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It would mean a huge)Tj T* [(impr)-30(ovement in our quality of life \320 both)]TJ (personally and collectively. But first we)' T* [(have to change peoples\325 attitudes towar)-30(ds)]TJ (cycling. Specifically, we have to persuade)' (many non-cyclists to try, and enjoy, cycling)' (\320 then keep on doing it!)' 0 -2.4 TD (The National Cycling Strategy (NCS) aims)Tj 0 -1.2 TD [(to incr)-30(ease cycle use by all age gr)-30(oups. Its)]TJ (immediate objective is to triple the number)' T* [(of cycle trips by 2010, taking 1996 figur)-30(es)]TJ (as a base. This is ambitious \320 but)' (achievable. It would simply mean that)' T* [(cycling in the UK r)-30(eached the levels)]TJ T* [(alr)-30(eady achieved in other Eur)-30(opean)]TJ T* [(countries such as Sweden and Ger)-58(many.)]TJ 0 -2.4 TD [(It\325s easy to think of persuasive ar)-30(guments )]TJ 0 -1.2 TD (in favour of cycling. The challenge is)Tj T* [(communicating them ef)-58(fectively to the)]TJ T* [(people who ar)-30(e most likely to try it for)]TJ (themselves. That means thinking, and)' (taking action, at a local level. And this is)' T* [(wher)-30(e you can make a dif)-58(fer)-30(ence.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 226 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (1.2 About this handbook)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 202 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (This handbook is designed to help you )Tj 0 -1.2 TD (plan and implement successful local)Tj (cycling marketing campaigns. It explains)' (how to use basic marketing tools to work)' T* [(out which gr)-30(oups of people to tar)-30(get and)]TJ (how to communicate with them. 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By applying the)]TJ (techniques suggested in this handbook, )' (you will start to get a sense of what )' T* [(works in your ar)-30(ea and how best to take)]TJ T* [(things forwar)-30(d.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 454 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (1.3 What is marketing?)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 430 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Marketing is no mor)-30(e than a set of)]TJ 0 -1.2 TD (principles and techniques that can be)Tj (applied to almost any objective. It seeks to)' (understand people as consumers, to know)' T* [(what inter)-30(ests and motivates them, and to)]TJ T* [(pr)-30(esent them with good, r)-30(elevant r)-30(easons)]TJ (for doing something.)' 0 -2.4 TD (Above all, marketing encourages you to )Tj 0 -1.2 TD [(be customer)20(-focused. Only then can you)]TJ (understand the barriers that stop people)' T* [(fr)-30(om cycling. These may be physical things)]TJ T* [(\320 like not having a bike, being unawar)-30(e of)]TJ T* [(safe cycle r)-30(outes, or not having secur)-30(e)]TJ T* [(cycle storage. Or they may be mor)-30(e)]TJ T* [(intangible concer)-59(ns, like having a poor)]TJ (image of cycling, or feeling that it\325s \322just not)' 0.0001 Tc (for me\323.)' 0 -2.4 TD 0 Tc (For example, one cycling initiative aimed)Tj 0 -1.2 TD [(at schoolchildr)-30(en discover)-30(ed that many)]TJ T* [(childr)-30(en wer)-30(e not cycling because their)]TJ T* [(bikes wer)-30(e in a poor state of r)-30(epair)30(.)]TJ (Arranging basic cycling maintenance)' T* [(classes was an ef)-58(fective way of getting)]TJ (them cycling again.)' 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For example, pr)-30(oducing )]TJ T* [(a pr)-30(omotional leaflet is not an objective,)]TJ (although it may be an important action)' (that contributes to achieving your aims)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 238 Tm 0 Tr /CS1 cs 1 scn (Measurable)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 226 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Can you measur)-30(e pr)-30(ogr)-30(ess, and is ther)-30(e )]TJ 0 -1.2 TD (a system in place to help you do so? 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Y)61(ou could also arrange a guided)]TJ T* [(cycle to school with par)-30(ents and helpers.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 94 Tm 0 Tr /CS0 cs 1 scn 0.0001 Tc 0.03 Tw (Objective 2)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 82 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(T)8(o encourage weekday shoppers to cycle)]TJ 0 -1.2 TD [(rather than drive to the local super)-58(market. )]TJ 23.1441 50.4 TD [(Y)61(ou could appr)-30(oach the local super)-58(market)]TJ 0 -1.2 TD (and discuss how it could encourage people)Tj (to cycle \320 for example, by raising)' T* [(awar)-30(eness of secur)-30(e cycle storage pr)-30(ovided)]TJ T* [(by the stor)-30(e, or of)-58(fering cyclists a fr)-30(ee cof)-58(fee)]TJ T* [(or tea in the stor)-30(e caf\216. Y)61(ou also could)]TJ (persuade the local bike shop to stock a)' T* [(lar)-30(ge-capacity, r)-30(emovable shopping bag.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 466 Tm 0 Tr /CS0 cs 1 scn 0.0001 Tc 0.03 Tw (Objective 3)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 454 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(T)8(o encourage a local women\325s gr)-30(oup to)]TJ 0 -1.2 TD [(cycle a dif)-58(fer)-30(ent r)-30(oute each month during)]TJ (the summer months as part of its planned)' (activities.)' 0 -2.4 TD [(Y)61(ou could build a r)-30(elationship with the)]TJ 0 -1.2 TD [(women\325s gr)-30(oup by attending/speaking at)]TJ T* [(meetings, of)-58(fering support in planning)]TJ T* [(r)-30(outes, finding volunteers to guide initial)]TJ T* [(rides and pr)-30(oviding infor)-58(mation on safe,)]TJ (enjoyable cycling.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 310 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (2.5 How will you achieve your aims?)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 286 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Once you have established what you want)Tj 0 -1.2 TD (to achieve, you must work out how to do it.)Tj T* [(Remember)29(, your marketing action plan)]TJ T* [(must meet the needs of a specified gr)-30(oup of)]TJ (people or \324market segment\325 (see section 4),)' T* [(and the partner or sponsoring or)-30(ganisation)]TJ T* [(if ther)-30(e is one. )]TJ 0 -2.4 TD [(Y)61(our action plan should addr)-30(ess the)]TJ 0 -1.2 TD [(following ar)-30(eas:)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 154 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (What do people want or need?)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 142 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(As dif)-58(fer)-30(ent people expect dif)-58(fer)-30(ent things,)]TJ 0 -1.2 TD [(you must decide who your tar)-30(get gr)-30(oups)]TJ T* [(ar)-30(e and identify their needs and wants.)]TJ T* [(Section 4 pr)-30(ovides mor)-30(e details on)]TJ T* [(segmentation and tar)-30(geting.)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 261.787 304.25 m 290.134 304.25 l S 30.346 340.25 m 58.693 340.25 l S /GS0 gs Q endstreamendobj17 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm5/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj18 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm4/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm5 Do Q endstreamendobj19 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 464.882 13.283 102.047 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 479.7167 22 Tm 0 Tr /CS0 cs 1 scn 0.0001 Tc 0.03 Tw (2.1 2.2 2.3 2.4 2.5)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm4 Do /GS2 gs 116.22 612.375 334.489 160.594 re f BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm /CS0 cs 1 scn 0 Tc [(2)-2693(Deciding on your objectives)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w 0 0 0 1 K 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 566.929 760.721 l S 0 0 0 0 k 116.22 41.63 450.709 544.252 re f BT /F0 1 Tf 10 0 0 10 117.2205 574 Tm /CS0 cs 1 scn [(How can you cr)-7(eate a positive experience?)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(What benefits does the tar)-30(get gr)-30(oup)]TJ 0 -1.2 TD [(expect? How can you ensur)-30(e its experience)]TJ (is a positive one? See Section 5.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 514 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (How will you communicate the benefits )Tj 0 -1.2 TD (to people?)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 490 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (What messages do you want to)Tj 0 -1.2 TD [(communicate? What ar)-30(e the most ef)-58(ficient)]TJ T* [(and cost-ef)-58(fective pr)-30(omotional tools for)]TJ T* [(r)-30(eaching your tar)-30(get audience? For mor)-30(e)]TJ T* [(infor)-58(mation, tur)-59(n to Section 5.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 418 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Have you done what you set out to do?)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 406 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (When drafting your plan, it is important to)Tj 0 -1.2 TD (think about monitoring and evaluation, so)Tj T* [(you can lear)-59(n fr)-30(om your experiences and)]TJ T* [(do even better next time. Y)61(ou will only be)]TJ T* [(able to do this if you can measur)-30(e pr)-30(ogr)-30(ess.)]TJ (See Section 8.)' 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Being a cycling expert or)' (enthusiast does not necessarily make you)' T* [(very good at this! Y)61(ou need r)-30(eliable)]TJ T* 0 Tw [(infor)-58(mation.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 406 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(3.2 Gathering infor)-38(mation)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 382 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Befor)-30(e starting to gather infor)-58(mation, be)]TJ 0 -1.2 TD [(clear about what infor)-58(mation you need)]TJ T* [(and how you will use it. Put your pr)-30(e-)]TJ (conceptions aside and try to be open-)' T* [(minded. Using infor)-58(mation ef)-58(fectively)]TJ T* [(means being pr)-30(epar)-30(ed to change your)]TJ (mind about things. )' 0 -2.4 TD -0.006 Tc [(Infor)-58(mation falls into two categories.)]TJ 0 -1.2 TD [(Original infor)-58(mation that you generate)]TJ -0.0058 Tc (yourself is known as )' ET Q /GS2 gs q 0 0 595 841 re W n BT /F5 1 Tf 10 0 0 10 218.602 262 Tm 0 Tr /CS0 cs 1 scn -0.006 Tc 0.03 Tw [(primary r)-30(esear)-30(ch)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 302.3496 262 Tm 0 Tr /CS0 cs 1 scn -0.0058 Tc 0.03 Tw (. The)Tj -18.5129 -1.2 TD -0.006 Tc [(advantage of primary r)-30(esear)-30(ch is that it can)]TJ T* [(be highly specific to local cir)-30(cumstances.)]TJ -0.0058 Tc (The drawback is that it can be expensive)' T* -0.006 Tc [(and demand significant time and r)-30(esour)-30(ces)]TJ T* [(to obtain. If you look har)-30(d, you will often)]TJ T* [(find that the infor)-58(mation you\325r)-30(e looking for is)]TJ T* [(available in secondary r)-30(esear)-30(ch sour)-30(ces.)]TJ 0 -2.4 TD 0 Tc [(Ther)-30(e ar)-30(e many types of primary r)-30(esear)-30(ch.)]TJ 0 -1.2 TD (This category would include:)Tj 0 -2.4 TD /CS1 cs 1 scn [(_)-350(The r)-30(esults of a questionnair)-30(e designed to)]TJ 0.8504 -1.2 TD (find out local employers\325 views on cycling )Tj -0.8504 -1.8 TD [(_)-350(Data on the number of cyclists passing a)]TJ 0.8504 -1.2 TD [(certain point on a cycle r)-30(oute)]TJ -0.8504 -1.8 TD [(_)-350(The r)-30(esults of a community consultation)]TJ 23.9945 51.6 TD [(exer)-30(cise in which r)-30(epr)-30(esentatives of local)]TJ 0 -1.2 TD [(gr)-30(oups expr)-30(essed their views about a)]TJ (specific cycling issue)' -0.8504 -1.8 TD [(_)-350(Responses fr)-30(om a \324focus gr)-30(oup\325 meeting in)]TJ 0.8504 -1.2 TD [(which a gr)-30(oup of invited attendees)]TJ T* [(discussed a series of pr)-30(e-set questions)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F5 1 Tf 10 0 0 10 348.6614 490 Tm 0 Tr /CS0 cs 1 scn [(Secondary)-330(r)-30(esear)-30(ch)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 449.4373 490 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(r)-30(efers to infor)-58(mation)]TJ -10.0776 -1.2 TD [(gather)-30(ed by others. The obvious advantage)]TJ (is that someone has done the work for you!)' T* [(However)29(, this infor)-58(mation may be mor)-30(e)]TJ T* [(general, less up to date and less dir)-30(ectly)]TJ T* [(r)-30(elevant to local cir)-30(cumstances than)]TJ T* [(infor)-58(mation you gather yourself. )]TJ 0 -2.4 TD [(Ther)-30(e ar)-30(e many types of secondary)]TJ 0 -1.2 TD [(r)-30(esear)-30(ch, including:)]TJ 0 -2.4 TD /CS1 cs 1 scn [(_)-350(Census infor)-59(mation)]TJ 0 -1.8 TD [(_)-350(Academic r)-30(esear)-30(ch)]TJ T* [(_)-350(Articles in transport magazines)]TJ T* [(_)-350(Department of T)-18(ransport surveys and)]TJ 0.8504 -1.2 TD 0 Tw [(r)-30(eports)]TJ -0.8504 -1.8 TD -0.017 Tc 0.03 Tw [(_)-367(Material gather)-30(ed by or)-30(ganisations like the)]TJ 0.8504 -1.2 TD [(National Cycling Strategy Boar)-30(d, the CTC)]TJ -0.0174 Tc (or British Cycling)' 0 -2.4 TD /CS0 cs 1 scn 0 Tc [(If the infor)-58(mation you need is dif)-58(ficult to)]TJ 0 -1.2 TD [(find or your needs ar)-30(e complex, you may)]TJ (need to seek the assistance of a specialist)' T* [(befor)-30(e trying to gather data. )]TJ -0.8504 -2.4 TD [(Her)-30(e\325s a quick rundown on some of the)]TJ 0 -1.2 TD [(main for)-58(ms of infor)-58(mation gathering.