Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
I AM RVA<br />
RESEARCH | FALL 2015
table of contents<br />
Executive Summary<br />
Secondary Research<br />
Survey<br />
Interviews<br />
Focus Groups<br />
secondary research<br />
survey<br />
interviews<br />
focus groups<br />
appendix<br />
1<br />
3<br />
6<br />
9<br />
10<br />
40<br />
54<br />
59<br />
62<br />
Photos courtesy of Kai Eason
executive summaries
secondary research<br />
client background<br />
I Am RVA’ s mission is to foster enthusiasm for bicycling in Richmond by encouraging<br />
a sense of community, promoting safety among riders and drivers, and creating pride<br />
in the city. The organization is run by a volunteer board of directors. I Am RVA is a<br />
non-profit organization categorized under 501(c)(3).<br />
key publics<br />
Many members of the cyclist public are anti-helmet, regardless of proven medical<br />
benefits of helmet use. Virginia legislators are very reluctant to pass any law improving<br />
safe riding conditions for cyclists. Democrats and Republicans in the House are both<br />
divided on the issue.<br />
communications audit<br />
I Am RVA lacks an integrative and comprehensive marketing strategy (i.e. no posting<br />
schedule, meaningful content, and personal voice). They have four active social media<br />
accounts, but they are most prominent on Facebook. The top communication goal for<br />
most nonprofits is to acquire new donors and engage with current and new audiences.<br />
social, political & economic context<br />
Many Richmond citizens already want a more bike-friendly community. There is a need<br />
for bicycle safety education as many motorists and bicyclists are unaware of the rules<br />
of the road. Richmond motorists have negative views towards bicyclists because they<br />
see them as hazardous and feel they do not follow traffic laws.<br />
1
industry research<br />
Many non-profits in the Richmond area have goals similar to I Am RVA, hoping to<br />
improve the community and the way of living, along with smaller goals to make that<br />
possible. Launching <strong>campaigns</strong> with a clearly stated mission attract attention from<br />
sponsors and local government. Private donors help raise initial donations to produce<br />
safe cycling campaign products, like jerseys.<br />
competition & similar organizations<br />
There are several other non-profit organizations involving bikes and helmets in the<br />
Richmond area but none are doing exactly what I Am RVA wants to do. Competitor<br />
organizations have successful social media accounts which the regularly update. The<br />
key to success with competition seems to be the more large scale events they are<br />
throwing in order to gain media attention and general awareness.<br />
media coverage<br />
I Am RVA was featured in Style Weekly on August 11, 2015. The article covered the<br />
organization’s background information and main initiatives. The organization was<br />
also mentioned in RVA Mag’s “Local storytelling series Secretly Y’all brings first bikethemed<br />
festival to former GRTC bus depot,” article back in June 2015. In September<br />
2015, I Am RVA’s president and founder Scott Keel was quoted in an article on NBC<br />
12. The quote reads “It’s a mirror chrome helmet designed to reflect you because you<br />
are where you surround yourself, and who you surround yourself with,” Dr. Scott Keel,<br />
pediatrician and founder of I Am RVA, said. “We couldn’t choose a color for Richmond,<br />
so we decided to let the helmet choose a color for you.”<br />
2
survey<br />
The survey was specifically designed to gauge the state of the cycling community in<br />
Richmond. We sought to evaluate the cycling community on three major premises:<br />
safety, cycling infrastructure and public awareness of both I Am RVA and bike safety<br />
topics. The survey is best understood after first examining the demographics of our<br />
respondents.<br />
demographics<br />
The majority of respondents are 21-26 years old, however, a significant number are<br />
15-20 years old. The low age distribution can be attributed to college-age respondents.<br />
The majority of respondents have an annual household income of $12,000-$50,000<br />
per year which can also be linked to the aforementioned low age distribution.<br />
The majority of respondents have 1-2 people in their household, however, 43% have<br />
3-4 people in their household. Once again, we link this trend to college-aged<br />
respondents.<br />
The majority of respondents live in The Fan, with a notable amount residing in Monroe<br />
Park.<br />
Of the 26% of respondents that live in The Fan, 19% are involved with local nonprofits<br />
such as JDRF, Ram Pantry, Alpha Gamma Delta Foundation, HAND, The Sierra Club and<br />
HD Advisors.<br />
Of respondents that live in The Fan, 46% own a bike, while only 39% of those living<br />
outside of The Fan do.<br />
Overall, it is apparent through an examination of the demographics that an overwhelming<br />
majority of respondents are either college students or young professionals. Our team<br />
suggests conducting research that focuses more heavily on the demographics of your<br />
audience however we believe that your organization should also those under 40 because<br />
of their proximity to downtown areas.<br />
3
safety<br />
If respondents answered that they did not own a bike, they resumed the survey at<br />
“Have you ever been in a bicycle accident?” which means they skipped the questions<br />
about helmet use and bike use. Additionally, those that said they were not cyclists<br />
were ushered to the same question, allowing them to skip helmet and bike use questions.<br />
Nine respondents both owned a bike and cycled, and were evenly distributed on<br />
their helmet use. Results showed that those who never or sometimes wear helmets<br />
either don’t own one or forget it. Outliers to the data also stated they “don’t want<br />
to carry [it] around,” “it is not the law,” and they are “only going a short distance.” Of<br />
those that do not wear helmets or sometimes wear helmets, half have been in a bike<br />
accident. Note, however, that those that do not wear helmets also do not read about<br />
bike safety, with 83% reporting they do not read cycling literature. We believe there<br />
is a connection between being educated about bike safety and wearing a helmet,<br />
however those that do not wear helmets also do not read about bike safety, with 83%<br />
reporting they do not read cycling literature. We believe there is a connection between<br />
being educated about bike safety and wearing a helmet.<br />
infrastructure<br />
Respondents aged 21-26 that are highly in favor of bike-related infrastructure also<br />
show notable involvement with nonprofits as 21% report involvement. Of<br />
respondents that are strongly in favor of the addition of a bike lane to Floyd Avenue,<br />
21% are involved with nonprofits. JDRF appears twice on the list of nonprofits with<br />
which that subset are involved. The list also includes Planned Parenthood, Special<br />
Olympics VA, HAND, HD Advisors, The Sierra Club and Crossover Ministry. We believe<br />
your organization should focus on influencing the middle ground of respondents--<br />
those that have a neutral opinion of bicycling infrastructure in Richmond. Twenty-three<br />
respondents answered that they feel neutrally about the addition of a bike lane to<br />
Floyd Avenue. Of these respondents, 91% are on social media with the majority on<br />
Facebook, followed by Instagram and Twitter. A majority, 83%, of these respondents<br />
have never heard of I Am RVA. Fifty-two percent of these respondents are 21-26<br />
years old. To target this “middle of the road” demographic, your organization should<br />
focus efforts on social media.<br />
4
public awareness<br />
Of the 41% of respondents that own bikes, 76% have not heard of I Am RVA.<br />
Respondents that have not heard of I Am RVA primarily use Facebook and Instagram<br />
and get their news either on social media or online news sites. They are young, active<br />
on social media and living downtown. Another important factor to note is their income:<br />
53% of respondents that have not heard of I Am RVA make $12,000 - $50,000 a year.<br />
Because I Am RVA’s goals center around the purchase of a helmet (which<br />
60% of people who have not heard of I Am RVA either never or sometimes wear), your<br />
organization should take income into consideration in future <strong>campaigns</strong>. It is also<br />
important to examine the platforms and mediums through which it is best to reach your<br />
audience. Ninety-two percent of respondents age 21-26 use social media. Of that age<br />
range, 89% use Facebook and 74% use Instagram. Interestingly, 100% of<br />
respondents aged 45-50 reported they are active on social media. Once again,<br />
Facebook is the most popular with 86% of respondents active, and Instagram comes<br />
in second, with<br />
71% of respondents active. I Am RVA also currently maintains a Twitter account, a<br />
platform which is used by 59% of 21-26 year old respondents and 57% of 45-50 year<br />
old respondents. Social media is the number one platform through which respondents<br />
get their news. Not surprisingly, online news sources come in close second. It is<br />
interesting to note that 0% of respondents aged 45-50 get their news from print<br />
sources, with the most newspaper readers being in the 51+ age group. Local news<br />
sources were popular among 21-26 year old respondents, 45-50 year old<br />
respondents and 51+ year old respondents. The Fan reports the same level of social<br />
media viewership, with 84% of Fan resident respondents getting their news from<br />
social media and 80% using online news sites to get their news. Monroe Park follows a<br />
similar trend.<br />
5
interviews<br />
Our research group was tasked to complete 10 in-depth interviews surrounding<br />
cycling in the Richmond community and I Am RVA. The overarching research question<br />
our group focused on was “What can I Am RVA do to promote and ensure bike safety<br />
on the road?” With this question in mind, we created specific interview questions that<br />
dealt with bike safety in the Richmond area, cycling overall, the unity of cyclists in the<br />
Richmond community, and the brand awareness of I Am RVA.<br />
goals<br />
As a group, we had specific information we wanted to find out through our interviews.<br />
We created the following goals for our research:<br />
Who is wearing a helmet?<br />
Who feels safe riding in the city?<br />
For what purpose do people use their bikes?<br />
How often do people ride their bikes?<br />
How do people feel about Richmond becoming a more bike-friendly city and what do<br />
they think about the bike race?<br />
Of respondents that live in The Fan, 46% own a bike, while only 39% of those living<br />
outside of The Fan do.<br />
Do cyclists feel that motorists respect them on the road?<br />
How do people feel about Richmond becoming a more bike-friendly city and what do<br />
they think about the bike race?<br />
What do cyclists want drivers to know when sharing the road?<br />
6
key findings<br />
The interviews we conducted provided detailed information needed in order for I Am<br />
RVA to make future actions. Below you will find the key findings and what this means<br />
for I Am RVA moving forward:<br />
Majority of people interviewed said they feel comfortable riding their bikes around<br />
Richmond, however the few that felt uncomfortable credited this to drivers not being<br />
educated about cyclists’ rights.<br />
Almost all interviewees believe that there needs to be more bike lanes and that motorists<br />
need to be better educated about cyclists’ rights. I Am RVA already has a strong<br />
position on adding additional bike lanes in the community and therefore needs to continue<br />
this positioning.<br />
Majority of the interviewees agreed that cyclists should use lights at night, and that<br />
it’s a state law that many do not abide by. I Am RVA needs to make sure their target<br />
audience is aware of this law, and offer other alternatives for becoming more visible.<br />
