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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 />
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