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 130 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(3.3 Primary r)-7(esear)-6(ch sour)-6(ces)]TJ 0 -2.4 TD (Observation)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 94 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (One easy way to monitor how many)Tj 0 -1.2 TD [(people ar)-30(e cycling is to count them! Y)61(ou)]TJ T* [(can also obtain infor)-58(mation infor)-58(mally)]TJ T* [(when cycling yourself. Make sur)-30(e your own)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 349.661 124.25 m 378.008 124.25 l S 118.22 400.25 m 146.567 400.25 l S 118.22 568.25 m 146.567 568.25 l S /GS0 gs Q endstreamendobj23 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 28.346 13.283 102.048 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (3.1 3.2 )Tj 3.581 0 Td 1 scn (3.3 )Tj 1.79 0 Td 0.4 scn (3.4 3.5)Tj ET 0 0 0 0 k 28.346 594.661 450.709 178.308 re f BT /F0 1 Tf 11 0 0 11 29.3464 764.1133 Tm /CS0 cs 1 scn 0 Tc [(3 )-2362(Finding the infor)-39(mation you need)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 29.3464 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Resear)-30(chers travelled ar)-30(ound the UK checking cycle storage facilities)]TJ 0 -1.2308 TD [(at railway stations. They looked closely at how cyclists wer)-30(e choosing)]TJ T* [(to secur)-30(e their bikes. Lar)-30(ge numbers of cycles locked to railings or)]TJ T* [(other structur)-30(es suggested that bike racks wer)-30(e in the wr)-30(ong place )]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S /GS2 gs 0 0 0 0 k 28.346 50.39 450.709 535.492 re f BT /F1 1 Tf 10 0 0 10 29.3464 574 Tm /CS0 cs 1 scn (experience is typical, though.)Tj 0 -2.4 TD [(This type of market r)-30(esear)-30(ch is called)]TJ 0 -1.2 TD [(observation. Observational r)-30(esear)-30(ch is)]TJ (gathering data by watching people, their)' T* [(actions and activities. Y)61(ou can observe)]TJ T* [(cycling facilities to see if they ar)-30(e well-used,)]TJ T* [(or watch par)-30(ents arrive at school with their)]TJ T* [(childr)-30(en to get a br)-30(oad pictur)-30(e of how)]TJ (many walk or cycle. )' 0 -2.4 TD (Observation is an inexpensive and useful)Tj 0 -1.2 TD [(way to gather initial infor)-58(mation. T)9(aking)]TJ (photographs over a period of time can also)' T* [(captur)-30(e infor)-58(mation for futur)-30(e r)-30(efer)-30(ence.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 382 Tm 0 Tr /CS0 cs 1 scn -0.006 Tc 0.03 Tw [(Open-ended r)-7(esear)-6(ch)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 370 Tm 0 Tr /CS0 cs 1 scn -0.006 Tc 0.03 Tw [(People ar)-30(e often r)-30(eluctant to expr)-30(ess views)]TJ 0 -1.2 TD [(that they fear may give of)-58(fence. So if)]TJ T* [(someone knows you ar)-30(e trying to pr)-30(omote)]TJ -0.0058 Tc (cycling, they may subconsciously try to)' T* -0.006 Tc [(please you by appearing mor)-30(e positive)]TJ T* [(about it than they r)-30(eally ar)-30(e. )]TJ 0 -2.4 TD -0.0058 Tc (Sometimes it makes sense to ask people)Tj 0 -1.2 TD (about their views without being too specific)Tj T* -0.006 Tc [(about what it\325s for)30(. For example, if you ar)-30(e)]TJ T* [(trying to find out what schoolchildr)-30(en r)-30(eally)]TJ -0.0058 Tc (think about cycling, it may be better not to)' T* -0.006 Tc [(tell them that you ar)-30(e actively trying to)]TJ T* [(pr)-30(omote it!)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 190 Tm 0 Tr /CS0 cs 1 scn -0.0058 Tc 0.03 Tw (Community consultation)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 178 Tm 0 Tr /CS0 cs 1 scn -0.006 Tc 0.03 Tw [(A way of enabling a wide cr)-30(oss-section of)]TJ 0 -1.2 TD [(local people to shar)-30(e their experiences and)]TJ T* [(views. This is useful both when you ar)-30(e)]TJ T* [(gathering infor)-58(mation and when you ar)-30(e)]TJ T* [(actually planning or pr)-30(omoting a particular)]TJ -0.0058 Tc (course of action.)' 0 -2.4 TD -0.006 Tc [(Community consultation can r)-30(eveal things)]TJ 0 -1.2 TD -0.0058 Tc (which you might not discover any other)Tj (way. For example, you might find that)' T* -0.006 Tc [(people did not use a particular cycle r)-30(oute)]TJ 23.1441 43.2 TD -0.0058 Tc (because of worries over safety. The key to)Tj 0 -1.2 TD -0.006 Tc [(incr)-30(easing use would not be pr)-30(omoting the)]TJ T* [(r)-30(oute, but working out what would make it)]TJ T* [(safer \320 for example, impr)-30(oving the lighting.)]TJ 0 -2.4 TD -0.0058 Tc (An advantage of community consultation )Tj 0 -1.2 TD -0.006 Tc [(is that it enables you to r)-30(each beyond)]TJ T* [(people who ar)-30(e alr)-30(eady committed to)]TJ -0.0058 Tc (cycling. Community consultation can be)' T* -0.006 Tc [(or)-30(ganised in the for)-58(m of workshop sessions)]TJ T* [(or dr)-30(op-ins. It\325s better to go to wher)-30(e people)]TJ T* [(ar)-30(e \320 clubs, workplaces, schools, libraries \320)]TJ -0.0058 Tc (rather than expect them to come to you. )' 0 -2.4 TD -0.006 Tc [(Another for)-58(m of community consultation is)]TJ 0 -1.2 TD -0.0058 Tc (aimed at discovering the views of specific)Tj T* -0.006 Tc [(inter)-30(est gr)-30(oups \320 for example, local cycling)]TJ T* [(clubs, envir)-30(onmental gr)-30(oups, health)]TJ T* [(pr)-30(ofessionals and so on. This can be a very)]TJ T* [(ef)-58(ficient way of tapping into local expertise)]TJ -0.0058 Tc (and building wider support for your)' T* -0.006 Tc [(pr)-30(omotional strategy. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 214 Tm 0 Tr /CS0 cs 1 scn -0.0058 Tc 0.03 Tw (In-depth interviews)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 202 Tm 0 Tr /CS0 cs 1 scn -0.006 Tc 0.03 Tw [(Y)61(ou can gather a lot of useful infor)-58(mation)]TJ 0 -1.2 TD -0.0058 Tc (by conducting one-to-one interviews. They)Tj T* -0.006 Tc [(ar)-30(e a good way to explor)-30(e people\325s views in)]TJ T* [(depth or get r)-30(eactions to publicity material)]TJ T* [(or pr)-30(ojected events. )]TJ 0 -2.4 TD [(Ask the interviewee\325s per)-58(mission and try to)]TJ 0 -1.2 TD [(choose somewher)-30(e fairly quiet. It is a good)]TJ T* [(idea to r)-30(ecor)-30(d your conversation if you can;)]TJ T* 0 Tc 0.024 Tw [(t)6(h)6(a)6(t)6( w)6(a)6(y)6(,)6( y)6(o)6(u)6( d)6(o)6(n)6 6(t)-324(miss )-6(any )-6(points )-6(they)]TJ 0.03 Tw (make and you don\325t have to scribble notes. )' ET 0 0 0 0 k 255.787 500.843 223.268 85.039 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 15 0 0 15 256.7874 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (\322The pr)Tj ET 0 J 0 j 0.4 i 10 M []0 d 0.75 w /CS0 CS 1 SCN 262.4856 572.5 m 310.3344 572.5 l S BT /F0 1 Tf 15 0 0 15 310.426 574 Tm (ocess of community)Tj ET 310.426 572.5 m 458.3343 572.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 556 Tm (consultation can r)Tj ET 262.4567 554.5 m 397.1557 554.5 l S BT /F0 1 Tf 15 0 0 15 397.2619 556 Tm 0.0001 Tc (eveal)Tj ET 397.2619 554.5 m 438.0651 554.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 538 Tm 0 Tc (things that you might not)Tj ET 262.4567 536.5 m 452.0574 536.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 520 Tm (discover any other way)Tj ET 262.4567 518.5 m 437.8085 518.5 l S BT /F0 1 Tf 15 0 0 15 437.8085 520 Tm Tj ET Q endstreamendobj24 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm9/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj25 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm8/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm9 Do Q endstreamendobj26 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 464.882 13.283 102.047 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 479.7167 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (3.1 3.2 )Tj 3.5805 0 Td 1 scn (3.3 )Tj 1.7903 0 Td 0.4 scn (3.4 3.5)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm8 Do /GS2 gs 116.22 608.559 450.709 164.41 re f BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm /CS0 cs 1 scn 0 Tc [(3 )-2362(Finding the infor)-39(mation you need)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 117.2205 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(A Leicestershir)-30(e school had few pupils cycling to school and poor)]TJ 0 -1.2308 TD [(security and storage facilities. A teacher or)-30(ganised a school)]TJ T* [(confer)-30(ence on cycling. Pupils wer)-30(e given disposable cameras to take)]TJ T* [(pictur)-30(es of the pr)-30(oblems they encounter)-30(ed trying to bike to school.)]TJ T* [(This stimulated inter)-30(est to the point at which the school was able to)]TJ T* [(mount a successful funding bid. Pupils wer)-30(e involved in how the)]TJ T* [(funds wer)-30(e spent, selecting a package of measur)-30(es including a new)]TJ T* [(bike stor)-30(e with lockers. 50 pupils and 5 staf)-58(f now cycle to school)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 566.929 760.721 l S /GS2 gs 0 0 0 0 k 116.22 49.285 450.709 536.597 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Focus gr)-6(oups)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Similar to in-depth interviews in that they)Tj 0 -1.2 TD [(ar)-30(e fairly infor)-58(mal in natur)-30(e, focus gr)-30(oups)]TJ (typically involve talking to between six)' (and eight people at one time. )' 0 -2.4 TD [(Focus gr)-30(oups ar)-30(e usually a small sample )]TJ 0 -1.2 TD (of typical users or consumers under the)Tj T* [(dir)-30(ection of a gr)-30(oup leader who guides the)]TJ (discussion. Like one-to-one interviews, they)' T* [(ar)-30(e a useful way of exploring issues in)]TJ T* [(some detail or testing r)-30(eactions to ideas.)]TJ T* [(They ar)-30(e best done with the assistance of )]TJ T* [(a pr)-30(ofessional market r)-30(esear)-30(cher)30(.)]TJ 0 -2.4 TD [(Focus gr)-30(oups generally last a couple of)]TJ 0 -1.2 TD [(hours, and you need somewher)-30(e quiet to)]TJ T* [(hold them. Y)61(ou may need to of)-58(fer travelling)]TJ T* [(expenses and pr)-30(ovide r)-30(efr)-30(eshments.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 334 Tm 0 Tr /CS0 cs 1 scn [(Questionnair)-7(es)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 322 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(In-depth interviews and focus gr)-30(oups help)]TJ 0 -1.2 TD (you to identify the key issues. They can )Tj T* [(be used on their own, but ar)-30(e often used)]TJ T* [(befor)-30(e drawing up a mor)-30(e detailed)]TJ T* [(questionnair)-30(e to use with a much lar)-30(ger)]TJ T* [(gr)-30(oup of people. )]TJ 0 -2.4 TD [(Questionnair)-30(es ar)-30(e mor)-30(e structur)-30(ed than)]TJ 0 -1.2 TD [(other primary r)-30(esear)-30(ch methods described)]TJ (above, typically containing questions that)' T* [(r)-30(equir)-30(e r)-30(espondents to select fr)-30(om a pr)-30(e-)]TJ T* [(deter)-58(mined list of specific answers. This is)]TJ (useful because it allows you to quantify)' T* [(r)-30(esponses $eg \32272 per cent of r)-30(espondents)]TJ (said they would cycle into town if they)' T* [(wer)-30(e allowed to use the canal towpath\323$.)]TJ 0 -2.4 TD [(Questionnair)-30(e design is a specialist ar)-30(ea)]TJ 0 -1.2 TD (and you will need the input of someone)Tj (experienced in this field. )' 0 -2.4 TD [(A good questionnair)-30(e is easy and quick to)]TJ 0 -1.2 TD [(understand, r)-30(elevant to the r)-30(espondents,)]TJ 23.1441 51.6 TD [(simple to answer and straightforwar)-30(d to)]TJ 0 -1.2 TD [(analyse \320 and will generate r)-30(elevant, fair)]TJ T* [(and r)-30(eliable data.