2. LaQuitta Bell DeAnna Booker Brittney Downs
Maya Hayes Kiran Nibbaragandla Breanna Wilson

3.  Increase the awareness for the bike safety class while also
encouraging higher enrollment and offering flexible time intervals.
 Update and maintain all content on the organization’s website as a
way to provide current and potential members with the most up-
to-date information; ensure that there are no gaps in
communication or incomplete information on the website.
 Offer customized events for specific targeted audiences.

4.  How we approached this marketing plan:
 Situational Analysis
 Market segmentation and targeting
▪ Cyclists
▪ Millennials
▪ Partnerships
 Strategy development

5. • Club substitutions
• Saturated non profit market
• Racing not allowed
• Misunderstanding of
organization
• People who don’t know how to
ride bikes
• New technology advances
• Partnerships
• Frequent bike riders
• Youth programs
• Increased bike infrastructures
• Low class registration
• No promotion of classes
• Classes are long
• Limited amount of marketing
material
• Limited class availability
• All-inclusive rides
• Large, loyal base of members
• Extreme passion for cycling
among members
• Bike safety classes
• Good relations with multiple bike
vendors
Strengths Weaknesses
ThreatsOpportunities

6. “Safety in Numbers”
“MHBC ELITE”

7.  Newly renovated bike areas
 Increased frequency of bike rides
 “More than 200 miles of dedicated bicycle lanes, shared-use paths,
and on-street bicycle routes are available to use today and 25
miles of protected bike lanes will be available by 2017.”
(bikepedmemphis.com)

8. “93% of bike crashes happen where there aren’t any dedicated bike lanes which
makes the rider in some cases less visible.”
bikepedmemphis.com

9. Product
Promotion
Place
Price
4PS
MARKETING
MIX
“SAFETY IN NUMBERS” AND “MHBC ELITE”
GROUP RIDES, INSURANCE, DISCOUNTS,
GENERAL AND ELITE SAFETY COURSES
Product
PROMOTIONAL ITEMS, ADDITIONAL
INSTRUCTORS AND BIKE SAFETY CLASSES,
INSURANCE BENEFITS, LOCAL BIKE SHOP
DISCOUNTS
Price
SHELBY FARMS, WOLF RIVER TRAIL, CHICKASAW
TRAIL, BIKE LANES
Place
SOCIAL MEDIA, WEBSITE, FLYERS, PARTNERSHIP
ADVERTISING, PROMOTIONAL ITEMSPromotion

10.  Promote the all-inclusive group rides and insurance
 Clearly communicate details of rides and routes
 Implement the “Did you know” flyers
 Include information about future classes
 Distribute promotional items
 Bumper sticker
 Water Bottle

11.  ELITE Safety Course Series
 In – depth training material and opportunities to become certified
 Cycling Passport
 Stamp at completion of each course
 ELITE members receive a dri-fit shirt

12.  Sign-up sheets for rides
 SignupGenius.com
 Easy sign-in apps for members
 AppDeveloperMemphis.com
 ID bracelets for the app
 Adafruit.com

13. Individual - $65 *Family - $120 Student - $40
Membership - $25 Membership - $40 Membership - $10
Safety Course - $35 Safety Course - $70 Safety Course - $25
Incentives - $0 Incentives - $0 Incentives - $0
Insurance - $0 Insurance - $0 Insurance - $0
**Branding Items - $5 **Branding Items - $10 **Branding Items - $5
Discounts - $0 Discounts - $0 Discounts - $0
* Family Membership includes 2 adults and children under the age of 12.
** Branding Item includes a bumper sticker.

14. Individual - $70 *Family - $130 Add – On Boxes
Membership - $25 Membership - $40 Jersey - $65
Safety Course - $35 Safety Course - $70 Trailblazer – MTSA
Membership ($25)
Incentives - $0 Incentives - $0 Trailblazer Family – MTSA
Membership ($45)
Insurance - $0 Insurance - $0
**Branding Items - $10 **Branding Items - $20
Discounts - $0 Discounts - $0
* Family Membership includes 2 adults and children under the age of 12.
** Branding Item includes a water bottle.

15. “We’re Going Places”

17.  Boast a $200B spending power (Barkley and Futurecast)
 72% of Millennials have graduated high school and 68% of
those graduates enrolled in college (U.S. Chamber
Foundation)
 Personal stories >Advertisements
 Authenticity > Content
 Connect with brands via internet and social media
▪ 44% of which use social media to “communicate with other
about a service, brand, or product” (Goldman Sach)

18.  MAVENS
 UP & COMERS
 ECLECTICS
 SKEPTICS
 TRENDSETTERS

20. “We’re Going Places”
#NexGenMHBC

21. Prefer brands that are easily accessible
Favor volunteer and family outings
Are drawn to sporting events and party-like environments
Love volunteer opportunities and connecting with the community
Are active on social media
Have a passion for biking

22. Product
Promotion
Place
Price
4 PS
MARKETING
MIX
NEXGEN MHBC
GROUP RIDES, BIKE RUNS, INSTRUCTOR
DISCOUNTS, HYBRID SAFETY COURSE
Product
GROUP PRICING DISCOUNTS, INSURANCE
BENEFITS, LOCAL BIKE SHOP DISCOUNTS
Price
MID TOWN MEMPHIS (38104), MILLENNIAL
MARKET COVERAGE, LOCATIONSPlace
CAMPUS RECRUITMENT, SOCIAL MEDIA
MARKETING, PRINT ADS, VOLUNTEER
INCENTIVES
Promotion

23.  Recruitment events
 College StreetTeams
 Safety classes to kids
 Update website & social media presence
 Hybrid course
 NexGen rides
 38104 Shop Hops
 Tour of Memphis

24. “BetterTogether”

26.  Geographically spread
 Existing relationships
 Cater to users of all levels
 Offer products that are complimentary to the safety courses
 Primarily individually owned

28.  Objectives
 Increased awareness of the safety course offerings
 Higher enrollment in the scheduled classes
 Strategy
 MHBC Board Member meets with the owner of a prospective partner
 Media Kit distributed

29.  Exposure to MHBC’s 1500+ members
 Promotion of products offered by organization/company
 Hosting of MHBC events at company/organization’s location
 Referral program benefits
 Increased awareness
 Safety course curriculum
 Website
 Social media
 Member word-of-mouth

30. PartnershipTiered Referral Program
Benefits of Hosting
Safety Course
Tier 1 Tier 2 Tier 3 Expectations of Partners
Advertisement On Website X X X
Advertise MHBC
Display flyer
Host logo on webpage
Word of mouth
Featured Spotlight in New
Member Package X X Offer 10% Discount to MHBC
members
15% Discount for Employees
to Join MHBC X
Carry MHBC Merchandise
Sell shirts and promotional
items
Referral Cash Back Guarantee
(subject to strict guidelines) X
Host MHBC Events
Safety Classes
Group Rides

31.  A package of promotional information for public relations opportunities
 For partnership marketing opportunities
 A starting place for creating membership promotion and packaging

32.  Letter of Introduction
 Background Information
 Products and Services Offered
 Recent Press Publication
 FAQs

33.  Important to display MHBC’s business
needs online and in print
 Many companies have business pages
available with info graphs of their online
media kit
 This information can also be adapted to
brochures for a personal touch
Figure 2 Fast Company's Digital Audience Media Kit
https://monetizepros.com/ad-sales/seven-examples-of-media-kits-that-
make-it-rain/

37.  Provide the same great experience
 Marketing/Advertising or Membership Development Personnel
 Hire someone whose main focus is marketing activities
 Volunteers
 Internal marketing activities
 Training current personnel for new strategies