Promoting Bikeability training and the Bikeability programme

A Trust for Promoting Bikeability… New independent charity “to advance the education of the public in general (and particularly amongst children) on the subject of cycling” Supported by DfT as new vehicle to promote Bikeability Well placed to deliver support functions previously delivered via consultants – for the sector, with the sector, and for lower cost = better value > more training

Objectives To encourage more children cycling, more safely, more often Marketing objectives to support this To raise the profile of the Bikeability brand with key target audiences To encourage progression through Bikeability and onto further cycling after training To promote Bikeability and Bikeability Plus to potential funders; ultimately to increase levels of funding for the programme by diversifying funding sources To reassure parents about the quality of the Bikeability training children receive and the skills it gives them (To increase demand for Bikeability training from key target audiences [L3])

Core children parents teachers Enablers funders, commissioners, local authorities, schools, schemes, instructors Funders sponsors, partners, representative bodies, cycling bodies, industry Public General public awareness, support Audiences

PR examples Set-piece calendar events (e.g. Big Pedal, Bike to School Week) New analysis / research for national and regional PR New products for trainees – e.g. journey planner Complementing / partnering with local PR initiatives

Evaluation / Metrics Evaluation for each channel / audience against objectives: Web visits, app downloads, youtube hits, materials sales, brand awareness survey Bikeability networks: brand awareness survey, scheme survey Additional funding won, media OTS, demand for training Actual cycling behaviour post-Bikeability

Most common suggestions were: Q9 If you could see the Bikeability brand anywhere tomorrow, where do you think it would have the most impact? Most common suggestions were: Television (39 responses) School signage/School gate banners (14 responses) On public transport e.g. bus backs (8 responses) Social media/web (5 responses) Teachers events e.g. Conferences/Training (4 responses)

Exercise 1: Children How to segment within this audience Assign your priority level (spend) for each group (notional pot of £10k for this audience) Key messages Most appropriate channels Specific creative ideas 10 minutes to cover all this, plus 5 minutes’ feedback

Exercise 2: Parents / Carers How to segment within this audience Assign your priority level (spend) for each group (notional pot of £20k for this audience) Key messages Most appropriate channels Specific creative ideas 10 minutes to cover all this, plus 5 minutes’ feedback

Exercise 3: Teachers and Schools How to segment within this audience Assign your priority level (spend) for each group (notional pot of £10k for this audience) Key messages Most appropriate channels Specific creative ideas 10 minutes to cover all this, plus 5 minutes’ feedback

Exercise 4: - option 1: General public How to segment within this audience Assign your priority level (spend) for each group (notional pot of £10k for this audience) Key messages Most appropriate channels Specific creative ideas 10 minutes to cover all this, plus 5 minutes’ feedback

Exercise 4 – option 2: Initiatives Pick your favourite of these top-level ideas and put some flesh on it Bikeability Instructor ID cards (with annual expiry) National Bikeability schools competition Local radio campaign around safety / health etc. A suite of videos designed for social media sharing A Bikeability branded journey planner Bikeability tie in with national sponsor Bikeability tie-in with local sponsors Scheme to supply/ loan disadvantaged children without access to bikes with equipment Any tie-in with learning to drive (i.e. cycle training and driver training both part of learning to be a good “road user”) OR: come up with your own favourite idea and work up a high level plan 10 minutes to cover all this, plus 5 minutes’ feedback

Wrap-up Questions How would you allocate resources across the audiences? Vote for best idea