SECONDARY RESEARCH-FINAL

Secondary Research
Fall 2015
Tre Straughter
Mary Margaret Bruner
Jasmyn Snipes
Shannon Hays
Katie Moriarty
1

Executive Summary
The following information summarizes the key findings of the secondary research report.
Client Background
I Am RVA’s mission is to foster enthusiasm for bicycling in Richmond by encouraging a sense of
community, promoting safety among riders and drivers, and creating pride in the city
The organization is run by a volunteer board of directors.
I Am RVA is a non-profit organization categorized under 501(c)(3).
Key Publics
Many members of the cyclist public are anti-helmet, regardless of proven medical benefits of
helmet use.
Virginia legislators are very reluctant to pass any law improving safe riding conditions for
cyclists. Democrats and Republicans in the House are both divided on the issue.
Communications Audit
I Am RVA lacks an integrative and comprehensive marketing strategy (i.e. no posting schedule,
meaningful content, and personal voice)
They have four active social media accounts, but they are most prominent on Facebook
The top communication goal for most nonprofits is to acquire new donors and engage with
current and new audiences.
Social, Political, Economic Context
Many Richmond citizens already want a more bike-friendly community
There is a need for bicycle safety education as many motorists and bicyclists are unaware of
the rules of the road.
Richmond motorists have negative views towards bicyclists because they see them as
hazardous and feel they do not follow traffic laws
Industry Research
Many non-profits in the Richmond area have goals similar to I Am RVA, hoping to improve the
community and the way of living, along with smaller goals to make that possible.
Launching campaigns with a clearly stated mission attract attention from sponsors and local
government.
Private donors help raise initial donations to produce safe cycling campaign products, like
jerseys.
Competition & Similar Organizations
There are several other non-profit organizations involving bikes and helmets in the Richmond
area but none are doing exactly what I Am RVA wants to do.
Competitors/Similar organizations have successful social media accounts which the regularly
update.
The key to success with competition seems to be the more large scale events they are throwing
in order to gain media attention and general awareness.
2

Media Coverage
I Am RVA was featured in Style Weekly on August 11, 2015. The article covered the
organization’s background information and main initiatives.
The organization was also mentioned in RVA Mag’s “Local storytelling series Secretly Y’all brings
first bike-themed festival to former GRTC bus depot,” article back in June 2015.
In September 2015, I Am RVA’s president and founder Scott Keel was quoted in an article on
NBC 12. The quote reads ““It’s a mirror chrome helmet designed to reflect you because you are
where you surround yourself, and who you surround yourself with,” Dr. Scott Keel, pediatrician
and founder of I Am RVA, said. “We couldn’t choose a color for Richmond, so we decided to let
the helmet choose a color for you.”
3

Client Background
History
I Am RVA is a non-profit organization that was started in 2015 by Dr. Scott Keel. The founder and
president got the idea while traveling abroad in Vienna. Keel observed the bicycle culture of the
city and noticed many cyclists wearing the same helmet and soon learned it was a fundraising
campaign from the Kunsthistorisches Museum.
Keel then began I Am RVA in Richmond, Virginia with the goal to unite the city and promote bicycle
safety all through a unique bicycle helmet. The purpose of the chrome helmet is to reflect the city
and community of each of the cyclists who wears it. According to I Am RVA’s official website, “Our
helmet is unique to
Richmond, serving as a visually compelling symbol of unifying symbol the public will associates with
our vibrant community.”
The organization website officially launched on March 13, 2015. The organization itself launched on
May 28, 2015. On August 27, 2015, I Am RVA held a kick off party to mark the official start of helmet
sells.
Organizational Structure
I Am RVA is run by a board of directors under the leadership of Dr. Scott Keel. According to the
website, “I Am RVA is comprised of professionals from many different walks of life. They are
dedicated to the vision that I Am RVA sets forth and work purely on a volunteer basis.” The board
of director is made up of 9 professionals are business owners, account managers, budget analysts,
doctors, engineers, realtors, and journalists.
Client Products & Services
The organization currently offers two different products - the I Am RVA chrome helmet and the 2015
I Am RVA biking cap. The helmet’s cost $50 and the cap can be bought for $10. Right now, the
money from the helmet sells goes to the organization. In the future the organization will be donating
a portion of each helmet sale to the non-profit of the buyer’s choice.
Mission
I Am RVA’s mission is “to foster enthusiasm for bicycling in Richmond by encouraging a sense
of community, promoting safety among riders and drivers, and creating pride in the city.” The
organization also aims to build solidarity and inclusion through their distinctive bike helmet” In
addition to the mission, I Am RVA’s motto is “Be safe. Be seen. Be fun.”
The organization hopes that bicyclists will be safe through wearing their helmets, but they also
hope to educate Richmond riders on the rules of the road. The “be seen” potion of the motto is
another safety effort on behalf of the organization. They encourage cyclists to be visible while riding
their bike. They hope this can be done through use of lights and reflectors at night. Lastly, the
organization hopes to promote fun by updating the community on bike-friendly things happening in
Richmond.
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Size & Scope
Again, I Am RVA is run by a volunteer board of directors including nine individuals. They are also
currently partnered with Venture Richmond, Sportable, and Richmond Cycling Corps. This is part of
their attempt to grow the organization through partnerships with local businesses and other profits.
While one cannot tell how many people are actually involved with the organization, we can look at
their social media following to see how many people follow and actively support the organization.
On Facebook, I Am RVA has over one thousand followers who comment, like, and occasionally
share their posts. Their Instagram account has about three hundred followers and their Twitter
account has only 40 followers. Facebook seems to be their main method of communication with
their supporters as of right now.
All in all, the organization itself is relatively small and it aims to serve the bicycle community, which
is continuously growing. It is a goal of the organization to unite the city of Richmond as a whole, this
includes both cyclists and motorists. The population of Richmond is about 217,000 people, and the
Richmond metropolitan population is around 1.2 million people.
Financial Overview
I Am RVA is a non-profit organization categorized under 501(c)(3), which means they are a taxexempt
non-profit as long as its activities are charitable, religious, educational, scientific, literary,
or concerning public safety. They are currently funded through helmet sales, donations, and
sponsorships.
5