Moving forward, bicycle lights could become part of I Am RVA’s merchandise.<br />
About half of the interviewees knew about cycling organizations within the Richmond<br />
area. This means I Am RVA needs to make itself more known in the area.<br />
Almost all interviewees believe that creating a cycling organization is a good idea.<br />
This means that once I Am RVA achieves brand awareness, people can get behind its<br />
cause.<br />
The concept of supporting local charities was well received by all people interviewed. I<br />
Am RVA needs to continue their push to support charities in the local area.<br />
Unfortunately, only two of the 13 people knew who I Am RVA was and their mission.<br />
This means I Am RVA needs to focus their efforts on brand awareness and making the<br />
local population aware of their mission and focus.<br />
7
Interviewees believe the best options for I Am RVA to elevate their brand awareness is<br />
to increase their social media presence and host more events. This means I Am RVA<br />
needs to increase the social media platforms they are currently utilizing, and increase<br />
the number of marketing events they host.<br />
Instagram, Facebook, and Twitter are the social platforms that were highly suggested<br />
for I Am RVA to use to reach their target audiences. I Am RVA needs to increase their<br />
presence and make their platforms more interactive.<br />
conclusion<br />
In conclusion, our interviews yielded valuable results that will help I Am RVA better reach<br />
their target audience. It also will help them determine if their mission is possible in the<br />
Richmond community, and whether or not people believe cycling can unite Richmond<br />
for a common cause. Overall, we received a positive reaction regarding the mission of I<br />
Am RVA, but unfortunately only two people knew that the organization existed. Through<br />
these interviews, it has become clear that I Am RVA needs to focus on brand awareness<br />
and marketing itself.<br />
8
focus groups<br />
In the research we conducted, we wanted to more accurately gauge community<br />
awareness of bike safety as well as I Am RVA’s brand awareness. We need to assess<br />
brand awareness in order to refine options for tactics. We also used our research to<br />
draw conclusions about the general understanding of bike safety. The summary of our<br />
findings is as follows:<br />
Neither cyclists nor non-cyclists have clear understanding of bike laws and safety.<br />
Our focus group consisted of both cyclists and non-cyclists. The participants did not<br />
seem to have any clear understanding of bike laws besides the general knowledge<br />
that motorists should remain three feet away from cyclists, and that cyclists were not<br />
allowed to use sidewalks.<br />
There needs to be more official means of disseminating rules and regulations pertaining<br />
to bike safety. The participants said they never saw any official explanation or signage<br />
of bike laws. We found that cyclists have seen information about the “three-foot”<br />
law mostly on bumper stickers.<br />
An education program would be the most useful way to bring about a positive change<br />
in the community. Several participants wanted neighborhood community and VCU<br />
community educational events throughout the year. In the past, bike safety and maintenance<br />
was taught as a part of physical education programs in Richmond public<br />
schools. Those in the focus group believed it would be a great part in educating the<br />
future riders.<br />
9
secondary research
client background<br />
history<br />
I Am RVA is a non-profit organization that was started in 2015 by Dr. Scott Keel. The<br />
founder and president got the idea while traveling abroad in Vienna. Keel observed<br />
the bicycle culture of the city and noticed many cyclists wearing the same helmet and<br />
soon learned it was a fundraising campaign from the Kunsthistorisches Museum.<br />
Keel then began I Am RVA in Richmond, Virginia with the goal to unite the city and<br />
promote bicycle safety all through a unique bicycle helmet. The purpose of the<br />
chrome helmet is to reflect the city and community of each of the cyclists who wears<br />
it. According to I Am RVA’s official website, “Our helmet is unique to<br />
Richmond, serving as a visually compelling symbol of unifying symbol the public will<br />
associates with our vibrant community.”<br />
The organization website officially launched on March 13, 2015. The organization<br />
itself launched on May 28, 2015. On August 27, 2015, I Am RVA held a kickoff party<br />
to mark the official start of helmet sells.<br />
organizational structure<br />
I Am RVA is run by a board of directors under the leadership of Dr. Scott Keel. According<br />
to the website, “I Am RVA is comprised of professionals from many different walks<br />
of life. They are dedicated to the vision that I Am RVA sets forth and work purely on<br />
a volunteer basis.” The board of director is made up of 9 professionals are business<br />
owners, account managers, budget analysts, doctors, engineers, realtors, and<br />
journalists.<br />
client product and services<br />
The organization currently offers two different products - the I Am RVA chrome<br />
helmet and the 2015 I Am RVA biking cap. The helmet’s cost $50 and the cap can be<br />
bought for $10. Right now, the money from the helmet sells goes to the organization.<br />
In the future the organization will be donating a portion of each helmet sale to the<br />
non-profit of the buyer’s choice.<br />
10
size and scope<br />
Again, I Am RVA is run by a volunteer board of directors including nine individuals. They<br />
are also currently partnered with Venture Richmond, Sportable, and Richmond Cycling<br />
Corps. This is part of their attempt to grow the organization through partnerships with<br />
local businesses and other profits. While one cannot tell how many people are actually<br />
involved with the organization, we can look at their social media following to see how<br />
many people follow and actively support the organization.<br />
On Facebook, I Am RVA has over one thousand followers who comment, like, and<br />
occasionally share their posts. Their Instagram account has about three hundred<br />
followers and their Twitter account has only 40 followers. Facebook seems to be their<br />
main method of communication with their supporters as of right now.<br />
All in all, the organization itself is relatively small and it aims to serve the bicycle<br />
community, which is continuously growing. It is a goal of the organization to unite the<br />
city of Richmond as a whole, this includes both cyclists and motorists. The population<br />
of Richmond is about 217,000 people, and the Richmond metropolitan population is<br />
around 1.2 million people.<br />
11
key publics<br />
Determining I Am RVA’s key publics is an important step in analyzing the organization.<br />
We determined that I Am RVA has six key publics that warrant attention in a public<br />
relations campaign. After determining the key publics, we conducted research to<br />
determine key characteristics about each group. In this section, we include some<br />
important information about each individual key public. Each of these publics fall under<br />
the main category of the local Richmond community.<br />
cyclists<br />
Cyclists make up one of the key publics most important to I Am RVA. Because I Am<br />
RVA focuses on bike safety, specifically through the production of metallic helmets,<br />
current cyclists are essential to the organization. For this key public, we asked ourselves<br />
two questions to help us better understand this group. Why don’t some cyclists<br />
wear helmets, and why should all cyclists wear helmets?<br />
Why don’t some cyclists wear helmets?<br />
Through our research, we found that there are large groups of cyclists who are<br />
staunchly anti-helmet. We researched the rationale behind this in order to better help I<br />
Am RVA develop <strong>campaigns</strong> to influence this group to practice bike safety.<br />
An article by Bruce Barcott entitled “Senseless” explained some of the thought processes<br />
behind the anti-helmet movement. According to this article, half of all bike riders<br />
were wearing helmets by 1999 (Barcott, 5). Barcott also states that as more riders<br />
used helmets, brain injuries also increased. Below are some key anti-helmet arguments<br />
laid out by Barcott in “Senseless” that explain the rationale used by helmet opponents<br />
(Barcott, 12). By understanding these arguments, we can help I Am RVA better combat<br />
them.<br />
They make motorists complacent. A study done by psychologist Ian Walker found that<br />
motorists drove 3.35 inches closer to him when he wore his helmet.<br />
They increase risky riding. If you trust your helmet to protect you, you may engage in<br />
riskier behavior.<br />
They scare away riders. Helmet laws make the sport seem dangerous.<br />
They diminish bikeshare usage.<br />
12
Sarah Knapton, a science reporter for the Telegraph, cited a British neurosurgeon,<br />
Henry Marsh, in her article “Cycle helmets are useless, says brain surgeon.”<br />
According to the article, Marsh believes that cycling helmets are too flimsy to be<br />
beneficial. (Knapton, 1). This article also cites the same study done by Ian Walker that<br />
examined how motorists treat cyclists who wear helmets.<br />
Now that we understand why some cyclists feel helmets may do more harm than<br />
good, we must examine why cyclists should wear helmets. Pro-helmet arguments will<br />
help us determine effective ways to target cyclists who don’t currently wear helmets,<br />
as well as those who are anti-helmet.<br />
why should all cyclists wear helmets?<br />
The use of helmets is widely promoted. We sought to find key arguments for the<br />
importance of helmet use that would be helpful in I Am RVA’s quest to connect with<br />
cyclists to promote bike safety.<br />
A study done by the Cochrane Injuries Group looked at how the use of helmets<br />
impacted injury in crashes, including those that involved motor vehicles. The study<br />
found that helmets provide “a 63 to 88% reduction in the risk of head, brain and<br />
severe brain injury for all ages of bicyclists,” (Thompson, Rivara, Thompson, 1).<br />
This diagram shows how helmet use affects fatalities<br />
related to cycling accidents. Source: Oklahoma State<br />
University<br />
Cyclists who wear helmets are better protected from injuries that can be fatal. By promoting<br />
this idea to current cyclists, I Am RVA can increase awareness for their organization<br />
while also promoting bike safety in the Richmond community.<br />
13
non-cyclists<br />
Non-cyclists are another vital public for I Am RVA. Part of the organization’s stated<br />
goals is to promote an overall healthy lifestyle cycling being a part of that lifestyle. For<br />
that reason, non-cyclists are an important public for I Am RVA. The organization needs<br />
a better understanding of this public in order to develop ways to increase cycling within<br />
the Richmond community.<br />
While most cyclists are not vehemently against cycling, there are a portion of non-cyclists<br />
who are staunchly anti-cycling. To increase cycling, it is important to understand<br />
what drives the anti-cycling campaign. To better understand this public, we asked<br />
ourselves why are some cyclists extremely anti-cycling?<br />
why are some cyclists extremely anti-cycling?<br />
There are factions of non-cyclists who strongly oppose cycling, as evident through<br />
Facebook groups like “There’s a perfectly good path right next to the road you<br />
stupid cyclist.” Our goal was to figure out why these groups exist. The most apparent<br />
and broadcasted reason relates to motorists. For instance, the “about” section of the<br />
aforementioned Facebook page states: “No matter how far to the left you are, you’re<br />
taking up my road. My car is hard, and I am not slowing down!” Additionally, it is<br />
apparent that anti-cycling zealots often feel that cyclists are “self-righteous” about the<br />
environmental impact of cycling (Liddle, 1).<br />
The main argument behind the anti-cycling movement seems to be fueled by not<br />
