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Bike Week 2014
14th – 22nd June
Bike Week Overview
• Biggest nationwide cycling event in UK
• Started in 1923
• Open to everyone
• Huge range of events
2014 Overview
Objectives;
– Maintain participant levels
– 1,000 Organisers
– 2,000 Events
– Encourage new/returning
cyclis...
Scotland 2013
Scotland
Total
% Overall
Organisers 92 12%
Events 318 21%
Participants 54,000 18%
National Breakdown
27%
20%
18%
13%
8%
8%
3% 3%
South East
North
Scotland
Midlands
London
South West
Northern Ireland
Wales
Event Categories
0
10
20
30
40
50
60
www.BikeWeek.org.uk
• Register events
• Event search
• Cycle Journey Planner
• Personal organisers
page
• Blog
Event Ideas
Event Inspiration
Cycle
to....
Cycle
Skills
Dr
Bike
Company
treasure
hunt
Cycling
club
rides
Cycle to
the fete
Mass
partic...
Dr Bike Checklist
Dr Bike Checklist
Event Planning
• Venue
• Licensing and permits
• Insurance
• Participants
• Event Experience
• Evaluation
STV Appeal
Bike Week Presentation
Making a difference
• The STV Appeal is committed to helping children and young people
affected by poverty in Scotland
• I...
STV Appeal promises to:
• Give every penny of every pound that you
donate to the children who need it most.
• Keep all you...
Who is with us
• Lorraine Kelly, Baroness Margaret Ford, Sir Tom Hunter and Sir Ian
Wood are trustees
• Some familiar bran...
Highlights from 2013
Mark Beaumont’s Highland Line Challenge
June
• Reaching communities across
Scotland –
Arran, Rothesay, Dunoon, Garelochh
e...
Sean Batty’s Northern Isles Challenge
July
• 150 mile cycle challenge
across Orkney and Shetland
• Corporate sponsor – Tun...
Dance Marathons
August
• Aberdeen and Glasgow
events
• Celebrity support
• Targeted dance groups,
community groups and
sch...
freshnlo Pedal for Scotland
September
• Official charity partner
• STV presenters got on their
bikes
• STV staff got invol...
What we have learned
• Give yourself plenty planning and organising time to make the
event fun and successful for everyone...
What we have learned
• Decide on the date, time and venue
– Choose a suitable date and venue for your audience
– Avoid cla...
What we have learned
• Communicate with participants regularly
– Send registration information
– Prepare event information...
What we have learned
• Recruit volunteers to help on the day
– Make sure everyone is briefed about their role in advance
•...
Raising money for charity
– Great way engage with colleagues and communities to raise money for a
good cause
– There are l...
stv.tv/appeal
facebook.com/AppealSTV
@STVAppeal
SMARTS PR
February 2014
What is PR?
• PR is a technique which can be employed
to raise awareness, build links with the
local community
and, ultima...
Bike Week
How to promote and raise
awareness of your event
Bike Week
•What you need to know
Editorial v Advertising /
Advertorials
Advertising / Advertorials
• Paid for content
• Guaranteed c...
•Your Bike Week event
PR and you
First things first...
• Know your audience
• What type of media suits
them?
• What do you...
•A success story!
Bike Week 2013
• 80 pieces of media coverage
generated – 50 more than 2012
• Launch picture was ‘BBC Big...
Bike Week on Social Media
NEWSLETTER
Facebook
• Main focus
– Cover photo
– ‘App Banner’
• Alter your cover photo frequently
• Use an image, video with each pos...
Twitter
• Utilise #BikeWeek to engage in wider conversation
• Initiate conversation with your followers by asking question...
YouTube
• Visit http://www.youtube.com/user/BikeWeekTV
• Utilise our videos from previous years – posting videos to Facebo...
Get involved!
FREE
• event registration
• liability insurance
• national publicity
• website tools -
www.bikeweek.org.uk
Questions....
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
Bike Week 2014 Presentation
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Bike Week 2014 Presentation
Bike Week 2014 Presentation
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Bike Week 2014 Presentation

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Bike Week is the biggest nationwide cycling event in the UK. A national celebration of cycling, Bike Week helps you get more out of life – by getting on your bike and exploring your local community.

