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I AM RVA<br />
CAMPAIGN | FALL 2015
table of contents<br />
executive summary<br />
research<br />
strategy<br />
objective 1<br />
objective 2<br />
objective 3<br />
1<br />
2<br />
6<br />
10<br />
14<br />
23<br />
objective 4<br />
objective 5<br />
28<br />
36<br />
Photos courtesy of Kai Eason
executive summary<br />
I Am RVA is a Richmond nonprofit whose efforts focus on building a fun and safe<br />
bicycle community. The organization’s mission is to foster enthusiasm for bicycling in<br />
Richmond by encouraging a sense of community, promoting safety among bicyclists<br />
and motorists, and creating pride in the city. The organization is run by its board of<br />
directors who all participate on a volunteer basis. The purpose of this research and<br />
campaign is to increase the recognition of the organization among its key publics.<br />
1
esearch
key findings<br />
secondary research<br />
Secondary research is based on information, trends, and statistics that have already<br />
been created by others. This information has been collected from various news<br />
outlets, competitor websites, and professional studies and academic journals.<br />
Richmond citizens want a more bicycle friendly community and there is a need for<br />
bicycle safety education for both bicyclists and motorists<br />
Many Richmond nonprofits have a similar goal to improve the community and the way<br />
of living.<br />
Competitors and other similar organizations of I Am RVA have successful social media<br />
accounts that are regularly updated.<br />
The key to success in regards to competitors is throwing large scale events to gain<br />
media attention and increase general awareness.<br />
I Am RVA has been featured in Style Weekly, mentioned briefly in RVA Mag, and the<br />
president was quoted on NBC 12<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 />
primary research<br />
Primary research was collected through surveys, interviews, and focus groups. These<br />
findings are based off of various members of the Richmond community.<br />
Focus groups revealed that neither cyclists nor non-cyclists have a clear understanding<br />
of bicycle laws and safety. Findings also showed that there needs to be more official<br />
means of disseminating rule and regulations pertaining to bike safety.<br />
Participants also agreed an education program would be the most useful way to bring<br />
about a positive change in the community<br />
Majority of interview respondents felt comfortable riding their bike, and the few who<br />
did not attributed motorists’ lack of bicycle safety knowledge.<br />
Almost all interviewees would like to see more bicycle lanes and bicycle the use of<br />
bicycle lights at night should be enforced<br />
2
Of the survey respondents who do not wear helmets or sometimes wear helmets half<br />
have been in a bicycle accident, 83% of non-helmet wearers also do not read about<br />
bicycle safety<br />
Interviewees support the creation of a bicycling organization and the concept of<br />
supporting local charities<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.<br />
Nonprofits that respondents mentioned donating to include Planned Parenthood,<br />
Special Olympics Virginia, HAND, HD Advisors, The Sierra Club, and Crossover Ministry<br />
59% of respondents age 21-26 own a Twitter account<br />
key publics<br />
The following key publics were determined after conducting thorough research on I<br />
Am RVA and the environment surrounding the bicycle community in Richmond.<br />
Cyclists (non-helmet wearers)<br />
Cyclists (helmet wearers)<br />
Third party advocates<br />
Non-Cyclists and Motorists<br />
3
summary<br />
In the research we conducted, we wanted to accurately gauge community awareness<br />
of bike safety and the awareness of I Am RVA’s brand. We assessed brand awareness<br />
to identify our objectives and options for strategies and tactics. Our research also<br />
drew conclusions surrounding knowledge and understanding of general bikes safety<br />
rules and regulations. The summary of our findings are as follows:<br />
wearing a helmet<br />
Cyclists in the Richmond area do not wear helmets, and some are strongly opposed<br />
to wearing one. Survey participants cited reasons, such as “it’s not the law”, or “I am<br />
only going a short distance” as reasons why they do not wear helmets when riding<br />
their bikes. Of those who do not use a helmet, half were in cycling accidents.<br />
