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, Barrhead National 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? Commuters Your classmates - cycling to school Families First time cyclists Leisure Cyclists

Question 2: What do you want to tell them?

Question 2: What do you want to tell them? General health benefits of cycling Promoting your cycling event Training courses Good cycling routes to school / work Bike hire scheme Asking 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 health Quick Cheap Good for the environment Fun Sociable Lets 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?

20 Image: Transport for London cycling 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?

THE MARKETING TOOLKIT

 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

25 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?

26 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

30 THE MARKETING TOOL KIT 3) Media coverage

31 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

32 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

33 PHOTOCALL: fun photo and famous face

34 4) Cycling events THE MARKETING TOOL KIT

35 Group Task: Discussion What is the purpose of your event?

36 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

37 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

38 Group Task Assign each person in your group a task Project Manager Health and Safety Marketing and Communication

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)Insuranceb) Risk Assessmentsc) 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

41 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

43 Publicising your event -Your own website / listing event on cycling event websites (Bike Events Scotland) - s / 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

44 5) Website / Social Media THE MARKETING TOOL KIT

45 Websites Create a web page for your event / project Add a page to your school website Create a facebook page Social media What social media does your target audience engage with most often? Facebook / Twitter / Instagram How can you use social media to drive traffic to your site? THE MARKETING TOOL KIT

46 Basic Wordpress website

47 List your event on a cycling event website

48 Create a facebook page or community

49 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

51 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!