wanting to accommodate cyclists on the road. With that in mind, I Am RVA can use<br />
idea of building bike specific infrastructure as a way to limit motorist and cyclist<br />
clashes, and therefore alleviate some negative feelings.<br />
14
legislators<br />
Cycling related legislation has become a hot topic in recent years. Laws relating to<br />
cycling safety, cycling infrastructure, and road sharing are often being debated by<br />
legislators throughout the U.S. and across the world. However, to better understand<br />
how legislators are a key public for I Am RVA, we need to focus on Virginia<br />
legislators in specific. When looking at these decision makers, who can have a great<br />
deal of impact on cycling culture in the region, we wanted to know, what is the state of<br />
cycling related legislation in Virginia?<br />
What is the state of cycling related legislation in<br />
Virginia?<br />
When it comes to laws regarding cyclists, and the legislators behind these laws,<br />
Virginia is considered to be behind the times compared to other states. For instance,<br />
there is no law protecting cyclists from being tailgated (Weiner, 1). But what makes<br />
laws protecting cyclists so difficult to get passed in Virginia? The legislators.<br />
House transportation subcommittee no. 2 has traditionally handled cycling legislation<br />
for the state. For many years, however, John A. Coxan opponent to legislation that<br />
protects cyclists served as chairman of the committee. This meant that legislation<br />
was never passed (Weiner, 1).<br />
15
For I Am RVA to be successful in building bike infrastructure and promoting bike safety,<br />
it is import ant to understand key legislators who could influence the success of legislation.<br />
It is not, however, as easy as separating Democrat from Republican. As we saw<br />
in 2014, when numerous bills were voted on in the House regarding cycling safety,<br />
Republicans and Democrats are divided on the issue (Weiner, 1).<br />
Legislators play a key role in the success of I Am RVA’s mission of promoting bike<br />
safety and a healthy lifestyle in general. Improvements to cycling infrastructure can<br />
only be made when legislators agree. Therefore, it is essential to understand the<br />
divisiveness of the issue, and what sways each individual legislator.<br />
college students<br />
Richmond is a college town. Both Virginia Commonwealth University and the University<br />
of Richmond are in or near the city center. With that being said, a significant portion<br />
of the population of Richmond is made up of college students. While some of these<br />
college students are cyclists, too, many still walk or drive as a means of transportation.<br />
Therefore, we believe that Richmond area college students are a key public of I Am<br />
RVA in its quest to promote cycling in the community. There are two main questions<br />
we must ask when discussing college students and cycling. Why do some college<br />
students cycle and how can we get more college students to cycle?<br />
why do some college students cycle?<br />
Many college students already use cycling as their primary mode of transportation. Understanding<br />
why these students choose cycling can help I Am RVA better understand<br />
how to encourage non cycling college students to try cycling.<br />
An article in Momentum Magazine lays out four reasons that college campuses encourage<br />
students to cycle: (Hurd, 1)<br />
16
Universities breed 20-minute neighborhoods<br />
They create car-free spaces<br />
They use public space to enable density<br />
They charge for car parking<br />
Essentially, a major reason that students cycle on campus is that it can be<br />
cumbersome and expensive to drive a car on campus. Cycling is often more efficient,<br />
and cheaper, than driving on college campuses.<br />
Another article posted on University Language Services outlines five reasons that<br />
students should ride their bikes on campus: (Services, 1).<br />
Save money<br />
Protect the environment<br />
Park with no hassles<br />
Get to class quicker<br />
Exercise<br />
17
how do we get more college students to cycle?<br />
Now that we understand what motivates students to cycle on campus, we need to<br />
evaluate ways to engage non-cycling students. An article by the New Jersey Bicycle &<br />
Pedestrian Resource Center explained 10 ways to encourage non-cycling students to<br />
start cycling on campus: (NJBPRC, 1)<br />
Create bicycle education programs<br />
Make it easy to obtain a bike<br />
Construct new bicycle infrastructure<br />
Provide adequate and varied bicycle parking facilities<br />
Build bike stations<br />
Make streets safer<br />
Create incentives to encourage cycling as a primary mode of transportation<br />
Adopt policies to minimize use of automobiles<br />
Improve links between cycling and other modes of transportation<br />
Promote a culture of cycling with schoolwide events and student organizations<br />
Students who currently cycle, as well as those who do not, are important publics of I<br />
Am RVA. This public is integral to the Richmond community and can be a valuable tool<br />
for furthering the organization’s varied goals.<br />
families<br />
One of I Am RVA’s main goals is to promote cycling safety. Parents are an important<br />
tool to achieve that goal. When children first ride bikes, their parents have a responsibility<br />
to teach their children bike safety rules. For that reason, families are a key public<br />
of I Am RVA. The organization can connect with families to promote bike safety and<br />
healthy lifestyles. Our main question relating to families is how do parents influence<br />
their children’s bike safety practices?<br />
18
There are already numerous resources for parents explaining bike safety practices<br />
to teach their children. An essential item found on every checklist is a properly fitting<br />
helmet. Articles that outline bike safety tips for parents, such as an article by Parents<br />
Central, stress that helmets are a necessary part of gear that protects children.<br />
I Am RVA goal of promoting bike safety and a healthy lifestyle should also include the<br />
youngest members of the cycling community. Parents and families play an important<br />
role in furthering I Am RVA’s cause.<br />
public health officials and medical community<br />
Public health officials and the medical community are important publics of I Am RVA<br />
because they can be influential in the life choices others make. We feel that this is an<br />
important group because many of I Am RVA’s goals can be related back to the medical<br />
field i.e. maintaining a generally healthy lifestyle, preventing traumatic brain injury, etc.<br />
When evaluating this group we wanted to find out what role does and can the medical<br />
community play in promoting cycling safety?<br />
what role does the medical community play in promoting<br />
cycling safety?<br />
Public health officials and those in the medical field are influential in their communities.<br />
Their word is trusted, and, therefore often followed. Because of that, it is vital to<br />
evaluate how this group fits in as a public of I Am RVA.<br />
Public health officials, especially, can help influence cycling safety habits in the<br />
community. The National Highway Traffic Safety Administration even put out a list of<br />
43 detailed ideas that public health officials can use to promote bike safety in their<br />
community. An example of an idea found on the list is “hold a helmet use challenge at<br />
school, between schools, or between competing groups in the community.” Those in<br />
the medical community are an important public for I Am RVA because they can help<br />
the organization a well trusted voice to speak from.<br />
19
communications audit<br />
This section will provide a brief overview of I Am RVA’s strengths and weaknesses<br />
relating to their communication materials, strategies and <strong>campaigns</strong> distributed widely<br />
to the general public. Information reviewed will be the following: social media profiles,<br />
organizational media, websites and advertising.<br />
I Am RVA’s application of social media, organizational <strong>campaigns</strong> and online marketing<br />
is lacking engagement, connectivity, and usability for users. Increasing stewardship,<br />
donors, and brand equity among key publics and consumers is an objective for this<br />
organization. Their goals are engaging new audiences, visibility of the I Am RVA brand,<br />
and promoting their mission of bike safety.<br />
For I Am RVA to increase its visibility and awareness, they must interact, properly<br />
market and be socially engaged with their publics including prospective clients and<br />
donors.<br />
social media profiles and <strong>campaigns</strong><br />
I Am RVA has three active social media accounts (Facebook, Twitter and Instagram).<br />
They campaign to foster enthusiasm for bicycling in Richmond by promoting a sense<br />
of community, safety among riders and drivers, and creating Richmond pride through<br />
shared and promotional content.<br />
facebook<br />
20
I Am RVA is primarily engaged with their audiences through Facebook, targeting 1,178<br />
Facebook users. Content is posted infrequently, is often shared content and<br />
occasionally promotional.<br />
I Am RVA employ a loose structured engagement with their followers through visual<br />
imagery. However, there is little call to action and recognition of donors and sponsors.<br />
Although a portion of the content is promotional, this content is infrequently posted<br />
and does not increase product/brand recognition.<br />
A portion of I Am RVA’s work is raising awareness for pediatric brain surgery research;<br />
for them to share content encouraging their followers to be informed about this cause<br />
and participate as donors would increase their user engagement and initiate call to<br />
action behavior from consumers.<br />
This infographic outlines the 70/20/10<br />
posting rule for Facebook. Seventy percent<br />
of your activity should add value to<br />
your organization, 20% should be sharing<br />
other ideas or similar interest content,<br />
and 10% should be promotional.<br />
I Am RVA has obtained a large following on Facebook. In order to initiate a call to action<br />
among key publics, they must make sure content is meaningful, creative and resourceful,<br />
recognizable, and endorsing their brand.<br />
21
Hootsuite says Facebook is a great way to connect with your fan base through interesting<br />
and relevant posts. Marketing tips such as adding visual references to your content,<br />
scheduling post ahead of time, and establishing your own personal voice helps to<br />
increase brand identity and bridge the gap between consumer interest and consumer<br />
action (Hootsuite, 2015).<br />
instagram<br />
I Am RVA capture viewers through the use of visual and promotional content. I Am<br />
RVA’s Instagram (@iamrva) has 354 followers (672 following). They are frequently<br />
active on Instagram, usually posting content which strikes a personal voice and touch<br />
for the organization through personable pictures of pets, local supporters and staff<br />
and images of individuals whom have benefited from I Am RVA.<br />
Posts are usually infrequent, sometimes ranging from days apart to weeks. Although<br />
some images are promotional in layout, they have not mentioned or recognized their<br />
donors and sponsors. Also, photo quality is not of professional grade which adds and<br />
takes away from the brand.<br />
According to Nonprofit Tech for Good’s article, Top 5 Instagram Best Practices for<br />
Nonprofits, Nonprofits consistently using hashtags on Instagram have twice as many<br />
followers as those that don’t. Instagram users regularly monitoring hashtags enable<br />
your nonprofit to gain more exposure to potential new followers.<br />
Also, you can crowdsource images and videos on Instagram by asking your followers<br />
to use your hashtag when sharing images on Instagram and then convert the images<br />
using your hashtag into a slideshow or embed them directly into your website or blog<br />
(Nonprofit Tech for Good, 2014).<br />
22