understanding of bike laws and safety<br />
A key finding in our research surrounding both cyclists and non-cyclists on bike safety<br />
is they do not completely understand the laws and regulations surrounding them. One<br />
of the participants for the interviews stated many cyclists do not realize having lights<br />
on their bike is a law, so therefore they do not abide by it. Participants also stated bike<br />
laws have been poorly explained and implemented, therefore making this a necessity<br />
in order for the safety of cyclists, motorists and pedestrians.<br />
motorists’ education level surrounding cyclists<br />
A major concern involving cyclists in the area is the education level of motorists<br />
when it comes to the rights of cyclists. Some cyclists cite this as the reason they are<br />
uncomfortable riding in the city.<br />
improved bike infrastructure<br />
Many cyclists in the area fill more bike infrastructure is needed. They also believe the<br />
Floyd Avenue project is a big step and support it, but the city needs to add more bike<br />
lanes. The general consensus is more bike infrastructure is needed to provide safer<br />
rides for both cyclists and motorists.<br />
4
social media<br />
Our research shows the number one place people get their news and engage with<br />
brands is on social media. Numerous interview participants said this is the best way for<br />
I Am RVA to reach their target audience and market their brand. Majority of participants<br />
said Facebook, Twitter, and Instagram are the social media platforms they are most<br />
active on. Participants feel if I Am RVA markets and engages through these platforms<br />
they will increase their helmet sales and increase their number of donors.<br />
i am rva’s brand awareness<br />
I Am RVA lacks brand awareness in the local community. Majority of the participants<br />
involved in our primary research methods could not tell us who I Am RVA is and what’s<br />
their mission. There were a few people who did link the organization to the chrome<br />
helmets, but very few actually knew what the purpose was. However, majority of the<br />
participants feel purchasing helmets with a portion of the proceeds going to local<br />
charities is a great concept and would support it.<br />
In summation, it was determined through primary research that I Am RVA lacks a<br />
marketing strategy, making it very difficult to elevate their brand awareness in the<br />
community. Also, there is poor knowledge and understanding surrounding bike safety<br />
laws and regulations regarding cyclists, non-cyclists and motorists in the Richmond<br />
community.<br />
5
strategy
swot analysis<br />
strengths<br />
I Am RVA’s Board of Directors all have different backgrounds that can help promote<br />
their brand and cause.<br />
Despite having multiple cycling organizations in the Richmond area, I Am RVA<br />
has competitive advantage over these organizations. I Am RVA’s cause to start a<br />
movement with helmets is one-of-a-kind in this area.<br />
The product itself is unique and will create a strong visual presence to be used in<br />
promotions and campaigns, as well as being easily spread by word of mouth as well.<br />
With the founder’s experience in the medical field, this makes his company more<br />
attractive to potential partners, donors, and participants.<br />
Uses top-quality helmet manufacturer<br />
weaknesses<br />
I Am RVA has very low brand awareness among their target audience, which is cyclists<br />
within the Richmond community.<br />
The mission is not clearly communicated on their website, and the About Us page<br />
does not have a description of the organization.<br />
Although they may have a strong product, they need to differentiate their service from<br />
other similar companies.<br />
Voluntary board members, no full time employees.<br />
Price of helmet.<br />
Social media plan is nonexistent, and only one person creates actual content.<br />
6
opportunities<br />
Host an event similar to River rock, to showcase Richmond’s safe and bike friendly<br />
atmosphere to receive recognition in local media sources.<br />
Research shows that cyclists within the Richmond area believe that uniting one<br />
another for a common cause, such as a charity and sparking a movement, is a good<br />
idea, generating more helmet sales and gaining more followers.<br />
Ongoing litigation for transportation, started conversation already, I Am RVA can<br />
