1. Promoting Bikeability training and the Bikeability programme

2. 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

3. 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])

4. 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

5. 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

6. 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

7. 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)

8. 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

9. 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

10. 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

11. 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

12. 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

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