FinalCampaignBook (1) (1)

I AM RVA
CAMPAIGN | FALL 2015

table of contents
executive summary
research
strategy
objective 1
objective 2
objective 3
1
2
6
10
14
23
objective 4
objective 5
28
36
Photos courtesy of Kai Eason

executive summary
I Am RVA is a Richmond nonprofit whose efforts focus on building a fun and safe
bicycle community. The organization’s mission is to foster enthusiasm for bicycling in
Richmond by encouraging a sense of community, promoting safety among bicyclists
and motorists, and creating pride in the city. The organization is run by its board of
directors who all participate on a volunteer basis. The purpose of this research and
campaign is to increase the recognition of the organization among its key publics.
1

esearch

key findings
secondary research
Secondary research is based on information, trends, and statistics that have already
been created by others. This information has been collected from various news
outlets, competitor websites, and professional studies and academic journals.
Richmond citizens want a more bicycle friendly community and there is a need for
bicycle safety education for both bicyclists and motorists
Many Richmond nonprofits have a similar goal to improve the community and the way
of living.
Competitors and other similar organizations of I Am RVA have successful social media
accounts that are regularly updated.
The key to success in regards to competitors is throwing large scale events to gain
media attention and increase general awareness.
I Am RVA has been featured in Style Weekly, mentioned briefly in RVA Mag, and the
president was quoted on NBC 12
Of respondents that live in The Fan, 46% own a bike, while only 39% of those living
outside of The Fan do.
primary research
Primary research was collected through surveys, interviews, and focus groups. These
findings are based off of various members of the Richmond community.
Focus groups revealed that neither cyclists nor non-cyclists have a clear understanding
of bicycle laws and safety. Findings also showed that there needs to be more official
means of disseminating rule and regulations pertaining to bike safety.
Participants also agreed an education program would be the most useful way to bring
about a positive change in the community
Majority of interview respondents felt comfortable riding their bike, and the few who
did not attributed motorists’ lack of bicycle safety knowledge.
Almost all interviewees would like to see more bicycle lanes and bicycle the use of
bicycle lights at night should be enforced
2

Of the survey respondents who do not wear helmets or sometimes wear helmets half
have been in a bicycle accident, 83% of non-helmet wearers also do not read about
bicycle safety
Interviewees support the creation of a bicycling organization and the concept of
supporting local charities
Instagram, Facebook, and Twitter are the social platforms that were highly suggested
for I Am RVA to use to reach their target audiences.
Nonprofits that respondents mentioned donating to include Planned Parenthood,
Special Olympics Virginia, HAND, HD Advisors, The Sierra Club, and Crossover Ministry
59% of respondents age 21-26 own a Twitter account
key publics
The following key publics were determined after conducting thorough research on I
Am RVA and the environment surrounding the bicycle community in Richmond.
Cyclists (non-helmet wearers)
Cyclists (helmet wearers)
Third party advocates
Non-Cyclists and Motorists
3

summary
In the research we conducted, we wanted to accurately gauge community awareness
of bike safety and the awareness of I Am RVA’s brand. We assessed brand awareness
to identify our objectives and options for strategies and tactics. Our research also
drew conclusions surrounding knowledge and understanding of general bikes safety
rules and regulations. The summary of our findings are as follows:
wearing a helmet
Cyclists in the Richmond area do not wear helmets, and some are strongly opposed
to wearing one. Survey participants cited reasons, such as “it’s not the law”, or “I am
only going a short distance” as reasons why they do not wear helmets when riding
their bikes. Of those who do not use a helmet, half were in cycling accidents.
understanding of bike laws and safety
A key finding in our research surrounding both cyclists and non-cyclists on bike safety
is they do not completely understand the laws and regulations surrounding them. One
of the participants for the interviews stated many cyclists do not realize having lights
on their bike is a law, so therefore they do not abide by it. Participants also stated bike
laws have been poorly explained and implemented, therefore making this a necessity
in order for the safety of cyclists, motorists and pedestrians.
motorists’ education level surrounding cyclists
A major concern involving cyclists in the area is the education level of motorists
when it comes to the rights of cyclists. Some cyclists cite this as the reason they are
uncomfortable riding in the city.
improved bike infrastructure
Many cyclists in the area fill more bike infrastructure is needed. They also believe the
Floyd Avenue project is a big step and support it, but the city needs to add more bike
lanes. The general consensus is more bike infrastructure is needed to provide safer
rides for both cyclists and motorists.
4

