campaigns (1)

public awareness
Of the 41% of respondents that own bikes, 76% have not heard of I Am RVA.
Respondents that have not heard of I Am RVA primarily use Facebook and Instagram
and get their news either on social media or online news sites. They are young, active
on social media and living downtown. Another important factor to note is their income:
53% of respondents that have not heard of I Am RVA make $12,000 - $50,000 a year.
Because I Am RVA’s goals center around the purchase of a helmet (which
60% of people who have not heard of I Am RVA either never or sometimes wear), your
organization should take income into consideration in future campaigns. It is also
important to examine the platforms and mediums through which it is best to reach your
audience. Ninety-two percent of respondents age 21-26 use social media. Of that age
range, 89% use Facebook and 74% use Instagram. Interestingly, 100% of
respondents aged 45-50 reported they are active on social media. Once again,
Facebook is the most popular with 86% of respondents active, and Instagram comes
in second, with
71% of respondents active. I Am RVA also currently maintains a Twitter account, a
platform which is used by 59% of 21-26 year old respondents and 57% of 45-50 year
old respondents. Social media is the number one platform through which respondents
get their news. Not surprisingly, online news sources come in close second. It is
interesting to note that 0% of respondents aged 45-50 get their news from print
sources, with the most newspaper readers being in the 51+ age group. Local news
sources were popular among 21-26 year old respondents, 45-50 year old
respondents and 51+ year old respondents. The Fan reports the same level of social
media viewership, with 84% of Fan resident respondents getting their news from
social media and 80% using online news sites to get their news. Monroe Park follows a
similar trend.
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