advocate bike transportation in the conversation.<br />
Promote product and gain brand awareness with the Floyd Avenue renovation.<br />
Attend local events to get attention from audiences and hand out promotional products<br />
with logo.<br />
Bike education during Bike Safety Awareness Month<br />
threats<br />
Competitors, like Richmond Cycling Corps, are more connected with millennials and<br />
have an advantage of being more relatable to the younger audience.<br />
Cyclists are uneducated of their rights and the laws pertaining to them, therefore hampering<br />
I Am RVA’s initiative of bike safety.<br />
No laws against not wearing a helmet when riding bikes<br />
Direct donations to nonprofit without going through I Am RVA<br />
7
key publics<br />
In order to streamline our reach, we have determined there are four key publics on which<br />
I Am RVA needs to focus its efforts. The publics are as follows.<br />
Cyclists (non-helmet wearers). Non-helmet wearing cyclists are important to the goal<br />
because they are the public we need to stress helmet use.<br />
Cyclists (helmet wearers). Helmet wearing cyclists are important to the goal because<br />
they are the public that will quickly spread awareness by simply wearing their I Am RVA<br />
gear.<br />
Third Party Advocates. Third Party Advocates is a broad public, however, is important in<br />
education and influence in the Richmond community.<br />
Non-Cyclists & Motorists. Non-cyclists and motorists are an important key public<br />
because they directly affect the cycling community based off of their safety habits<br />
and knowledge.<br />
problem statement<br />
I Am RVA lacks awareness which makes it difficult to share their mission, product, and<br />
cycling safety awareness.<br />
goal<br />
To increase awareness and name recognition of I Am RVA in the local community.<br />
8
objectives<br />
1<br />
2<br />
3<br />
4<br />
5<br />
Educate 200 cyclists who do not wear helmets on the safety benefits of helmet wearing<br />
in the next six months.<br />
Educate 200 non-cyclists and motorists about cycling safety and health benefits in the<br />
next six months.<br />
Establish 20 relationships with potential nonprofit partners, the media, public health<br />
officials and civic leaders within the next year.<br />
To convert 5 helmet-wearing cyclists into I Am RVA influencers in the next six months,<br />
and 15 within a year.<br />
To increase the number of followers on Facebook by 30%, Instagram by 40%, and<br />
Twitter by 50% within two months.<br />
Facebook: 30% would increase to 1,545 likes<br />
Instagram: 40% would increase to 500 followers<br />
Twitter: 50% would increase to 108 followers<br />
9
objective one
Educate 200 cyclists who do not wear helmets on the<br />
safety benefits of helmet wearing in the next six months.<br />
strategy one<br />
Develop an educational campaign within the community.<br />
tactics<br />
Host community workshops.<br />
There will be three different community workshops held at The Beet Café located<br />
inside Ellwood Thompson, which is known for hosting fitness, cooking, and other<br />
informational classes. These three workshops will not be limited to non-helmet<br />
wearing cyclists, but the focus will be on helmet safety. The workshops will touch<br />
on bike safety in the Richmond area in general. Our goal here is to have non-helmet<br />
wearers who attend the workshop feel more inclined to do so, and the non-helmet<br />
wearers who do not attend will be encouraged to do so by the community. (See tactic<br />
Create an informational poster.<br />
The informational poster will be a brand awareness tactic including information about<br />
I Am RVA and featuring specific information about helmet safety. The poster will be<br />
strategically placed in local hangouts and businesses. (See tactic prototype 1.2)<br />
Create an infographic.<br />
The infographic will be designed specifically for The Stall Seat Journal, a monthly<br />
journal at VCU. The infographic will contain health and accident statistics relative to<br />
helmet use and will be put in every Stall Seat Journal for a whole semester. (See tactic<br />
prototype 1.3)<br />
Create a social media campaign.<br />
The social media campaign will be a several month long event run by a hired (paid)<br />
intern. The campaign itself will be for the month of January with additional posts<br />
promoting the community workshops. The campaign will feature information regarding<br />