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 526 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Pilot testing a questionnair)-7(e)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 514 Tm 0 Tr /CS0 cs 1 scn -0.012 Tc 0.03 Tw [(It\325s useful to pilot test your questionnair)-30(e)]TJ 0 -1.2 TD [(befor)-30(e \322going live\323. This means trying it out)]TJ -0.0116 Tc (on a small sample of people first. This will)' T* -0.012 Tc [(r)-31(eveal whether the questions ar)-29(e understood)]TJ -0.0116 Tc (and meaningful. Much better to find out in)' (advance if you\325ve not got it quite right.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 430 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Sampling and r)-7(eliability)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 418 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Y)61(our questionnair)-30(e r)-30(esults and conclusions)]TJ 0 -1.2 TD (must stand up to close scrutiny because)Tj T* [(you\325r)-30(e going to base decisions on the)]TJ (findings. One issue is whether your survey)' T* [(sample is a fair r)-30(epr)-30(esentation of the wider)]TJ T* [(population whose views the findings ar)-30(e)]TJ T* [(used to r)-30(epr)-30(esent. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 322 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (If you plan to put together your own survey)Tj 0 -1.2 TD [(or questionnair)-7(e, you could start by taking)]TJ (a look at existing examples. For surveys )' T* [(on childr)-7(en\325s use of bikes, look at )]TJ T* 0 Tw [(www.safer)-6(outestoschools.or)-7(g.uk)]TJ (www.schoolzone.co.uk)' T* [(www.eco-schools.or)-7(g.uk)]TJ T* [(www.youngtransnet.or)-7(g.uk)]TJ 0 -2.4 TD /CS0 cs 1 scn 0.03 Tw [(3.4 Secondary r)-7(esear)-6(ch sour)-6(ces)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 190 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Whether or not you decide to conduct)Tj 0 -1.2 TD [(primary r)-30(esear)-30(ch, you may want to)]TJ T* [(consider what secondary r)-30(esear)-30(ch)]TJ T* [($r)-30(esear)-30(ch alr)-30(eady undertaken and)]TJ (published by others$ is available. The )' T* [(vast range of potential sour)-30(ces includes:)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 106 Tm 0 Tr /CS0 cs 1 scn -0.006 Tc 0.03 Tw [(Gover)-38(nment statistics)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 457.7711 106 Tm 0 Tr /CS0 cs 1 scn -0.0058 Tc 0.03 Tw (on population, health,)Tj -10.911 -1.2 TD -0.006 Tc [(leisur)-30(e and transport infor)-58(mation, available)]TJ T* [(either in printed for)-58(m or online. Local)]TJ T* -0.035 Tc [(authorities in particular ar)-30(e likely to be awar)-30(e)]TJ T* -0.012 Tc [(of existing r)-30(esear)-30(ch on the local population.)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 349.661 208.25 m 378.008 208.25 l S /GS0 gs Q endstreamendobj27 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 28.346 13.283 102.048 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (3.1 3.2 3.3 )Tj 5.371 0 Td 1 scn (3.4 3.5)Tj ET 0 0 0 0 k 28.346 594.661 450.709 178.308 re f BT /F0 1 Tf 11 0 0 11 29.3464 764.1133 Tm /CS0 cs 1 scn 0 Tc [(3 )-2362(Finding the infor)-39(mation you need)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 29.3464 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(A school in Eastleigh set itself the objective of incr)-30(easing the number)]TJ 0 -1.2308 TD (of pupils walking or cycling to school over five years. They devised a)Tj T* [(questionnair)-30(e and sent it to 600 pupils and par)-30(ents. The r)-30(esults)]TJ T* [(indicated that bike storage facilities wer)-30(e inadequate and insecur)-30(e,)]TJ T* [(and cycleways poorly lit. As a r)-30(esult of the survey, the local authority)]TJ T* [(has pr)-30(ovided funds to addr)-30(ess these issues)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S /GS2 gs 0 0 0 0 k 28.346 55.026 450.709 530.856 re f BT /F1 1 Tf 10 0 0 10 29.3464 574 Tm /CS0 cs 1 scn (Statistics compiled by )Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 138.2471 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(or)-7(ganisations and)]TJ -10.8901 -1.2 TD (public bodies)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 96.4458 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (. Cycling and transport)Tj -6.7099 -1.2 TD [(or)-30(ganisations such as the Cyclist\325s T)8(ouring)]TJ (Club (CTC), British Cycling and many)' T* [(others publish a wealth of cycling-r)-30(elevant)]TJ T* [(facts and infor)-58(mation online and in print.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 490 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Ar)-7(ea tourist boar)-6(d)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 123.1763 490 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(statistics and infor)-58(mation)]TJ -9.383 -1.2 TD [(on leisur)-30(e and r)-30(ecr)-30(eation tr)-30(ends.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 454 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Newspapers and magazines)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 174.0381 454 Tm 0 Tr /CS0 cs 1 scn ($particularly)Tj -14.4692 -1.2 TD 0.03 Tw (specialist publications$. They often have)Tj T* [(useful backgr)-30(ound infor)-58(mation or facts)]TJ (about local issues.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 394 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(The inter)-38(net)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 92.5296 394 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Sear)-30(ch engines like Google ar)-30(e)]TJ -6.3183 -1.2 TD [(a good place to look for infor)-58(mation on)]TJ T* [(themes in your r)-30(esear)-30(ch, although you)]TJ T* [(need to look car)-30(efully at sour)-30(ces. Not all)]TJ T* [(infor)-58(mation you find online is r)-30(eliable.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 322 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(3.5 Making best use of your infor)-38(mation)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 298 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(As well as making use of r)-30(esear)-30(ch findings)]TJ 0 -1.2 TD [(yourself, you may want to shar)-30(e them with)]TJ (others \320 the people who participated in)' T* [(your r)-30(esear)-30(ch pr)-30(oject, for example. )]TJ 0 -2.4 TD [(Sometimes r)-30(esear)-30(ch r)-30(esults ar)-30(e newsworthy)]TJ 0 -1.2 TD (and can be used to get wider publicity for)Tj T* [(your pr)-30(ogramme. For example, a local)]TJ T* [(newspaper might be inter)-30(ested in a news)]TJ T* [(item about the number of local childr)-30(en)]TJ T* [(who would cycle to school if they wer)-30(e)]TJ (encouraged to do so. Publicity would be a)' T* [(good way of pr)-30(eparing the gr)-30(ound for the)]TJ T* [(measur)-30(es you plan to implement. )]TJ 0 -2.4 TD [(Resear)-30(ch findings ar)-30(e not always what you)]TJ 0 -1.2 TD [(anticipate. Be pr)-30(epar)-30(ed to adapt your plans)]TJ T* [(accor)-30(dingly. Being r)-30(esponsive and flexible)]TJ T* [(will make your marketing plan str)-30(onger in)]TJ (the long run.)' ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 30.346 316.25 m 58.693 316.25 l S 0 0 0 0 k 255.787 499.727 223.268 86.155 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 15 0 0 15 256.7874 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (\322If r)Tj ET 0 J 0 j 0.4 i 10 M []0 d 0.75 w /CS0 CS 1 SCN 262.4856 572.5 m 283.037 572.5 l S BT /F0 1 Tf 15 0 0 15 283.1433 574 Tm (esear)Tj ET 283.1433 572.5 m 323.042 572.5 l S BT /F0 1 Tf 15 0 0 15 323.1335 574 Tm (ch findings ar)Tj ET 323.1335 572.5 m 426.6277 572.5 l S BT /F0 1 Tf 15 0 0 15 426.7339 574 Tm (e not)Tj ET 426.7339 572.5 m 463.7868 572.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 556 Tm (what you expect, you must)Tj ET 262.4567 554.5 m 465.8636 554.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 538 Tm (be pr)Tj ET 262.4567 536.5 m 301.6043 536.5 l S BT /F0 1 Tf 15 0 0 15 301.7105 538 Tm -0.0001 Tc (epar)Tj ET 301.7105 536.5 m 335.9073 536.5 l S BT /F0 1 Tf 15 0 0 15 336.0135 538 Tm 0 Tc (ed to adapt your)Tj ET 336.0135 536.5 m 460.9637 536.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 520 Tm (plans accor)Tj ET 262.4567 518.5 m 349.9039 518.5 l S BT /F0 1 Tf 15 0 0 15 349.9954 520 Tm (dingly)Tj ET 349.9954 518.5 m 397.3941 518.5 l S BT /F0 1 Tf 15 0 0 15 397.3941 520 Tm Tj ET Q endstreamendobj28 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm11/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj29 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm10/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm11 Do Q endstreamendobj30 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 443.232 13.283 123.697 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 461.8141 22 Tm 0 Tr /CS0 cs 1 scn 0.0001 Tc 0.03 Tw (4.1 4.2 4.3 4.4 )Tj 7.161 0 Td 0.4 scn (4.5 4.6)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm10 Do /GS2 gs 445.709 619.898 123.22 153.071 re f BT /F0 1 Tf 110 0 0 110 504.1205 693.4163 Tm /CS1 cs 1 scn 0 Tc (4)Tj ET 0 0 0 0 k 116.22 612.375 334.489 160.594 re f BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm /CS0 cs 1 scn [(4 )-2362(Identifying and understanding your audience)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 11 0 0 11 117.2205 734.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(4.1 )-1482(Making r)-30(esour)-30(ces work har)-30(der)]TJ 0 -1.3636 TD [(4.2 )-1482(Segmenting your audience)]TJ T* [(4.3 )-1482(T)9(ar)-30(geting \320 setting priorities)]TJ T* [(4.4 )-1482(Ideas for segmentation)]TJ T* [(4.5 )-1482(Evaluating market segments)]TJ T* [(4.6 )-1482(For)-58(ms of segmented marketing)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 450.709 760.721 l S 116.22 730.721 m 144.567 730.721 l S 152.925 730.721 m 450.709 730.721 l S 116.22 715.721 m 144.567 715.721 l S 152.925 715.721 m 450.709 715.721 l S 116.22 700.721 m 144.567 700.721 l S 152.925 700.721 m 450.709 700.721 l S 116.22 685.721 m 144.567 685.721 l S 152.925 685.721 m 450.709 685.721 l S 116.22 670.721 m 144.567 670.721 l S 152.925 670.721 m 450.709 670.721 l S 116.22 655.721 m 144.567 655.721 l S 152.925 655.721 m 450.709 655.721 l S Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(4.1 Making r)-7(esour)-6(ces work har)-6(der)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 550 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (In an ideal world you would tailor your)Tj 0 -1.2 TD [(marketing ef)-58(fort to the specific needs of)]TJ T* [(each and every potential cyclist. In the r)-30(eal)]TJ T* [(world this is clearly not possible. Y)61(ou need)]TJ T* [(to identify and focus on the gr)-30(oups of)]TJ T* [(people your r)-30(esear)-30(ch suggests will be most)]TJ T* [(r)-30(eceptive to pr)-30(o-cycling messages.)]TJ 0 -2.4 TD [(Ther)-30(e ar)-30(e two pr)-30(ocesses involved in)]TJ 0 -1.2 TD [(tar)-30(geting your audience: segmentation and)]TJ T* [(tar)-30(geting. This section explains mor)-30(e about)]TJ (these concepts and how you can make use)' (of them in your work at local level.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 382 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (4.2 Segmenting your audience)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 358 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(The pr)-30(ocess of dividing consumers with)]TJ 0 -1.2 TD (similar needs or wants into smaller sub-)Tj T* [(gr)-30(oups is known as segmentation. This)]TJ T* [(r)-30(ecognises that dif)-58(fer)-30(ent people have)]TJ T* [(dif)-58(fer)-30(ent needs and motivations. )]TJ 0 -2.4 TD [(Rather than tr)-30(eating consumers as a single)]TJ 0 -1.2 TD [(entity, it is far mor)-30(e ef)-58(fective to tailor your)]TJ (message to meet the needs of key sub-)' T* [(gr)-30(oups. By doing this, you maximise the)]TJ T* [(impact and r)-30(elevance of your marketing)]TJ (message, giving yourself the best possible)' (opportunity of achieving your objectives.)' 0 -2.4 TD [(Y)61(ou need to think car)-30(efully about the)]TJ 0 -1.2 TD (criteria you use to segment your audience,)Tj T* [(as this will make a big dif)-58(fer)-30(ence to the)]TJ T* [(outcome of your pr)-30(oject. )]TJ 0 -2.4 TD [(Y)61(ou could cr)-30(eate gr)-30(oups based on age,)]TJ 0 -1.2 TD [(gender or the ar)-30(ea in which people live or)]TJ (work. Or you could focus on behavioural)' (factors such as what types of activities)' T* [(people participate in, whether they alr)-30(eady)]TJ T* [(have a bike or what their attitudes ar)-30(e)]TJ T* [(towar)-30(ds transport and r)-30(ecr)-30(eational issues. