MEMPHIS HIGHTAILERS BICYCLE CLUBMARKETING PLAN

The Creative Geniuses

LaQuitta Bell DeAnna Booker Brittney Downs

Maya Hayes Kiran Nibbaragandla Breanna Wilson

Objectives

Increase the awareness for the bike safety class while also encouraging higher enrollment and offering flexible time intervals.

Update and maintain all content on the organization’s website as a way to provide current and potential members with the most up-to-date information; ensure that there are no gaps in communication or incomplete information on the website.

Offer customized events for specific targeted audiences.

Overview

How we approached this marketing plan: Situational Analysis Market segmentation and targeting▪ Cyclists▪ Millennials▪ Partnerships

Strategy development

Situation Analysis• All-inclusive rides• Large, loyal base of

members• Extreme passion for

cycling among members• Bike safety classes• Good relations with

multiple bike vendors

• Low class registration• No promotion of classes• Classes are long• Limited amount of

marketing material• Limited class availability

• Club substitutions• Saturated non profit

market• Racing not allowed• Misunderstanding of

organization• People who don’t know

how to ride bikes

• New technology advances• Partnerships• Frequent bike riders• Youth programs• Increased bike

infrastructures

Strengths Weaknesses

ThreatsOpportunities

Target Market Analysis

CYCLISTS“Safety in Numbers”

“MHBC ELITE”

Cycling In Memphis

Newly renovated bike areas

Increased frequency of bike rides

“More than 200 miles of dedicated bicycle lanes, shared-use paths, and on-street bicycle routes are available to use today and 25 miles of protected bike lanes will be available by 2017.” (bikepedmemphis.com)

Cycling in Memphis

“93% of bike crashes happen where there aren’t any dedicated bike lanes which makes the rider in some cases less visible.”

bikepedmemphis.com

Marketing Mix – 4 P’s

Product

Promotion

Place

Price4 PS

MARKETING MIX

“SAFETY IN NUMBERS” AND “MHBC ELITE”GROUP RIDES, INSURANCE, DISCOUNTS, GENERAL AND ELITE SAFETY COURSES

Product

PROMOTIONAL ITEMS, ADDITIONAL INSTRUCTORS AND BIKE SAFETY CLASSES, INSURANCE BENEFITS, LOCAL BIKE SHOP DISCOUNTS

Price

SHELBY FARMS, WOLF RIVER TRAIL, CHICKASAW TRAIL, BIKE LANESPlace

SOCIAL MEDIA, WEBSITE, FLYERS, PARTNERSHIP ADVERTISING, PROMOTIONAL ITEMS

Promotion

“Safety In Numbers”

Promote the all-inclusive group rides and insurance Clearly communicate details of rides and routes

Implement the “Did you know” flyers Include information about future classes

Distribute promotional items Bumper sticker Water Bottle

“MHBC ELITE”

ELITE Safety Course Series In – depth training material and opportunities to become

certified

Cycling Passport Stamp at completion of each course ELITE members receive a dri-fit shirt

Last But Not Least…

Sign-up sheets for rides SignupGenius.com

Easy sign-in apps for members AppDeveloperMemphis.com

ID bracelets for the app Adafruit.com

New Membership Prices & Incentives

Individual - $65 *Family - $120 Student - $40Membership - $25 Membership - $40 Membership - $10Safety Course - $35 Safety Course - $70 Safety Course - $25Incentives - $0 Incentives - $0 Incentives - $0Insurance - $0 Insurance - $0 Insurance - $0**Branding Items - $5 **Branding Items - $10 **Branding Items - $5Discounts - $0 Discounts - $0 Discounts - $0

* Family Membership includes 2 adults and children under the age of 12.

** Branding Item includes a bumper sticker.

Renewal Membership Prices & Incentives

Individual - $70 *Family - $130 Add – On BoxesMembership - $25 Membership - $40 Jersey - $65Safety Course - $35 Safety Course - $70 Trailblazer – MTSA

Membership ($25)Incentives - $0 Incentives - $0 Trailblazer Family –

MTSA Membership ($45)

Insurance - $0 Insurance - $0**Branding Items - $10 **Branding Items - $20Discounts - $0 Discounts - $0* Family Membership includes 2 adults and children under the age of 12.