Key Publics
Determining I Am RVA’s key publics is an important step in analyzing the organization. We
determined that I Am RVA has six key publics that warrant attention in a public relations campaign.
After determining the key publics, we conducted research to determine key characteristics about
each group. In this section, we include some important information about each individual key public.
Each of these publics fall under the main category of the local Richmond community.
Cyclists
Cyclists make up one of the key publics most important to I Am RVA. Because I Am RVA focuses
on bike safety, specifically through the production of metallic helmets, current cyclists are essential
to the organization. For this key public, we asked ourselves two questions to help us better
understand this group. Why don’t some cyclists wear helmets, and why should all cyclists wear
helmets?
Why don’t some cyclists wear helmets?
Through our research, we found that there are large groups of cyclists who are staunchly antihelmet.
We researched the rationale behind this in order to better help I Am RVA develop
campaigns to influence this group to practice bike safety.
An article by Bruce Barcott entitled “Senseless” explained some of the thought processes behind
the anti-helmet movement. According to this article, half of all bike riders were wearing helmets
by 1999. (Barcott, 5) Barcott also states that as more riders used helmets, brain injuries also
increased. Below are some key anti-helmet arguments laid out by Barcott in “Senseless” that
explain the rationale used by helmet opponents. (Barcott, 12) By understanding these arguments,
we can help I Am RVA better combat them.
They make motorists complacent. A study done by psychologist Ian Walker found that motorists
drove 3.35 inches closer to him when he wore his helmet.
They increase risky riding. If you trust your helmet to protect you, you may engage in riskier
behavior.
They scare away riders. Helmet laws make the sport seem dangerous.
They diminish bike-share usage.
Sarah Knapton, a science reporter for the Telegraph, cited a British neurosurgeon, Henry Marsh, in
her article “Cycle helmets are useless, says brain surgeon.” According to the article, Marsh believes
that cycling helmets are too flimsy to be beneficial. (Knapton, 1). This article also cites the same
study done by Ian Walker that examined how motorists treat cyclists who wear helmets.
Now that we understand why some cyclists feel helmets may do more harm than good, we must
examine why cyclists should wear helmets. Pro-helmet arguments will help us determine effective
ways to target cyclists who don’t currently wear helmets, as well as those who are anti-helmet.
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Why should all cyclists wear helmets?
The use of helmets is widely promoted.
We sought to find key arguments for the
importance of helmet use that would be
helpful in I Am RVA’s quest to connect with
cyclists to promote bike safety.
A study done by the Cochrane Injuries Group
looked at how the use of helmets impacted
injury in crashes, including those that involved
motor vehicles. The study found that helmets
provide “a 63 to 88% reduction in the risk
of head, brain and severe brain injury for
all ages of bicyclists,” (Thompson, Rivara,
Thompson, 1).
This diagram shows how helmet use affects fatalities related
to cycling accidents. Source: Oklahoma State University
Cyclists who wear helmets are better protected from injuries that can be fatal. By promoting
this idea to current cyclists, I Am RVA can increase awareness for their organization while also
promoting bike safety in the Richmond community.
Non-Cyclists
Non-cyclists are another vital public for I Am RVA. Part of the organization’s stated goals is to
promote an overall healthy lifestyle--cycling being a part of that lifestyle. For that reason, noncyclists
are an important public for I Am RVA. The organization needs a better understanding of this
public in order to develop ways to increase cycling within the Richmond community.
While most cyclists are not vehemently against cycling, there are a portion of non-cyclists who are
staunchly anti-cycling. To increase cycling, it is important to understand what drives the anti-cycling
campaign. To better understand this public, we asked ourselves why are some cyclists extremely
anti-cycling?
Why are some cyclists extremely anti-cycling?
There are factions of non-cyclists who strongly oppose cycling, as evident through Facebook groups
like “There’s a perfectly good path right next to the road you stupid cyclist.” Our goal was to figure
out why these groups exist. The most apparent and broadcasted reason relates to motorists. For
instance, the “about” section of the aforementioned Facebook page states: “No matter how far to the
left you are, you’re taking up my road. My car is hard, and i am not slowing down!” Additionally, it is
apparent that anti-cycling zealots often feel that cyclists are “self-righteous” about the environmental
impact of cycling. (Liddle, 1)
The main argument behind the anti-cycling movement seems to be fueled by not wanting to
accommodate cyclists on the road. With that in mind, I Am RVA can use idea of building bikespecific
infrastructure as a way to limit motorist-cyclist clashes, and therefore alleviate some
negative feelings.
7

