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Presentation from Rob McLean
British Cycling aims to inspire more people to cycle through elite success and partnerships, targeting a substantial increase in participation by 2013. With initiatives focusing on awareness, behavioural change, and women's involvement, cycling has become the third most popular adult sport in England. The organization recognizes the importance of leveraging successful events to sustain growth and develop a long-term cycling culture across the nation.
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Presentation from Rob McLean
- 1. Leveraging growth frommajor events and partnerships Rob McLean Recreation Manager, London, British Cycling
- 2. To sustain internationalsuccess, to inspire more people to ride more often, and to get more from their bike riding for sport, recreation or transport. British Cycling Vision
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- 4. Ambition In 2008 ourvision 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. Our Objectives •British winnerof 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. Hypothesis When Team GBwin, 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. 2004 2005 20082012 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. Respond to aNew Market The new market required a new response from the NGB involving partnership development and insight into:
- 9. Influencing – wecan do good things for the UK
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- 11. Grown from 5to 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. Aims Overall marketgrowth 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. Source: Active PeopleSurvey 2008-15, Sport England Overall Participation & Market Growth
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- 16. Behavioural Change • Thewhole 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.
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- 23. 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
- 24. Awareness of BritishCycling/Sky Partnership
- 25. 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
- 26. Impact on BritishCycling – Awareness and Favourability
- 27. 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
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- 32. Positive Messaging andCampaigning
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Editor's Notes
- #3 Picture shows ‘inspiration to participation’ in action at Sky Ride Newcastle Gateshead in 2013.
- #6 Here are our high level Whole sport Plan objectives, we have already helped get a million people cycling and are building on that for 2017!
- #8 In the last two Olympic years we have seen increases of 7% (2008) and 11% (2012)
- #12 Talk through the national picture and we have grown over 6 years from 5 partners to 103. We work locally with councils as part of a national campaign to help change behaviour and get more people cycling. British Cycling membership: 87,000+ members for the first time in our history Cycle safety campaigning: British Cycling making significant progress at government level Awards: British Cycling named Sports Governing Body of the Year Women: Ambitious strategy launched to get a million more women cycling by 2020 Young people: Nearly 100,000 opportunities through Go-Ride. Exceeded Active People targets
- #14 APS Oct 2015 2.0m since then 100k more = 2.1m once a week
- #28 Latent demand for cycling is high, there are still thousands of people currently cycling less than 12 times a year who want to do more. Recent research showed the latent demand for Mountain biking
- #30 First of its kind between an NGB and a Transport Authority – in line with ethos of new Gvt Sport and PA Strategy Official Partnership based on an MoU signed in 2014 Agreement to work together to inspire more people to cycle and to promote enjoyable, safe and responsible cycling. Based around collaboration and sharing of resources to make more than sum of parts. 9 Themes in MoU – here’s some example of our work t date:
- #31 Partnership with TfL allowed the group and guided rides programme to show off the best places to ride across London with specific sub programmes of rides on the Santander Hire Bikes (making bikes available to those who wouldn’t otherwise have had them) and to show off key new cycle infrastructure incl Cycle Superhighways and Quietways. Additionally – this year, we’ll launch our Ride Social programme as a portal on TfL’s website – helping to support and build the growing network of Social Cyclists in London.
- #32 Rather than having a separate presence at major events such as PRL and ToB – we now have joint activation with shared messaging as part of a joint suite of measures to help people get in to and to stay cycling!
- #33 We have also worked to help support the case for sustained ongoing investment in cycling eg through the recent Mayoral candidate interviews by Chris Boardman and the joint Evening standard article supporting the case for the ‘Cycle Lane Revolution’ - based on a national YouGov poll.
- #34 Working to widen and encourage increased collaboration across the sport and transport sectors trying to encourage the taking on of similar principles to our Partership at practical delivery level. This Cycle Activity Mapping Tool, identifying cycling initiatives and organisations in the sport and transport sectors, was recently produced on our joint behalves by London Sport.
- #35 We have created joint content to help showcase and hopefully grow the diversity of London’s cyclists - as well as promoting BC initiatives and encouraging take up of TfL’s Cycle training!
- #36 We have a growing network of members who we support and communicate with on a regular basis – approaching 12k in London. This provides a great Comms channel for TfL so we have teamed up to offer Londoners a bespoke membership package incl additional deals and discounts! This has just been launched - at the end of May!