1 / 15

A Campaign for the North Florida Bicycle Club

A Campaign for the North Florida Bicycle Club. By The Lions Agency Flagler College. Welcome!. CAMPAIGN GOAL & OBJECTIVE. To reduce the amount of accidents between motorists and cyclists within two years in Duval County. Motorists

lesa
Download Presentation

A Campaign for the North Florida Bicycle Club

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. A Campaign for the North Florida Bicycle Club By The Lions Agency Flagler College

  2. Welcome!

  3. CAMPAIGN GOAL & OBJECTIVE • To reduce the amount of accidents between motorists and cyclists within two years in Duval County. Motorists • To increase the number of Duval County drivers who know cyclist/driver laws • To change the beliefs among Duval County drivers that following cyclist/motorist laws are in their best interest • To change the behavior of motorists in Duval County by following the cyclist/motorist laws Cyclists • To change cyclists’ beliefs that following cyclist laws are in their best interest • To change behaviors in following the rules of the road Jacksonville Sheriff’s Office • Increase the knowledge and ultimately change the actions of the Duval County law enforcement in regards to both motorist and cyclist laws

  4. TARGET MARKETS Primary Audiences: • Motorists • Spread awareness and share knowledge, leading to behavior • Cyclists • Persuade and change beliefs, leading to behavior Tertiary Audience: • Sheriff’s Department (JSO) • Inform and encourage them to enforce

  5. RESEARCH • Primary: Surveys and Interviews • Cyclists told us they know, but don’t follow, the laws • Motorists told us they didn’t know or didn’t believe in the laws • Secondary: Statistics • Florida has 4th highest number of bicycle/car accidents • Most happen after 4pm • Males have a higher rate of incidents than females

  6. CREATIVE OVERVIEW • “One Road” • Creative concept • Unifying logo on all creatives • Promotes safety and mutual respect • Various creativeswill be placed in media to deliver the messages of the campaign

  7. CREATIVES Age group 10-18 Age group 18-33 Age group 5-10 Age group 33-64 Age group 65+

  8. CREATIVES

  9. PROMOTIONAL ITEMS • Distribute to registrants at events • Give away at booth events • Sell online with proceeds to support campaign

  10. EVENTS & MEDIA SCHEDULE • Kickoff event Jan. 18th • Summer Solstice Ride • Booth at NYE @ The Landing event • Incorporate campaign promotion into existing NFBC rides and races • Get motorists involved with campaign through events • High frequency of advertisements in print media

  11. MEDIA SELECTION • Billboards • High visibility and frequency, cost-efficient • Wide age range of exposure, while driving • Magazine ads • 18-64 readerships • Newspaper ads • 65+ readerships • PSAs on television • 18-64 and 65+ viewership, wide exposure • Radio spots • 18-64 age range, motorists, during drive time

  12. MEDIA SELECTION:SOCIAL • Facebook page • Engage audience and post relevant information • Twitter feed • Find a niche in posting safety tips, ride conditions, etc. • Instagram • Use a hashtag and engage visually with event photos and photo contests • YouTube • Post viral video and PSAs to be shared across other social media platforms

  13. BUDGET • Media Budget • Local Radio • Magazine • Newspaper • Outdoor advertising • Social Media • Creative Budget • PSA • ( Radio and Video) • Promotional (T-Shirt, Water bottle and reflective decals) • Posters • Flyers

  14. EVALUATION • Look at if goal was achieved statistically • Analyze changes in attitudes and beliefs • Determine behavioral changes that occurred • Engagement with audience: numbers and tone

  15. CONCLUSION • Research led to objectives that would help achieve the goal • Strategic media placements will give creative elements • Strong presence in social media is an easy, low-cost way to promote campaign • Gaining financial support and donors will be critical to campaign success

More Related