Many anti-cycling campaigns are focused on road-sharing.
Legislators
Cycling related legislation has become a hot-topic in recent years. Laws relating to cycling safety,
cycling infrastructure, and road sharing are often being debated by legislators throughout the U.S.
and across the world. However, to better understand how legislators are a key public for I Am RVA,
we need to focus on Virginia legislators in specific. When looking at these decision makers, who can
have a great deal of impact on cycling culture in the region, we wanted to know, what is the state of
cycling-related legislation in Virginia?
What is the state of cycling-related legislation in Virginia?
When it comes to laws regarding cyclists, and the legislators behind these laws, Virginia is considered
to be behind the times compared to other states. For instance, there is no law protecting
cyclists from being tailgated. (Weiner, 1) But what makes laws protecting cyclists so difficult to get
passed in Virginia? The legislators.
House transportation subcommittee no. 2 has traditionally handled cycling legislation for the state.
For many years, however, John A. Cox--an opponent to legislation that protects cyclists--served as
chairman of the committee. This meant that legislation was never passed. (Weiner, 1)
For I Am RVA to be successful in building bike infrastructure and promoting bike safety, it is important
to understand key legislators who could influence the success of legislation. It is not, however,
as easy as separating Democrat from Republican. As we saw in 2014, when numerous bills were
voted on in the House regarding cycling safety, Republicans and Democrats are divided on the
issue.(Weiner, 1)
Legislators play a key role in the success of I Am RVA’s mission of promoting bike safety and a
healthy lifestyle in general. Improvements to cycling infrastructure can only be made when legislators
agree. Therefore, it is essential to understand the divisiveness of the issue, and what sways
each individual legislator.
8

College Students
Richmond is a college town. Both Virginia Commonwealth University and the University of
Richmond are in or near the city center. With that being said, a significant portion of the population
of Richmond is made up of college students. While some of these college students are cyclists,
too, many still walk or drive as a means of transportation. Therefore, we believe that Richmondarea
college students are a key public of I Am RVA in its quest to promote cycling in the community.
There are two main questions we must ask when discussing college students and cycling. Why do
some college students cycle and how can we get more college students to cycle?
Why do some college students cycle?
Many college students already use cycling as their primary mode of transportation. Understanding
why these students choose cycling can help I Am RVA better understand how to encourage noncycling
college students to try cycling.
An article in Momentum Magazine lays out four reasons that college campuses encourage students
to cycle: (Hurd, 1)
- Universities breed 20-minute neighborhoods
- They create car-free spaces
• They use public space to enable density
• They charge for car parking
Essentially, a major reason that students cycle on campus is that it can be cumbersome and
expensive to drive a car on campus. Cycling is often more efficient, and cheaper, than driving on
college campuses.
Another article posted on University Language Services outlines five reasons that students should
ride their bikes on campus: (Services, 1)
• Save money
• Protect the environment
• Park with no hassles
• Get to class quicker
• Exercise
On a personal decision making level, students are motivated to cycle on campus as a way to
alleviate financial stress, ease their commute, and get exercise.
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How do we get more college students to cycle?
Now that we understand what motivates students to cycle on campus, we need to evaluate ways to
engage non-cycling students. An article by the New Jersey Bicycle & Pedestrian Resource Center
explained 10 ways to encourage non-cycling students to start cycling on campus: (NJBPRC, 1)
- Create bicycle education programs
- Make it easy to obtain a bike
- Construct new bicycle infrastructure
- Provide adequate and varied bicycle parking facilities
- Build bike stations
- Make streets safer
• Create incentives to encourage cycling as a primary mode of transportation
- Adopt policies to minimize use of automobiles
- Improve links between cycling and other modes of transportation
- Promote a culture of cycling with school-wide events and student organizations
Students who currently cycle, as well as those who do not, are important publics of I Am RVA.
This public is integral to the Richmond community and can be a valuable tool for furthering the
organization’s varied goals.
Families
One of I Am RVA’s main goals is to promote cycling safety. Parents are an important tool to achieve
that goal. When children first ride bikes, their parents have a responsibility to teach their children
bike safety rules. For that reason, families are a key public of I Am RVA. The organization can
connect with families to promote bike safety and healthy lifestyles. Our main question relating to
families is how do parents influence their children’s bike safety practices?
There are already numerous resources for parents explaining bike safety practices to teach
their children. An essential item found on every checklist is a properly fitting helmet. Articles that
outline bike safety tips for parents, such as an article by Parents Central, stress that helmets are a
necessary part of gear that protects children.
I Am RVA goal of promoting bike safety and a healthy lifestyle should also include the youngest
members of the cycling community. Parents and families play an important role in furthering I Am
RVA’s cause.
Public Health Officals & Medical Community
Public health officials and the medical community are important publics of I Am RVA because they
can be influential in the life choices others make. We feel that this is an important group because
many of I Am RVA’s goals can be related back to the medical field--i.e. maintaining a generally
healthy lifestyle, preventing traumatic brain injury, etc. When evaluating this group we wanted to
find out what role does--and can--the medical community play in promoting cycling safety?
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What role does the medical community play in promoting cycling safety?
Public health officials and those in the medical field are influential in their communities. Their word is
trusted, and, therefore often followed. Because of that, it is vital to evaluate how this group fits in as a
public of I Am RVA.
Public health officials, especially, can help influence cycling safety habits in the community. The
National Highway Traffic Safety Administration even put out a list of 43 detailed ideas that public
health officials can use to promote bike safety in their community. An example of an idea found on
the list is “hold a helmet-use challenge at school, between schools, or between competing groups in
the community.” Those in the medical community are an important public for I Am RVA because they
can help the organization a well-trusted voice to speak from.
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Communications Audit
This section will provide a brief overview of I Am RVA’s strengths and weaknesses relating to
their communication materials, strategies and campaigns distributed widely to the general public.
Information reviewed will be the following: social media profiles, organizational media, websites and
advertising.
Key Findings
I Am RVA’s application of social media, organizational campaigns and online marketing is lacking
engagement, connectivity, and usability for users. Increasing stewardship, donors, and brand equity
among key publics and consumers is an objective for this organization. Their goals are engaging
new audiences, visibility of the I Am RVA brand, and promoting their mission of bike safety.
For I Am RVA to increase its visibility and awareness, they must interact, properly market and be
socially engaged with their publics including prospective clients and donors.
Social Media Profiles and Campaigns
I Am RVA has three active social media accounts (Facebook, Twitter and Instagram). They campaign
to foster enthusiasm for bicycling in Richmond by promoting a sense of community, safety among
riders and drivers, and creating Richmond pride through shared and promotional content.
Facebook
I Am RVA is primarily engaged with their audiences
through Facebook, targeting 1,178 Facebook
users. Content is posted infrequently, is often
shared content and occasionally promotional.
I Am RVA employ a loose-structured engagement
with their followers through visual imagery.
However, there is little call-to-action and
recognition of donors and sponsors. Although a
portion of the content is promotional, this content
is infrequently posted and does not increase
product/brand recognition.
A portion of I Am RVA’s work is raising awareness for pediatric brain surgery research; for them
to share content encouraging their followers to be informed about this cause and participate as
donors would increase their user engagement and initiate call-to-action behavior from consumers.
12