upcoming events, bike safety news, and most importantly general information<br />
regarding and encouraging helmet use. The social media campaign will be a mix of<br />
personal informative posts and shared information from other outlets. (See tactic<br />
prototype 1.4)<br />
9<br />
10
udget<br />
11
timeline<br />
12
evaluation<br />
The workshop tactic can be evaluated through attendance numbers as well as holding<br />
an entrance and exit “survey” for attendees to evaluate whether the objective has<br />
been met. Evaluating informational posters and infographics can be done through<br />
observing bicycle behavior or again holding a survey to question whether people have<br />
seen the posters and decide whether they were actually educated. Lastly the social<br />
media campaign can be evaluated using tools like SimplyMeasured, Hootsuite, or<br />
Facebook Analytics.<br />
13
objective two<br />
67
Educate 200 non-cyclists and motorists about cycling<br />
safety and health benefits in the next six months.<br />
strategy one<br />
Develop an educational campaign across digital platforms.<br />
tactics<br />
Create digital content on social media platforms regarding safety and health benefits of<br />
cycling. (See tactic prototype 2.1)<br />
Post tips and reminders of how to share the road with cyclists.<br />
Give weekly “Road Rules.”<br />
Create specific content geared toward sharing the road during National Bike Month in<br />
May.<br />
Implement a hashtag related to cycling safety policies. (See tactic prototype 2.1)<br />
One could surround the three foot rule for motorists.<br />
One could deal with pedestians having to stay to the right of a shared path.<br />
Develop a digital e-newsletter with information on driving and walking around cyclists.<br />
(See tactic prototype 2.2)<br />
The e-newsletter will be distributed on a bi-monthly basis.<br />
This e-Newsletter provides an opportunity to advocate for cycling as safe and healthy<br />
mode of transportation.<br />
14
strategy two<br />
Develop an in-person educational campaign.<br />
tactics<br />
Host educational workshops, happy hours and educational tables at local events and<br />
business locations, such as Ellwood Thompson and the Monument Ave. 10K. (See<br />
tactic prototype 2.3.) Educational material will cover various cycling rules that are more<br />
unknown to motorists and pedestrians, such as:<br />
Cyclists are allowed to proceed through an intersection when a red light is displayed<br />
after they have stopped to check traffic<br />
Motorists must pass cyclists on the road at least three feet to the left of the cyclist.<br />
When on a major roadway, pedestrians need to stay to the left, while motorists and<br />
cyclists need to stay to the right.<br />
Pedestrians need to stay to the right on a shared path with cyclists.<br />
Educate motorists on the various hand signals that cyclists use.<br />
Make motorists aware that cyclists can use the entire lane.<br />
Design and create promotional items, such as can koozies, water bottles and key chains.<br />
Items will emphasize the lesser known rules that motorists and non-cyclists should know<br />
when in the presence of a cyclist. (See tactic prototype 2.4.)<br />
Stop sign key chain that features a reminder for motorists to be alert of cyclists in their<br />
blind spots when at an intersection.<br />
Can Koozies will describe the how motorists and pedestrians should pass cyclists.<br />
Motorists should remember the “3-foot rule,” which is a more recent law where<br />
motorists must be three feet to the left of a cyclist. Pedestrians need to remember to<br />
stay to the right of shared path with cyclists, such as a sidewalk.<br />
Water bottles will include the I Am RVA logo, and remind motorists and non-cyclists<br />
that cyclists are allowed to use the entire lane.<br />
Develop a print brochure to hand out at the in-person events with more detailed<br />
information about rules of the road. (See tactic prototype 2.5)<br />
15
timeline<br />
16
17
18
19
20
21
udget<br />
22
evaluation<br />
21<br />
Strategy 1 can be evaluated by monitoring impressions, likes, comments, shares,<br />
and external posts using curated hashtag on SimplyMeasured or individual platform<br />
analytics (i.e. Facebook Analytics). Most newsletter programs (i.e. Constant Contact)<br />
will allow you to monitor how many people actually opened the newsletter, which is<br />
how we will evaluate it.<br />
Strategy 2 can be evaluated by tracking the number attendees at each event and the<br />