** Branding Item includes a water bottle.

Target Market Analysis

MILLENNIALS“We’re Going Places”

More Millennial Facts

Boast a $200B spending power (Barkley and Futurecast)

72% of Millennials have graduated high school and 68% of those graduates enrolled in college (U.S. Chamber Foundation)

Personal stories > Advertisements 

Authenticity > Content

Connect with brands via internet and social media▪ 44% of which use social media to “communicate

with other about a service, brand, or product” (Goldman Sach)

Millennial Sub-Segments

MAVENS

UP & COMERS

ECLECTICS

SKEPTICS

TRENDSETTERS

A MOMENT OF TRUTH

MHBC LACKS STRONG

MILLENNIAL FOLLOWING

AND MEMBERSHIP

MHBC LACKS A MARKETING

STRATEGY TO TARGET THE MILLENNIAL

PRESENTING………

NexGen MHBC“We’re Going Places”

#NexGenMHBC

Are You NexGen MHBC? Yes If You…

Prefer brands that are easily accessible

Favor volunteer and family outings

Are drawn to sporting events and party-like environments

Love volunteer opportunities and connecting with the community

Are active on social media

Have a passion for biking

Marketing Mix – NexGen

Product

Promotion

Place

Price4 PS

MARKETING MIX

NEXGEN MHBCGROUP RIDES, BIKE RUNS, INSTRUCTOR DISCOUNTS, HYBRID SAFETY COURSE

Product

GROUP PRICING DISCOUNTS, INSURANCE BENEFITS, LOCAL BIKE SHOP DISCOUNTS

Price

MID TOWN MEMPHIS (38104), MILLENNIAL MARKET COVERAGE, LOCATIONS

Place

CAMPUS RECRUITMENT, SOCIAL MEDIA MARKETING, PRINT ADS, VOLUNTEER INCENTIVESPromotion

NexGen Strategy

Recruitment events College Street Teams Safety classes to kids

Update website & social media presence

Hybrid course

NexGen rides 38104 Shop Hops Tour of Memphis

Target Market Analysis

PARTNERSHIPS“Better Together”

Partnerships

Why Bike Shops?

Geographically spread Existing relationships Cater to users of all levels Offer products that are complimentary to the safety

courses Primarily individually owned

What’s the best way to buildrelationships?

Partnership Referral Program

Objectives Increased awareness of the safety course offerings Higher enrollment in the scheduled classes

Strategy MHBC Board Member meets with the owner of a

prospective partner Media Kit distributed

Benefits of Partnership

Exposure to MHBC’s 1500+ members Promotion of products offered by organization/company Hosting of MHBC events at company/organization’s location Referral program benefits Increased awareness

Safety course curriculum Website Social media Member word-of-mouth

Partnership Tiered Referral ProgramBenefits of Hosting

Safety Course Tier 1 Tier 2 Tier 3 Expectations of Partners

Advertisement On Website X X X

Advertise MHBCDisplay flyer

Host logo on webpageWord of mouth

Featured Spotlight in New Member Package   X X Offer 10% Discount to

MHBC members

15% Discount for Employees to Join MHBC     X

Carry MHBC Merchandise

Sell shirts and promotional items

Referral Cash Back Guarantee (subject to

strict guidelines)     XHost MHBC Events

Safety ClassesGroup Rides

Why A Media Kit ?

A package of promotional information for public relations opportunities

For partnership marketing opportunities

A starting place for creating membership promotion and packaging

Important Media Kit Components

Letter of Introduction

Background Information

Products and Services Offered

Recent Press Publication

FAQs

Media Kit : Online and Print

Important to display MHBC’s business needs online and in print

Many companies have business pages available with info graphs of their online media kit

This information can also be adapted to brochures for a personal touch

Figure 2 Fast Company's Digital Audience Media Kit https://monetizepros.com/ad-sales/seven-examples-of-media-kits-that-

make-it-rain/

Brochure

Brochure

Products & Logo Concepts

How To Get Started?

Provide the same great experience Marketing/Advertising or Membership Development

Personnel Hire someone whose main focus is marketing activities Volunteers

Internal marketing activities Training current personnel for new strategies

Questions