twitter<br />
I Am RVA has 65 followers on Twitter. They do not actively engage with their audiences<br />
although Twitter has been considered very institutional for grassroots promotions<br />
of nonprofits and their <strong>campaigns</strong> (Nonprofit Tech for Good, 2015).<br />
I Am RVA have not maximized engagement on Twitter. Their content posting schedule<br />
is very infrequent and unable to track and manage a following pool. According to<br />
Nonprofit Tech for Good, a nonprofit must tweet or retweet at least twice daily to gain<br />
traction on Twitter (28 times daily). It’s also good practice for nonprofits to tweet on<br />
the weekends since the vast majority of them do not (Nonprofit Tech for Good, 2015).<br />
I Am RVA’s first Twitter post. A better introduction would be to announce your<br />
organization with a picture of your logo, link to your website and possibly a hashtag.<br />
summary report<br />
Social media is imperative for small businesses and nonprofits to survive in the digital<br />
age. 4 out of 10 small businesses surveyed as not using social media as one of their<br />
business components in March 2015 (eMarketer, 2015). Around 55% of small<br />
businesses update social media monthly or infrequently, 30% weekly, and 15% daily. I<br />
Am RVA updates infrequently; if they adopt a schedule for postings they will be able to<br />
target and track engagement and what times are best to post relevant content.<br />
Online marketing is essential to any small business or nonprofit looking to enhance the<br />
quality of their business and awareness. It successfully keeps organizations ahead or<br />
in direct line with their competition. According to Shama Kabani, author of The Zen of<br />
Social Media Marketing successful online marketing is a cyclical process: attract,<br />
convert, and transform (ACT) (Kabani, 2013).<br />
You attract the customer usually through visual/ promotional content. Consumers are<br />
sometimes willing to sample or test a product, but might not actually buy. When you<br />
have achieved buying power with the consumer you have converted them. The last<br />
and final stage is to transform your success into something attainable to draw other<br />
potential consumers (Kabani, 2013).<br />
23
organizational media<br />
I Am RVA do not have any representative or formal organizational media. This is partially<br />
due to them being a startup nonprofit (launched in May 2015).<br />
However, what may work for I Am RVA is creating a blog or working in tandem with<br />
nonprofit media organizations to gain media attention and traffic to their website.<br />
According to the Council for Foundations, Nonprofit media organizations are receiving<br />
a lot of media attention these days for stepping up to fill a void in critical public interest<br />
reporting (Council for Foundations, 2015).<br />
website<br />
I Am RVA’s website is used as a resource for the organization’s mission statement,<br />
goals and objectives, sponsorships, and current/future events. Aesthetically, the<br />
website offers a minimalist quality with a clean background and layout.<br />
Its functionality and usability are functional, but transitions are slow. Most items can<br />
be reached within 23 clicks from the homepage. I Am RVA also capture newer design<br />
techniques by using web anchors to quickly engage users with the top content source<br />
tabs. Images are also clear and buttons are visible and easy to find.<br />
The webpage’s lack of visual content, user interactivity, and textual/visual balance<br />
breaks the seamlessness of the website. This is formally shown underneath the ‘About<br />
Us’ tab which displays column style information about each member of the<br />
organization. Due to its heavy textual layout, information is clouded and not easy to<br />
digest.<br />
24
The Nonprofit Website Project Handbook offers guidance to nonprofits seeking to<br />
build engagement through website use and development. Listed is information<br />
containing a step-by-step process on ideas, tools, and tips for creating a user-friendly,<br />
engaging and resourceful webpage to support your nonprofit’s cause.<br />
If I Am RVA enhances their visual content, express meaningful content through text<br />
and their public’s perspective they could increase engagement and consumer appeal.<br />
media coverage<br />
I Am RVA have obtained minimal media coverage since their launch in May 2015. Style<br />
Weekly wrote an article “I Am RVA Is Selling Chrome Bike Helmets for Charity” on August<br />
11, 2015.<br />
From the article:<br />
“The first order of 288 helmets, which can be preordered, will be available Aug. 27<br />
during a launch party at the Valentine museum”, Keel says. Venture Richmond also has<br />
donated $5,000 to help defray costs. Style Editor Jason Roop volunteers on the board<br />
of the nonprofit.<br />
A larger order is expected in November. Keel says the plan is to set up local charities<br />
that can raise money for projects by selling helmets through IAmRVA.com: “The buyer<br />
would go to a computer, click on the dropdown and pick the charity they want.”<br />
Keel says I Am RVA’s signature helmets will keep Richmond bikers safe while acting<br />
as a “unifying symbol the public will associate with our vibrant community,” (Galuszka,<br />
2015).<br />
In a RVA Mag article, “Local storytelling series Secretly Y’all brings first bike themed<br />
festival to former GRTC bus depot” I Am RVA was also mentioned.<br />
“Over the last two months, Brady and King contacted local bike shops and organizations<br />
to come out and support the inaugural event. Rag & Bones Cooperative, a<br />
Scott’s Addition bicycle repair shop, is sponsoring Bicycle Y’all and RideRichmond, I<br />
Am RVA and BikeWalk RVA are also on board,” (Amy, 2015).<br />
25
I Am RVA was also mentioned in September in an article titled, “Shopping & dining<br />
event Pop Up Revolution opens Saturday,” written by Heather Sullivan.<br />
“Pello Bikes will show bikes for kids, and I Am RVA says it will raise money for a brain<br />
trauma charity through sales of their specially made, reflective helmets.<br />
“It’s a mirror chrome helmet designed to reflect you because you are where you surround<br />
yourself, and who you surround yourself with,” Dr. Scott Keel, pediatrician and<br />
analysis<br />
According to Joe Garecht, author of “3 Ways to Get More Press Coverage for Your<br />
Nonprofit,” says an organization must stay in regular contact with reporters, position<br />
your staff as topic experts, and take advantage of online reporters’ website to make<br />
yourself available (Garecht, 2013).<br />
I Am RVA has to target their audience and the media to be visible to their audience,<br />
donors, and the Richmond Community.<br />
additional findings<br />
Followers, donors and prospective clients may be confused by the domain iamrva.<br />
com/. Most nonprofit organizations use “.org”, specifying they are an organization receiving<br />
monetary or in-kind donations to charities or public/ private services. This also<br />
helps to protect the brand of I Am RVA being a nonprofit and leaving users feeling<br />
confident about the organization they are involved with (Curry, 2015).<br />
This article encourages nonprofit organizations to register their domain names to protect<br />
their brands. Registering also ensures validation for your organization and website.<br />
Engagement on the website is also hindered through slow transitions, unneeded<br />
source tabs, and donor recognition being low. Merchandise and pictures are also not<br />
properly labeled, and website traffic.<br />
26
social, political, and<br />
economic context<br />
As a new nonprofit, it is important for I Am RVA to analyze the current environment<br />
surrounding bicyclists and bicycle safety efforts here in Richmond. The following are<br />
findings on the social, political, and economic factors that may have an effect on the<br />
organization. Additional information that may not have any positive or negative effect<br />
on I Am RVA, but is still important to make note of and, can be found at the end of this<br />
section.<br />
i am rva opportunities<br />
need and want for bicycle safety and education<br />
In 2011, the Science Museum of Virginia held an event in which bicycling advocates<br />
spoke out on making Richmond a safer area for bicyclists (WILLIAMS, 2011). The<br />
speaker, Tim Miller, explained how the community could make Richmond more bike<br />
friendly. The event had over 150 attendees.<br />
Also in 2011, a resolution to support bicycle safety and road sharing was adopted by<br />
The Board of Supervisors who said, “It is important to raise public awareness of the<br />
many benefits of bicycling, to promote bicycle safety, and to encourage bicycle riding<br />
through organized activities. Bicyclists and motorists have the same rights and duties,<br />
and the law governing traffic regulation apply equally to both.” (Silverstri, 2012).<br />
According to The Richmond Times Dispatch, “The Sheriff’s Office has always<br />
recognized the need to meet with and educate cyclists of all ages from preschoolers<br />
to adults, in order to promote safe cycling in the country. (Silverstri, 2012).<br />
This shows that people are aware that there is a problem with safety and many people<br />
want that to change, this puts I Am RVA in the position to promote bicycle safety and<br />
use of safety gear. This current environment of Richmonders wanting change shows<br />
that there is a need for I Am RVA and their efforts.<br />
27
In 2011, the Virginia Department of Transportation hired on a Bicycle, Pedestrian,<br />
and Trails Coordinator, Jakob Helmbolt, who set out to make Richmond motorist and<br />
cyclists “street smart.” Helmbolt stated, “It’s very much a messaging and educational<br />
thing for motorists and bicyclists,” Helmbolt said. “It says to motorists that there should<br />
be a heightened expectation of encountering bicyclists on these particular roads.”<br />
He was also quotes saying, “So the next step is “addressing education for motorists,<br />
bicyclists and pedestrians ... and just encouraging people to take advantage of those<br />
opportunities.” (Thompson, 2011)<br />
The current lack of education amongst bicyclists and motorists presents I Am RVA<br />
with the opportunity to educate the community on bicycle rules and regulations.<br />
According to the National Household Travel Survey (NHTS), in 2013, 68% of bicyclist<br />
deaths in the U.S. were in urban areas. These statistics show the need for bicycle<br />
safety and education in urban cities (including Richmond).<br />
Graphic shows some of the common misconceptions about bicycling, again displaying<br />
the need for an organization like I Am RVA to educate the community on bicycle use.<br />
28
The Science Museum of Virginia had a bicycle exhibit, just in time for the UCI World<br />
Race. They invited visitors to get excited about cycling and learn about the history of<br />
the bicycle. (Botkins, 2015).<br />
The Richmond community has taken special interest in cycling since hosting the UCI<br />
Road World Race. With people becoming more interested in the cycling, more people<br />
will may be looking for ways to get involved in bicycle community which is where I Am<br />
RVA comes in.<br />
bicyle infrastructure<br />
Hanover County has plans to increase options for non-motorized methods of<br />
transportation, such as sidewalks, walking and bike paths. The plan includes designing<br />
new roads to accommodate both pedestrian and bicycle movements. Hanover worked<br />
alongside Virginia Department of Transportation to complete road improvements and<br />
improve safety for everyone who uses the roads. (Silverstri, 2012).<br />
Richmond has created a master bike plan which aims to create 12 new bike lanes<br />
within the next four years. It is aimed at making biking and cycling a part of everyday<br />
life in the city and region. Richmond also has goal to increase the number of bike<br />
commuters 4% by next year, 6% by 2020, 10% by 2025 (Llovio, 2015).<br />
Richmond’s master bicycle plan also hopes to create signage for bicyclists and<br />
motorists:<br />
29