This infographic outlines the 70/20/10 posting rule for Facebook. 70%
percent of your activity should add value to your organization, 20% should
be sharing other ideas or similar interest content, and 10% should be
promotional.
I Am RVA has obtained a large following on Facebook. In order to initiate
a call-to-action among key publics, they must make sure content is
meaningful, creative and resourceful, recognizable, and endorsing their
brand.
HootSuite says Facebook is a great way to connect with your
fan base through interesting and relevant posts. Marketing
tips such as adding visual references to your content,
scheduling post ahead of time, and establishing your own
personal voice helps to increase brand identity and bridge
the gap between consumer interest and consumer action.
(Hootsuite, 2015)
Instagram
I Am RVA capture viewers through
the use of visual and promotional
content.
I Am RVA’s Instagram (@iamrva)
has 354 followers (672 following).
They are frequently active on
Instagram, usually posting content
which strikes a personal voice and
touch for the organization through
personable pictures of pets, local
supporters and staff and images of
individuals whom have benefited
from I Am RVA.
Posts are usually infrequent, sometimes ranging from days apart to
weeks. Although some images are promotional in layout, they have
not mentioned or recognized their donors and sponsors. Also, photo
quality is not of professional grade which adds and takes away from
the brand.
This photo was a low
resolution, quality photo
zoomed in and cropped.
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According to Nonprofit Tech for Good’s article, Top 5 Instagram Best Practices for Nonprofits,
Nonprofits consistently using hashtags on Instagram have twice as many followers as those that
don’t. Instagram users regularly monitoring hashtags enable your nonprofit to gain more exposure to
potential new followers.
Also, you can crowdsource images and videos on Instagram by asking your followers to use your
hashtag when sharing images on Instagram and then convert the images using your hashtag into a
slideshow or embed them directly into your website or blog. (Nonprofit Tech for Good, 2014)
Twitter
I Am RVA has 65 followers on Twitter. They do not actively engage
with their audiences although Twitter has been considered
very institutional for grassroots promotions of nonprofits and
their campaigns. (Nonprofit Tech for Good, 2015)
I Am RVA have not maximized engagement on Twitter. Their
content posting schedule is very infrequent and unable to track
and manage a following pool. According to Nonprofit Tech for
Good, a nonprofit must tweet or retweet at least twice daily to
gain traction on Twitter (2-8 times daily). It’s also good practice
for nonprofits to tweet on the weekends since the vast majority
of them do not. (Nonprofit Tech for Good, 2015)
I Am RVA’s first Twitter post. A better
introduction would be to announce
your organization with a picture of your
logo, link to your website and possibly a
hashtag.
Organizational Media
I Am RVA do not have any representative or formal organizational media. This is partially due to
them being a startup nonprofit (launched in May 2015).
However, what may work for I Am RVA is creating a blog or working in tandem with nonprofit media
organizations to gain media attention and traffic to their website. According to the Council for
Foundations, Nonprofit media organizations are receiving a lot of media attention these days for
stepping up to fill a void in critical public interest reporting. (Council for Foundations, 2015)
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Summary Report
Social media is imperative for small
businesses and non-profits to
survive in the digital age. 4 out of 10
small businesses surveyed as not
using social media as one of their
business components in March 2015.
(eMarketer, 2015)
55% of small businesses update
social media monthly or infrequently,
30% weekly, and 15% daily. I Am RVA
updates infrequently; if they adopt a
schedule for postings they will be able
to target and track engagement and
what times are best to post relevant
content.
Online marketing is essential to any small business or non-profit looking to enhance the quality of
their business and awareness. It successfully keeps organizations ahead or in direct line with their
competition. According to Shama Kabani, author of The Zen of Social Media Marketing successful
online marketing is a cyclical process: attract, convert, and transform (ACT). (Kabani, 2013)
You attract the customer usually through visual/ promotional content. Consumers are sometimes
willing to sample or test a product, but might not actually buy. When you have achieved buying
power with the consumer you have converted them. The last and final stage is to transform your
success into something attainable to draw other potential consumers. (Kabani, 2013)
Website
I Am RVA’s website is used as a resource for the organization’s mission statement, goals and
objectives, sponsorships, and current/future events. Aesthetically, the website offers a minimalist
quality with a clean background and layout.
Its functionality and usability are functional, but transitions are slow. Most items can be reached
within 2-3 clicks from the homepage. I Am RVA also capture newer design techniques by using webanchors
to quickly engage users with the top content source tabs. Images are also clear and buttons
are visible and easy to find.
15

