Client: 178-31

Date: December 20, 1995

Campaign date: Bike to Work Day is Friday, May 17, 1995: the promotion for it begins in late March. The creative we are doing for bike to-work day is a print ad. We are thinking about having two ads that can be rotated, or placed in appropriate papers--one targeted to each of the audiences listed below.

Communications:

(What is the collateral piece supposed to achieve? What is the reader/viewer/listener supposed to think and feel as a result of the advertising/collateral piece?)

Audience #1

Think:

• "Other people do it . . . I can do it too." We want people who haven't considered biking to work to try it and not be intimidated.

Feel:

• That biking to work is not hard . . .you don't need fancy equipment to get started.

Audience #2

Think:

• A great way to fit your cycling in to your busy schedule--for those who already cycle on the weekends or as recreation.

Feel:

• This is a great idea--a new way of thinking about cycling, an enjoyable commute for cyclists.

Target Audience:

(Who are we talking to? Do they have any behavioral or attitudinal characteristics that are relevant to this campaign?)

Audience #1

• people who may not have previously cycled to work, focus on women (We already know that younger males will participate.)

Audience #2

• recreational/weekend cyclists
• people who like to cycle already

Brand Context:

(Information about the market, the brand/product/promotion issue.)

Bicycling as a commute choice is the product we are marketing. Elements of bicycling that we want to promote are that it is a convenient, flexible way to get to work. Bike commuters have control over their own schedule, they can select the best days to bike commute based on their daily activities and the weather, and it's a clean, safe commuting choice.

Results from previous surveys for Bike to Work Day:

	1993	1994
survey response rate	36% -- 5 months after event	52% -- 3 months after event
average age	25 to 44 years (73%)	25 to 44 years (74%)
gender	75% male	73% male
average commute distance	10.1 miles	9.8 miles
average commute time	41 minutes	41 minutes
first time bicycle commuters	12 %	34 %
percent of first timers continuing to commute by bike (retention)	20% after 5 months	20% after 3 months
survey suggestions	most common suggestion was greater publicity	most common suggestion was greater publicity
product problems	too close to traffic, poor street conditions, busy intersections	not asked in 1994

The bike/Coaster commuter rail combination has been popular since the start up of the commuter rail service. Also this year several buses switched from back to front-of-the-bus bike racks. They are easier to use and can be watched by the cyclist on the bus for increased peace of mind.

As for promotions, SMART is getting several local sponsors in addition to the statewide prizes that will be available. They expect to give away free T-shirts to the first 500 people who register.

Proposition:

(What is the ONE most important benefit or fact that the target group should take out of the advertising/collateral piece?)

That biking to work is not a hassle.

Support and Copy points:

(What are the facts that give the target group permission to believe the proposition?)

• testimonials from previous participants
• a bike commute can be "multi-modal" (for example, you can take your bike on the Coaster Rail and on several bus routes. MTDB and NCTD may offer free or reduced fares for cyclists on Bike to Work Day).

Tone and personality:

(e.g. sincere, friendly, respectful, fun)

• friendly
• open to all (everyone can do it)

Must haves:

• call 237-POOL to register
• Sponsor names and logos (forthcoming)
• "Bike to Work Day" prominent for event name ID
• "part of California Bike Commute" (less prominent)
• Date--May 17, 1995
• listing of prizes (statewide and local--forthcoming)