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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 />
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