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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 />
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