The webpage’s lack of visual content, user
interactivity, and textual/visual balance
breaks the seamlessness of the website. This
is formally shown underneath the ‘About Us’
tab which displays column-style information
about each member of the organization. Due
to its heavy textual layout, information is
clouded and not easy to digest.
The NonProfit Website Project Handbook offers guidance to nonprofits
seeking to build engagement through website use and development.
Listed is information containing a step-by-step process on ideas, tools,
and tips for creating a user-friendly, engaging and resourceful webpage
to support your nonprofit’s cause.
If I Am RVA enhances their visual content, express meaningful
content through text and their public’s perspective they could increase
engagement and consumer appeal.
Media Coverage
I Am RVA have obtained minimal media coverage since their launch in
May 2015.
Style Weekly wrote an article “I Am RVA Is Selling Chrome Bike Helmets
for Charity” on August 11, 2015.
From the article:
“The first order of 288 helmets, which can be pre-ordered, will be
available Aug. 27 during a launch party at the Valentine museum”, Keel
says. Venture Richmond also has donated $5,000 to help defray costs.
Style Editor Jason Roop volunteers on the board of the nonprofit.
A larger order is expected in November. Keel says the plan is to
set up local charities that can raise money for projects by selling
helmets through IAmRVA.com: “The buyer would go to a computer,
click on the drop-down and pick the charity he or she wants.”
Keel says I Am RVA’s signature helmets will keep Richmond bikers
safe while acting as a “unifying symbol the public will associate with
our vibrant community.” (Galuszka, 2015)
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In a RVA Mag article, “Local storytelling series Secretly
Y’all brings first bike-themed festival to former GRTC bus
depot” I Am RVA was also mentioned.
“Over the last two months, Brady and King contacted local
bike shops and organizations to come out and support
the inaugural event. Rag & Bones Cooperative, a Scott’s
Addition bicycle repair shop, is sponsoring Bicycle Y’all
and RideRichmond, I Am RVA and BikeWalk RVA are also
on board.” (Amy, 2015)
In her article it states the following:
I Am RVA was also mentioned in September in an article
titled, “Shopping & dining event Pop Up Revolution opens
Saturday,” written by Heather Sullivan.
“Pello Bikes will show bikes for kids, and I Am
RVA says it will raise money for a brain trauma
charity through sales of their specially made,
reflective helmets.
"It's a mirror chrome helmet designed to reflect
you because you are where you surround
yourself, and who you surround yourself with,"
Dr. Scott Keel, pediatrician and founder of I
Am RVA, said. "We couldn't choose a color for
Richmond, so we decided to let the helmet choose a color for you." (Sullivan, 2015)
Analysis
According to Joe Garecht, author of “3 Ways to Get More Press Coverage for Your Non-Profit,”
says an organization must stay in regular contact with reporters, position your staff as topic experts,
and take advantage of online reporters’ website to make yourself available. (Garecht, 2013)
I Am RVA has to target their audience and the media to be visible to their audience, donors, and
Richmond Community.
Additional Findings
Followers, donors and prospective clients may be confused by the domain iamrva.com/. Most
nonprofit organizations use “.org”, specifying they are an organization receiving monetary or in-kind
donations to charities or public/ private services. This also helps to protect the brand of I Am RVA
being a nonprofit and leaving users feeling confident about the organization they are involved with.
(Curry, 2015)
This article encourages nonprofit organizations to register their domain names to protect their
brands. Registering also ensures validation for your organization and website.Engagement on the
website is also hindered through slow transitions, unneeded source tabs, and donor recognition
being low. Merchandise and pictures are also not properly labeled, and website traffic.
17