This may be a pro and con. People want bicycle infrastructure and getting it could<br />
possibly get more people riding bicycles and in turn create more cyclists for I Am RVA<br />
to target. It could be a con because bicycle infrastructure is hard to develop and could<br />
come with more economic and political problems.<br />
i am rva problems<br />
not wearing helmets is socially acceptable<br />
According to the Centers for Disease Control (CDC), millions of Americans ride<br />
bicycles, but less than half of them wear helmets. A survey from 20012003 found that<br />
only 48% of children aged 514 wore helmets when riding, and older children were even<br />
less likely to wear helmets. Some bicyclists are not wearing helmets because they feel<br />
the bicycle community should be safe enough to not have to rely on helmet.<br />
In the San Francisco Bay Guardian, Andy Thornley, program directors with the San<br />
Francisco Bicycle Coalition states, “there is a significant minority who ride without<br />
head protection for reasons ranging from a simple preference to philosophical<br />
opposition to the notion that cycling is dangerous enough to require armor. The best<br />
way to make cyclists safe is to prevent them from crashing, and that means wide,<br />
hazard free bike lanes and awareness by motorists of cyclists and our right to share<br />
the road.” He also stated, “On balance, you’re going to be a little safer riding with a<br />
helmet, but I choose not to for my own personal reasons.” (Jones, 2010).<br />
There are many other bicyclists who have similar ideas about helmets. The Telegraph<br />
covered a story in which a leading neurosurgeon, Henry Marsh, stated, “I ride a bike<br />
and I never wear a helmet. In the countries where bike helmets are compulsory there<br />
has been no reduction in bike injuries whatsoever.” Some reasons for not wearing a<br />
helmet were much simpler and included complaints about helmet hair, sweat, having to<br />
carry the helmet,<br />
Researchers at Lancaster University questioned 1400 people to learn what deterred<br />
them from cycling to work. 27% of women wanted to avoid helmet hair and 19% of<br />
women said sweating was a factor (Riley, 2011).<br />
This is a complication for I Am RVA because it may be hard to convert people into<br />
helmet wearers of they are currently riding without helmets. If people don’t want to<br />
wear helmets, people won’t wear I Am RVA helmets.<br />
30
motorists opinion of cyclists<br />
Time Dispatch editor, John Vassar, writes, “Richmond is on the cusp of becoming<br />
a world-class, bicycle friendly city. We all need to step up, change our behavior and<br />
obey the law. In order for motorists and pedestrians to respect cyclists, we need to respect<br />
them by obeying all traffic laws… in short, let’s ride our bikes as if we were driving<br />
out cars,” (Vassar, 2014)<br />
It may be hard to for I Am RVA to rally motorists to get involved with bicycle safety<br />
efforts if they do not believe bicyclists are also trying to do their part.<br />
According to the Richmond Times Dispatch, letter writer Robert Gambill claimed “bicyclists<br />
are strictly hobbyist’s intent on impeding traffic to indulge in a worthless and<br />
expensive pastime.” This is an opinion that many motorists have towards bicyclists.<br />
Times Dispatch editor argues that many cyclists are riding as transportation to and<br />
from work, and Virginia traffic law states that bicyclists ride with the flow of traffic<br />
(Kessler, 2014)<br />
For I Am RVA, this mindset among motorists could be damaging. A goal of the organization<br />
is to educate the community, including motorists, on bicycle safety. When<br />
people have negative ideas and attitudes about the issue, it may be complicated to<br />
involve them in safety efforts.<br />
additional findings<br />
bicycle safety <strong>campaigns</strong> in richmond<br />
The Virginia DMV began pushing bicycle safety efforts amongst bicyclist and motorists<br />
in August 2015. They promoted use of headlights, tail lights, reflectors, and bright colors<br />
to increase visibility. They created a “Show the World” campaign on social media where<br />
bicyclists were invited to use the hashtag #SafetyLooksGoodOnYou while wearing their<br />
brightest attire and using reflectors and lights. (Plus Media Solutions, 2015).<br />
I Am RVA could benefit off of this campaign because the issue has now been brought to<br />
light, and people may be looking for ways to continue promoting bicycle safety efforts in<br />
Richmond.<br />
31
In Hanover, The Sheriff’s Office has worked with cycling organizations such as The<br />
Richmond Area Bicycling Association (RABA), Her of Virginia, and the Richmond Sports<br />
Backers, in order to ensure cyclist safety during organized events (Silverstri, 2012).<br />
This information is important to know, as the Sheriff’s Office and these organizations<br />
could be prospective partners.<br />
bicyclists in the U.S.<br />
Over 786,000 people commute to work via bicycle. Workers age 16 to 24 have the<br />
highest rate of commuting via bike. More male commuters bike to work. People with<br />
income between $10,000 and $24,000 are more likely to bike to work. (McKenzie,<br />
2014)<br />
According to the National Household Travel Survey (NHTS), in the U.S., 24% of all<br />
bicycle trips are made by women and 76% are made by men.<br />
Almost all of the growth in bicycling in the U.S. over the past two decades has been<br />
among men between 2564 years old. Bicycling rates don’t vary much by income level,<br />
but bicycling purposes do. Low-income persons bike mainly for utilitarian purposes,<br />
and high-income persons bike more for recreation and exercise. (Pucher, 2011)<br />
On CNN’s best states of bicycling, Virginia ranks thirteenth in the nation. (Grinberg,<br />
2015).<br />
32
industry research<br />
The Richmond area has a wide range of nonprofits with varying areas of interest, but<br />
similar methods to gain attention, publicity and success. It is important for I Am RVA to<br />
understand the current nonprofits in order to effectively establish standing and recognition<br />
in the community. The industry is not simply nonprofits that are interested in<br />
cycling or health, but are similar to I Am RVA in scope and goals<br />
venture richmond<br />
The local nonprofit responsible for the Richmond Folk Festival and Riverrock has<br />
a larger goal than to host events in the downtown area, Venture Richmond aims to<br />
enhance the community and develop relationships with local businesses and government.<br />
It hosts free events in Downtown Richmond where the profits go toward improving<br />
the community and helping those that live in Richmond.<br />
The Richmond Folk Festival is an event that helps bring thousands of people, which<br />
listen to music, eat local food from vendors, and interact with local businesses that are<br />
sponsors and partners with Venture Richmond.<br />
Dominion Riverrock is an event that is organized with the help of Sports Backers to<br />
promote Richmond’s outdoor attractions to the community. Profits from the events<br />
are given to local nonprofits. “Since 2006, Venture Richmond has donated more than<br />
$160,000 to local nonprofit organizations,” (Venture Richmond).<br />
bicycle action place (bac)<br />
A Florida nonprofit that works with the individual city to create a cycling jerseys that<br />
will be sold to generate money to provide safety equipment and educational material<br />
for cyclists (Miller). The nonprofit is partnered with the City of Fort Lauderdale, and<br />
has partners in counties around the city. BAC aims to work with the cities to promote<br />
awareness and safety, and hopes for future infrastructure to help make the cities<br />
more biker friendly (Cahlin).<br />
“We take a softer approach to bike safety awareness than trying to reconstruct<br />
roads,” founder Richard A. Cahlin said. “Our mission is to get the clothing out,” (Miller).<br />
33
This is a similar approach to I Am RVA’s and the founder has been able to express it<br />
clearly to the media. According to the Sun Sentinel article, the organization raises<br />
money “mostly through private donors” which fund 100 outfits, which are sold in the<br />
local shops to benefit the local community (Miller). This creates a mutual benefit for<br />
both the nonprofit and the store, initiating a necessary relationship<br />
richmond cycling corps<br />
The first organization to create a high school cycling team in the Richmond public<br />
school system, at Armstrong High School. The nonprofit has been in Richmond for<br />
5 years and hosted an event at the Virginia Museum of Fine Arts with the help of<br />
ART180, called Legacy 2020.<br />
The event consisted of “23 hand built Italian bicycle frames that have been placed in<br />
the hands of Richmond’s art world to create an array of completely unique artifacts<br />
available for perusal and auction” (RCC). Before the event the organization utilized<br />
social media, specifically Instagram, to showcase one bike frame per week.<br />
virginia bicycling corporation<br />
The nonprofit has a larger scope and mission, which is to gain statewide attention by<br />
promoting safety, changing policies and attitudes, and advocating cycling for transportation<br />
(VBF). They work closely with other cycling advocacy organizations and government<br />
organizations like the Virginia Department of Transportation (VDOT). The organization<br />
works with individual cities and organizations in the community to achieve a<br />
common goal. Working with other organizations and clearly expressing the goals of the<br />
campaign in advertisements, like the example given, prove to reach more publics. The<br />
city of Virginia Beach is advocating for bike safety by posting on their blog and having<br />
the mayor make comments about the campaign<br />
34
“two way street”<br />
An Ad Campaign for Safer Bicycling in Virginia Beach Needs Your Support<br />
Please join Mayor Will Sessoms, The City of Virginia Beach, area bicycle groups, race<br />
teams, shops, solo bikers and safety minded motorists in launching a cycling themed<br />
media campaign during the spring of 2012. This campaign is intended to promote<br />
safe interactions between cyclists and motorists including safe cycling practices in<br />
traffic. Ad placements on television and in a variety of other media are planned.<br />
Funding for this effort is being shared by the city, the bike community, and supportive<br />
drivers.<br />
We need your help to raise $10K by March 1st. Please donate today!!!<br />
For more information:<br />
Bruce Drees 757.647.3987 or bwdvb@cox.net<br />
Bill Conoscenti 757.217.5204 or bccono@verizon.net<br />
Two ways to donate!<br />
By credit card:<br />
Virginia Bicycling Federation<br />
vabike.camp8.org/twowaystreet<br />
Mail a check payable to:<br />
Virginia Bicycling Federation c/o: TBA Two Way Street P.O. Box 66522<br />
Virginia Beach, VA 234666522<br />
All donors will receive a letter of acknowledgment from the VBF, a charitable nonprofit<br />
org in the public interest under IRS 501(C) (3).<br />
Donations are deductible to the extent permitted by law.<br />
35
swimrva<br />
Swim RVA “operates the Collegiate School Aquatics Center which is a state of the<br />
art indoor aquatics center in Chesterfield County, Virginia whose mission is to provide<br />
quality aquatic programs at affordable prices for children and families in the Richmond<br />
area,” (Greater Richmond Aquatics Partnership).<br />
Swim RVA provides swim lessons to make Richmond “drown proof.” This nonprofit<br />
also hosted an event, 24 Hour Swim for RVA. This is a popular way to raise awareness,<br />
funds, and sponsors. The organization also is focused on a healthy lifestyle, offering<br />
yoga classes, summer camps for kids, and safety courses.<br />
codeva<br />
CodeVA is a nonprofit that is focused on educating the community on computer<br />
science. They offer a course to teach kids coding in the event called Hour of Code<br />
hosted at the Science Museum of Virginia in December. It is nationwide and has<br />
connected the world through social media with the main coding organization, Code.org.<br />