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(4.3 T)29(ar)-7(geting \320 setting priorities)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 550 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Once you have applied your criteria for)Tj 0 -1.2 TD (segmenting the population, you will have )Tj T* [(a series of defined sub-gr)-30(oups, each with)]TJ T* [(certain shar)-30(ed characteristics. The next)]TJ T* [(stage is to decide which sub-gr)-30(oups of)-58(fer)]TJ (the most potential, and then concentrate)' T* [(your r)-30(esour)-30(ces on meeting their needs. This)]TJ T* [(pr)-30(ocess is called tar)-30(geting. )]TJ 0 -2.4 TD [(Sometimes your tar)-30(get audiences have)]TJ 0 -1.2 TD [(been deter)-58(mined by the wider objectives of)]TJ T* [(your or)-30(ganisation or partners. For example,)]TJ T* [(if you ar)-30(e working with health pr)-30(ofessionals)]TJ T* [(your audience may be people who ar)-30(e)]TJ (physically inactive or overweight or who)' T* [(have suf)-58(fer)-30(ed fr)-30(om a health condition. )]TJ 0 -2.4 TD [(In other cases ther)-30(e is no pr)-30(e-deter)-58(mined)]TJ 0 -1.2 TD [(tar)-30(get gr)-30(oup, and it is up to you to study)]TJ T* [(each of your possible tar)-30(get audiences in)]TJ T* [(tur)-59(n and work out which ar)-30(e likely to be)]TJ T* [(the most r)-30(eceptive. )]TJ 0 -2.4 TD (For example, if your general objective is to)Tj 0 -1.2 TD [(pr)-30(omote cycling to school, you may choose)]TJ T* [(to focus your ef)-58(forts on childr)-30(en in years 5)]TJ T* [(and 6, because they ar)-30(e old enough to be)]TJ (allowed to cycle to school on their own.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 202 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (4.4 Ideas for segmentation)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 178 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Ther)-30(e ar)-30(e numer)-30(ous ways in which people)]TJ 0 -1.2 TD (can be classified into segments. They)Tj T* [(include: age; socio-economic gr)-30(oup; family)]TJ (lifecycle stage; geography/location; a)' (combination of demographic and)' T* [(geographical factors; and behaviour)30(. )]TJ 0 -2.4 TD [(Ther)-30(e is no single best way to segment your)]TJ 0 -1.2 TD (market. It depends on your objectives, the)Tj T* [(r)-30(esour)-30(ces you have available, and the)]TJ T* [(context in which you ar)-30(e operating. )]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 349.661 196.25 m 378.008 196.25 l S 349.661 568.25 m 378.008 568.25 l S 118.22 376.25 m 146.567 376.25 l S 118.22 568.25 m 146.567 568.25 l S /GS0 gs Q endstreamendobj31 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 28.346 13.283 153.071 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (4.1 4.2 4.3 )Tj 5.371 0 Td 1 scn (4.4 )Tj 1.79 0 Td 0.4 scn (4.5 4.6)Tj -7.1611 55.2 TD 1 scn 0 Tc (Age)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (For example, you may wish to focus on)Tj 0 -1.2 TD [(school childr)-30(en, particularly those in the)]TJ (later stages of primary school. Or you could)' T* [(tar)-30(get the active r)-30(etir)-30(ed, or people in their)]TJ (twenties who used to cycle but have lost)' (the habit.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 478 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Socio-economic gr)-6(oupings )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 466 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Social and occupational factors ar)-30(e very)]TJ 0 -1.2 TD [(closely r)-30(elated in the UK. The concept of)]TJ (social class can be a contentious issue.)' T* [(However)29(, it is widely used in marketing)]TJ T* [(and social r)-30(esear)-30(ch and can be useful if)]TJ T* [(you ar)-30(e considering newspaper)]TJ (advertising, for example. The most)' (commonly used classification is:)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 358 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(A)-2820(Upper middle class)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 65.3464 346 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (High managerial, administrative, )Tj 0 -1.2 TD 0 Tw [(pr)-30(ofessional)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 310 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(B)-3000(Middle class)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 65.3464 298 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Inter)-58(mediate managerial, )]TJ 0 -1.2 TD [(administrative or pr)-30(ofessional)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 262 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(C1)-2260(Lower middle class)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 65.3464 250 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Supervisory, clerical , junior )Tj 0 -1.2 TD (managerial)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 214 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(C2)-2260(Skilled working class)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 65.3464 202 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Skilled manual workers)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 178 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(D)-2860(W)75(orking class)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 65.3464 166 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Semi-skilled or unskilled workers)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 142 Tm 0 Tr /CS1 cs 1 scn (E)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 65.3464 142 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Older people, casual workers and )Tj 0 -1.2 TD (others on very low income)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 106 Tm 0 Tr /CS0 cs 1 scn 0.0001 Tc 0.03 Tw (Family lifecycle)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 94 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(This appr)-30(oach categorises people accor)-30(ding)]TJ 0 -1.2 TD (to their family situation. )Tj 0 -2.4 TD [(A family lifecycle appr)-30(oach may be)]TJ 23.1441 51.6 TD (suggested by the facilities available in your)Tj 0 -1.2 TD [(ar)-30(ea. For example, ther)-30(e may be a cycle)]TJ T* [(r)-30(oute that is particularly suited to families)]TJ T* [(with small childr)-30(en, well away fr)-30(om main)]TJ T* [(r)-30(oads and passing a playgr)-30(ound. )]TJ 0 -2.4 TD [(Or if ther)-30(e ar)-30(e scenic r)-30(outes to enjoy, you)]TJ 0 -1.2 TD [(may wish to tar)-30(get members of bodies like)]TJ T* [(the National T)-18(rust or English Heritage.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 454 Tm 0 Tr /CS0 cs 1 scn (Geography)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 442 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (A simple way to segment the population is)Tj 0 -1.2 TD [(accor)-30(ding to geography/location. This may)]TJ T* [(be useful if you ar)-30(e encouraging people to)]TJ (bike to work, for example. It may mean)' T* [(tar)-30(geting those who live or work within a)]TJ T* [(certain distance of a cycle r)-30(oute, or who)]TJ T* [(work in a certain location. T)8(o do this you)]TJ T* [(will need some basic infor)-58(mation about)]TJ T* [(travel patter)-59(ns.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 322 Tm 0 Tr /CS0 cs 1 scn (Demography)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 310 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Demography is the study of human)Tj 0 -1.2 TD [(population in ter)-58(ms of size, population)]TJ (density, location, age, sex, occupation,)' T* [(education, r)-30(eligion, health pr)-30(ofile, race )]TJ (and nationality. )' 0 -2.4 TD [(Y)61(ou pr)-30(obably alr)-30(eady know a lot intuitively)]TJ 0 -1.2 TD [(about the demography of your local ar)-30(ea.)]TJ (For example, it may be clear that a lot of)' (people living on a particular housing estate)' T* [(work in the local r)-30(etail park and could be)]TJ (encouraged to bike to work. Or you may)' T* [(have spotted that a particular ar)-30(ea has a)]TJ T* [(high pr)-30(oportion of families with small)]TJ T* [(childr)-30(en who would enjoy cycling together)]TJ (at weekends.)' 0 -2.4 TD [(Y)61(ou can combine demographic and)]TJ 0 -1.2 TD [(geographic factors to get a mor)-30(e detailed)]TJ T* [(pictur)-30(e of potential to cycle \320 for example,)]TJ (people who live within two miles of the)' T* [(town centr)-30(e. )]TJ ET 0 0 0 0 k 28.346 612.375 450.709 160.594 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 11 0 0 11 29.3464 764.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(4 )-2362(Identifying and understanding your audience)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 29.3464 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Cycling isn\325t just for youngsters. \322Pedal Back the Y)60(ears\323 is a pr)-30(oject in)]TJ 0 -1.2308 TD [(Cor)-59(nwall that is dir)-30(ected specifically at encouraging older people to)]TJ T* [(take up cycling. Health visitors and community workers can r)-30(efer)]TJ (people for cycle rides on existing trails or between villages)' ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S Q endstreamendobj32 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm13/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj33 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm12/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm13 Do Q endstreamendobj34 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 416.662 13.283 150.267 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 461.8141 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (4.1 4.2 4.3 4.4 )Tj 7.161 0 Td 1 scn (4.5 4.6)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm12 Do /GS2 gs BT /F0 1 Tf 10 0 0 10 117.2205 490 Tm /CS0 cs 1 scn 0 Tc (Behavioural factors)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 478 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(People cycle for dif)-58(fer)-30(ent r)-30(easons. Leisur)-30(e)]TJ 0 -1.2 TD (cyclists may go cycling to discover a new)Tj T* [(ar)-30(ea or enjoy a view. T)8(eenagers may bike)]TJ (to meet friends. Others may cycle to get to)' T* [(work or stay fit. If you know br)-30(oadly what)]TJ T* [(motivates people, you can design pr)-30(ojects)]TJ T* [(that encourage them to cycle mor)-30(e.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 382 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (4.5 Evaluating market segments)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 358 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Ther)-30(e ar)-30(e a few simple questions you can)]TJ 0 -1.2 TD (apply to evaluate whether each market)Tj T* [(segment would make a viable tar)-30(get gr)-30(oup)]TJ T* [(or not. Y)61(our shortlist of potential tar)-30(get)]TJ (segment(s) should pass the following tests:)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 286 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Is the segment distinct?)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 274 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Have you identified gr)-30(oups of people who)]TJ 0 -1.2 TD [(ar)-30(e similar to each other)29(, yet suf)-58(ficiently)]TJ T* [(dif)-58(fer)-30(ent fr)-30(om the r)-30(est of the population?)]TJ T* [(Y)61(ou should be able to describe your tar)-30(get)]TJ T* [(segment in a few wor)-30(ds: for example,)]TJ (families living within one mile of the local)' (primary school.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 178 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Is the segment lar)-7(ge enough?)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 166 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(W)6(ill tar)-30(geting this segment be an ef)-58(ficient)]TJ 0 -1.2 TD [(use of your r)-30(esour)-30(ces? Can you justify the)]TJ (cost of a marketing campaign aimed at)' (only a small number of people?)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 106 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Can you r)-7(each the segment?)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 94 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Y)61(ou need to be able to communicate with)]TJ 0 -1.2 TD [(the tar)-30(get segment using appr)-30(opriate)]TJ T* [(pr)-30(omotional tools. $Read mor)-30(e about this in)]TJ T* [(Section 7.