Social, Political, and Economic Context
As a new non-profit, it is important for I Am RVA to analyze the current environment surrounding
bicyclists and bicycle safety efforts here in Richmond. The following are findings on the social,
political, and economic factors that may have an effect on the organization. Additional information
that may not have any positive or negative effect on I Am RVA, but is still important to make note of
and, can be found at the end of this section.
I Am RVA Opportunities
Need and Want for Bicycle Safety and Education
In 2011, the Science Museum of Virginia held an event in which bicycling advocates spoke out on
making Richmond a safer area for bicyclists (WILLIAMS, 2011). The speaker, Tim Miller, explained
how the community could make Richmond more bike friendly. The event had over 150 attendees.
Also in 2011, a resolution to support bicycle safety and road sharing was adopted by The Board of
Supervisors who said, “It is important to raise public awareness of the many benefits of bicycling, to
promote bicycle safety, and to encourage bicycle riding through organized activities. Bicyclists and
motorists have the same rights and duties, and the law governing traffic regulation apply equally to
both.” (Silverstri, 2012).
According to The Richmond Times Dispatch, “The Sheriff’s Office has always recognized the need
to meet with and educate cyclists of all ages from preschoolers to adults, in order to promote safe
cycling in the country. (Silverstri, 2012).
This shows that people are aware that there is a problem with safety and many people want that
to change, this puts I Am RVA in the position to promote bicycle safety and use of safety gear. This
current environment of Richmonders wanting change shows that there is a need for I Am RVA and
their efforts.
In 2011, the Virginia Department of Transportation hired on a Bicycle, Pedestrian, and Trails
Coordinator, Jakob Helmbolt, who set out to make Richmond motorist and cyclists “street smart.”
Helmbolt stated, “It’s very much a messaging and educational thing for motorists and bicyclists,”
Helmboldt said. “It says to motorists that there should be a heightened expectation of encountering
bicyclists on these particular roads.” He was also quotes saying, “So the next step is “addressing
education for motorists, bicyclists and pedestrians ... and just encouraging people to take advantage
of those opportunities.” (Thompson, 2011)
The current lack of education amongst bicyclists and motorists presents I Am RVA with the
opportunity to educate the community on bicycle rules and regulations.
According to the National Household Travel Survey (NHTS), In 2013, 68% of bicyclist deaths in the
U.S. were in urban areas.
These statistics show the need for bicycle safety and education in urban cities (including Richmond).
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Graphic shows some of the common misconceptions about bicycling, again displaying
the need for an organization like I Am RVA to educate the community on bicycle use.
The Science Museum of Virginia had a bicycle exhibit, just in time for the UCI World Race. They
invited visitors to get excited about cycling and learn about the history of the bicycle. (Botkins, 2015).
The Richmond community has taken special interest in cycling since hosting the UCI Road World
Race. With people becoming more interested in the cycling, more people will may be looking for
ways to get involved in bicycle community - which is where I Am RVA comes in.
Bicycle Infrastructure
Hanover County has plans to increase options for non-motorized methods of transportation, such
as sidewalks, walking and bike paths. The plan includes designing new roads to accommodate
both pedestrian and bicycle movements. Hanover worked alongside Virginia Department of
Transportation to complete road improvements and improve safety for everyone who uses the
roads. (Silverstri, 2012).
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Richmond has created a master bike plan which aims to to create 12 new bike lanes within the next
four years. It is aimed at making biking and cycling a part of everyday life in the city and region.
Richmond also has goal to increase the number of bike commuters 4% by next year, 6% by 2020,
10% by 2025 (Llovio, 2015).
Richmond’s master bicycle plan also hopes to create signage for bicyclists and motorists:
This may be a pro and con. People want bicycle infrastructure. and getting it could possibly get
more people riding bicycles and in turn create more cyclists for I Am RVA to target. It could be a con
because bicycle infrastructure is hard to develop and coudl come with more economic and political
problems.
I Am RVA Problems
Not Wearing Helmets is Socially Acceptable
According to the Centers for Disease Control (CDC), millions of Americans ride bicycles, but less
than half of them wear helmets. A survey from 2001-2003 found that only 48% of children aged 5-14
wore helmets when riding, and older children were even less likely to wear helmets.
Some bicyclists are not wearing helmets because they feel the bicycle community should be safe
enough to not have to rely on helmet.
In the San Francisco Bay Guardian, Andy Thornley, program directors with the San Francisco
Bicycle Coalition states, “there is a significant minority who ride without head protection for reasons
ranging from a simple preference to philosophical opposition to the notion that cycling is dangerous
enough to require armor. The best way to make cyclists safe is to prevent them from crashing, and
that means wide, hazard-free bike lanes and awareness by motorists of cyclists and our right to
share the road.” He also stated, “On balance, you’re going to be a little safer riding with a helmet,
but I choose not to for my own personal reasons.” (Jones, 2010).
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There are many other bicyclists who have similar ideas about helmets.
The Telegraph covered a story in which a leading neurosurgeon, Henry Marsh, stated, “I ride a bike
and I never wear a helmet. In the countries where bike helmets are compulsory there has been no
reduction in bike injuries whatsoever.”
Some reasons for not wearing a helmet were much simpler and included complaints about helmet
hair, sweat, having to carry the helmet,
Researchers at Lancaster University questioned 1400 people to learn what deterred them from
cycling to work. 27% of women wanted to avoid helmet hair and 19% of women said sweating was
a factor (Riley, 2011).
This is a complication for I Am RVA because it may be hard to convert people into helmet-wearers
of they are currently riding without helmets. If people don’t want to wear helmets, people won’t wear
I Am RVA helmets
Motorists Opinion of Bicyclists
Time-Dispatch editor, John Vassar, writes, “Richmond is on the cusp of becoming a world-class,
bicycle-friendly city. We all need to step up, change our behavior and obey the law. In order for motorists
and pedestrians to respect cyclists, we need to respect them by obeying all traffic laws… in
short, let’s ride our bikes as if we were driving out cars,” (Vassar, 2014)
It may be hard to for I Am RVA to rally motorists to get involved with bicycle safety efforts if they do
not believe bicyclists are also trying to do their part.
According to the Richmond Times Dispatch, letter-writer Robert Gambill claimed “bicyclists are
strictly hobbyists intent on impeding traffic to indulge in a worthless and expensive pastime.” This
is an opinion that many motorists have towards bicyclists. Times-Dispatch editor argues that many
cyclists are riding as transportation to and from work, and Virginia traffic law states that bicyclists
ride with the flow of traffic (Kessler, 2014)
For I Am RVA, this mind-set among motorists could be damaging. A goal of the organization is to
educate the community, including motorists, on bicycle safety. When people have negative ideas
and attitudes about the issue, it may be complicated to involve them in safety efforts.
Additional Findings
Bicycle Safety Campaigns in Richmond
The Virginia DMV began pushing bicycle safety efforts amongst bicyclist and motorists in August
2015. They promoted use of headlights, tail lights, reflectors, and bright colors to increase visibility.
They created a “Show the World” campaign on social media where bicyclists were invited to use
the hashtag #SafetyLooksGoodOnYou while wearing their brightest attire and using reflectors and
lights. (Plus Media Solutions, 2015).
I Am RVA could benefit off of this campaign because the issue has now been brought to light, and
people may be looking for ways to continue promoting bicycle safety efforts in Richmond.
21