CodeVA has connected with local organizations with similar interests, like the VCU<br />
School of Engineering and RichTech, but also has corporate sponsors. The nonprofit<br />
uses social media and interacts with its partners and community events regularly to<br />
reach more of the target audiences.<br />
conclusion<br />
The industry in Richmond is more focused on hosting events than creating products.<br />
I Am RVA could engage a similar campaign to gain publicity for the event similar to<br />
other nonprofits in the area. Many of the organization’s events are covered in local<br />
publications and increases awareness for the cause and the organization’s mission.<br />
Partnering with organizations that have property that already has regular admissions<br />
and interest from the community.<br />
36
competition and similar<br />
organizations<br />
I Am RVA is a fairly new and still growing nonprofit. There are several other established<br />
nonprofits in the Richmond area that are similar and/or could be seen as competition for<br />
I Am RVA. It is vital for I Am RVA to analyze the efforts of their competitors in order to be<br />
successful. The following is an analysis of some similar organizations and competitors<br />
and what those organizations have done or are doing in order to be successful.<br />
bike walk rva<br />
Sports Backers is a local Richmond nonprofit that hosts an annual bike walk. They<br />
state that their Sports Backers is a local Richmond nonprofit that hosts an annual bike<br />
walk. Their mission statement says that their goal is to “transform greater Richmond<br />
into the most physically active community in the nation by leading the area in<br />
embracing and celebrating an active lifestyle.” (BikeWalk) They created their Bike<br />
Walk campaign in 2012 in order to support bike and pedestrian friendly infrastructure<br />
projects. Similar to I Am RVA, they hope to create a sense of community though this<br />
campaign. Although they are a nonprofit that involves biking they would not be direct<br />
competition for I Am RVA because their focus is directed towards improving<br />
infrastructure as opposed to general safety, helmet usage, and community.<br />
This nonprofit has seen a lot of success in Richmond. Their current infrastructure<br />
projects include working with the City of Richmond to develop a “Bicycle Master Plan”<br />
which would create more urban bikeways in the city. They also won Bicycling<br />
Magazine’s People’s Choice Award for Bike Advocacy Organization of the Year for<br />
their efforts. Sports Backers launched the Connect RVA campaign alongside Bike<br />
Walk, which received high praise from the Richmond Times Dispatch.<br />
The launch of Connect RVA, a campaign coordinated with other local advocacy<br />
organizations and Richmond residents to secure funding for more bikeways and trails in<br />
the city of Richmond. Connect RVA included working closely with the Mayor’s<br />
Administration, City Council, and the Richmond community to secure a combined $4.5<br />
million in the City Budget for new bikeway and trails projects. (Richmond Times<br />
Dispatch). They had success once more in promoting themselves and bike month when<br />
they were featured again in the Richmond Times Dispatch in May. 37
They have several active social media accounts including Facebook and Twitter that<br />
they keep updated weekly. They promote their events through their main website<br />
page which connects to the Sports Backers main sight as well as through social media<br />
and articles in local papers such as The Richmond Times Dispatch. I Am RVA could<br />
take note of their active social media accounts and efforts of working with the local<br />
city government to enhance their efforts to make themselves well known.<br />
richmond cycling corps<br />
The focus of Richmond Cycling Corps (RCC) as said in their mission statement is to<br />
“reengineer the behavioral and developmental gaps that are prevalent among youth<br />
in public housing,” they do this though bicycling. Starting in 2010, RCC began to promoting<br />
bicycling with youth in Richmond. They now have several components to their<br />
nonprofit; RCC youth lab which teaches kids bicycle mechanics, Richmond Bicycle<br />
Studio which is a high-end studio for bike sales and classes, the Armstrong Bike Part<br />
which is the nation’s only inner city mountain bike park, Armstrong Cycling Team which<br />
is a cycling team of inner-city high school youth, and RCC Youth artist Series which<br />
gets kids to design and create bikes, t-shirts, and logos.<br />
Their notable success can be seen in their national recognition for the Armstrong<br />
Cycling Team. They are paired with several sponsors including Bon Secours, Dominion,<br />
and Virginia Credit Union. RCC recently hosted an event and the Virginia Museum of<br />
Fine Arts in partnership with ART 180 this event auctioned off several custom designed<br />
and painted bike frames and coincided with the UCI bike races in Richmond.<br />
RCC has seen a lot of success and has expanding their nonprofit work while still<br />
remaining in the Richmond area. They have a blog on their main website however it is<br />
not extremely active. Their social media is very active with updates several time each<br />
week on their Facebook page. They include a lot of images and articles when they are<br />
posting on social media. One of their recent posts showed some of the youth involved<br />
in their program leading team USA in the UCI bike race opening ceremony.<br />
38
helmets-r-us<br />
Helmets-R-US would serve as competition for I Am RVA. Although they are not a<br />
nonprofit directly in the Richmond area, they are partnered with over the thousand<br />
organizations nationwide. Similar to I Am RVA their goal is to promote bike safety. They<br />
do so through selling bike helmets on their website at extremely low prices. Their mission<br />
statement on their website says, “Our mission is to protect Americaś children by<br />
supplying quality helmets that meet the highest safety standards at affordable prices.”<br />
They do not have active media accounts or any major <strong>campaigns</strong> that I Am RVA would<br />
need to worry about as far as competition the one factor they have going for them is<br />
simply the price of the product they are offering.<br />
swichio<br />
Swichio is an organization based in Richmond that in part relies on the donations of<br />
bike equipment including helmets. They are paired with several organizations in<br />
Richmond to enhance their efforts including United Athletics, Sportable, and Richmond<br />
Cycling Corps. Bicycling however is not their only focus. Swichio also provides gear<br />
for swimmers and runners. Their focus is not strictly for donations, Swichio also buys,<br />
sells, and trades equipment to users and is a trusted marketplace for Richmond<br />
cyclists.<br />
Their social media is not extremely active with only 78 followers on their twitter page.<br />
They do have a Facebook page with over four thousand followers however they did<br />
not have any post for the month of September. This organization would not be an<br />
extreme threat to I Am RVA and their success because it is not strictly a nonprofit<br />
organization. They do supply some helmets to other local organizations which could be<br />
an idea that I Am RVA could look into.<br />
39
surveys
method<br />
We chose to distribute a survey so that we can reach a wide range of people/get a<br />
large sample of people. Surveys allow us to conduct research remotely without<br />
inconveniencing participants, while also getting a good feel for demographics and<br />
data in an easy to calculate format. Rather than selecting a specific subset of people<br />
in Richmond, we surveyed the entire community. This broad sampling method allowed<br />
us to gauge the state of the cycling community as a whole.<br />
distribution<br />
To distribute our survey on social media, we used Twitter, LinkedIn and Facebook.<br />
Diversifying platforms used allowed us to reach three distinct demographics--millennials,<br />
30-60 some- things and professionals. Our client also expressed an interest in<br />
reaching college students. We distributed surveys to VCU classes at varying levels<br />
and disciplines. We also contacted students at other institutions on an informal basis.<br />
response rate<br />
We reached out to approximately 200 people, both directly and indirectly via email and<br />
social media. We received a total of 104 responses – 97 of which live in Richmond<br />
and its surrounding areas and completed the remainder of the survey. Participants that<br />
responded that they did not live in Richmond or its surrounding areas were thanked for<br />
their participation and exited out of the survey.<br />
40
findings<br />
Question 1: Do you live in Richmond or its<br />
surrounding areas?<br />
We began by asking a qualifying question to assess whether or not survery participants<br />
lived in Richmond. Results showed that 96% of the participants lived in Richmond. The<br />
4% who did not, were thanked, then automatically exited from the remainer of the<br />
survery.<br />
Question 2: Do you own a bike?<br />
Our second question determined what percentage of our audience owned a bike. We<br />
found that only 25% of the participants did. Therefore, only a quarter of the<br />
respondents answered questions regarding their cycling habits. The highest rate of<br />
bike ownership occured in the 21 - 26 year old age range that also lived in The Fan.<br />
Within these demographics, respondents reported using their bike primarily for leisure<br />
and commuting purposes.<br />
41
Question 3: Are you a cyclist?<br />
Results showed that 78% of those who owned a bike did not consider themselves a<br />
“cyclist.” We believe this can be attributed to the connotation surrounding the term<br />
“cyclist” a connotation that could be corrected with education and awareness efforts<br />
by your organization.<br />
Question 4: How many times a week do you ride<br />
your bike?<br />
We asked the “cyclists” how often they rode their bike to better understand their<br />
cycling habits. A majority said that they rode more than 8 times a week. Others only<br />
rode 3 - 4 times a week or less than 2 times a week.<br />
42
Question 5: Do you wear a helmet?<br />
Out of all the participants who considered themselves “cyclists,” 33% always wore a<br />
helmet, 33% never wore a helmet, and 33% sometimes wore a helmet.<br />
Question 6: Do you own a helmet?<br />
We found the main reason cyclists do not wear a helmet is because they don’t own one.<br />
Other responders shared that they choose to withhold from wearing helmets because<br />
there is no law that requires bikers to wear helmets, they don’t want to carry one around,<br />
they always forget, or they only travel short distances and fell it is unnecessary. We<br />
believe I Am RVA could have an impact on those who do not own one.<br />
43
Question 7: For what purposes do you ride your bike?<br />
Almost all of the participants who considered themselves cyclists rode their bikes for<br />
leisure. However, two thirds of the respondents used their bicycle for exercise and<br />
commuting. This showed that the cyclists liked to use their bikes for a many<br />
different purposes and aspects of life. Bike use purposes also varied within age group<br />
and respondent location, with the majority of 21 - 26 year old respondents living in The<br />
Fan using their bikes for leisure and commuting purposes.<br />
Question 8: Have you ever been in a bike accident?<br />
Because bike safety is a big part pf I Am RVA’s mission, we wanted to assess how<br />
many people had been involved in bicycle accidents. While the majority had not been in<br />
an accident, 24% of the respondents reported that they had. Data shows that 61% of<br />
these accidents occured among respondents age 21 - 26.<br />
44
Question 9: Do you read articles on bicycle safety?<br />
When asked if they read articles about bicycle safety, 87% of respondents reported<br />
they do not. Currently, 13% do read articles, but we believe that there could be an<br />
increase in bike safety readers if delievered in an entertaining way.<br />
