Promoting Cycling

Cycling: positives and barriers?

TASK: in groups come up with: 5 positive things about cycling 5 ‘barriers’ to cycling

LEARNING OUTCOMES How to portray cycling in a positive way

Basic principles of marketing:

>Who is your target audience?

>What would you like to tell them?

>How to sell the benefits of your cycling in general, and your project specifically

Marketing ‘toolkit’

PORTRAYING CYCLING IN A POSITIVE WAY

How to portray cycling positively in the media

TASK: What do these images say about cycling? Do they portray it in a good light? What are the positives and negatives?

Bike Week launch with Transport Minister & pupils of Arrochar Primary School

Promotional photoshoot for Danny MacAskill stunt show and family 5 mile bike ride in Glasgow green, Pedal for Scotland

Give Me Cycle Space Campaign Launch, BarrheadNational awareness campaign to ask drivers to give kids space to cycle on the roads

How to portray cycling in an advert?Bad practise!

Image: Vissi

Good practise!

BASIC PRINCIPLES OF MARKETING & PROMOTION

Question 1: Who is your audience?

Question 1: Who is your audience?

CommutersYour classmates- cycling to schoolFamiliesFirst time cyclistsLeisure Cyclists

Question 2: What do you want to tell them?

Question 2: What do you want to tell them?

General health benefits of cyclingPromoting your cycling eventTraining coursesGood cycling routes to school / workBike hire schemeAsking drivers to take care around cyclists

Question 3: What are the benefits of your project and the wider benefits of cycling?

Question 3: What are the wider benefits of cycling?

Cycling is….Good for your healthQuickCheapGood for the environmentFunSociableLets you see more places

Birmingham Push Bikes leaflet from Birmingham Cycle Campaign

MARKET: who is the audience?

PRODUCT: what is being communicated? What is the poster trying to sell?

BENEFITS: what wider benefits of cycling are being represented?

How effective is it?

MARKET: who is the audience ?

PRODUCT: what is being communicated? What is the poster trying to sell?

BENEFITS: what wider benefits of cycling are being represented?

How effective is it?

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MARKET: who is the audience ?

PRODUCT: what is being communicated? What is the poster trying to sell?

BENEFITS: what wider benefits of cycling are being represented?

How effective is it?

THE MARKETING TOOLKIT

THE MARKETING TOOL KIT

Create a brand / logo

Design and Print

Media coverage

Cycling events

Websites and social media

THE MARKETING TOOL KIT

1) Create a brand / logo

THE MARKETING TOOL KIT

1) Creating a brand identity / logo

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THE MARKETING TOOL KIT

1) Creating a brand identity / logo

Eye catching unique design, suited to the audience

School competition to design your logo?

Enlist the help of a friend who is good at design / illustration to design a logo for you?

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THE MARKETING TOOL KIT

2) Design and Print

THE MARKETING TOOL KIT

Leaflets / brochures / posters

What to consider when producing a leaflet/brochure: Who is the target market? What are their interests? What benefits should you highlight? What images will appeal? What information do they need?

2) Design and Print

ATTRACTIVE DESIGN

BAD DESIGN

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THE MARKETING TOOL KIT

3) Media coverage

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THE MARKETING TOOL KIT

Press release- tell your local paper about your project to create interest in your local community

Photocall – organise a photoshoot to accompany your press release, invite the local paper along to cover it

Media coverage

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Press releases:

Who- who is it about?

What- what does your cycling project involve?

When- when will the event / project happen

Where- where will it take place

Why- why is it news?

How- How is the project / event happening?

THE MARKETING TOOL KIT

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PHOTOCALL:fun photo and famous face

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4) Cycling events

THE MARKETING TOOL KIT

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Group Task:

Discussion

What is the purpose of your event?

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1 Break things down:- Map out all the relevant aspects of your event

e.g. what, where, when, who, why- Make large tasks easier by breaking them

down into smaller parts- List all of the resources you’ll need- People have different ways of doing this, I use

mind-mapping software

How to Organise Your Event/Project

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How to Organise Your Event/Project

2. Assign tasks to people- Assuming more than one person is involved- Make sure each task has someone

responsible- Assign tasks to the most suitable person- Often the project manager has the unpopular

job of allocating and supervising this unless things are done by committee

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Group Task

Assign each person in your group a task

Project ManagerHealth and Safety Marketing andCommunication

How to Organise Your Event/Project

3. Make sure the boring stuff is covered!- Get the paperwork nailed quick to put your event hosts minds at rest:

a) Insurance b) Risk Assessments c) Method Statement

- You don’t have to start from scratch, lots of people have written these documents before and templates will be available

How to Organise Your Event/Project

4. Set timescales- Work backwards from your event date to

ensure everything will be ready in time- Put tasks in a logical order as some follow

on from each other e.g. you can’t book your fire jugglers until you’ve checked fire is OK with the site

- Ensure that timescales are stuck to (within reason)

- Project manager or committee should again supervise this

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Group Task

Determine a timescale for your project

How to Organise Your Event/Project

5. Keep Communicating- Regular updates from everyone will ensure

progress is kept- Don’t let problems mount up until the last

week (rest assured this will probably happen anyway!)

- Set meetings at suitable milestones depending on length of run-up to event

- Choose the correct communication routes for your group e.g. phone/meetings/sub-committees/online/social media

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Publicising your event

- Your own website / listing event on cycling event websites (Bike Events Scotland)

- Emails / School intranet / School ‘what’s on’ page

- Specific flyers/posters (Design and Print)- Press release (Media Coverage)- Social media / facebook page- Word of mouth

THE MARKETING TOOL KIT

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5) Website / Social Media

THE MARKETING TOOL KIT

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WebsitesCreate a web page for your event / projectAdd a page to your school websiteCreate a facebook page

Social mediaWhat social media does your target audience engage with most often? Facebook / Twitter / InstagramHow can you use social media to drive traffic to your site?

THE MARKETING TOOL KIT

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Basic Wordpress website

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List your event on a cycling event website

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Create a facebook page or community

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Create a Twitter or Instagram page to share your project news and photos and direct traffic to your site

THE MARKETING TOOL KIT

Create a brand / logo

Design and Print

Media coverage

Cycling events

Websites and social media

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SUMMARY

We have covered:

The importance of portraying cycling as a positive activity

Basic principles of marketing- audience, message, wider benefits of cycling

Tools and methods available to promote your project

ANY QUESTIONS?

THANK YOU & GOOD LUCK WITH PROMOTING YOUR OWN CYCLING PROJECTS!