In Hanover, The Sheriff’s Office has worked with cycling organizations such as The Richmond Area
Bicycling Association (RABA), Her of Virginia, and the Richmond Sports Backers, in order to ensure
cyclist safety during organized events (Silverstri, 2012).
This information is important to know, as the Sheriff’s Office and these organizations could be
prospective partners.
Bicyclists in the U.S.
786,000 commute to work via bicycle. Workers age 16 to 24 have the highest rate of commuting via
bike. More male commuters bike to work. People with income between $10,000 and $24,000 are
more likely to bike to work. (McKenzie, 2014)
According to the National Household Travel Survey (NHTS), in the U.S., 24% of all bicycle trips are
made by women and 76% are made by men.
Almost all of the growth in bicycling in the U.S. over the past two decades has been among men
between 25-64 years old. Bicycling rates don’t vary much by income level, but bicycling purposes
do. Low-income persons bike mainly for utilitarian purposes, and high-income persons bike more
for recreation and exercise. (Pucher, 2011)
On CNN’s best states of bicycling, Virginia ranks thirteenth in the nation. (Grinberg, 2015).
22

Industry Research
The Richmond area has a wide range of non-profits with varying areas of interest, but similar methods
to gain attention, publicity, and success. It is important for I Am RVA to understand the current
non-profits in order to effectively establish standing and recognition in the community. The industry is
not simply nonprofits that are interested in cycling or health, but are similar to I Am RVA in scope and
goals
Venture Richmond
The local non-profit responsible for the
Richmond Folk Festival and Riverrock has a
larger goal than to host events in the downtown
area, Venture Richmond aims to enhance the
community and develop relationships with local
businesses and government. It hosts free events
in Downtown Richmond where the profits go
toward improving the community and helping
those that live in Richmond.
The Richmond Folk Festival is an event that
helps bring thousands of people, which listen to
music, eat local food from vendors, and interact
with local businesses that are sponsors and partners with Venture Richmond.
Dominion Riverrock is an event that is organized with the help of Sports Backers to promote
Richmond’s outdoor attractions to the community. Profits from the events are given to local
nonprofits.“Since 2006, Venture Richmond has donated more than $160,000 to local nonprofit
organizations,” (Venture Richmond).
Bicycle Action Plan (BAC)
A Florida non-profit works with the individual city to create a cycling jerseys that will be sold to
generate money to provide safety equipment and educational material for cyclists (Miller). The
non-profit is partnered with the City of Fort Lauderdale, and has partners in counties around the
city. BAC aims to work with the cities to promote awareness and safety, and hopes for future
infrastructure to help make the cities more biker-friendly (Cahlin).
23

“We take a softer approach to bike safety awareness than trying to reconstruct roads,” founder
Richard A. Cahlin said. “Our mission is to get the clothing out,” (Miller). This is a similar approach
to I Am RVA’s and the founder has been able to express it clearly to the media. According to the
Sun Sentinel article, the organization raises money “mostly through private donors” which fund
100 outfits, which are sold in the local shops to benefit the local community (Miller). This creates a
mutual benefit for both the non-profit and the store, initiating a neccessary relationship.
Richmond Cycling Corps
The first organization to create a high school cycling team in the Richmond public school system,
at Armstrong High School. The non-profit has been in Richmond for 5 years and hosted an event at
the Virginia Museum of Fine Arts with the help of ART180, called Legacy 2020.
The event consisted of “23 hand built Italian bicycle frames that have been placed in the hands
of Richmond’s art world to create an array of completely unique artifacts available for perusal and
auction” (RCC). Before the event the organization utilized social media, specifically Instagram, to
showcase one bike frame per week.
24

Virginia Bicycling Corporation
The non-profit has a larger scope and mission, which
is to gain statewide attention by promoting safety,
changing policies and attitudes, and advocating
cycling for transportation (VBF). They work closely
with other cycling advocacy organizations and
government organizations like the Virginia Department of
Transportation (VDOT).
The organization works with individual cities and
organizations in the community to achieve a common
goal. Working with other organizations and clearly
expressing the goals of the campaign in advertisements,
like the example given, prove to reach more publics.
The city of Virginia Beach is advocating for bike safety
by posting on their blog and having the mayor make
comments about the campaign.
“Two Way Street”
An Ad Campaign For Safer Bicycling in
Virginia Beach Needs Your Support
Please join Mayor Will Sessoms, The City
of Virginia Beach, area bicycle groups, race
teams, shops, solo bikers and safety
minded motorists in launching a cycling
themed media campaign during the spring
of 2012.
This campaign is intended to promote safe
interactions between cyclists and
motorists including safe cycling practices
in traffic. Ad placements on television and
in a variety of other media are planned.
Funding for this effort is being shared by
the city, the bike community, and
supportive drivers.
We need your help to raise $10K by
March 1st. Please donate today!!!
For more information:
Bruce Drees 757.647.3987 or
bwd-vb@cox.net
Bill Conoscenti 757.217.5204 or
bccono@verizon.net
Two ways to donate!
By credit card:
Virginia Bicycling Federation
vabike.camp8.org/twowaystreet
Mail a check payable to:
Virginia Bicycling Federation
c/o: TBA Two Way Street
P.O. Box 66522
Virginia Beach, VA 23466-6522
All donors will receive a letter of
acknowledgment from the VBF, a
charitable non-profit org in the
public interest under IRS 501(C)3.
Donations are deductible to the
extent permitted by law.
SwimRVA
Swim RVA “operates the Collegiate School Aquatics Center which is a state-of-the art indoor
aquatics center in Chesterfield County, Virginia whose mission is to provide quality aquatic
programs at affordable prices for children and families in the Richmond area,” (Greater Richmond
Aquatics Partnership).
Swim RVA provides swim lessons to make Richmond “drownproof.” This non-profit also hosted an
event, 24 Hour Swim for RVA. This is a popular way to raise awareness, funds, and sponsors. The
organization also is focused on a halthy lifestyle, offering yoga classes, summer camps for kids, and
safety courses.
25