social media
Our research shows the number one place people get their news and engage with
brands is on social media. Numerous interview participants said this is the best way for
I Am RVA to reach their target audience and market their brand. Majority of participants
said Facebook, Twitter, and Instagram are the social media platforms they are most
active on. Participants feel if I Am RVA markets and engages through these platforms
they will increase their helmet sales and increase their number of donors.
i am rva’s brand awareness
I Am RVA lacks brand awareness in the local community. Majority of the participants
involved in our primary research methods could not tell us who I Am RVA is and what’s
their mission. There were a few people who did link the organization to the chrome
helmets, but very few actually knew what the purpose was. However, majority of the
participants feel purchasing helmets with a portion of the proceeds going to local
charities is a great concept and would support it.
In summation, it was determined through primary research that I Am RVA lacks a
marketing strategy, making it very difficult to elevate their brand awareness in the
community. Also, there is poor knowledge and understanding surrounding bike safety
laws and regulations regarding cyclists, non-cyclists and motorists in the Richmond
community.
5

strategy

swot analysis
strengths
I Am RVA’s Board of Directors all have different backgrounds that can help promote
their brand and cause.
Despite having multiple cycling organizations in the Richmond area, I Am RVA
has competitive advantage over these organizations. I Am RVA’s cause to start a
movement with helmets is one-of-a-kind in this area.
The product itself is unique and will create a strong visual presence to be used in
promotions and campaigns, as well as being easily spread by word of mouth as well.
With the founder’s experience in the medical field, this makes his company more
attractive to potential partners, donors, and participants.
Uses top-quality helmet manufacturer
weaknesses
I Am RVA has very low brand awareness among their target audience, which is cyclists
within the Richmond community.
The mission is not clearly communicated on their website, and the About Us page
does not have a description of the organization.
Although they may have a strong product, they need to differentiate their service from
other similar companies.
Voluntary board members, no full time employees.
Price of helmet.
Social media plan is nonexistent, and only one person creates actual content.
6

opportunities
Host an event similar to River rock, to showcase Richmond’s safe and bike friendly
atmosphere to receive recognition in local media sources.
Research shows that cyclists within the Richmond area believe that uniting one
another for a common cause, such as a charity and sparking a movement, is a good
idea, generating more helmet sales and gaining more followers.
Ongoing litigation for transportation, started conversation already, I Am RVA can
advocate bike transportation in the conversation.
Promote product and gain brand awareness with the Floyd Avenue renovation.
Attend local events to get attention from audiences and hand out promotional products
with logo.
Bike education during Bike Safety Awareness Month
threats
Competitors, like Richmond Cycling Corps, are more connected with millennials and
have an advantage of being more relatable to the younger audience.
Cyclists are uneducated of their rights and the laws pertaining to them, therefore hampering
I Am RVA’s initiative of bike safety.
No laws against not wearing a helmet when riding bikes
Direct donations to nonprofit without going through I Am RVA
7

key publics
In order to streamline our reach, we have determined there are four key publics on which
I Am RVA needs to focus its efforts. The publics are as follows.
Cyclists (non-helmet wearers). Non-helmet wearing cyclists are important to the goal
because they are the public we need to stress helmet use.
Cyclists (helmet wearers). Helmet wearing cyclists are important to the goal because
they are the public that will quickly spread awareness by simply wearing their I Am RVA
gear.
Third Party Advocates. Third Party Advocates is a broad public, however, is important in
education and influence in the Richmond community.
Non-Cyclists & Motorists. Non-cyclists and motorists are an important key public
because they directly affect the cycling community based off of their safety habits
and knowledge.
problem statement
I Am RVA lacks awareness which makes it difficult to share their mission, product, and
cycling safety awareness.
goal
To increase awareness and name recognition of I Am RVA in the local community.
8

