Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Presentation from Rob McLean

187 views

Published on

Presentation from Rob McLean, Recreation Manager at British Cycling from the Sport and Recreation Alliance's Governance Workshop 09/06/2016

Published in: Sports
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Presentation from Rob McLean

  1. 1. Leveraging growth from major events and partnerships Rob McLean Recreation Manager, London, British Cycling
  2. 2. To sustain international success, to inspire more people to ride more often, and to get more from their bike riding for sport, recreation or transport. British Cycling Vision
  3. 3. Love Cycling!
  4. 4. Ambition In 2008 our vision was to use a strategy of using elite success and working with key partners to: • build capacity to sustain our growth • achieve a legacy of participation • continue elite success • change perceptions of British Cycling, making us relevant to the nation
  5. 5. Our Objectives •British winner of the Tour de France, continued elite success, London, Rio…Inspiration • 1 million more people cycling by 2013 •125,000 people cycling once/week 2013 & 17 •Membership over 100k, partnership to leave BC in strong position for sustainable growth 2016 Participation and Sustainable growth • Brand attribution through campaign & partnership activity - awareness and favourability Brand
  6. 6. Hypothesis When Team GB win, the nation is inspired and malleable, we want to convert inspiration into participation – making it as easy as possible for people to ride a bike. Working with our lead partner Sky and local authorities we could increase the awareness and familiarity of British Cycling and grow the whole sport using this inspiration to participation strategy.
  7. 7. 2004 2005 2008 2012 start 2012 finish 2015 2016 Beijing Games London Bid Announceme nt Olympic build up OPENING CEREMONY THE GAMES TWIN SPIKE Awards & recognition What next to Rio…?
  8. 8. Respond to a New Market The new market required a new response from the NGB involving partnership development and insight into:
  9. 9. Influencing – we can do good things for the UK
  10. 10. Influencing political leaders ...
  11. 11. Grown from 5 to 96 locations in 8 years 97 Sky Ride mass participation events Almost 9,000 guided rides Over 3,000 active Ride Leaders / Breeze champions Cycling is now the third most popular adult sport and activity in England. (APS 2015) 2009-2016: the national picture
  12. 12. Aims  Overall market growth  Increase frequency of existing cyclists  Reduce churn  Increase our market share  Increase female participation  Targeted and enhanced campaign  Enhanced quality of programmes  Increase BC awareness & favourability  Conditions to sustain growth
  13. 13. Source: Active People Survey 2008-15, Sport England Overall Participation & Market Growth
  14. 14. Increase Female Participation
  15. 15. Increase Female Participation
  16. 16. Behavioural Change • The whole model is based around the principles of behavioural change. • It was acknowledged at the outset that this was a long term goal and that it would be a gradual process. • Continuity of the model, campaign, staff and operating model is a crucial part to creating change over the long term.
  17. 17. INSPIRATION
  18. 18. PARTICIPATION
  19. 19. Big data – run simple Building digital capability Reach Engage Retain First Touch Point 2nd/3rd Touch Point Regular Returning Touch Points Data is ‘King’ Achieved by: Campaign & PR Registrations Opt In SEGMENTATION Content is ‘King’ Achieved by: ECRMs Competitions Social Media Talent Digital Strategy (Multi-Platform Focus) Supported by: Personalisation is ‘King’ Achieved by: Dashboard BC Fan / Member Achievements Content Products
  20. 20. Awareness of British Cycling/Sky Partnership
  21. 21. Campaign and Recruitment • 16% of 16+ UK population (8.4m) are regular cyclists • 1.73m (21%) of these regular cyclists have been influenced by the BC/Sky partnership or some element of the range of initiatives 1.73m
  22. 22. Impact on British Cycling – Awareness and Favourability
  23. 23. Hard to reach (never / not since child) (19.7 M) Latent demand (recent lapsed) (14.2M) Occasional (less than 12 times pa) (7.8M) Regular (At least 12 times pa) (3.9M) Frequent (Weekly through the year) (3.4M) UK Cycling has the potential to grow Total Cyclists = 15.1M Latent Demand = 14.2M
  24. 24. Partnership with TfL
  25. 25. Routes and Rides
  26. 26. Events
  27. 27. Positive Messaging and Campaigning
  28. 28. Stakeholders
  29. 29. Local Cycling Heroes
  30. 30. London membership!

×