Promoting Cycling
Cycling: positives and
barriers?
TASK: in groups come up with:
5 positive things about cycling
5 ‘barriers’ to cycling
LEARNING OUTCOMES
 How to portray cycling in a positive way
 Basic principles of marketing:
>Who is your target audience?
>What would you like to tell them?
>How to sell the benefits of your cycling in
general, and your project specifically
 Marketing ‘toolkit’
PORTRAYING CYCLING IN A
POSITIVE WAY
How to portray cycling
positively in the media
TASK: What do these images say about
cycling? Do they portray it in a good light?
What are the positives and negatives?
Bike Week launch with Transport Minister &
pupils of Arrochar Primary School
Promotional photoshoot for Danny
MacAskill stunt show and family 5 mile bike
ride in Glasgow green, Pedal for Scotland
Give Me Cycle Space Campaign Launch, Barrhead
National awareness campaign to ask drivers to give kids space to
cycle on the roads
How to portray cycling in an advert?
Bad practise!
Image: Vissi
Good practise!
BASIC PRINCIPLES
OF MARKETING &
PROMOTION
Question 1: Who is your audience?
Question 1: Who is your audience?
Commuters
Your classmates
- cycling to school
Families
First time cyclists
Leisure Cyclists
Question 2: What do you want to tell
them?
Question 2: What do you want to tell
them?
General health benefits of cycling
Promoting your cycling event
Training courses
Good cycling routes to school / work
Bike hire scheme
Asking drivers to take care around
cyclists
Question 3: What are the benefits of your
project and the wider benefits of cycling?
Question 3: What are the wider benefits
of cycling?
Cycling is….
Good for your health
Quick
Cheap
Good for the environment
Fun
Sociable
Lets you see more places
MARKET: who is the audience?
PRODUCT: what is being communicated? What is the poster trying to sell?
BENEFITS: what wider benefits of cycling are being represented?
How effective is it?
Birmingham Push Bikes leaflet from Birmingham Cycle Campaign
MARKET: who is the audience ?
PRODUCT: what is being
communicated? What is the
poster trying to sell?
BENEFITS: what wider benefits
of cycling are being
represented?
How effective is it?
MARKET: who is the audience ?
Image: Transport for London cycling campaign
PRODUCT: what is being
communicated? What is the
poster trying to sell?
BENEFITS: what wider benefits
of cycling are being
represented?
How effective is it?
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THE MARKETING
TOOLKIT
THE MARKETING TOOL KIT
 Create a brand / logo
 Design and Print
 Media coverage
 Cycling events
 Websites and social media
THE MARKETING TOOL KIT
1) Create a brand / logo
THE MARKETING TOOL KIT
1) Creating a brand identity / logo
THE MARKETING TOOL KIT
1) Creating a brand identity / logo
Eye catching unique design, suited to
the audience
School competition to design your logo?
Enlist the help of a friend who is good at
design / illustration to design a logo for
you?
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THE MARKETING TOOL KIT
2) Design and Print
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THE MARKETING TOOL KIT
2) Design and Print
Leaflets / brochures / posters
What to consider when producing a leaflet/brochure:
 Who is the target market?
 What are their interests?
 What benefits should you highlight?
 What images will appeal?
 What information do they need?
ATTRACTIVE DESIGN
BAD DESIGN
THE MARKETING TOOL KIT
3) Media coverage
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THE MARKETING TOOL KIT
Media coverage
 Press release- tell your local paper about your
project to create interest in your local
community
 Photocall – organise a photoshoot to
accompany your press release, invite the local
paper along to cover it
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THE MARKETING TOOL KIT
Press releases:
Who- who is it about?
What- what does your cycling project involve?
When- when will the event / project happen
Where- where will it take place
Why- why is it news?
How- How is the project / event happening?
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PHOTOCALL:
fun photo and famous face
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THE MARKETING TOOL KIT
4) Cycling events
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Group Task:
Discussion
What is the purpose of your
event?
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How to Organise Your Event/Project
1 Break things down:
- Map out all the relevant aspects of your event e.g. what,
where, when, who, why
- Make large tasks easier by breaking them down into
smaller parts
- List all of the resources you’ll need
- People have different ways of doing this, I use mindmapping software
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How to Organise Your Event/Project
2. Assign tasks to people
-Assuming more than one person is involved
-Make sure each task has someone
responsible
-Assign tasks to the most suitable person
-Often the project manager has the unpopular
job of allocating and supervising this unless
things are done by committee
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Group Task
Assign each person in your
group a task
Project Manager
Health and Safety
Marketing and
Communication
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How to Organise Your Event/Project
3. Make sure the boring stuff is covered!
- Get the paperwork nailed quick to put your event
hosts minds at rest:
a) Insurance
b) Risk Assessments
c) Method Statement
- You don’t have to start from scratch, lots of people
have written these documents before and templates
will be available
How to Organise Your Event/Project
4. Set timescales
- Work backwards from your event date to ensure
everything will be ready in time
- Put tasks in a logical order as some follow on from
each other e.g. you can’t book your fire jugglers until
you’ve checked fire is OK with the site
- Ensure that timescales are stuck to (within reason)
- Project manager or committee should again
supervise this
Group Task
Determine a timescale for
your project
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How to Organise Your Event/Project
5. Keep Communicating
- Regular updates from everyone will ensure progress
is kept
- Don’t let problems mount up until the last week (rest
assured this will probably happen anyway!)
- Set meetings at suitable milestones depending on
length of run-up to event
- Choose the correct communication routes for your
group e.g. phone/meetings/subcommittees/online/social media
THE MARKETING TOOL KIT
Publicising your event
- Your own website / listing event on cycling
event websites (Bike Events Scotland)
- Emails / School intranet / School ‘what’s on’
page
- Specific flyers/posters (Design and Print)
- Press release (Media Coverage)
- Social media / facebook page
- Word of mouth
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THE MARKETING TOOL KIT
5) Website / Social Media
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THE MARKETING TOOL KIT
Websites
Create a web page for your event / project
Add a page to your school website
Create a facebook page
Social media
What social media does your target audience
engage with most often?
Facebook / Twitter / Instagram
How can you use social media to drive traffic to
your site?
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Basic Wordpress website
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List your event on a cycling event website
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Create a facebook page or community
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Create a Twitter or Instagram page to share
your project news and photos and direct
traffic to your site
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THE MARKETING TOOL KIT
 Create a brand / logo
 Design and Print
 Media coverage
 Cycling events
 Websites and social media
SUMMARY
We have covered:
 The importance of portraying cycling as a
positive activity
 Basic principles of marketing- audience,
message, wider benefits of cycling
 Tools and methods available to promote your
project
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ANY QUESTIONS?
THANK YOU & GOOD LUCK WITH
PROMOTING YOUR OWN CYCLING
PROJECTS!