number of marketing materials that were distributed throughout each one. Send out<br />
a very brief survey (1-2 questions) to each event attendee asking if they felt like they<br />
learned anything about bike safety and if they’re a “cyclist.”<br />
23
objective three
Establish 20 relationships with potential nonprofit partners,<br />
the media, public health officials, and civic leaders within<br />
the next year.<br />
strategy one<br />
Identify and establish relationships with six media outlets.<br />
tactics<br />
Host an event for journalists around Richmond to connect them with the brand. (See<br />
tactic prototype 3.1)<br />
strategy two<br />
Identify and establish relationships with 10 nonprofit partners.<br />
tactics<br />
Create a bi-monthly newsletter to email out to potential partners (and subscribers) in<br />
order to inform them of upcoming local cycling related news, invite them to any events<br />
or rallies I Am RVA will be holding or attending, and update new nonprofits I Am RVA is<br />
working with. (See tactic prototype 3.2)<br />
Attend or volunteer at events thrown by local nonprofits to show support and network<br />
with the staff; follow up with one-on-one meetings to discuss gaining their partnership.<br />
strategy three<br />
Identify and establish relationships with two public health officials.<br />
tactics<br />
Put together a small team of board members to set up small information sessions for<br />
events health officials will be attending.<br />
Partner with health events (i.e., themed blood drives) and distribute promotional<br />
materials. (See tactic prototype 3.3)<br />
strategy four<br />
Identify and establish relationships with two local civic leaders.<br />
tactics<br />
Reach out to city council leaders about I Am RVA and possibly speaking about bike<br />
safety at one of their meetings.<br />
Attend as many cycling-related civic meetings as possible (appoint<br />
representatives, if members of the board are unable to attend due to timing).<br />
(See tactic prototype 3.4)t<br />
24
timeline<br />
25
26
27
udget<br />
evaluation<br />
Evaluation of the media event can be determined by the amount of guests who attended<br />
after receiving invites. Further evaluation of this tactic could be to track any articles<br />
that may be written after connections are established. Once I Am RVA sends out their<br />
newsletter to non-profits they can evaluate success by the open rate of the newsletter. To<br />
evaluate the relationships formed with public health officials I Am RVA can keep track of<br />
the amount of people reached through distribution of promotional materials and follow up<br />
with any key influencers they meet about possibly sponsorship. Finally, to indicate success<br />
in establishing relationships with civic leaders I Am RVA can identify how many leaders are<br />
at each speaking event and keep track of the attendance at each speaking event.<br />
28
objective four
Convert five helmet-wearing cyclists into I Am RVA<br />
influencers in the next six months, and 15 within a year.<br />
strategy one<br />
Create organizational media to be distributed to avid cyclists.<br />
tactics<br />
Create brochures, posters/flyers, and a list of benefits for the purpose of tabling (or<br />
other information disbursement) on campus to recruit students who are avid cyclists.<br />
In an effort to recruit student influencers, visit college campuses such as Virginia<br />
Commonwealth University, University of Richmond, and Virginia Union University<br />
to speak to students. Get a table, create a bulletin board, and pass out flyers and<br />
brochures outlining organizational goals and the benefits of becoming an influencer.<br />
Since it will be colder, have hot chocolate/coffee to hand out while informing students.<br />
(See tactic prototype 4.1)<br />
Place organized media in various doctor’s offices in Richmond to provide informational<br />
materials about becoming an I Am RVA influencer.<br />
In order to reach out the medical community and attract the cyclists within it, place<br />
organized media that provides more information about I Am RVA in doctor’s offices.<br />
This media can include brochures, posters, or simple informational cards. This media<br />
would focus on bike safety and what I Am RVA is doing to advocate for safer riding<br />
in Richmond. This should also include tips for safer riding and how to follow laws to<br />
ensure a safe bike ride to avoid injury and ending up in the doctor’s office. This should<br />