$ Make sur)-30(e that the tar)-30(get)]TJ 23.1441 51.6 TD [(segment can be r)-30(eached using the)]TJ 0 -1.2 TD [(pr)-30(omotional methods which ar)-30(e within your)]TJ (budget.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 526 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Is the segment r)-7(elevant?)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 514 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (How does marketing to the segment help)Tj 0 -1.2 TD [(fulfil the goals of your or)-30(ganisation? Does it)]TJ T* [(give you a clear)-30(er pictur)-30(e of how to design)]TJ T* [(or adapt cycling pr)-30(ovision?)]TJ 0 -2.4 TD (If the answer to any of these questions is)Tj 0 -1.2 TD (no, look again at your chosen segment(s)!)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 418 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(4.6 For)-38(ms of segmented marketing)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 394 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(When you have divided the tar)-30(get)]TJ 0 -1.2 TD [(population into meaningful subgr)-30(oups, )]TJ (you need to decide which segments you)' T* [(will concentrate on. Ther)-30(e ar)-30(e thr)-30(ee br)-30(oad)]TJ T* [(appr)-30(oaches for you to consider:)]TJ 0 -2.4 TD /CS1 cs 1 scn [(_)-350(Mass marketing)]TJ 0 -1.8 TD [(_)-350(Dif)-58(fer)-30(entiated marketing)]TJ T* [(_)-350(Niche marketing)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 262 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Mass marketing)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 250 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Having conducted your segmentation)Tj 0 -1.2 TD [(exer)-30(cise you may find that everyone )]TJ T* [(wants mor)-30(e or less the same things. Mass)]TJ T* [(marketing is wher)-30(e you r)-30(ecognise that)]TJ T* [(market segment dif)-58(fer)-30(ences ar)-30(e minimal,)]TJ (and decide to go after the whole market )' (at the same time. $For example: everyone)' T* [(living in Summerstown.$ Y)61(ou have)]TJ (identified a common need.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 130 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Dif)-35(fer)-7(entiated marketing)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 118 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Resear)-30(ch may have r)-30(evealed a number of)]TJ 0 -1.2 TD (very distinct segments, each with very)Tj T* [(dif)-58(fer)-30(ent needs. Dif)-58(fer)-30(entiated marketing is)]TJ T* [(wher)-30(e an or)-30(ganisation decides to tar)-30(get)]TJ (several market segments and designs)' T* [(separate opportunities and pr)-30(omotional)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 349.661 412.25 m 378.008 412.25 l S 118.22 376.25 m 146.567 376.25 l S 0 0 0 0 k 116.22 612.375 450.709 160.594 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(4 )-2362(Identifying and understanding your audience)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 117.2205 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Girls ar)-30(e less likely than boys to cycle to school. W)6(ithin the Safe)]TJ 0 -1.2308 TD [(Routes to School pr)-30(ogramme, Sustrans is making tar)-30(geted ef)-58(forts to)]TJ (encourage them. Headlines like \322Girls don\325t cycle, do they?\323)' (challenge girls to give their views and say what stops them cycling)' ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 566.929 760.721 l S /GS2 gs 0 0 0 0 k 111.22 500.843 223.268 85.039 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 15 0 0 15 112.2205 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (\322If you know br)Tj ET 0 J 0 j 0.4 i 10 M []0 d 0.75 w /CS0 CS 1 SCN 117.9187 572.5 m 226.0708 572.5 l S BT /F0 1 Tf 15 0 0 15 226.1623 574 Tm (oadly what)Tj ET 226.1623 572.5 m 310.9105 572.5 l S BT /F0 1 Tf 15 0 0 15 117.8898 556 Tm (motivates people, you can)Tj ET 117.8898 554.5 m 315.7489 554.5 l S BT /F0 1 Tf 15 0 0 15 117.8898 538 Tm (design pr)Tj ET 117.8898 536.5 m 187.9346 536.5 l S BT /F0 1 Tf 15 0 0 15 188.0261 538 Tm (ojects to inspir)Tj ET 188.0261 536.5 m 295.1311 536.5 l S BT /F0 1 Tf 15 0 0 15 295.2374 538 Tm (e)Tj ET 295.2374 536.5 m 303.9386 536.5 l S BT /F0 1 Tf 15 0 0 15 117.8898 520 Tm (and encourage them)Tj ET 117.8898 518.5 m 274.7849 518.5 l S BT /F0 1 Tf 15 0 0 15 274.7848 520 Tm Tj ET Q endstreamendobj35 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 28.346 13.283 140.427 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (4.1 4.2 4.3 4.4 4.5 )Tj 8.951 0 Td 1 scn (4.6)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (campaigns for each. $For example: families)Tj 0 -1.2 TD [(with teenage childr)-30(en living in the north of)]TJ T* [(Summerstown; people working in the r)-30(etail)]TJ (park to the west of the by-pass.$)' 0 -2.4 TD [(Lar)-30(ger local authorities may be able to)]TJ 0 -1.2 TD [(develop or adapt dif)-58(fer)-30(ent cycling)]TJ T* [(opportunities to meet the needs of dif)-58(fer)-30(ent)]TJ T* [(user gr)-30(oups eg r)-30(ecr)-30(eational r)-30(outes,)]TJ T* [(commuter r)-30(outes, safe r)-30(outes to schools,)]TJ T* [(and so on. A pr)-30(omotional campaign can)]TJ (be designed specifically to meet the needs)' T* [(of each of these tar)-30(get segments. )]TJ 0 -2.4 TD (The same facilities can meet a range of)Tj 0 -1.2 TD [(dif)-58(fer)-30(ent needs. So long as the dif)-58(fer)-30(ent )]TJ T* [(uses ar)-30(e compatible with each other)29(, you)]TJ T* [(can pr)-30(omote the pr)-30(ovision to a range of)]TJ (market segments.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 334 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Niche marketing)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 322 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Niche marketing is when an or)-30(ganisation)]TJ 0 -1.2 TD (aims to identify and serve the needs of a)Tj T* [(single tar)-30(get gr)-30(oup. )]TJ 0 -2.4 TD [(While your pr)-30(ovision may be generally)]TJ 0 -1.2 TD (available for everyone, you may wish to)Tj T* [(or)-30(ganise special activities to encourage)]TJ T* [(gr)-30(eater use by one specific gr)-30(oup of people.)]TJ ($For example: pupils in years 4, 5 and 6 )' (at Summerstown Primary School, plus)' T* [(teachers, par)-30(ents and car)-30(ers.$ )]TJ 0 -2.4 TD (Niche marketing allows you to tailor)Tj 0 -1.2 TD [(pr)-30(ovision to highly specific needs, leading)]TJ (to higher levels of satisfaction among )' T* [(your tar)-30(get gr)-30(oup.)]TJ ET 0 0 0 0 k 28.346 612.375 450.709 160.594 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 11 0 0 11 29.3464 764.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(4 )-2362(Identifying and understanding your audience)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S Q endstreamendobj36 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm15/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj37 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm14/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm15 Do Q endstreamendobj38 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 334.488 13.283 232.441 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 426.0089 22 Tm 0 Tr /CS0 cs 1 scn 0.0001 Tc 0.03 Tw (5.1 5.2 5.3 5.4)Tj 7.161 0 Td 0.4 scn (5.5 5.6 5.7 5.8)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm14 Do /GS2 gs 447.709 619.898 123.22 153.071 re f BT /F0 1 Tf 110 0 0 110 506.1205 693.4163 Tm /CS1 cs 1 scn 0 Tc (5)Tj ET 0 0 0 0 k 116.22 612.375 334.489 160.594 re f BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm /CS0 cs 1 scn [(5 )-2362(Winning people over)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 11 0 0 11 117.2205 734.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(5.1 )-1482(Plan for the long ter)-58(m)]TJ 0 -1.3636 TD [(5.2 )-1482(Developing the experience)]TJ T* [(5.3 )-1482(Barriers to cycling)]TJ T* [(5.4 )-1482(Thinking about pr)-30(omotion)]TJ T* [(5.5 )-1482(Adapting your message to your audience)]TJ T* [(5.6 )-1482(Making it memorable)]TJ T* 1.512 Tw [(5.7 Brand )1482(identity)]TJ T* [(5.8 Managing )1482(expectations)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 450.709 760.721 l S 116.22 730.721 m 144.567 730.721 l S 152.925 730.721 m 450.709 730.721 l S 116.22 715.721 m 144.567 715.721 l S 152.925 715.721 m 450.709 715.721 l S 116.22 700.721 m 144.567 700.721 l S 152.925 700.721 m 450.709 700.721 l S 116.22 685.721 m 144.567 685.721 l S 152.925 685.721 m 450.709 685.721 l S 116.22 670.721 m 144.567 670.721 l S 152.925 670.721 m 450.709 670.721 l S 116.22 655.721 m 144.567 655.721 l S 152.925 655.721 m 450.709 655.721 l S 116.22 640.721 m 144.567 640.721 l S 152.925 640.721 m 450.709 640.721 l S /GS2 gs 116.22 625.721 m 144.567 625.721 l S 152.925 625.721 m 450.709 625.721 l S Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(5.1 Plan for the long ter)-38(m)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 550 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(If you wer)-30(e to launch a new cycling)]TJ 0 -1.2 TD [(initiative in your ar)-30(ea and get a terrific)]TJ T* [(r)-30(esponse on launch day, that would be)]TJ (immensely encouraging \320 but it would )' T* [(not necessarily indicate longer ter)-58(m)]TJ (satisfaction and success. )' 0 -2.4 TD [(Since ef)-58(fective marketing is about)]TJ 0 -1.2 TD (genuinely meeting people\325s needs, the true)Tj T* [(test of success is whether one-of)-58(f cycling)]TJ T* [(experiences can be developed into r)-30(egular)29(,)]TJ T* [(sustainable patter)-59(ns of behaviour)30(. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 394 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (5.2 Developing the experience)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 370 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(T)-18(ry putting yourself in other people\325s shoes)]TJ 0 -1.2 TD [(and looking at cycling fr)-30(om their point of)]TJ (view. This may lead you to focus on the)' T* [(benefits of using a traf)-58(fic-fr)-30(ee cycle r)-30(oute,)]TJ T* [(for instance, rather than the r)-30(oute itself.)]TJ T* [($\322Get to your local shopping centr)-30(e in less)]TJ T* [(than ten minutes\311\323$. See Section 7 for mor)-30(e)]TJ (on benefits.)' 0 -2.4 TD [(People ar)-30(e typically less inter)-30(ested in the)]TJ 0 -1.2 TD [(physical featur)-30(es of a r)-30(oute and mor)-30(e in the)]TJ T* [(benefits it of)-58(fers \320 attractive views, secur)-30(e)]TJ T* [(family cycling or a r)-30(oute past the pub. )]TJ 0 -2.4 TD [(Initiatives to raise awar)-30(eness of a new or)]TJ 0 -1.2 TD [(existing pr)-30(ovision can be a sour)-30(ce of)]TJ (positive satisfaction in themselves \320 for)' T* [(example, a well signposted cycle r)-30(oute)]TJ (leading to a famous beauty spot. )' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 130 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (5.3 Barriers to cycling)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 106 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Think about the barriers that pr)-30(event)]TJ 0 -1.2 TD [(people fr)-30(om cycling. 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As part of Bike W)67(eek in)]TJ T* [(Y)61(orkshir)-30(e, IKEA has of)-58(fer)-30(ed fr)-30(ee meals to customers arriving on bikes)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S /GS2 gs BT /F1 1 Tf 10 0 0 10 29.3464 574 Tm /CS0 cs 1 scn (Think about the main purpose of your cycle)Tj 0 -1.2 TD [(r)-30(oute, event, activity or other pr)-30(ovision.)]TJ 0 -2.4 TD (_)Tj 0.8504 0 Td /CS1 cs 1 scn [(Does it fulfil that purpose in its curr)-30(ent)]TJ 0 -1.2 TD 0 Tw [(for)-58(m?)]TJ -0.8504 -1.8 TD 0.03 Tw [(_)-350(Who will make use of it?)]TJ T* [(_)-350(What ar)-30(e the potential barriers that may)]TJ 0.8504 -1.2 TD [(stop people using the pr)-30(ovision?)]TJ -0.8504 -1.8 TD [(_)-350(How will you enhance people\325s)]TJ 0.8504 -1.2 TD (experiences, or change their behaviour?)Tj -0.8504 -1.8 TD [(_)-350(How will people know about it?)]TJ T* [(_)-350(What infor)-58(mation do they need to make)]TJ 0.8504 -1.2 TD [(infor)-58(med choices?)]TJ -0.8504 -1.8 TD /CS0 cs 1 scn [(People involved in cycling pr)-30(omotions often)]TJ 0 -1.2 TD [(work in partnership with other or)-30(ganisations)]TJ T* [(\320 the local tourist boar)-30(d, transport operators,)]TJ (bike businesses, cafes, shops and)' T* [(community gr)-30(oups. Y)61(ou will be in a)]TJ T* [(str)-30(onger position to get their support and)]TJ (help if you have answers to these questions.