Bike Week focuses on encouraging families to taking up cycling as a regular activity in their local community. Bike Week is the time to “live local and get cycling.”

Bike Week is free to enter and open to everyone – you can either take part in an event or organise one yourself, you don’t have to be an experienced cyclist either, anyone can set up a Bike Week event.

To find out more about organising a Bike Week Event, or to see what events are going on in your area, go to www.bikeweek.org.uk

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Bike Week 2014 Presentation

  1. 1. Bike Week 2014 14th – 22nd June
  2. 2. Bike Week Overview • Biggest nationwide cycling event in UK • Started in 1923 • Open to everyone • Huge range of events
  3. 3. 2014 Overview Objectives; – Maintain participant levels – 1,000 Organisers – 2,000 Events – Encourage new/returning cyclists
  4. 4. Scotland 2013 Scotland Total % Overall Organisers 92 12% Events 318 21% Participants 54,000 18%
  5. 5. National Breakdown 27% 20% 18% 13% 8% 8% 3% 3% South East North Scotland Midlands London South West Northern Ireland Wales
  6. 6. Event Categories 0 10 20 30 40 50 60
  7. 7. www.BikeWeek.org.uk • Register events • Event search • Cycle Journey Planner • Personal organisers page • Blog
  8. 8. Event Ideas
  9. 9. Event Inspiration Cycle to.... Cycle Skills Dr Bike Company treasure hunt Cycling club rides Cycle to the fete Mass participation ride Parent & children ride Traffic free ride LARGE EVENTS (500+) SMALL EVENTS (<100) MEDIUM EVENTS (100-500)
  10. 10. Dr Bike Checklist
  11. 11. Dr Bike Checklist
  12. 12. Event Planning • Venue • Licensing and permits • Insurance • Participants • Event Experience • Evaluation
  13. 13. STV Appeal Bike Week Presentation
  14. 14. Making a difference • The STV Appeal is committed to helping children and young people affected by poverty in Scotland • In just three years the STV Appeal has raised over £5.7 million, supporting 172 projects across all 32 local authority areas in Scotland, providing much needed support to 27,000 children • Every single penny raised by the STV Appeal stays in Scotland and 100% of donations are spent on the children who need it most
  15. 15. STV Appeal promises to: • Give every penny of every pound that you donate to the children who need it most. • Keep all your money in Scotland • Invest your donations in projects that will make a real difference to the lives of children affected by poverty • Speak up for the children who can’t • Support a community project in every single local authority in Scotland
  16. 16. Who is with us • Lorraine Kelly, Baroness Margaret Ford, Sir Tom Hunter and Sir Ian Wood are trustees • Some familiar brands including Royal Bank of Scotland, Lidl, Tunnock’s and Optical Express have lent their support to the charity • Sir Alex Ferguson, Mark Beaumont, Sean Batty, John Michie and Pamela Stephenson are among the familiar names who have backed the campaign. • Community is at the heart of the Appeal – support from schools and local community is crucial • In 2013, the STV Appeal was selected as the official charity partner for freshnlo Pedal for Scotland
  17. 17. Highlights from 2013
  18. 18. Mark Beaumont’s Highland Line Challenge June • Reaching communities across Scotland – Arran, Rothesay, Dunoon, Garelochh ead, Balmaha, Callander, Crieff, Blai rgowrie, Stonehaven and Aberdeen • Corporate sponsors – Aberdeen Asset Management, Cala Homes and Insights • Joined along the route by celebrities, running clubs, schools, Rotary clubs and local businesses and hosting smaller evening events
  19. 19. Sean Batty’s Northern Isles Challenge July • 150 mile cycle challenge across Orkney and Shetland • Corporate sponsor – Tunnock’s • Community groups, cycling clubs, businesses, schools, rotary clubs met Sean along the route and hosted events
  20. 20. Dance Marathons August • Aberdeen and Glasgow events • Celebrity support • Targeted dance groups, community groups and schools across Scotland • Over 800 people took part
  21. 21. freshnlo Pedal for Scotland September • Official charity partner • STV presenters got on their bikes • STV staff got involved too • Reaching out to communities and businesses • STV Appeal programme featuring Pedal for Scotland
  22. 22. What we have learned • Give yourself plenty planning and organising time to make the event fun and successful for everyone involved • Assemble a organising team • Agree your event goals – Raise awareness and support for a cause or organisation? – Promote a healthy active lifestyle? – Raise money? – Celebrate achievements?