also include information about the benefits of becoming an influencer and a way<br />
to contact I Am RVA to express interest. (This type of media can also be placed in<br />
bicycle shops, bike racks and in community shared areas in order to reach other key<br />
audiences.) (See tactic prototype 4.1)<br />
Create an e-newsletter to recruit I Am RVA influencers.<br />
An e-newsletter will be a good tool to recruit influencers. If I Am RVA doesn’t have<br />
a pre-existing contact list we will have to create one. We can pull contacts of local<br />
media as well as members of cycling institutions such as Richmond Cycling Corp.<br />
The e-newsletter could also be sent to members the Cycling Club at VCU. Promote<br />
sign-ups for the e-newsletter through website, events, and social media platforms.<br />
If creating a list is proving to be difficult, we can try to get a mention in another<br />
e-newsletter that reaches a similar demographic. (See tactic prototype 4.2)<br />
Content will still have to be geared towards the consumer. The goal for this would be<br />
to make the I Am RVA movement seem attractive to the target market in order to gain<br />
key influencers. The email should include a link to a google forms document to obtain<br />
information from those interested.<br />
29
Create a “swag bag” (influencer kit) for potential influencers.<br />
In an effort to recruit avid cyclists in the community to become I Am RVA influencers,<br />
put together a package (or “swag bag”) of I Am RVA gear and information about the<br />
organization to distribute to potential influencers.<br />
Possible gear that could be included in the package may be a t-shirt, cap, and/ or a<br />
bicycle accessory. The organization could also just list a free t-shirt and a discounted<br />
helmet as a benefit of becoming an influencer. The information in the kit would include<br />
a letter to the recipient explaining who I Am RVA is and why they need them as an<br />
influencer, a brochure or pamphlet outlining the organization’s goals and mission, and<br />
information explaining the benefits of becoming an influencer. In addition to the gear<br />
and information, there should be a clear way for the recipient to sign up (A card with<br />
information to mail back or a web address to a google form). (See tactic prototype 4.3)<br />
strategy two<br />
Create organizational media to be distributed to avid cyclists.<br />
tactics<br />
Hold an event on VCU’s campus to recruit student influencers.<br />
Hold an event on VCU’s campus, “Biker’s Mural: There’s Safety in Numbers.” The goal<br />
of this event is to increase brand awareness and recognition, enhance the need for<br />
bike safety knowledge, and recruit students to become influences. This would be an<br />
outdoor event where students could come out, get food, and also decorate a largely<br />
painted mural to create awareness of I Am RVA and bike safety. This event could include<br />
a raffle prize of I Am RVA helmets and two other giveaways. The point would be<br />
to target a younger demographic as you would want your ambassadors to be able to<br />
grow and mobilize the organization. (See tactic prototype 4.4)<br />
Host a Richmond Bike Tour.<br />
In an effort to recruit Richmond cyclists to become I Am RVA influencers, host a<br />
bicycle tour of the city. I Am RVA board members will be in attendance and will<br />
participate in the ride. The event could be created and passed around through<br />
Facebook. The ride itself would be in and around the areas that I Am RVA wishes to<br />
serve- only a few miles in length. I Am RVA can use this as an opportunity to pass<br />
along more information to cyclists about the mission and goals of the organization.<br />
Benefits of being an influencer and also the need for them should be expressed at this<br />
Host a recruitment party and invite community leaders.<br />
The recruitment party should be the last event held before securing 5-15 key<br />
influencers. We believe this event may go well with the Bike Tour. Hold the event<br />
outdoors at a park, take a bike ride, and offer refreshments after. During refreshments,<br />
go over I Am RVA and give out “Swag Bags” to those who commit to becoming an<br />
30
strategy three<br />
Use president Scott Keel to engage and motivate avid cyclists to join I Am RVA.<br />
tactics<br />
Attend Bike Bike and hold a workshop to motivate cyclists to become influencers.<br />
