Bike Week 2009 A great way to bring people to cycling Vicky Argles, Forster 19 January 2009 - PowerPoint PPT Presentation

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Bike Week 2009 A great way to bring people to cycling Vicky Argles, Forster 19 January 2009. Today . How to use effective communications during Bike Week 2009 to get more people cycling in your area. 2008 – cycling went mainstream.

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Bike Week 2009 A great way to bring people to cycling Vicky Argles, Forster 19 January 2009

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Bike Week 2009

A great way to bring people to cycling

Vicky Argles, Forster

19 January 2009


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Today

How to use effective communications during Bike Week 2009 to get more people cycling in your area


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2008 – cycling went mainstream

  • A huge increase in national news and consumer media coverage

  • Articles in every national newspaper at least once

  • Support from high profile celebrities


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2009 theme

Get more out of life –

live local, get cycling

Taps into current interest in localism

Demonstrate how to get more out of life by taking up cycling regularly


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Developing a local Bike Week communications plan


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The opportunity

  • Make Bike Week a visible and attractive entry point to cycling

  • Increase participation in Bike Week events


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How you can do this

  • Identify target audience/s

  • Develop clear key messages

  • Reaching your audience

  • Put into practice!


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Identifying your target audience

  • Who do you want to reach?

    • Families? Local workforce? School children?

  • Where do they get the information they trust from?

    • Employers, community groups, local media, friends and websites

  • How can you tailor Bike Week messages to appeal to your audience?

    • Do they currently cycle? What are the barriers to cycling?

  • What is the best way to reach your audience?

    • Workplace, GP surgeries, the local gym


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National key messages

  • Live local with cycle networks and clubs

  • Fastest mode of transport in cities to free up time

  • Perfect family activity

Sociability

Environment

Health

Financial

  • Improve your local environment

  • Swapping your car for a bike reduces CO2

  • It’s free to get fit

  • Keeps the whole family healthy

  • Cyclists live two years longer

  • Cheaper to cycle five miles than drive

  • Cheapest mode of transport


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Paul, 16, student

‘Cycling means I can get to school without mum. Its much quicker than walking and cheaper than the bus so I’ve more money for music.’


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Fiona, 37, mum of two

‘Cycling fits in with my lifestyle. I don’t have a car and find bus timetables too restrictive. I can drop the kids at school and get to work on time – and get fit too!’


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Communicating your key messages

  • Keep it simple

  • Directive – encourage people to think / act

  • Not too many – don’t make it easy for them to forget

  • Tailored to different audiences / ages

  • Benefit led – in return for behaviour change (think toned thighs!)


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Reaching your audience

  • Media – newspapers, magazines, TV, radio, online

  • Local stakeholders - businesses, employers and community groups


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Media

  • Develop stories around local issues/key messages

  • Target journalists – news, features, columnists

  • Use your third party supporters as spokespeople:

    • Local celebrities – from weather girl to mayor

    • Case studies – human stories - new cyclists, mums

    • Experts - fitness, parenting, health, environment


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Media

  • Make use of Bike Week materials:

    • Template press releases

    • Photography – tells a powerful story

    • Useful contacts - cycle trainers, Dr Bike and routes

    • Facts & stats

    • Practical tips on looking after your bike


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Local stakeholders

  • Local businesses - cycle incentives eg free coffee from a cafe

    • Gosport Ferry let bikes on for free during Bike Week

  • Local employers - bike buddy programme; cycle confidence training, mileage payments

    • Employer in Swanage organised free Fish & Chips for staff who took part in an after work ride

  • Community organisations – schools, membership groups

    • Bike to School challenge in Hackney, London – cycling points for book tokens


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Bike Week 2009


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Bike Week 2009 – what we’re doing

  • Focus on encouraging to get more out of local life by taking up cycling

  • Target regional media to drive participation

    • Six media campaign towns

  • Raise awareness with national coverage during Bike Week


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Six media campaign towns

  • Search for six towns around the UK who want to help make cycling a big, local story

  • Bike Week media support – features, news and events

  • Do you fit the criteria?

    • Mix of cycle towns and non-cycle towns

    • Large, medium and small

    • Supportive local groups and local authorities

    • Planned Bike Week activity


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