  23. 23. What we have learned • Decide on the date, time and venue – Choose a suitable date and venue for your audience – Avoid clashes with other events – search online for event listings – Think about parking, accessibility, equipment available – Decide start time – how long will it take to set up/finish? Does it fit with public transport times? How many people will need to register on the day? – Contact the venue you are consider as soon as possible – Do you need provisions for food and drink – Event signage – Health and safety / first aid requirements • Who else you will need to contact – Do you need to apply for permissions or licenses – This may include land owners, local residents and businesses
  24. 24. What we have learned • Communicate with participants regularly – Send registration information – Prepare event information sheet – route information, what to bring etc. – Make sure event information online is up to date / send regular updates – Fundraising tips and sponsorship forms
  25. 25. What we have learned • Recruit volunteers to help on the day – Make sure everyone is briefed about their role in advance • Tell people about your event – Promotion – posters, newsletters, leaflets – Publicity – local newspapers, radio, TV, online and social media • On the day – Create a fun event experience for participants – Take lots of photos and celebrate the event online and on social media • After the event – Ask participants for feedback and use this to improve on future events
  26. 26. Raising money for charity – Great way engage with colleagues and communities to raise money for a good cause – There are lots ideas – bake sales, challenges, sponsored cycles, quiz nights – Get your friends, family, community and work colleagues involved in your fundraising efforts – Find out if your employer has a match giving scheme to match all or part of what you raise – Promoting your event or challenge is key to maximising your fundraising efforts – tell them what you are doing, why you are supporting that cause and how their donation will help – The easiest way to raise and collect money is for participants to set up a fundraising page online. This allows people to donate quickly and securely – You will need a licence from the local authority to collect money in public places
  27. 27. stv.tv/appeal facebook.com/AppealSTV @STVAppeal
  28. 28. SMARTS PR February 2014
  29. 29. What is PR? • PR is a technique which can be employed to raise awareness, build links with the local community and, ultimately, encourage cycling for everyone.
  30. 30. Bike Week How to promote and raise awareness of your event Bike Week
  31. 31. •What you need to know Editorial v Advertising / Advertorials Advertising / Advertorials • Paid for content • Guaranteed coverage • Expensive Editorial • Free • More credible • More powerful than advertising Media Relations Types of Media Print • Traditional print like local newspaper • National newspaper • Community newsletter Broadcast • Local radio • National radio • Television Online • Online news • News apps • Social media • Blogs
  32. 32. •Your Bike Week event PR and you First things first... • Know your audience • What type of media suits them? • What do you want to say and why? • How can you make it interesting? The next step • Build a good relationship with your local media – pick up the phone! • Create a PR plan – plan your launch in advance of your event and follow up • Timing – target slower news days PR top tips! • Develop stories around local issues / interests • Use supporters as spokespeople – experts, local celebrities, strong case stories • Write a good press release – Bold headline, 5 W’s, prioritise facts • Use Bike Week materials
  33. 33. •A success story! Bike Week 2013 • 80 pieces of media coverage generated – 50 more than 2012 • Launch picture was ‘BBC Big Picture’ of the day • 15 pieces of coverage on STV Local network, 35 pieces generated by event holders • Coverage seen by almost half a million • PR Value of almost £1.5 million - increased by almost £700,000 from 2012 Bike Week 2013
  34. 34. Bike Week on Social Media NEWSLETTER
  35. 35. Facebook • Main focus – Cover photo – ‘App Banner’ • Alter your cover photo frequently • Use an image, video with each post • Behind the scenes content is popular
  36. 36. Twitter • Utilise #BikeWeek to engage in wider conversation • Initiate conversation with your followers by asking questions. If questions are open-ended, be sure to re-enter the conversation • Engage with and reward followers by re-tweeting good quality tweets • Tweet pictures and short video clips of Bike Week events
  37. 37. YouTube • Visit http://www.youtube.com/user/BikeWeekTV • Utilise our videos from previous years – posting videos to Facebook and Twitter
  38. 38. Get involved! FREE • event registration • liability insurance • national publicity • website tools - www.bikeweek.org.uk
  39. 39. Questions....

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