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 286 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (5.5 Adapting your message to your)Tj 0 -1.2 TD (audience)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 250 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Cycling of)-58(fers a wide range of personal)]TJ 0 -1.2 TD (benefits, but you will not achieve the best)Tj T* [(r)-30(esults by pr)-30(omoting the full range to)]TJ T* [(everyone. Rather)29(, think about the market)]TJ T* [(segments you ar)-30(e tar)-30(geting. Consider)]TJ (which messages will appeal most to)' T* [(dif)-58(fer)-30(ent segments, and make sur)-30(e the)]TJ T* [(benefits you of)-58(fer ar)-30(e r)-30(elevant. )]TJ 0 -2.4 TD [(Her)-30(e ar)-30(e a few examples of potential tar)-30(get)]TJ 0 -1.2 TD [(segments and how you might tar)-30(get)]TJ T* [(dif)-58(fer)-30(ent benefit messages to each.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 94 Tm 0 Tr /CS0 cs 1 scn (Commuters)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 82 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Cycling to work saves time and/or money)Tj 0 -1.2 TD (and keeps you fit too)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(School childr)-7(en)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Cycling is fun and makes you feel fr)-30(ee and)]TJ 0 -1.2 TD (independent )Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 526 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Leisur)-7(e cyclists)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 514 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Cycling is a r)-30(elaxing and enjoyable way to)]TJ 0 -1.2 TD [(see the local ar)-30(ea)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 478 Tm 0 Tr /CS0 cs 1 scn (Adults)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 466 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Cycling is fun, perks you up and impr)-30(oves)]TJ 0 -1.2 TD (health, well-being and body shape)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 430 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (5.6 Making it memorable)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 406 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Given the sheer volume of infor)-58(mation we)]TJ 0 -1.2 TD (try to make sense of every day, we develop)Tj T* [(associations to help us r)-30(ecall infor)-58(mation. )]TJ 0 -2.4 TD [(Y)61(ou ar)-30(e competing with a br)-30(oad range of)]TJ 0 -1.2 TD (attractions and activities for the user\325s time,)Tj (so you need to consider how you can make)' T* [(cycling mor)-30(e tempting and attractive than)]TJ T* [(other for)-58(ms of transport for particular)]TJ T* [(jour)-59(neys. 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North Y)61(orkshir)-30(e County Council tackled this issue head on)]TJ T* [(with a pertinent message: \322For the cost of one month\325s petr)-30(ol, you\325d)]TJ (never have to fill up again!\323)' ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 566.929 760.721 l S /GS2 gs BT /F1 1 Tf 10 0 0 10 117.2205 490 Tm /CS0 cs 1 scn (One way of making a cycling initiative)Tj 0 -1.2 TD [(mor)-30(e memorable and compelling is to give)]TJ (it a brand identity of its own.)' 0 -2.4 TD (An American idea catching on in UK)Tj 0 -1.2 TD [(schools is WOW $Wheels on W)67(ednesdays$,)]TJ (encouraging pupils to cycle to school at)' T* [(least one day a week. Y)61(ou could cr)-30(eate)]TJ T* [(even mor)-30(e of an event $and a gr)-30(eat )]TJ (photo opportunity$ by supporting WOW)' (participants with pom-pom wielding)' (cheerleaders!)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 334 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(5.7 Cr)-7(eating a brand identity)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 310 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Branding can be a useful way of making)Tj 0 -1.2 TD [(cycling pr)-30(omotions mor)-30(e memorable and)]TJ T* [(ef)-58(fective. A brand identity is a name, ter)-58(m,)]TJ (sign, symbol or design $or combination of)' T* [(these$ used to identify your or)-30(ganisation or)]TJ (the facilities, events and activities it)' T* [(pr)-30(ovides, and to distinguish it fr)-30(om others. )]TJ 0 -2.4 TD [(Brand identity should expr)-30(ess the key)]TJ 0 -1.2 TD [(featur)-30(es of your or)-30(ganisation or pr)-30(oduct:)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 178 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Key aspects:)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 183.2234 178 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (personality, ambitions, way of)Tj -6.6003 -1.2 TD (communicating with people)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 142 Tm 0 Tr /CS0 cs 1 scn (Benefits:)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 161.7246 142 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (such as health, convenience,)Tj -4.4504 -1.2 TD [(r)-30(elaxation, low cost, views, etc)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 106 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(V)87(alues of your or)-7(ganisation:)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 259.4217 106 Tm 0 Tr /CS0 cs 1 scn -0.0001 Tc 0.03 Tw (such as)Tj -14.2201 -1.2 TD 0 Tc (serving the community)Tj 0 -2.4 TD [(Brand r)-30(esear)-30(chers often start by asking, )]TJ 0 -1.2 TD (\322If this brand was a person, what kind of)Tj 23.1441 51.6 TD (person would it be?\323 This can be a helpful)Tj 0 -1.2 TD (way of working out a consistent brand)Tj T* [(personality and making sur)-30(e it is pr)-30(esented)]TJ T* [(ef)-58(fectively in dif)-58(fer)-30(ent media.)]TJ 0 -2.4 TD [(Y)61(ou may need to choose a brand name. If)]TJ 0 -1.2 TD [(so, make sur)-30(e it is: )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 478 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Easy to pr)-6(onounce, r)-7(ecognise and)]TJ 0 -1.2 TD 0 Tw [(r)-7(emember)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 403.2315 466 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Short names ar)-30(e best. Build up)]TJ -5.457 -1.2 TD [(brand r)-30(ecognition by using the brand)]TJ T* [(name or logo on all your pr)-30(omotional tools. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 418 Tm 0 Tr /CS0 cs 1 scn (Distinctive)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 403.7662 418 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Y)61(our name should be)]TJ -5.5105 -1.2 TD [(memorable, dif)-58(fer)-30(ent fr)-30(om others and)]TJ T* [(instantly r)-30(ecognised)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 370 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (5.8 Managing expectations)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 346 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (It is important to manage the expectations)Tj 0 -1.2 TD [(of your tar)-30(get audience. T)8(o do this you)]TJ T* [(must pr)-30(ovide honest, accurate and up-to-)]TJ T* [(date infor)-58(mation about cycling)]TJ T* [(opportunities. Under)20(-selling your pr)-30(ovision)]TJ T* [(will r)-30(educe r)-30(esponse. Over)20(-selling it \320)]TJ T* [(making pr)-30(omises you can\325t keep \320 will)]TJ (simply lead to disappointment. )' 0 -2.4 TD [(The degr)-30(ee to which users ar)-30(e satisfied with)]TJ 0 -1.2 TD (a service depends upon their actual)Tj T* [(experience of what\325s pr)-30(ovided, measur)-30(ed)]TJ (against their expectations. A satisfied user)' T* [(of a cycle r)-30(oute will want to cycle again \320)]TJ (and she/he may tell friends and)' T* [(acquaintances about it too. W)67(or)-30(d of mouth)]TJ T* [(is the most power)-37(ful for)-58(m of pr)-30(omotion.)]TJ 0 -2.4 TD [(Remember)29(, even the best pr)-30(omotion in the)]TJ 0 -1.2 TD [(world will find it har)-30(d to sell a bad pr)-30(oduct)]TJ T* [(twice. The image and infor)-58(mation you)]TJ T* [(pr)-30(esent has got to match the r)-30(eality of the)]TJ (experience.)' ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 349.661 364.25 m 378.008 364.25 l S 118.22 328.25 m 146.567 328.25 l S 0 0 0 0 k 111.22 500.843 223.268 85.039 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 15 0 0 15 112.2205 574 Tm 0 Tr /CS0 cs 1 scn Tj ET 0 J 0 j 0.4 i 10 M []0 d 0.75 w /CS0 CS 1 SCN 117.9187 572.5 m 128.1177 572.5 l S BT /F0 1 Tf 15 0 0 15 127.0813 574 Tm 0.03 Tw (ou must pr)Tj ET 127.0813 572.5 m 207.1783 572.5 l S BT /F0 1 Tf 15 0 0 15 207.2698 574 Tm (ovide honest,)Tj ET 207.2698 572.5 m 306.1244 572.5 l S BT /F0 1 Tf 15 0 0 15 117.8898 556 Tm (accurate and up-to-date)Tj ET 117.8898 554.5 m 299.9875 554.5 l S BT /F0 1 Tf 15 0 0 15 117.8898 538 Tm (infor)Tj ET 117.8898 536.5 m 151.1894 536.5 l S BT /F0 1 Tf 15 0 0 15 151.7606 538 Tm (mation about cycling)Tj ET 151.7606 536.5 m 312.2629 536.5 l S BT /F0 1 Tf 15 0 0 15 117.8898 520 Tm (opportunities)Tj ET 117.8898 518.5 m 214.7892 518.5 l S BT /F0 1 Tf 15 0 0 15 214.7892 520 Tm Tj ET Q endstreamendobj43 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm19/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj44 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm18/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm19 Do Q endstreamendobj45 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 464.882 13.283 102.047 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 497.6193 22 Tm 0 Tr /CS0 cs 1 scn 0.0001 Tc 0.03 Tw (6.1 6.2 6.3)Tj 5.3708 0 Td 0.4 scn (6.4)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm18 Do /GS2 gs 447.709 619.898 123.22 153.071 re f BT /F0 1 Tf 110 0 0 110 506.1205 693.4163 Tm /CS1 cs 1 scn 0 Tc (6)Tj ET 0 0 0 0 k 116.22 612.375 334.489 160.594 re f BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm /CS0 cs 1 scn [(6 )-2362(Making it happen)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 11 0 0 11 117.2205 734.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(6.1 )-1482(Pr)-30(eparing your marketing action plan)]TJ 0 -1.3636 TD 1.512 Tw [(6.2 Planning )1482(partnerships)]TJ T* 0.03 Tw [(6.3 )-1482(Y)61(our implementation framework)]TJ T* [(6.4 )-1482(T)-21(ips for making it happen)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 450.709 760.721 l S 116.22 730.721 m 144.567 730.721 l S 152.925 730.721 m 450.709 730.721 l S 116.22 715.721 m 144.567 715.721 l S 152.925 715.721 m 450.709 715.721 l S 116.22 700.721 m 144.567 700.721 l S 152.925 700.721 m 450.709 700.721 l S 116.22 685.721 m 144.567 685.721 l S 152.925 685.721 m 450.709 685.721 l S Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(6.1 Pr)-7(eparing your marketing action plan)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 550 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(A systematic appr)-30(oach to marketing)]TJ 0 -1.2 TD [(involves a number of dif)-58(fer)-30(ent stages and)]TJ (tasks. Drafting a marketing action plan is)' T* [(the best way to ensur)-30(e that your overall)]TJ T* [(appr)-30(oach is coher)-30(ent and thought-out. It)]TJ (will help you win support and backing,)' T* [(and maintain the pr)-30(oject\325s dir)-30(ection as )]TJ (time goes on.)' 0 -2.4 TD (Many aspects of marketing planning which)Tj 0 -1.2 TD [(you will need to include have alr)-30(eady)]TJ T* [(been cover)-30(ed in this handbook, and you)]TJ T* [(may alr)-30(eady have had a go at them. )]TJ 0 -2.4 TD /CS1 cs 1 scn [(1)-837(Set SMAR)-27(T objectives)]TJ 0 -1.8 TD [(2)-837(Gather r)-30(esear)-30(ch)]TJ T* [(3)-837(Segment your audience)]TJ T* [(4)-837(Establish tar)-30(get segments)]TJ T* [(5)-837(T)9(ailor the idea to meet the needs of your)]TJ 1.4173 -1.2 TD [(tar)-30(get market)]TJ -1.4173 -1.8 TD [(6)-837(Develop tar)-30(geted messages and possibly)]TJ 1.4173 -1.2 TD (a brand identity)Tj -1.4173 -1.8 TD /CS0 cs 1 scn [(Y)61(ou will also need to: )]TJ T* /CS1 cs 1 scn [(7)-837(Design a detailed)]TJ 1.4173 -1.2 TD 0 Tw [(communications/pr)-30(omotional)]TJ T* [(pr)-30(ogramme)]TJ -1.4173 -1.8 TD 0.03 Tw [(8)-837(Build in ways of monitoring and)]TJ 1.4173 -1.2 TD [(evaluating the success of the pr)-30(oject )]TJ -1.4173 -2.4 TD /CS0 cs 1 scn [(See sections 7 and 8 for mor)-30(e on)]TJ 0 -1.2 TD (communications and evaluation.)Tj 0 -2.4 TD [(Y)61(our marketing action plan will catalogue)]TJ 0 -1.2 TD (and summarise your methodology, findings)Tj T* [(and pr)-30(ogr)-30(ess. As you put the action plan)]TJ T* [(together)29(, r)-30(efer r)-30(egularly to your objectives)]TJ T* [(and make sur)-30(e that your pr)-30(oject meets the)]TJ T* [(needs of tar)-30(get users and any partners or)]TJ T* [(sponsoring or)-30(ganisations. