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Presentation from Rob McLean
1. Leveraging growth from major events and
partnerships
Rob McLean
Recreation Manager, London, British Cycling
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
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. 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. 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. 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. Respond to a New Market
The new market required a new response from the NGB involving
partnership development and insight into:
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. 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. Source: Active People Survey 2008-15, Sport England
Overall Participation & Market Growth
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.
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
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
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
Picture shows ‘inspiration to participation’ in action at Sky Ride Newcastle Gateshead in 2013.
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!
In the last two Olympic years we have seen increases of 7% (2008) and 11% (2012)
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
APS Oct 2015 2.0m since then 100k more = 2.1m once a week
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
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:
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.
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!
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.
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.
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!
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!