generating more helmet sales and gaining more followers.

Ongoing conversation and lititgation about bike safety already exists in the Richmond community. I Am RVA can advocate bike transportation in the conversation.

Promote product and gain brand awareness with the Floyd Avenue renovation.

Attend local events to get attention from audiences and hand out promotional products with logo.

threatsCompetitors, like Richmond Cycling Corps, are more connected with millennials and have the advantage of being more relatable to younger audiences.

Cyclists are uneducated of their rights and the laws pertaining to cycling, therefore hampering I Am RVA’s initiative of bike safety.

There are no laws regulating helmet use when riding bikes.

Direct donations to nonprofit without going through I Am RVA.

Bike education during Bike Safety Awareness Month

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key publics In order to streamline our reach, we have determined four key publics on which I Am RVA needs to focus its efforts. The publics are as follows.

Cyclists (non-helmet wearers). Non-helmet wearing cyclists are important to the goal because they are the public to which I Am RVA needs to stress helmet use.

Cyclists (helmet wearers). Helmet wearing cyclists are important to the goal because they are the public that will quickly spread awareness by wearing their I Am RVA gear.

Third Party Advocates. Third Party Advocates is a broad public, however, it is important in educating and influencing the Richmond community.

Non-Cyclists & Motorists. Non-cyclists and motorists are an important key public because they directly affect the cycling community based off of their safety habits and knowledge.

problem statementThe public lacks awareness of I Am RVA, which makes it difficult for I Am RVA to share its mission, product, and cycling safety awareness.

goalTo increase awareness and name recognition of I Am RVA in the local community.

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objectivesEducate 200 cyclists who do not wear helmets on the safety benefits of helmet wearing in the next six months.

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Educate 200 non-cyclists and motorists about cycling safety and health benefits in the next six months.

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Establish 20 relationships with potential nonprofit partners, media, public health officials and civic leaders within the next year.

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To convert 5 helmet-wearing cyclists into I Am RVA influencers in the next six months, and 15 within a year.

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To increase the number of followers on Facebook by 30%, Instagram by 40%, and Twitter by 50% within two months.

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Facebook: 30% would increase to 1,545 likes

Instagram: 40% would increase to 500 followers

Twitter: 50% would increase to 108 followers

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objective one

Educate 200 cyclists who do not wear helmets on the safety benefits of helmet wearing in the next six months.

strategy oneDevelop an educational campaign within the community.

tacticsHost community workshops.

Host three community workshops held at The Beet Cafée located inside Ellwood Thompson’s, which is known for hosting fitness, cooking, and other informational classes. These workshops will not be limited to non-helmet wearing cyclists, but the focus will be on helmet safety. The workshops will touch on bike safety in the Richmond area in general. Our goal is to have non-helmet wearers who attend the workshop feel more inclined to do so, and the non-helmet wearers who do not attend will be encouraged to do so by the community. (See tactic prototype 1.1)

Create an informational poster.

The informational poster will be a brand awareness tactic including information about I Am RVA and featuring specific information about helmet safety. The poster will be strategically placed in local hangouts and businesses. (See tactic prototype 1.2)

Create an infographic.

The infographic will be designed specifically for The Stall Seat Journal, a monthly journal at VCU. The infographic will contain health and accident statistics relative to helmet use and will be put in every Stall Seat Journal for a whole semester. (See tactic prototype 1.3)

Create a social media campaign.

The social media campaign will be a several month long event run by a hired (paid) intern. The campaign itself will run through the month of January with additional posts promoting the community workshops. The campaign will feature information regarding upcoming events, bike safety news, and, most importantly, general information regarding and encouraging helmet use. The social media campaign will be a mix of personal informative posts and shared information from other outlets. (See tactic prototype 1.4)

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budget

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timeline

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evaluationThe workshop tactic can be evaluated through attendance numbers as well as an entrance and exit “survey” for attendees to evaluate whether the objective has been met. Evaluating informational posters and infographics can be done through observing bicycle behavior or a survey to question whether people have seen the posters and decide whether they were actually educated. Lastly the social media campaign can be evaluated using tools like SimplyMeasured, Hootsuite, or Facebook Analytics.