Question 10: Please rank your opinion of the addition<br />
of bike infrastructure on Floyd Avenue from 1<br />
t0 5 with 1 being least in favor and 5 being most in<br />
favor.<br />
We were able to assess the Richmond community’s desire to add bicycle infrastructure,<br />
which can help us see how in favor they are of developing a bike community. The<br />
majority of respondents are in favor of adding a bike lane on Floyd Avenue.<br />
45
Question 11: Have you ever been seriously injured<br />
on a bike?<br />
We inquired if participants had ever been injured on a bike. We chose to ask this<br />
because not all accidents necessarily lead to injuries. We found that 11.5% of people<br />
said they had been injured at some point while riding their bike. This means that only<br />
1% of the intial participants who had been in an accident did not get hurt.<br />
Question 12: Are you on social media?<br />
In an effort to gauge how I Am RVA could better communicate with their publics, we<br />
asked whether or not participants were active on social media. Ninety four percent of<br />
respondents replied they were active on social media.<br />
46
Question 13: Which social media platforms do you<br />
use? (Select all that apply).<br />
We asked which social media plat forms respondents used in order to gauge how I Am<br />
RVA could best reach their target audience. The top sites were Facebook, Instagram,<br />
and Twitter. While this is not surprising data, we do believe it helps solidify the I Am<br />
RVA’s communication efforts should be put into these three social media platforms.<br />
Question 14: Are you involved with any cycling<br />
communities?<br />
In hopes of predicting whether or not partnering with cycling communities could be<br />
beneficial to the company’s mission, we asked participants if they were involved in any<br />
cycling communities. 2% of respondents stated that they were members of a<br />
community. We feel more research would need to be completed to determine whether<br />
or not partnering with cycling communities would be worth the time, effort and money.<br />
47
Question 15: How do you get your news?<br />
(Select all that apply).<br />
We asked how participants received their news to get a feel for which media outlets I<br />
Am RVA should focus on. The majority said they received their news on social media,<br />
followed by online news sites and local news. We feel this is helpful to gauge where<br />
media relations could be utilized to generate buzz around the company. Other<br />
responses included Reddit, and word of mouth, which could be helpful in development<br />
of media outreach.<br />
Question 16: Are you involved with any local nonprofits?<br />
Because I Am RVA is a nonprofit organization we wanted to get a feel for how involved<br />
our participants were with nonprofits. Seventy four percent of the participants said<br />
they were not involved at all, 26% of participants said they were.<br />
48
Question 17: Do you own a car?<br />
We asked whether or not our participants owned a car in order to gauge which forms<br />
of transportation they used regularly. This was helpful considering a large majority of<br />
participants did not claim to ride their bikes. Of respondents that do own a car, 63%<br />
also do not own a bike and use walking as their primary source of transportation.<br />
These respondents are between 15 and 26 years old and live primarily in Monroe Park.<br />
Question18: What other forms of transportation do<br />
you use? (Select all that apply).<br />
Since not everyone used a car or bike, we wanted to assess how else they might get<br />
around. We found that more than half of participants walked to and from each<br />
destination, followed by Uber/Taxi. Because there were not many participants who<br />
rode their bikes and skateboards, we concluded that the majority of our audiences in<br />
the Richmond community choose to walk or ride in a car.<br />
49
Question 19: Have you ever heard of I Am RVA?<br />
We asked whether or not participants had heard of I Am RVA and found the while a<br />
majority had not, 17% of our 95 participants had heard of them. This shows us that I<br />
Am RVA is a somewhat recognizable name in the community, but that there is room<br />
for improvement.<br />
Question 20: If yes, how did you hear of I Am RVA?<br />
We wanted to know how I Am RVA was known by the 17% who recognized their name.<br />
We asked how they heard of them, and the majority responded that they heard of the<br />
organization through social media and friends. One or two mentioned newspapers and<br />
colleagues.<br />
50
Question 21: Are you following them on social<br />
media?<br />
We also asked whether or not those who had heard of I Am RVA were currently<br />
following them on social media. A majority said they were not following them, even<br />
though they had heard of them through social media. This could mean that I Am RVA<br />
could use assistance in gaining followers from their social media efforts.<br />
Question 22: How old are you?<br />
Here we gathered demographic information. The research showed that most<br />
participants were between 21 - 26 years old, followed by 15 - 20. However, a large<br />
amount of the remaining respondents were 27 - 32, and 45 and older.<br />
51
Question 23: What is your annual household income?<br />
We asked what respondent’s annual household incomes were in order to gather<br />
whether or not they were inclined to have extra money for spending, buying or<br />
contributing to I Am RVA. We found that majority made less than $90,000 a year, with<br />
11.5% of households making over $129,000.<br />
Question 24: What is your current household size?<br />
We also gathered information on household size, and came to the conclusion that<br />
most participants lived in 1 - 2 person households or small family sized households.<br />
Only 2% of respondents claimed to reside in a 7 - 9 person household.<br />
52
Question 25: Which Richmond neighborhood do you<br />
live in?<br />
We asked which part of Richmond participants were from in order to better<br />
understand whether or not they were in neighborhoods that were bike friendly or had<br />
easy access to cycling environments. We found that a majority of participants lived<br />
close to VCU with the exception of a few in Chesterfield, the West End, and Hanover.<br />
We determined that these areas were still significant because they were less than 20<br />
miles away from the city, and still have small urban areas where cycling could be<br />
convenient.<br />
53
interviews<br />
57
method<br />
Stratified sampling/simple random - we circulated our request email to friends and<br />
family in and around the metro Richmond area, of which we knew biked at least on a<br />
recreational basis. We chose this method because we wanted to reach different<br />
cyclists within the Richmond community, who we knew were cyclists.<br />
target audiences<br />
The target audiences we interviewed were cyclists and the overall Richmond<br />
community who are “bike-friendly.” Cyclists included recreational, communter, urban,<br />
and athlete bikers. These people have a working knowledge of the needs that cyclists<br />
face, and whether or not I Am RVA is on the right track with their mission. The overall<br />
“bike-friendly” Richmond community is key to interview since they provided insight on<br />
the best way to unite cyclists and non-cyclists to live a healthier lifestyle, which I Am<br />
RVA is trying to promote. These target audiences helped us determine the level of<br />
brand awareness I Am RVA has.<br />
response rate<br />
All the people we asked to participate in the interview did end up participating and<br />
answering our questions. We received a total of 13 interviews.<br />
findings & analysis<br />
Question 1: How comfortable do you feel riding your<br />
bike around Richmond?<br />
The majority of people interviewed said they feel comfortable riding their bike in<br />
Richmond. However, those who did elaborate on why they feel uncomfortable at times<br />
mentioned that educated drivers who create dangerous conditions on the road is their<br />
main cause for concern.<br />
54
Question 2: What are your suggestions for making<br />
Richmond a more bike-friendly city?<br />
Almost all of the interviewees stated that there needs to be more bike lanes in the<br />
city. In addition, a few said that drivers need to be more educated on sharing the road<br />
with cyclists. I Am RVA has a chance to hold a strong position in the community and<br />
should advocate that the city create more bike lanes for cyclists.<br />
Question 3: In what aspect could bikers make<br />
themselves more visible to drivers?<br />
Most interviewees said that lights help motorists see cyclists. I Am RVA wants to make<br />
sure all cyclists are educated about cycling laws. Using bike lights at night is a law and<br />
one person said, “It’s a law, and people don’t abide by it.” I Am RVA needs to make<br />
sure its audiences know of these laws and can offer suggestions on how cyclists can<br />
be better seen; maybe even include lights as part of its merchandise.<br />
Question 4: What aspects of cycling makes it fun for<br />
you?<br />
Answers to question #4 varied which is great because that means there are a lot of<br />
reasons why people ride their bike. Exercise, saving money, and being more<br />
environmentally friendly were the most popular answers. A lot of people said they like<br />
that they can go on rides with friends and its fun. If I Am RVA had more events, it would<br />
give these groups of people on rides a place to go where it’s a bike-friendly<br />
environment and have a good time.<br />
Question 5: Are you aware of any local nonprofits<br />
that advocate cycling?<br />
About half of the interviewees didn’t know about any cycling organizations in<br />
Richmond. There are other cycling organizations that have been around longer and still<br />
aren’t known by the community. I Am RVA needs to make itself more known early on in<br />
the cycling community.<br />
55
Question 6: How do you feel about cycling<br />
organizations in the Richmond community?<br />
While most of the people interviewed did not know of any organizations in Richmond<br />
that focused on cycling, almost all of them responded that they think it’s a great idea<br />
to have them in the city.<br />
Question 7: Do you think cycling could spark a<br />
movement to unite Richmonders and affect positive<br />
change?<br />
Everyone interviewed thinks that cycling can start a movement in Richmond. While<br />
some have doubts about just how impactful it will be, I Am RVA can use this as a<br />
selling point for why people should support the organization.<br />
Question 8: How do you feel about uniting<br />
Richmond cyclists for a common cause, such as<br />
local charities?<br />
Support of local charities was an idea that was well received by all people interviewed.<br />
It was something that I Am RVA needs to continue to use to keep up its success as<br />
well as make itself more known within the community.<br />
Question 9: To what extent do you know about the<br />
organization I Am RVA?<br />
Only two out of the 13 people interviewed had an idea about I Am RVA, which showcases<br />
the need for more brand awareness in the Richmond community.<br />
56
Question 10: In what ways could I Am RVA better<br />
reach their target audience?<br />
Social media and more events were the most common responses about ways I Am<br />
RVA can better reach its target audiences. I Am RVA needs to increase its social media<br />
presence to connect with people online and reach a bigger audience. Hosting more<br />
events to market itself and also being part of other organizations’ events is another<br />
key way I Am RVA can reach its audiences.<br />
Question 11: In your opinion, what is the best social<br />
media channel to reach cyclists and unite them?<br />
Instagram, Facebook, and Twitter were the only three social media sites named by<br />
interviewees. I Am RVA needs to be more active on its accounts for these three as<br />
well as getting involved with other social media sites. I Am RVA needs to make the<br />
sites interactive, hold contests, trivia, and let followers know what you as an<br />
