A Campaign for the North Florida Bicycle Club

By The Lions AgencyFlagler College

Welcome!

To reduce the amount of accidents between motorists and cyclists within two years in Duval County.

Motorists To increase the number of Duval County drivers who know cyclist/driver laws To change the beliefs among Duval County drivers that following cyclist/motorist laws

are in their best interest To change the behavior of motorists in Duval County by following the cyclist/motorist

laws  Cyclists   To change cyclists’ beliefs that following cyclist laws are in their best interest To change behaviors in following the rules of the road Jacksonville Sheriff’s Office Increase the knowledge and ultimately change the actions of the Duval County law

enforcement in regards to both motorist and cyclist laws

CAMPAIGN GOAL & OBJECTIVE

Primary Audiences: Motorists

◦ Spread awareness and share knowledge, leading to behavior

Cyclists◦ Persuade and change beliefs, leading to behavior

Tertiary Audience: Sheriff’s Department (JSO)

◦ Inform and encourage them to enforce

TARGET MARKETS

Primary: Surveys and Interviews◦ Cyclists told us they know, but don’t follow, the

laws◦ Motorists told us they didn’t know or didn’t

believe in the laws Secondary: Statistics

◦ Florida has 4th highest number of bicycle/car accidents

◦ Most happen after 4pm◦ Males have a higher rate of incidents than

females

RESEARCH

“One Road” Creative concept Unifying logo on all creatives

Promotes safety and mutual respect Various creatives will be placed in media to

deliver the messages of the campaign

CREATIVE OVERVIEW

CREATIVESAge group

5-10Age group

10-18Age group

18-33

Age group 33-64

Age group 65+

CREATIVES

Distribute to registrants at events Give away at booth events Sell online with proceeds to support campaign

PROMOTIONAL ITEMS

Kickoff event Jan. 18th

Summer Solstice Ride Booth at NYE @ The Landing event Incorporate campaign promotion into

existing NFBC rides and races Get motorists involved with campaign

through events High frequency of advertisements in print

media

EVENTS & MEDIA SCHEDULE

Billboards◦ High visibility and frequency, cost-efficient◦ Wide age range of exposure, while driving

Magazine ads◦ 18-64 readerships

Newspaper ads◦ 65+ readerships

PSAs on television◦ 18-64 and 65+ viewership, wide exposure

Radio spots◦ 18-64 age range, motorists, during drive time

MEDIA SELECTION

Facebook page◦ Engage audience and post relevant information

Twitter feed◦ Find a niche in posting safety tips, ride

conditions, etc. Instagram

◦ Use a hashtag and engage visually with event photos and photo contests

YouTube◦ Post viral video and PSAs to be shared across

other social media platforms

MEDIA SELECTION:SOCIAL

BUDGET Media Budget

◦ Local Radio ◦ Magazine ◦ Newspaper◦ Outdoor advertising◦ Social Media

Creative Budget◦ PSA

( Radio and Video)◦ Promotional

(T-Shirt, Water bottle and reflective decals)

◦ Posters◦ Flyers

Look at if goal was achieved statistically Analyze changes in attitudes and beliefs Determine behavioral changes that

occurred Engagement with audience: numbers and

tone

EVALUATION

Research led to objectives that would help achieve the goal

Strategic media placements will give creative elements

Strong presence in social media is an easy, low-cost way to promote campaign

Gaining financial support and donors will be critical to campaign success

CONCLUSION