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objective two

Educate 200 non-cyclists and motorists about cycling safety and health benefits in the next six months.

strategy oneDevelop an educational campaign across digital platforms.

tacticsCreate digital content on social media platforms regarding the safety and health bene-fits of cycling. (See tactic prototype 2.1)

Post tips and reminders of how to share the road with cyclists.

Give weekly “Road Rules.”

Create specific content geared toward sharing the road during National Bike Month in May.

Implement a hashtag related to cycling safety policies. (See tactic prototype 2.1)

One could surround the three foot rule for motorists.

One could deal with pedestians having to stay to the right of a shared path.

Develop a digital e-newsletter with information on driving and walking around cyclists. (See tactic prototype 2.2)

The e-newsletter will be distributed on a bi-monthly basis.

The e-Newsletter provides an opportunity to advocate for cycling as safe and healthy mode of transportation.

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strategy twoDevelop an in-person educational campaign.

tacticsHost educational workshops, happy hours and educational tables at local events and business locations, such as Ellwood Thompson’s and the Monument Avenue 10K. (See tactic prototype 2.3.) Educational material will cover various cycling rules that are more unknown to motorists and pedestrians, such as:

Cyclists are allowed to proceed through an intersection when a red light is displayed after they have stopped to check traffic

Motorists must pass cyclists on the road at least three feet to the left of the cyclist.When on a major roadway, pedestrians need to stay to the left, while motorists and cyclists need to stay to the right.

Design and create promotional items, such as can koozies, water bottles and key chains. Items will emphasize the lesser known rules that motorists and non-cyclists should know when in the presence of a cyclist. (See tactic prototype 2.4.)

Stop sign key chain that features a reminder for motorists to be alert of cyclists in their blind spots when at an intersection.Can Koozies will describe the how motorists and pedestrians should pass cyclists. Motorists should remember the “3-foot rule,” which is a more recent law where motorists must be three feet to the left of a cyclist. Pedestrians need to remember to stay to the right of shared path with cyclists, such as a sidewalk.

Develop a print brochure to hand out at the in-person events with more detailed information about rules of the road. (See tactic prototype 2.5)

Pedestrians need to stay to the right on a shared path with cyclists.Educate motorists on the various hand signals that cyclists use.Make motorists aware that cyclists can use the entire lane.

Water bottles will include the I Am RVA logo, and remind motorists and non-cyclists that cyclists are allowed to use the entire lane.

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timeline

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budget

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evaluationStrategy 1 can be evaluated by monitoring impressions, likes, comments, shares, and external posts using curated hashtag on SimplyMeasured or individual platform analytics (i.e. Facebook Analytics). Most newsletter programs (i.e. Constant Contact) will allow you to monitor how many people actually opened the newsletter, which is how we will evaluate it. Strategy 2 can be evaluated by tracking the number attendees at each event and the number of marketing materials that were distributed throughout each one. Send out a very brief survey (1-2 questions) to each event attendee asking if they felt like they learned anything about bike safety and if they’re a “cyclist.”

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objective three

Establish 20 relationships with potential nonprofit partners, media, public health officials, and civic leaders within the

next year.strategy oneIdentify and establish relationships with six media outlets.

tacticsHost an event for journalists around Richmond to connect them with the brand. (See tactic prototype 3.1)

strategy twoIdentify and establish relationships with 10 nonprofit partners.

tacticsCreate a bi-monthly e-newsletter for potential partners (and subscribers) to inform them of upcoming local events, cycling related news, invite them to any events or ral-lies I Am RVA will be holding or attending, and update new nonprofits with which I Am RVA is working. (See tactic prototype 3.2)Attend or volunteer at events hosted by local nonprofits to show support and network with the staff; follow up with one-on-one meetings to discuss developing a partner-ship.

strategy threeIdentify and establish relationships with two public health officials.

tacticsPut together a small team of board members to set up small information sessions for events health officials will be attending.Partner with health events (i.e., themed blood drives) and distribute promotional materials. (See tactic prototype 3.3)

strategy fourIdentify and establish relationships with two local civic leaders.

tacticsReach out to city council leaders about I Am RVA and the possibility of Scott speaking about bike safety at one of their meetings.

