FinalCampaignBook (1) (1)

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
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