LAB Smart Cycling Conference
Marketing 101: Selling Your Classes & Services Effectively
Chuck Ayers
Executive Director
Kat Sweet
Youth Program Coordinator
CASCADE BICYCLE CLUB
Cascade Bicycle Club
Goals:
1. To get more people riding more often more safely
2. To increase our voice and visibility to improve
facilities and environment for cyclists
3. To promote cycling as transportation
Programmatic Departments
Education, Advocacy, Commute, Events & Daily Rides
Creating a Better Community Through Bicycling
Cascade Bicycle Club
1. 13 Board Members
2. 26 Staff (4 AmeriCorps)
3. >11,000 Members
4. >50,000 Constituents in database
5. 13 Major Events
6. $2.8M Budget
Creating a Better Community Through Bicycling
Education: Youth Programs
Basics of Bicycling 10,000 kids
After School Programs 25 kids
Camps & Classes 110 kids
Events 651 kids
School Assemblies 930 kids
Bike 2 School Day 2227 kids
Bike 2 School Month 835 kids
Trips for Kids 284 kids
Major Taylor Project 45 kids
BikeMania 400 kids
Bike Skillz and Thrillz
Urban Riders/Teen Classes
Creating a Better Community Through Bicycling
Education: Adult Programs
• League-trained instructors
• Urban Cycling Techniques
• Maintenance Classes
• Senior Classes & Riding
• Group Riding & Pacelining
• Ambassadors
• Event Safety: Ride Refs & Messaging
Creating a Better Community Through Bicycling
Advocacy
• Electing pro-bike officials
• Active Lobbying
• Trail advocacy
• Testifying
• Statewide bike and ped counts
• Technical proficiency
• Seattle’s Bike Master Plan
• Complete streets ordinances
• Boards, Committees, etc
• Community Action
Creating a Better Community Through Bicycling
Commute
Bike to Work Day Participants
25000
2008:
20000
Over 50 commute classes
15000
10000 2009 (YTD):
5000 Over 25 commute classes
0 • 266 attendees
2000 2001 2002 2003 2004 2005 2006 2007 2008
• 46% new to commuting
• 50% male/50% female
Bike Business Forum
Creating a Better Community Through Bicycling
Events & Daily Rides
Seattle Bike Swap
Chilly Hilly
Seattle International Bicycle Expo
Bike to Work Program
Flying Wheels Summer Century
CycleFest
Seattle to Portland Bicycle Classic
RSVP
High Pass Challenge
Cascade Spawning Cycle
Kitsap Color Classic
160 Ride Leaders 1300 free rides
Creating a Better Community Through Bicycling
Selling Your Classes & Services
Effectively
Understand Your Audience
Who are they?
Age
Gender
Type of Rider
Rider Experience
Creating a Better Community Through Bicycling
Selling Your Classes & Services
Effectively
Understand Your Audience
What do they want to buy?
Safety
Fun
Health
Speed
Camaraderie
(How do you know?)
Creating a Better Community Through Bicycling
Selling Your Classes & Services
Effectively
Understand Your Product
What do you have to sell?
Traffic Skills 101 & 102
Commuting
Motorist Education
Kids I & II
Maintenance
Creating a Better Community Through Bicycling
Selling Your Classes & Services
Effectively
Match Your Product to What They Want
Find the need/desire and fill it
What’s the hook?
Title (best ones?)
Marketing look & feel
Instructor
Location
What they will experience
Creating a Better Community Through Bicycling
Selling Your Classes & Services
Effectively
Marketing (active and passive)
Web
E-mail/E-News (always collect e-addresses)
Word of Mouth
Brochures
Partners: Businesses, shops, schools, etc.
Events
Earned media
Sell to individuals and groups
Creating a Better Community Through Bicycling
Selling Your Classes & Services
Effectively
Add Enticements & Incentives
Event Discounts
Shop/Business Discounts
Member Discounts
Swag! (Sponsors?)
Volunteer Hours
Creating a Better Community Through Bicycling
LAB Smart Cycling Conference
Marketing 101: Selling Your Classes & Services Effectively
THANK
YOU
CASCADE BICYCLE CLUB