Attend as many cycling-related civic meetings as possible (appoint representatives, if members of the board are unable to attend due to timing). (See tactic prototype 3.4)t

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timeline

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budget

evaluationEvaluation of the media event can be determined by the amount of guests who attended after receiving invites. Further evaluation of this tactic could be to track any articles that may be written after connections are established. Once I Am RVA sends out their newsletter to non-profits they can evaluate success by the open rate of the newsletter. To evaluate the relationships formed with public health officials I Am RVA can keep track of the amount of people reached through distribution of promotional materials and follow up with any key influencers they meet about the possibility of a sponsorship. Finally, to indicate success in establishing relationships with civic leaders, I Am RVA can identify how many leaders are at each speaking event and keep track of the attendance at each speaking event. 28

objective four

Convert five helmet-wearing cyclists into I Am RVA influencers in the next six months, and 15 within a year.

strategy oneCreate organizational media to be distributed to avid cyclists.

tacticsCreate brochures, posters/flyers, and a list of benefits for the purpose of tabling (or other information disbursement) on campus to recruit students who are avid cyclists.

Place organized media in various doctor’s offices in Richmond to provide informational materials about becoming an I Am RVA influencer.

Create an e-newsletter to recruit I Am RVA influencers.

In an effort to recruit student influencers, visit college campuses such as Virginia Commonwealth University, University of Richmond, and Virginia Union University to speak to students. Get a table, create a bulletin board, and pass out flyers and brochures outlining organizational goals and the benefits of becoming an influencer. Since it will be colder, have hot chocolate/coffee to hand out while informing students. (See tactic prototype 4.1)

In order to reach out the medical community and attract the cyclists within it, place organized media that provides more information about I Am RVA in doctor’s offices. This media can include brochures, posters, or simple informational cards. This media would focus on bike safety and what I Am RVA is doing to advocate for safer riding in Richmond. This should also include tips about cycling safet and how to follow laws to ensure a safe bike ride to avoid injury and ending up in the doctor’s office. This should also include information about the benefits of becoming an influencer and a way to contact I Am RVA to express interest. (This type of media can also be placed in bicycle shops, bike racks and in community shared areas in order to reach other key audiences.) (See tactic prototype 4.1)

An e-newsletter will be a good tool to recruit influencers. If I Am RVA doesn’t have a pre-existing contact list we will have to create one. We can pull contacts of local media as well as members of cycling institutions such as Richmond Cycling Corp. The e-newsletter could also be sent to members of the Cycling Club at VCU. Promote sign-ups for the e-newsletter through the website, events, and social media platforms. If creating a list is proving to be difficult, we can try to get a mention in another e-newsletter that reaches a similar demographic. (See tactic prototype 4.2)Content will still have to be geared towards the consumer. The goal for this would be to make the I Am RVA movement seem attractive to the target market in order to gain key influencers. The email should include a link to a google forms document to obtain information from those interested.

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Create a “swag bag” (influencer kit) for potential influencers. In an effort to recruit avid cyclists in the community to become I Am RVA influencers, put together a package (or “swag bag”) of I Am RVA gear and information about the organization to distribute to potential influencers.Possible gear that could be included in the package may be a t-shirt, cap, and/ or a bicycle accessory. The organization could also just list a free t-shirt and a discounted helmet as a benefit of becoming an influencer. The information in the kit would include a letter to the recipient explaining who I Am RVA is and why they need them as an influencer, a brochure or pamphlet outlining the organization’s goals and mission, and information explaining the benefits of becoming an influencer. In addition to the gear and information, there should be a clear way for the recipient to sign up (A card with information to mail back or a web address to a google form). (See tactic prototype 4.3)

strategy twoCreate organizational media to be distributed to avid cyclists.

tacticsHold an event on VCU’s campus to recruit student influencers.

Host a Richmond Bike Tour.

Host a recruitment party and invite community leaders.