objectives
1
2
3
4
5
Educate 200 cyclists who do not wear helmets on the safety benefits of helmet wearing
in the next six months.
Educate 200 non-cyclists and motorists about cycling safety and health benefits in the
next six months.
Establish 20 relationships with potential nonprofit partners, the media, public health
officials and civic leaders within the next year.
To convert 5 helmet-wearing cyclists into I Am RVA influencers in the next six months,
and 15 within a year.
To increase the number of followers on Facebook by 30%, Instagram by 40%, and
Twitter by 50% within two months.
Facebook: 30% would increase to 1,545 likes
Instagram: 40% would increase to 500 followers
Twitter: 50% would increase to 108 followers
9

objective one

Educate 200 cyclists who do not wear helmets on the
safety benefits of helmet wearing in the next six months.
strategy one
Develop an educational campaign within the community.
tactics
Host community workshops.
There will be three different community workshops held at The Beet Café located
inside Ellwood Thompson, which is known for hosting fitness, cooking, and other
informational classes. These three workshops will not be limited to non-helmet
wearing cyclists, but the focus will be on helmet safety. The workshops will touch
on bike safety in the Richmond area in general. Our goal here is to have non-helmet
wearers who attend the workshop feel more inclined to do so, and the non-helmet
wearers who do not attend will be encouraged to do so by the community. (See tactic
Create an informational poster.
The informational poster will be a brand awareness tactic including information about
I Am RVA and featuring specific information about helmet safety. The poster will be
strategically placed in local hangouts and businesses. (See tactic prototype 1.2)
Create an infographic.
The infographic will be designed specifically for The Stall Seat Journal, a monthly
journal at VCU. The infographic will contain health and accident statistics relative to
helmet use and will be put in every Stall Seat Journal for a whole semester. (See tactic
prototype 1.3)
Create a social media campaign.
The social media campaign will be a several month long event run by a hired (paid)
intern. The campaign itself will be for the month of January with additional posts
promoting the community workshops. The campaign will feature information regarding
upcoming events, bike safety news, and most importantly general information
regarding and encouraging helmet use. The social media campaign will be a mix of
personal informative posts and shared information from other outlets. (See tactic
prototype 1.4)
9
10

udget
11

timeline
12

evaluation
The workshop tactic can be evaluated through attendance numbers as well as holding
an entrance and exit “survey” for attendees to evaluate whether the objective has
been met. Evaluating informational posters and infographics can be done through
observing bicycle behavior or again holding a survey to question whether people have
seen the posters and decide whether they were actually educated. Lastly the social
media campaign can be evaluated using tools like SimplyMeasured, Hootsuite, or
Facebook Analytics.
13

objective two
67

Educate 200 non-cyclists and motorists about cycling
safety and health benefits in the next six months.
strategy one
Develop an educational campaign across digital platforms.
tactics
Create digital content on social media platforms regarding safety and health benefits of
cycling. (See tactic prototype 2.1)
Post tips and reminders of how to share the road with cyclists.
Give weekly “Road Rules.”
Create specific content geared toward sharing the road during National Bike Month in
May.
Implement a hashtag related to cycling safety policies. (See tactic prototype 2.1)
One could surround the three foot rule for motorists.
One could deal with pedestians having to stay to the right of a shared path.
Develop a digital e-newsletter with information on driving and walking around cyclists.
(See tactic prototype 2.2)
The e-newsletter will be distributed on a bi-monthly basis.
This e-Newsletter provides an opportunity to advocate for cycling as safe and healthy
mode of transportation.
14