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (6.2 Planning partnerships)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 550 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Marketing cycling is a big challenge, )Tj 0 -1.2 TD (best tackled in partnership with others. )Tj (It\325s helpful to engage people at an early)' T* [(stage in planning, market r)-30(esear)-30(ch, or)]TJ T* [(pr)-30(omotional activity. Shar)-30(ed ownership )]TJ T* [(can mean incr)-30(eased r)-30(esour)-30(ces and)]TJ (commitment. )' 0 -2.4 TD [(Establishing a steering gr)-30(oup or working)]TJ 0 -1.2 TD [(party is a popular way of har)-59(nessing the)]TJ T* [(knowledge and contacts of pr)-30(oject partners.)]TJ 0 -2.4 TD (Once your marketing action plan is drafted,)Tj 0 -1.2 TD [(it\325s a good idea to gain feedback fr)-30(om)]TJ T* [(colleagues, as well as fr)-30(om r)-30(epr)-30(esentatives)]TJ T* [(of a range of other inter)-30(ested parties. These)]TJ T* [(might include tourist of)-58(ficers, education)]TJ T* [(pr)-30(oviders, community leaders, health)]TJ T* [(pr)-30(ofessionals, local cycling shops, other)]TJ T* [(businesses and user gr)-30(oups. )]TJ 0 -2.4 TD [(It may be too early to pr)-30(oduce detailed)]TJ 0 -1.2 TD (costings, but an initial idea of cost is)Tj (needed for planning purposes. It can be)' T* [(useful to get a r)-30(ough idea of the cost of)]TJ (your planned activities by talking to)' (suppliers and agencies. Make any)' (necessary amendments to your plan )' T* [(befor)-30(e you start work on the details.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 190 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(6.3 Y)69(our implementation framework)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 166 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(T)8(o implement your plan, you need to:)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 142 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Get the necessary appr)-6(ovals)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 130 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(If someone\325s appr)-30(oval is needed it is a good)]TJ 0 -1.2 TD (idea to involve them early on, at the)Tj (planning stage, so they feel a sense of)' T* [(shar)-30(ed ownership of the plan. )]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 349.661 184.25 m 378.008 184.25 l S 349.661 568.25 m 378.008 568.25 l S 118.22 568.25 m 146.567 568.25 l S /GS0 gs Q endstreamendobj46 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 28.346 13.283 102.048 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (6.1 6.2 )Tj 3.581 0 Td 1 scn (6.3 6.4)Tj -3.5805 55.2 TD 0 Tc (Decide on the steps leading to)Tj 0 -1.2 TD (implementation)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 550 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (What do you need to do to make your plan)Tj 0 -1.2 TD [(a r)-30(eality? Decide on the sequence of events)]TJ (and activities leading up to your end date.)' T* [(Using timelines or pr)-30(oject planning charts)]TJ (may help. )' 0 -2.4 TD [(Y)61(ou may be juggling cycling pr)-30(omotion)]TJ 0 -1.2 TD [(with other r)-30(esponsibilities. Be r)-30(ealistic, and)]TJ (don\325t make commitments you can\325t keep.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 430 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Assign r)-7(esponsibility for actions)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 418 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Decide who will be r)-30(esponsible for ensuring)]TJ 0 -1.2 TD (that each stage in the action plan is)Tj (completed. )' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 370 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Set up a working gr)-6(oup)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 358 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (This may mean putting together a working)Tj 0 -1.2 TD [(gr)-30(oup, working with an existing gr)-30(oup,)]TJ T* [(r)-30(ecruiting outside help, or giving parts of)]TJ T* [(the job to other staf)-58(f or volunteers.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 298 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Set deadlines)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 286 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Set your tar)-30(get deadlines, then work back)]TJ 0 -1.2 TD [(fr)-30(om the launch date to decide the timing)]TJ T* [(of the tasks leading up to it. Befor)-30(e you set)]TJ (your deadlines, establish your priorities.)' (Some elements of your campaign may be)' (less time-critical than others. )' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 202 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Market testing)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 190 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Whatever pr)-30(omotional tools you choose,)]TJ 0 -1.2 TD [(r)-30(emember to test them befor)-30(e going into full)]TJ T* [(pr)-30(oduction. Y)61(ou need to know if they will)]TJ T* [(work and will achieve the desir)-30(ed ef)-58(fect.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 130 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Build in evaluation)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 118 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Think thr)-30(ough how you will check pr)-30(ogr)-30(ess,)]TJ 0 -1.2 TD (put in place monitoring arrangements and)Tj T* [(plan corr)-30(ective action.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 490 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Confir)-38(m budgets)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 478 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Many of the steps in your plan have)Tj 0 -1.2 TD [(associated costs. Ensur)-30(e those r)-30(esponsible)]TJ (for each step know the budget limits. )' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 430 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(6.4 T)-20(ips for making it happen)]TJ 0 -2.4 TD 0 Tw [(Agr)-7(ee)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 394 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Decide who shar)-30(es ownership of the pr)-30(oject,)]TJ 0 -1.2 TD [(and who has the r)-30(esponsibility and)]TJ (authority to make decisions. Sometimes)' T* [(gr)-30(oup consensus is necessary and r)-30(eaching)]TJ T* [(this may take time. Identify and agr)-30(ee at)]TJ (the outset who will decide what.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 310 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Involve and infor)-38(m)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 298 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Keep people involved and update them)Tj 0 -1.2 TD [(r)-30(egularly. This helps build support for the)]TJ T* [(pr)-30(ogramme and often stimulates helpful)]TJ (ideas and connections with other events)' (and activities.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 226 Tm 0 Tr /CS0 cs 1 scn [(Co-or)-6(dinate)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 214 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(If mor)-30(e than one person is implementing)]TJ 0 -1.2 TD [(the plan, make sur)-30(e that everyone is kept)]TJ (\322in the loop\323. It is helpful if one person acts)' T* [(as overall co-or)-30(dinator)30(. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 154 Tm 0 Tr /CS0 cs 1 scn (Check)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 142 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Monitor the pr)-30(ogr)-30(ess of the plan at r)-30(egular)]TJ 0 -1.2 TD [(intervals and be pr)-30(epar)-30(ed to r)-30(evise it if)]TJ (things change.)' 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Understanding)]TJ 0 -1.2 TD (how people make decisions, and what)Tj (motivates them, can help you to develop)' T* [(mor)-30(e ef)-58(fective pr)-30(omotional pr)-30(ogrammes. )]TJ 0 -2.4 TD [(A key point to r)-30(emember is to focus on)]TJ 0 -1.2 TD [(benefits, not featur)-30(es. For instance, a first-)]TJ T* [(time personal computer buyer is mor)-30(e likely)]TJ T* [(to choose a PC \322power)-37(ful enough to)]TJ (manage his/her life with\323 (a benefit) than)' T* [(one \322of)-58(fering a 100Gb har)-30(d drive\323 $a)]TJ T* [(technical featur)-30(e$. )]TJ 0 -2.4 TD [(Similarly, you might pr)-30(omote the benefits )]TJ 0 -1.2 TD [(of a new cycle r)-30(oute as \322an enjoyable, fast)]TJ (and convenient way to the shops\323, rather)' T* [(than as \322a har)-30(d sur)-37(faced track cr)-30(eated by)]TJ T* [(the city council to divert bikes fr)-30(om the)]TJ T* [(High Str)-30(eet\323.)]TJ 0 -2.4 TD (It makes sense to identify the benefits you)Tj 0 -1.2 TD (think will mean most to each particular)Tj (audience. For adult women, cycling may)' T* [(of)-58(fer an easy way to incorporate exer)-30(cise)]TJ (into daily life without the expense of gym)' T* [(membership. Y)61(ou might choose to focus on)]TJ T* [(the positive ef)-58(fects on body shape and)]TJ (general health. )' 0 -2.4 TD [(Childr)-30(en may be mor)-30(e influenced by a)]TJ 0 -1.2 TD [(desir)-30(e for independence and fr)-30(eedom.)]TJ T* [(Motorists may need r)-30(eminding that cycling)]TJ (is sometimes a fast and convenient way to)' T* [(avoid traf)-58(fic jams.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 130 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (7.2 How we make decisions)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 106 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Experts have identified four key stages in)Tj 0 -1.2 TD [(the decision-making pr)-30(ocess. Y)61(ou can )]TJ T* [(use the AIDA model to make sur)-30(e each of)]TJ T* [(these stages is addr)-30(essed in your)]TJ (communication plan.)' 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Local advertising, for)' (example, can take your message to a big)' 23.1441 51.6 TD [(audience, so is good for cr)-30(eating)]TJ 0 -1.2 TD [(awar)-30(eness. But ther)-30(e is limited scope to)]TJ T* [(include detailed infor)-58(mation $about a)]TJ T* [(network of cycle r)-30(outes, for example$ in )]TJ T* [(an advert, so it is not as ef)-58(fective at)]TJ (encouraging action.)' 0 -2.4 TD (Public speaking is not so good at general)Tj 0 -1.2 TD [(awar)-30(eness raising but allows you to)]TJ T* [(establish a connection with a smaller gr)-30(oup)]TJ (of people and to communicate personal)' (enthusiasm and commitment.)' 0 -2.4 TD [(An of)-58(fer or r)-30(ewar)-30(d \320 a fr)-30(ee guided ride, for)]TJ 0 -1.2 TD (example \320 can help spur people into action)Tj T* [(once they ar)-30(e convinced of the general)]TJ (benefits of an activity.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 358 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(7.3 Planning ef)-35(fective pr)-6(omotions)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 334 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(The ter)-58(m \322pr)-30(omotion\323 covers any activity)]TJ 0 -1.2 TD (that communicates your message to a)Tj T* [(tar)-30(get gr)-30(oup. For example you could stage)]TJ T* [(a launch event, publish an infor)-58(mation)]TJ T* [(leaflet, give a talk to a gr)-30(oup of people or)]TJ (do an interview on local radio.)' 0 -2.4 TD [(The most ef)-58(fective pr)-30(omotions ar)-30(e part )]TJ 0 -1.2 TD [(of an ongoing pr)-30(ogramme of)]TJ T* [(communications, not one-of)-58(f activities. )]TJ 0 -2.4 TD (Investing time at the planning stage will)Tj 0 -1.2 TD (help you to make the best use of your)Tj T* [(r)-30(esour)-30(ces \320 money, expertise or people. T)8(o)]TJ (achieve your overall objectives, it may be)' (a good idea to set \324sub-objectives\325 for your)' T* [(pr)-30(omotional activity. $For example, making)]TJ (people living on the housing estate west of)' T* [(the Summerstown by-pass awar)-30(e of the)]TJ T* [(cycle r)-30(oute leading to the super)-58(market.