Have Scott and a few of the board members give a bicycle safety demonstration. Talk<br />
about I Am RVA’s chrome helmets and how it increases visibility to motorists, and talk<br />
about safe ways to ride in Richmond. (See tactic prototype 4.5)<br />
timeline<br />
31
32
33
34
udget<br />
35
evaluation<br />
I Am RVA should evaluate the “influencer” initiative through a four-part plan. First, develop an<br />
interest form to be completed throughout the duration of the initiative by interested cyclists,<br />
and monitor this number throughout the campaign to measure the objective’s success.<br />
Secondly, keep count of the number of people attending each event, as well as the number<br />
of repeat attendees. The third step should be counting the click and open rates of the<br />
e-newsletter to evaluate the relationship-building tactic. Lastly, gather committed influencers<br />
in a relaxed “focus group” style meeting to discuss their reasons for getting involved.<br />
36
objective five
To organically increase the number of followers on<br />
Facebook by 30%, Instagram by 40% and Twitter by 50%<br />
within two months.<br />
strategy one<br />
Add value to social media with PEP rules.<br />
tactics<br />
Post on social media using the 70-20-10 rule (70% percent of your activity should<br />
add value to your organization, 20% should be sharing other ideas or similar interest<br />
content, and 10% should be promotional).<br />
Post more valuable content, more frequently, which will increase brand and social<br />
value because good content brings brand recognition.<br />
Work off of an editorial calendar with postings and times, themes and delegations.<br />
(See tactic prototype 5.1)<br />
strategy two<br />
Create social media partnerships.<br />
tactics<br />
Follow thought leaders and local leaders on social media platforms and engage with<br />
them, then approach them for reciprocity and cooperation. (See tactic prototype 5.2)<br />
Follow national and international organizations that are relevant to the organizational<br />
mission and consumer base. Look for opportunities to plug the organization and get<br />
picked up by media outlets.<br />
Host a week of guest posting to draw in outside users. Target some national and<br />
international organizations that are relevant to the organizational mission but also<br />
scout new people that might not be thought leaders but are doing interesting bike stuff<br />
in Richmond, such as: Rag & Bone bike shop, Bunnyhop Bike Shop, Agee’s, Carytown<br />
Bikes, Colley Bike Shop<br />
37
strategy three<br />
Implement a follow/hashtag contest on each platform to win free a helmet.<br />
tactics<br />
The use of a social media contest allows you to get involved with your current<br />
followers by offering them a chance to win something in exchange for a small favor<br />
of exposure, which can increase your followers and engagement exponentially. A<br />
contest signals that you are active and engaged with your audience and that you have<br />
something of value to them and the community. For I Am RVA, we suggest starting<br />
with the easiest, which we call a follow-at-tag: You post a photo of the giveaway<br />
helmet with a text overlay, solicit entries in the caption, follow-up post, and then select<br />
a winner per platform. For later contests when the audience base is larger you can<br />
change the contest format to a follow-share or a follow-plus where participants have<br />
to do a bit more to enter. These types of contests are good for exponential growth<br />
quickly by engaging interested followers who will turn to the first people that jump to<br />
mind. (See tactic prototype 5.3)<br />
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timeline<br />
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evaluation<br />
The way to evaluate objective five is to determine if they have succeeded in increasing<br />
the number of followers on Facebook by 30%, Instagram by 40% and Twitter by 50%<br />
within two months. Social media can be easily monitored using tools like SimplyMeasured,<br />
Hootsuite, or Facebook Analytics. Also, to make sure they are on schedule to reach their<br />
goal, half way through each month I Am RVA could analyze which posts are receiving the<br />
most likes, shares and comments, how many people are engaging, tagging and sharing on<br />
a regular basis, and which types of posts are receiving the most attention from their target<br />
audience.<br />
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