strategy two
Develop an in-person educational campaign.
tactics
Host educational workshops, happy hours and educational tables at local events and
business locations, such as Ellwood Thompson and the Monument Ave. 10K. (See
tactic prototype 2.3.) Educational material will cover various cycling rules that are more
unknown to motorists and pedestrians, such as:
Cyclists are allowed to proceed through an intersection when a red light is displayed
after they have stopped to check traffic
Motorists must pass cyclists on the road at least three feet to the left of the cyclist.
When on a major roadway, pedestrians need to stay to the left, while motorists and
cyclists need to stay to the right.
Pedestrians need to stay to the right on a shared path with cyclists.
Educate motorists on the various hand signals that cyclists use.
Make motorists aware that cyclists can use the entire lane.
Design and create promotional items, such as can koozies, water bottles and key chains.
Items will emphasize the lesser known rules that motorists and non-cyclists should know
when in the presence of a cyclist. (See tactic prototype 2.4.)
Stop sign key chain that features a reminder for motorists to be alert of cyclists in their
blind spots when at an intersection.
Can Koozies will describe the how motorists and pedestrians should pass cyclists.
Motorists should remember the “3-foot rule,” which is a more recent law where
motorists must be three feet to the left of a cyclist. Pedestrians need to remember to
stay to the right of shared path with cyclists, such as a sidewalk.
Water bottles will include the I Am RVA logo, and remind motorists and non-cyclists
that cyclists are allowed to use the entire lane.
Develop a print brochure to hand out at the in-person events with more detailed
information about rules of the road. (See tactic prototype 2.5)
15

timeline
16

17

18

19

20

21

udget
22

evaluation
21
Strategy 1 can be evaluated by monitoring impressions, likes, comments, shares,
and external posts using curated hashtag on SimplyMeasured or individual platform
analytics (i.e. Facebook Analytics). Most newsletter programs (i.e. Constant Contact)
will allow you to monitor how many people actually opened the newsletter, which is
how we will evaluate it.
Strategy 2 can be evaluated by tracking the number attendees at each event and the
number of marketing materials that were distributed throughout each one. Send out
a very brief survey (1-2 questions) to each event attendee asking if they felt like they
learned anything about bike safety and if they’re a “cyclist.”
23

objective three

Establish 20 relationships with potential nonprofit partners,
the media, public health officials, and civic leaders within
the next year.
strategy one
Identify and establish relationships with six media outlets.
tactics
Host an event for journalists around Richmond to connect them with the brand. (See
tactic prototype 3.1)
strategy two
Identify and establish relationships with 10 nonprofit partners.
tactics
Create a bi-monthly newsletter to email out to potential partners (and subscribers) in
order to inform them of upcoming local cycling related news, invite them to any events
or rallies I Am RVA will be holding or attending, and update new nonprofits I Am RVA is
working with. (See tactic prototype 3.2)
Attend or volunteer at events thrown by local nonprofits to show support and network
with the staff; follow up with one-on-one meetings to discuss gaining their partnership.
strategy three
Identify and establish relationships with two public health officials.
tactics
Put together a small team of board members to set up small information sessions for
events health officials will be attending.
Partner with health events (i.e., themed blood drives) and distribute promotional
materials. (See tactic prototype 3.3)
strategy four
Identify and establish relationships with two local civic leaders.
tactics
Reach out to city council leaders about I Am RVA and possibly speaking about bike
safety at one of their meetings.
Attend as many cycling-related civic meetings as possible (appoint
representatives, if members of the board are unable to attend due to timing).
(See tactic prototype 3.4)t
24

timeline
25

26

27

udget
evaluation
Evaluation of the media event can be determined by the amount of guests who attended
after receiving invites. Further evaluation of this tactic could be to track any articles
that may be written after connections are established. Once I Am RVA sends out their
newsletter to non-profits they can evaluate success by the open rate of the newsletter. To
evaluate the relationships formed with public health officials I Am RVA can keep track of
the amount of people reached through distribution of promotional materials and follow up
with any key influencers they meet about possibly sponsorship. Finally, to indicate success
in establishing relationships with civic leaders I Am RVA can identify how many leaders are
at each speaking event and keep track of the attendance at each speaking event.
28

