SECONDARY RESEARCH-FINAL

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.
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