Hold an event on VCU’s campus, “Biker’s Mural: There’s Safety in Numbers.” The goal of this event is to increase brand awareness and recognition, enhance the need for bike safety knowledge, and recruit students to become influences. This would be an outdoor event where students could come out, get food, and also decorate a largely painted mural to create awareness of I Am RVA and bike safety. This event could in-clude a raffle prize of I Am RVA helmets and two other giveaways. The point would be to target a younger demographic as you would want your ambassadors to be able to grow and mobilize the organization. (See tactic prototype 4.4)

In an effort to recruit Richmond cyclists to become I Am RVA influencers, host a bicycle tour of the city. I Am RVA board members will be in attendance and will participate in the ride. The event could be created and passed around through Facebook. The ride itself would be in and around the areas that I Am RVA wishes to serve- only a few miles in length. I Am RVA can use this as an opportunity to pass along more information to cyclists about the mission and goals of the organization. Benefits of being an influencer and also the need for them should be expressed at this

The recruitment party should be the last event held before securing 5-15 key influencers. We believe this event may go well with the Bike Tour. Hold the event outdoors at a park, take a bike ride, and offer refreshments after. During refreshments, go over I Am RVA and give out “Swag Bags” to those who commit to becoming an influencer.

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strategy threeUse president Scott Keel to engage and motivate avid cyclists to join I Am RVA.

tacticsAttend Bike Bike and hold a workshop to motivate cyclists to become influencers.

Have Scott and a few of the board members give a bicycle safety demonstration. Talk about I Am RVA’s chrome helmets and how it increases visibility to motorists, and talk about safe ways to ride in Richmond. (See tactic prototype 4.5)

t imeline

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budget

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evaluationI Am RVA should evaluate the “influencer” initiative through a four-part plan. First, develop an interest form to be completed throughout the duration of the initiative by interested cyclists, and monitor this number throughout the campaign to measure the objective’s success. Secondly, keep count of the number of people attending each event, as well as the number of repeat attendees. The third step should be counting the click and open rates of the e-newsletter to evaluate the relationship-building tactic. Lastly, gather committed influencers in a relaxed “focus group” style meeting to discuss their reasons for getting involved.

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objective five

To organically increase the number of followers on Facebook by 30%, Instagram by 40% and Twitter by 50%

within two months. strategy oneAdd value to social media with PEP rules.

tactics

Post on social media using the 70-20-10 rule (70% percent of your activity should add value to your organization, 20% should be sharing other ideas or similar interest content, and 10% should be promotional).

Post more valuable content, more frequently, to increase brand and social value. Good content drives brand recognition.

strategy twoCreate social media partnerships.

tacticsFollow thought leaders and local leaders on social media platforms and engage with them, then approach them for reciprocity and cooperation. (See tactic prototype 5.2)

Follow national and international organizations that are relevant to the organizational mission and consumer base. Look for opportunities to plug the organization and get picked up by media outlets.

Work off of an editorial calendar with postings and times, themes and delegations. (See tactic prototype 5.1)

Host a week of guest posting to draw in outside users. Target some national and international organizations that are relevant to the organizational mission but also scout new people that might not be thought leaders but are doing interesting bike stuff in Richmond, such as: Rag & Bone Bike Shop, Bunnyhop Bike Shop, Agee’s, Carytown Bikes, Colley Bike Shop.

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strategy threeImplement a follow/hashtag contest on each platform to win free a helmet.

tacticsThe use of a social media contests allows you to get involved with your current followers by offering them a chance to win something in exchange for a small favor of exposure, which can increase your followers and engagement exponentially. A contest signals that you are active and engaged with your audience and that you have something of value to them and the community. For I Am RVA, we suggest starting with the easiest, which we call a follow-at-tag: You post a photo of the giveaway helmet with a text overlay, solicit entries in the caption, follow-up post, and then select a winner per platform. For later contests when the audience base is larger you can change the contest format to a follow-share or a follow-plus where participants have to do a bit more to enter. These types of contests are good for exponential growth quickly by engaging interested followers who will turn to the first people that jump to mind. (See tactic prototype 5.3)

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timeline

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evaluationThe way to evaluate objective five is to determine if they have succeeded in increasing the number of followers on Facebook by 30%, Instagram by 40% and Twitter by 50% within two months. Social media can be easily monitored using tools like SimplyMeasured, Hootsuite, or Facebook Analytics. Also, to make sure they are on schedule to reach their goal, half way through each month I Am RVA could analyze which posts are receiving the most likes, shares and comments, how many people are engaging, tagging and sharing on a regular basis, and which types of posts are receiving the most attention from their target audience.

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