objective four

Convert five helmet-wearing cyclists into I Am RVA
influencers in the next six months, and 15 within a year.
strategy one
Create organizational media to be distributed to avid cyclists.
tactics
Create brochures, posters/flyers, and a list of benefits for the purpose of tabling (or
other information disbursement) on campus to recruit students who are avid cyclists.
In an effort to recruit student influencers, visit college campuses such as Virginia
Commonwealth University, University of Richmond, and Virginia Union University
to speak to students. Get a table, create a bulletin board, and pass out flyers and
brochures outlining organizational goals and the benefits of becoming an influencer.
Since it will be colder, have hot chocolate/coffee to hand out while informing students.
(See tactic prototype 4.1)
Place organized media in various doctor’s offices in Richmond to provide informational
materials about becoming an I Am RVA influencer.
In order to reach out the medical community and attract the cyclists within it, place
organized media that provides more information about I Am RVA in doctor’s offices.
This media can include brochures, posters, or simple informational cards. This media
would focus on bike safety and what I Am RVA is doing to advocate for safer riding
in Richmond. This should also include tips for safer riding and how to follow laws to
ensure a safe bike ride to avoid injury and ending up in the doctor’s office. This should
also include information about the benefits of becoming an influencer and a way
to contact I Am RVA to express interest. (This type of media can also be placed in
bicycle shops, bike racks and in community shared areas in order to reach other key
audiences.) (See tactic prototype 4.1)
Create an e-newsletter to recruit I Am RVA influencers.
An e-newsletter will be a good tool to recruit influencers. If I Am RVA doesn’t have
a pre-existing contact list we will have to create one. We can pull contacts of local
media as well as members of cycling institutions such as Richmond Cycling Corp.
The e-newsletter could also be sent to members the Cycling Club at VCU. Promote
sign-ups for the e-newsletter through website, events, and social media platforms.
If creating a list is proving to be difficult, we can try to get a mention in another
e-newsletter that reaches a similar demographic. (See tactic prototype 4.2)
Content will still have to be geared towards the consumer. The goal for this would be
to make the I Am RVA movement seem attractive to the target market in order to gain
key influencers. The email should include a link to a google forms document to obtain
information from those interested.
29

Create a “swag bag” (influencer kit) for potential influencers.
In an effort to recruit avid cyclists in the community to become I Am RVA influencers,
put together a package (or “swag bag”) of I Am RVA gear and information about the
organization to distribute to potential influencers.
Possible gear that could be included in the package may be a t-shirt, cap, and/ or a
bicycle accessory. The organization could also just list a free t-shirt and a discounted
helmet as a benefit of becoming an influencer. The information in the kit would include
a letter to the recipient explaining who I Am RVA is and why they need them as an
influencer, a brochure or pamphlet outlining the organization’s goals and mission, and
information explaining the benefits of becoming an influencer. In addition to the gear
and information, there should be a clear way for the recipient to sign up (A card with
information to mail back or a web address to a google form). (See tactic prototype 4.3)
strategy two
Create organizational media to be distributed to avid cyclists.
tactics
Hold an event on VCU’s campus to recruit student influencers.
Hold an event on VCU’s campus, “Biker’s Mural: There’s Safety in Numbers.” The goal
of this event is to increase brand awareness and recognition, enhance the need for
bike safety knowledge, and recruit students to become influences. This would be an
outdoor event where students could come out, get food, and also decorate a largely
painted mural to create awareness of I Am RVA and bike safety. This event could include
a raffle prize of I Am RVA helmets and two other giveaways. The point would be
to target a younger demographic as you would want your ambassadors to be able to
grow and mobilize the organization. (See tactic prototype 4.4)
Host a Richmond Bike Tour.
In an effort to recruit Richmond cyclists to become I Am RVA influencers, host a
bicycle tour of the city. I Am RVA board members will be in attendance and will
participate in the ride. The event could be created and passed around through
Facebook. The ride itself would be in and around the areas that I Am RVA wishes to
serve- only a few miles in length. I Am RVA can use this as an opportunity to pass
along more information to cyclists about the mission and goals of the organization.
Benefits of being an influencer and also the need for them should be expressed at this
Host a recruitment party and invite community leaders.
The recruitment party should be the last event held before securing 5-15 key
influencers. We believe this event may go well with the Bike Tour. Hold the event
outdoors at a park, take a bike ride, and offer refreshments after. During refreshments,
go over I Am RVA and give out “Swag Bags” to those who commit to becoming an
30