organization are doing for the community with frequent updates.<br />
Question 12: Which social media channels do you<br />
use most?<br />
Facebook and Instagram were most popular among the responses.<br />
demographic summary<br />
Ten of the 13 people interviewed were in their early 20’s with two other being over the<br />
age of 40. A majority of the interviewees were either in college or had graduated.<br />
Given the age groups, the people that had already graduated, did so within recent<br />
years. The average income was around $30,000 a year. This can be attributed to the<br />
fact that a lot of college kids who identified as “single” were interviewed. Half of the<br />
people identified as Caucasian and the other half identified as European descent. The<br />
trend of the people interviewed was that they were all young, in college, or recently<br />
graduated college- this needs to be I Am RVA’s target audience. If they cared enough<br />
to sit down and talked about cycling, they will care enough to support an organization<br />
who advocates for cycling.<br />
58
focus groups
method<br />
Our primary research method chosen was to conduct focus groups. In choosing the<br />
focus group we were able to ask more open-ended questions than a survey and allow<br />
for participation interaction that could occur in one-on-one interviews. For location, we<br />
used Virginia Commonwealth University’s conference room and were able to conduct<br />
the focus groups with very small overhead costs.<br />
data collection<br />
Participants were chosen on first-come., first-serve basis from within the VCU network<br />
and surrounding community members. They were chosen for their proximity to many<br />
cyclists and the feasibility of them riding a bike as well. Each group had four<br />
participants and lasted 45 minutes on average.<br />
findings & analysis<br />
it isn’t popular to be an urban cyclist.<br />
Out of the two groups, only a few people considered themselves to be an urban<br />
cyclist, which they kater collectively defined as “someone who rides for transportation<br />
or pleasure on a regular basis in an urban environment” . The majority that didn’t cited<br />
various reasons as to why they did not or stopped cycling, from infrastructure to<br />
safety.<br />
cycling is important to Richmond.<br />
A majority said that cycling was very important and agreed that it was most important<br />
to VCU and the adjacent neighborhoods, which are also central to the city. In particular,<br />
they noted Oregon Hill and The Fan due to proximity and mix of residential and retail,<br />
especially the smaller bike shops. They noted it was also important to Church Hill, but<br />
agreed they have it harder than the rest of Richmond due to the steep climb,<br />
cobblestone, and descent.<br />
59
enefits come with downsides.<br />
To the majority, the benefits were clear: the money saved from paying parking, tickets,<br />
gas, and maintenance on a car were huge.<br />
“It’s so much easiler to hop off my bike and lock it up rather than look for<br />
a spot, having to take one-way streets, and then pay for it.”<br />
The downsides of who rules the road and being safe and seen at night were priority<br />
concerns for the groups. Nighttime safety came down to a mix of bikers wanting to be<br />
safe and the non-bikers wanting to keep the bikers safe.<br />
“I don’t want to hit anybody as much as I don’t want them running into my<br />
car.”<br />
The incidental issue of road hierarchy came up frequently. Even though some were<br />
familiar with the 3-feet law, most motorists in the group weren’t sure how to gauge<br />
three feet or if passing was a lawful option.<br />
With the recent UCI bike race, participants noticed the impact in the improving<br />
infrastructure around the city. For future development they want to see more bike<br />
lanes or even recommended bike “highways” of suggested roads for cycling to avoid<br />
meshing drivers and cyclists during busy hours for safety.<br />
the city needs to continue improvements for cylists.<br />
Groups were unaware of bike to car distance required by VA state law, and wanted<br />
continued or beginning education for people in high-cyclist areas like downtown<br />
Richmond.<br />
“So many students ride bikes and when they are starting the semester is<br />
the best time, I would think, to make sure they know how to be safe and<br />
do things right.”<br />
Using campus police to crack down on infractions at the beginning of each semester<br />
would allow more people to become aware of their cycling errors and allow for more<br />
cyclist uniformity in behavior.<br />
60
promises of helmet wearing are strong, but cyclists<br />
say they don’t wear one always or often.<br />
An overwhelming amount of participants said they never wear their helmet if they ride<br />
a bike and only one said they always do. He had also been in a bike accident where his<br />
wrist was fractured and was thankful he had worn a helmet that day. We then asked,<br />
“What would it take to get you to wear a helmet” and the responses included:<br />
“If it looked nice and was something hip.”<br />
“I care about my brain and my life more than I care about my hair, so yeah<br />
I would definitely wear one the whole time, all the time.”<br />
They were intrigued by the idea of a helmet that had a large portion of proceeds going to<br />
charities. Most accepted that they would purchase a more expensive helmet because<br />
they money went to the charity or cause of their choice.<br />
61
appendix<br />
67
5 Reasons to Ride Bikes on Campus. (2011, September 6). Retrieved September 28,<br />
2015.<br />
99 Designs. The Big Web Design Trends of 2015. 21 May 2015. .<br />
About Swim RVA and CSAC. (2013). Retrieved October 1, 2015, <br />
About: Virginia Bicycling Federation. (2015). Retrieved September 28, 2015. About<br />
Bike Walk RVA - Sports Backers. (n.d.) Retrieved September 28, 2015.<br />
Amy. (2015, June 4). Local storytelling series Secretly Y’all brings first bike-themed<br />
festival to former GRTC bus depot. Retrieved from RVA Mag: Articles: http://rvamag.<br />
com/articles/full/24735/ local-storytelling-series-secretly-yall-brings-first-bike-themedfestival-to<br />
Barcott, B. (2013, June 1). Senseless. Bicycling, 57-68, 110. Bicycle Action Committee.<br />
(2015). Retrieved September 28, 2015.<br />
Bike Safety Is a Two-Way Street. The City of Virginia Beach. (2014). Retrieved September<br />
28,2015.<br />
Botkins, D. (2015, June 19) Here come the bicycles! Richmond Times Dispatch. Retrieved<br />
September 10, 2015.<br />
Centers for Disease Control and Prevention. (2015, January 28) Head Injuries and<br />
Bicycle Safety. CDC. Retrieved September 12, 2015.<br />
Dominion Riverrock: The Nation’s premier outdoor Sports & Music Festival. (2015).<br />
Retrieved September 28, 2015.<br />
Dominion Riverrock - Venture Richmond. (2015). Retrieved September 28, 2015.<br />
Drees, B., & Conoscenti, B. (2015).<br />
Two Way Street. Retrieved September 28, 2015.<br />
62
eMarketer. Small Businesses Are So-So About Social:Percentage of small businesses<br />
using social for business declines. 15 April 2015. .<br />
Galuszka, P. (2015, August 11). I Am RVA Is Selling Chrome Bike Helmets for Charity .<br />
Retrieved from News and Features: http://www.styleweekly.com/richmond/i-am-rva-isselling-chrome-bike-helmets-for-charity/Content?oid=2231718<br />
Garecht, J. (2013). 3 Ways to Get More Press Coverage For Your Non-Profit. Retrieved<br />
from The Fundraising Authority: http://www.thefundraisingauthority.com/donor-cultivation/nonprofit-press-<br />
coverage/<br />
Helmets R Us - Non-Profit Organization Store. (n.d.). Retrieved September 28, 2015,<br />
from http://www.helmetsrus.net/nonprofit/index.php<br />
Hootsuite. “10 Social Media Marketing Tips For Small Businesses.” 23 September<br />
2015. A HootSuite Ebook. .<br />
Hurd, D. (2014, October 28). How College Campuses Create Bike-friendly Spaces.<br />
Retrieved September 28, 2015.<br />
Hour of Code. (2015). Retrieved October 1, 2015, from http://www.codevirginia.org/<br />
hour/ Ideas to Promote Bike Safety. (n.d.). National Highway Traffic Safety Administration.<br />
Jones S.T. (2010, May 13). Should bicycling adults wear helmets? San Francisco Bay<br />
Guardian. Retrieved September 12, 2015.<br />
Kabani, Shama. The Zen of Social Media Marketing. Dallas: BenBella Books, Inc, 2013.<br />
Kessler, C.S. (2014, July 15). Bicycles are part of the traffic flow. Richmond Times<br />
Dispatch. Retrieved September 10, 2015.<br />
Knapton, S. (2014, May 30). Cycle helmets are useless, says brain surgeon. Retrieved<br />
September 28, 2015.<br />
63
LaMotte, Peter and LEVICK. How Not Using Social Media Can Hurt Small Businesses.<br />
26 February 2015. .<br />
Liddle, R. (2013, November 6). Off yer bikes! Cyclists are a menace to society - and<br />
self-righteous to boot. Retrieved September 28, 2015.<br />
Llovio, L. (2015, May 15). Richmond bicycle master plan calls for 12 new bike lanes in<br />
4 years. Richmond Times Dispatch. Retrieved September 12, 2015.<br />
McKenzie, B. (2014). Modes Less Traveled - Bicycling and Walking to Work in the United<br />
States: 2008-2012. American Community Survey Reports, 1-18.<br />
Miller, E. (2015, June 10). Bike safety nonprofit rolls into Broward. Retrieved September<br />
28, 2015.<br />
Miller, Kivi Leroux. 2014 Nonprofit Communications Trends Report [Infographic]. 8<br />
January 2014..<br />
NonProfit Tech for Good. 14 Must-Know Stats About Fundraising, Social Media, and<br />
Mobile Technology. 8 June 2014. .<br />
Plus Media Solutions. (2015, August 4). DMV Encourages Bicyclists to Maximize Visibility<br />
Use Lights, Reflectors and Bright Colors to Be Seen When Riding. [Press Release].<br />
Retrieved September 10, 2015.<br />
Pucher, J., Buehler, R., & Seinen, M. (2011). Bicycling Renaissance in North America?<br />
Transportation Research, 45, 1-76.<br />
Richmond’s Bike Walk RVA up for national bicycling advocacy award. (2015, February<br />
10). Retrieved September 28, 2015.<br />
64
Richmond Cycling Corps. (n.d.). Retrieved September 28, 2015, from http://www. richmondcyclingcorps.org/<br />
Richmond Cycling Corps: Legacy 2020. Retrieved September 28, 2015.<br />
Richmond Folk Festival: Festival essentials. (2014). Retrieved September 28, 2015.<br />
Riggan, P. (2015, May 15). PHOTOS: Dominion Riverrock Friday 2015.<br />
Retrieved September 28, 2015.<br />
Riding a Bicycle. (n.d.). Retrieved September 28, 2015, from http://www.safercar.gov/<br />
parents/ OnTheMove/bicycle.htm<br />
Riley, A. (2011, September 9). Helmet Hair Fear Stops Cyclists. Red Online.<br />
Retrieved September 12, 2015.<br />
Silverstri, T. (2012, September 9). Hanover explains its bicycle plans. Richmond Times<br />
Dispatch. Retrieved September 10, 2015.<br />
Silverstri, T. (2012, September 30). Goochland outlines bicycle plans. Richmond Times<br />
Dispatch. Retrieved September 10, 2015.<br />
Sullivan, H. (2015, September 16). Shopping & Dining Event Pop Up Revolution opens<br />
Saturday. Retrieved from NBC12: http://www.nbc12.com/story/30046140/shoppingdining-event-pop-up-<br />
revolution-opens-saturday<br />
Swichio. (n.d.). Retrieved September 28, 2015, from http://swich.io/t/donate<br />
The Top 10 Ways to Encourage Bicycling Among College Students. (2012, December<br />
5). Retrieved September 28, 2015.<br />
Thompson, D., Rivara, F., & Thompson, R. (1999). Helmets for preventing head<br />
and facial injuries in bicyclists. The Cochrane Database of Systematic Reviews, 4.<br />
doi:10.1002/14651858.CD001855<br />
Thompson, A. (2012, September 23) Making us street smart. Richmond Time Dispatch.<br />
Retrieved September 10, 2015.<br />
65
Vassar, J. (2014, August 16) Bicycle riders: clean up your act. Richmond Times Dispatch.<br />
Retrieved September 10, 2015.<br />
Venture Richmond: Who we are. (2015, April 1). Retrieved September 28, 2015.<br />
Weiner, R. (2014, March 5). More bike legislation scuttled by Virginia lawmakers. Retrieved<br />
September 28, 2015.<br />
Williams, R. (2011, June 23). Cyclists promote sport; Advocates want to make Richmond<br />
more bike- friendly. Richmond Times Dispatch. Retrieved September 10, 2015.<br />
66