CodeVA
CodeVA is a non-profit that is focused on
educating the community on computer
science. They offer a course to teach kids
coding in the event called Hour of Code
hosted at the Science Museum of Virginia in
December. It is nationwide and has connected
the world through social media with the main
coding organization, Code.org.
CodeVA has connected with local
organizations with similar interests, like the
VCU School of Engineering and RichTech,
but also has corporate sponsors. The nonprofit
uses social media and interacts with its
partners and community events regularly to
reach more of the target audiences.
Conclusion
The industry in Richmond is more focused on hosting events than creating products. I Am RVA
could engage a similar campaign to gain publicity for the event similar to other non-profits in the
area. Many of the organization’s events are covered in local publications and increases awareness
for the cause and the organization’s mission. Partnering with organizations that have property that
already has regular admissions and interest from the community.
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Competition and Similar Organizations
Being a new non-profit, I Am RVA has several other established non-profits in the Richmond
area that are similar and/or could be seen as competition. It is vital for I Am RVA to analyze the
efforts of their competitors in order to be successful. The following is an analysis of some similar
organizations and competitors and what those organizations have done or are doing in order to be
successful.
Bike Walk RVA
Sports Backers is a local Richmond non-profit that hosts an annual bike walk. They state that their
goal is to “transform greater Richmond into the most physically active community in the nation
by leading the area in embracing and celebrating an active lifestyle.” They created their bike walk
campaign in 2012 in order to support bike and pedestrian friendly infrastructure projects. Similar
to I Am RVA they hope to create a sense of community though this campaign. Although they are a
non-profit that involves biking they would not be direct competition for I Am RVA because they are
focused more on improving infrastructure instead of general safety, helmet usage, and community.
This non-profit has seen a lot of success in Richmond. Their current infrastructure projects include
working with the City of Richmond to develop a “Bicycle Master Plan” which would create more
urban bikeways in the city. They also won Bicycling Magazine’s People’s Choice Awards for Bike
Advocacy Organization of the Year for their efforts. Sports Backers launched the Connect RVA
campaign along side bike walk, which received high praise from the Richmond Times Dispatch.
The launch of Connect RVA, a campaign coordinated with other local advocacy organizations and
Richmond residents to secure funding for more bikeways and trails in the city of Richmond. Connect
RVA included working closely with the Mayor’s Administration, City Council, and the Richmond
community to secure a combined $4.5 million in the City Budget for new bikeway and trails projects.
They had success in promoting themselves and bike month when they were featured again in the
Richmond Times Dispatch.
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They have several active social media accounts
including Facebook and Twitter that they keep
updated weekly. They promote their events through
their main website page which connects to the
Sports Backers main sight as well as through
social media and articles in local papers such as
The Richmond Times Dispatch. I Am RVA could
take note of their active social media accounts and
efforts of working with the local city government
to enhance their efforts to make themselves well
known.
Richmond Cycling Corps
The focus of Richmond Cycling Corps (RCC) is to
“re-engineer the behavioral and developmental gaps
that are prevalent among youth in public housing”
they do this though bicycling. Starting in 2010 RCC
started to promote the use of bicycling with youth in
Richmond. They now have several components to
their non-profit; RCC youth lab which teaches kids
bicycle mechanics, Richmond Bicycle Studio which
is a high-end studio for bike sales and classes, The
Armstrong Bike Part which is the nation’s only innercity
mountain bike park, Armstrong Cycling Team
which is a cycling team of inner-city high school
youth, and RCC Youth artist Series which gets kids
to design and create bikes, t-shirts, and logos.
Their notable success can be seen in their national
recognition for the Armstrong Cycling Team. They
are paired with several sponsors including Bon
Secours, Dominion, and Virginia Credit Union. RCC
recently hosted an event and the Virginia Museum
of Fine Arts in partnership with ART 180 this event
auctioned off several custom designed and painted
bike frames and coincided with the UCI bike races in
Richmond.
RCC is an important organization for I Am RVA to take note of because of their success in taking
one idea and expanding it into many different aspects while still remaining in the Richmond area.
They have a blog on their main website however it is not extremely active. Their social media is
very active and they had their youth leading team USA in the UCI bike race opening ceremony.
28

Helmets-R-US
Helmets-R-US would serve as competition for I Am RVA. Although they are not a non-profit directly
in the Richmond area they are partnered with over then thousand organizations nationwide. Similar
to I Am RVA their goal is to promote bike safety. They do so through selling bike helmets on their
website at extremely low prices.
They do not have active media accounts or any major campaigns that I Am RVA would need to
worry about as far as competition the one factor they have going for them is simply the price of the
product they are offering.
Swichio
Swichio and organization based in Richmond that in part relies on the donations of bike equipment,
including helmets. They are paired with several organizations in Richmond to enhance their efforts
including United Athletics, Sportable, and Richmond Cycling Corps. Bicycling is not their only focus;
Swichio also provides gear for swimmers and runners. Their focus is not strictly for donations,
Swichio also buys, sells, and trades equipment to users and is a trusted marketplace for Richmond
cyclists.
Their social media is not extremely active with only 78 followers on their twitter page. This
organization would not be an extreme threat to I Am RVA and their success because it is not strictly
a non-profit organization. They do supply some helmets to other local organizations which could be
an idea that I Am RVA could look into.
29

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