strategy three
Use president Scott Keel to engage and motivate avid cyclists to join I Am RVA.
tactics
Attend Bike Bike and hold a workshop to motivate cyclists to become influencers.
Have Scott and a few of the board members give a bicycle safety demonstration. Talk
about I Am RVA’s chrome helmets and how it increases visibility to motorists, and talk
about safe ways to ride in Richmond. (See tactic prototype 4.5)
timeline
31

32

33

34

udget
35

evaluation
I Am RVA should evaluate the “influencer” initiative through a four-part plan. First, develop an
interest form to be completed throughout the duration of the initiative by interested cyclists,
and monitor this number throughout the campaign to measure the objective’s success.
Secondly, keep count of the number of people attending each event, as well as the number
of repeat attendees. The third step should be counting the click and open rates of the
e-newsletter to evaluate the relationship-building tactic. Lastly, gather committed influencers
in a relaxed “focus group” style meeting to discuss their reasons for getting involved.
36

objective five

To organically increase the number of followers on
Facebook by 30%, Instagram by 40% and Twitter by 50%
within two months.
strategy one
Add value to social media with PEP rules.
tactics
Post on social media using the 70-20-10 rule (70% percent of your activity should
add value to your organization, 20% should be sharing other ideas or similar interest
content, and 10% should be promotional).
Post more valuable content, more frequently, which will increase brand and social
value because good content brings brand recognition.
Work off of an editorial calendar with postings and times, themes and delegations.
(See tactic prototype 5.1)
strategy two
Create social media partnerships.
tactics
Follow thought leaders and local leaders on social media platforms and engage with
them, then approach them for reciprocity and cooperation. (See tactic prototype 5.2)
Follow national and international organizations that are relevant to the organizational
mission and consumer base. Look for opportunities to plug the organization and get
picked up by media outlets.
Host a week of guest posting to draw in outside users. Target some national and
international organizations that are relevant to the organizational mission but also
scout new people that might not be thought leaders but are doing interesting bike stuff
in Richmond, such as: Rag & Bone bike shop, Bunnyhop Bike Shop, Agee’s, Carytown
Bikes, Colley Bike Shop
37

strategy three
Implement a follow/hashtag contest on each platform to win free a helmet.
tactics
The use of a social media contest allows you to get involved with your current
followers by offering them a chance to win something in exchange for a small favor
of exposure, which can increase your followers and engagement exponentially. A
contest signals that you are active and engaged with your audience and that you have
something of value to them and the community. For I Am RVA, we suggest starting
with the easiest, which we call a follow-at-tag: You post a photo of the giveaway
helmet with a text overlay, solicit entries in the caption, follow-up post, and then select
a winner per platform. For later contests when the audience base is larger you can
change the contest format to a follow-share or a follow-plus where participants have
to do a bit more to enter. These types of contests are good for exponential growth
quickly by engaging interested followers who will turn to the first people that jump to
mind. (See tactic prototype 5.3)
38

timeline
39

evaluation
The way to evaluate objective five is to determine if they have succeeded in increasing
the number of followers on Facebook by 30%, Instagram by 40% and Twitter by 50%
within two months. Social media can be easily monitored using tools like SimplyMeasured,
Hootsuite, or Facebook Analytics. Also, to make sure they are on schedule to reach their
goal, half way through each month I Am RVA could analyze which posts are receiving the
most likes, shares and comments, how many people are engaging, tagging and sharing on
a regular basis, and which types of posts are receiving the most attention from their target
audience.
40