$)]TJ (Again, make these marketing objectives)' T* [(SMAR)-27(T)56(, and r)-30(elate them dir)-30(ectly to your)]TJ T* [(tar)-30(get audience(s).)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 261.787 352.25 m 290.134 352.25 l S 0 0 0 0 k 28.346 612.375 450.709 160.594 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 11 0 0 11 29.3464 764.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(7 )-2362(Communicating the message)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 29.3464 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(A Y)61(orkshir)-30(e council of)-58(fers \322Families on wheels\323 and \322Retur)-59(ners to)]TJ 0 -1.2308 TD (cycling\323 courses to help those with specific needs to get out on their)Tj T* [(bikes. Courses include basic cycling skills, advice on what to wear)29(,)]TJ T* [(and r)-30(oute planning guidance)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S Q endstreamendobj51 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm23/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj52 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm22/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm23 Do Q endstreamendobj53 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 400.612 13.283 166.317 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 461.8141 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (7.0 7.1 7.2 7.3 )Tj 7.161 0 Td 1 scn (7.4 )Tj 1.7903 0 Td 0.4 scn (7.5)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm22 Do /GS2 gs BT /F0 1 Tf 10 0 0 10 117.2205 574 Tm /CS0 cs 1 scn 0 Tc [(7.4 Pr)-6(omotional techniques)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 550 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Many marketing tools ar)-30(e available. Some)]TJ 0 -1.2 TD [(ar)-30(e expensive, so consider what you can)]TJ T* [(af)-58(for)-30(d and what impact you ar)-30(e likely)]TJ (achieve for your money. )' 0 -2.4 TD [(Y)61(ou will pr)-30(obably want to use a mix of)]TJ 0 -1.2 TD [(dif)-58(fer)-30(ent techniques to r)-30(each dif)-58(fer)-30(ent)]TJ (audiences. )' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 442 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Mass marketing)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 175.2956 424 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Local advertising)Tj 0 -1.8 TD (Local newspapers and )Tj 0 -1.2 TD (magazine coverage)Tj 0 -1.8 TD (Poster campaigns)Tj (Leaflet displays)' T* [(Pr)-30(ess invitations and visits)]TJ T* [(Door)20(-to-door leafleting)]TJ T* [(The inter)-59(net)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 280 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Dif)-35(fer)-7(entiated marketing)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 175.2956 262 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Local magazines and )Tj 0 -1.2 TD (newsletters)Tj 0 -1.8 TD [(Leaflets and infor)-58(mation packs)]TJ (Personal encouragement )' 0 -1.2 TD ((public speaking))Tj 0 -1.8 TD [(E-mail campaigns $per)-58(mission )]TJ 0 -1.2 TD (based$)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 148 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Niche marketing)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 175.2956 130 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw (Guided or led cycle rides)Tj 0 -1.8 TD (Personal talks)Tj (School or youth club visits)' T* [(Leaflets or infor)-58(mation packs)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Local advertising)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Local pr)-30(ess advertising is r)-30(elatively)]TJ 0 -1.2 TD [(expensive but can r)-30(each lar)-30(ge audiences.)]TJ T* [(T)8(o find out the cost, telephone your chosen)]TJ T* [(publication(s) and ask for a rate car)-30(d $the)]TJ T* [(list of advertising char)-30(ges for the)]TJ (newspaper or magazine$. )' 0 -2.4 TD [(Pricing structur)-30(es can be complex, so if )]TJ 0 -1.2 TD [(you ar)-30(e seriously considering advertising in)]TJ (a publication, ask the advertising sales)' T* [(person to explain how it works. Y)61(ou should)]TJ T* [(also try to establish whether the r)-30(eadership)]TJ T* [(includes your tar)-30(get audience. Most)]TJ (newspapers will have demographic data)' T* [(about their r)-30(eadership. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 370 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Publicity and pr)-7(ess)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 358 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(If you ar)-30(e hoping to get pr)-30(ess coverage )]TJ 0 -1.2 TD [(you need to have an inter)-30(esting story to)]TJ (tell. Local newspapers like stories and)' T* [(photographs of local people. Y)61(ou stand a)]TJ T* [(better chance if you can pr)-30(ovide good)]TJ T* [(briefing infor)-58(mation. Y)61(our pr)-30(ess or PR)]TJ T* [(of)-58(ficer)29(, if ther)-30(e is one, can help develop a)]TJ (story that works for the publication and)' (your audience. )' 0 -2.4 TD [(If you don\325t have a pr)-30(ess of)-58(fice, try to build)]TJ 0 -1.2 TD [(up good r)-30(elationships with the jour)-59(nalists on)]TJ T* [(the local newspaper)29(, and lear)-59(n how to)]TJ T* [(write ef)-58(fective pr)-30(ess r)-30(eleases. )]TJ 0 -2.4 TD [(Editorial coverage is fr)-30(ee and may be seen)]TJ 0 -1.2 TD [(as mor)-30(e objective and cr)-30(edible than paid-)]TJ T* [(for advertising. Y)61(ou can invite selected)]TJ T* [(jour)-59(nalists and photographers to attend)]TJ (launch events or special activities to)' (generate additional publicity. )' 0 -2.4 TD [(Bear in mind that ultimate editorial contr)-30(ol)]TJ 0 -1.2 TD [(lies with the newspaper)29(, so you do not)]TJ T* [(have any contr)-30(ol over what appears.)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 118.22 568.25 m 146.567 568.25 l S 0 0 0 0 k 116.22 612.375 450.709 160.594 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(7 )-2362(Communicating the message)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 566.929 760.721 l S /CS1 CS 1 SCN 170.5669 424 m 128.7109 424 l S 170.5669 406 m 128.7109 406 l S 170.5669 340 m 128.7109 340 l S 170.5669 376 m 128.7109 376 l S 170.5669 358 m 128.7109 358 l S 170.5669 322 m 128.7109 322 l S 128.7112 438.0357 m 128.7112 303.9997 l S 170.8169 304.25 m 128.9609 304.25 l S 170.8169 213.9713 m 128.9609 213.9713 l S 170.8169 262.0054 m 128.9609 262.0054 l S 170.8169 231.9713 m 128.9609 231.9713 l S 170.8169 184.25 m 128.9609 184.25 l S 128.961 274.6099 m 128.961 184 l S 170.8169 94 m 128.9609 94 l S 170.8169 129.7949 m 128.9609 129.7949 l S 170.8169 112.0153 m 128.9609 112.0153 l S 170.8169 76 m 128.9609 76 l S 128.9607 143.7003 m 128.9607 76.0003 l S Q endstreamendobj54 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 28.346 13.283 146.299 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (7.0 7.1 7.2 7.3 )Tj 7.161 0 Td 1 scn (7.4)Tj 1.79 0 Td 0.4 scn (7.5)Tj -8.9513 55.2 TD 1 scn 0 Tc (Personal encouragement)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Personal encouragement thr)-30(ough)]TJ 0 -1.2 TD [(interaction with your tar)-30(get gr)-30(oup(s) is )]TJ T* [(one of the most cost-ef)-58(fective pr)-30(omotional)]TJ (methods. By talking to people and)' T* [(or)-30(ganising activities in which they can)]TJ T* [(participate, you ar)-30(e building up)]TJ T* [(r)-30(elationships and encouraging them in )]TJ (the most human and involving way to )' (try cycling.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 442 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(W)75(or)-6(d of mouth)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 430 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(It\325s fr)-30(ee and has mor)-30(e cr)-30(edibility than any)]TJ 0 -1.2 TD [(other for)-58(m of pr)-30(omotion. People ar)-30(e far)]TJ T* [(mor)-30(e likely to act as a r)-30(esult of a personal)]TJ T* [(r)-30(ecommendation than a message in a)]TJ T* [(leaflet or poster)30(. Personal example is)]TJ T* [(challenging and encouraging: \322W)67(ell, if they)]TJ (can do it, then I can too!\323 )' 0 -2.4 TD [(However)29(, with wor)-30(d of mouth you do not)]TJ 0 -1.2 TD [(have contr)-30(ol over the message passed on.)]TJ T* [(And bad experiences ar)-30(e as power)-37(ful an)]TJ (influence as good ones!)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 274 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Public speaking/pr)-7(esentations)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 262 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Other than the public speaker\325s time and)Tj 0 -1.2 TD (travelling expenses, this involves little)Tj (expense, and the benefits can be)' (considerable. Most audiences find a)' (speaker\325s evident enthusiasm infectious.)' (Public speaking also makes it possible to)' T* [(gauge how many people ar)-30(e inter)-30(ested in)]TJ T* [(getting involved in a pr)-30(oject \320 and then)]TJ T* [(you can of)-58(fer on-the-spot infor)-58(mation )]TJ (and support.)' 0 -2.4 TD [(Pr)-30(esentations ar)-30(e generally smaller in scale)]TJ 0 -1.2 TD [(but can be no less ef)-58(fective. Y)61(ou could hold)]TJ T* [(r)-30(egular briefings with local community)]TJ T* [(gr)-30(oups and businesses, updating them)]TJ T* [(about the latest r)-30(outes, facilities and events. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 490 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Dir)-7(ect marketing)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 478 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Dir)-30(ect and individualised marketing can )]TJ 0 -1.2 TD [(be ef)-58(fective at changing people\325s transport)]TJ T* [(habits, though they ar)-30(e both labour)20(-)]TJ (intensive. Both entail communicating)' T* [(dir)-30(ectly with members of your tar)-30(get)]TJ (audience, either by mail, telephone or )' (face-to-face. )' 0 -2.4 TD [(W)6(ith individualised marketing you tailor)]TJ 0 -1.2 TD [(your of)-58(fer to the needs of individuals. For)]TJ (example, you ring someone up and ask )' T* [(if they would be inter)-30(ested in cycling to)]TJ T* [(work. If they expr)-30(ess an inter)-30(est you help)]TJ T* [(them identify a r)-30(oute, pr)-30(ovide them with)]TJ T* [(infor)-58(mation and possibly even arrange )]TJ (an incentive.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 260.7874 274 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Photography )Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 260.7874 262 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Good photography can be a power)-37(ful)]TJ 0 -1.2 TD [(element of almost any pr)-30(omotional)]TJ (campaign, communicating your message)' (simply yet persuasively. )' 0 -2.4 TD [(Y)61(ou will find that newspapers and)]TJ 0 -1.2 TD [(magazines will be far mor)-30(e likely to cover)]TJ T* [(your pr)-30(oject if you can of)-58(fer a good )]TJ (photo opportunity. Local newspapers like)' (photographs featuring local people \320 )' (they sell papers!)' 0 -2.4 TD (The images you use can make a big)Tj 0 -1.2 TD [(dif)-58(fer)-30(ence to people\325s per)-30(ceptions of)]TJ (cycling. Be imaginative and look for)' (unusual photo opportunities. Cycling)' T* [(pictur)-30(es often look fairly uninspiring, with)]TJ T* [(an undue emphasis on tar)-58(mac and r)-30(oad)]TJ ET 0 0 0 0 k 28.346 612.375 450.709 160.594 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 11 0 0 11 29.3464 764.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(7 )-2362(Communicating the message)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 29.3464 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Sussex University launched a \322Give it a go\323 pr)-30(omotional campaign for)]TJ 0 -1.2308 TD [(National Bike W)67(eek. The package of support of)-58(fer)-30(ed to students)]TJ T* [(included subsidised training, help with bike r)-30(epairs, or)-30(ganised rides)]TJ T* [(and a fr)-30(ee br)-30(eakfast)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S /GS2 gs 0 0 0 0 k 255.787 500.843 223.268 85.039 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 15 0 0 15 256.7874 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (\322People ar)Tj ET 0 J 0 j 0.4 i 10 M []0 d 0.75 w /CS0 CS 1 SCN 262.4856 572.5 m 332.5378 572.5 l S BT /F0 1 Tf 15 0 0 15 332.644 574 Tm (e far mor)Tj ET 332.644 572.5 m 400.7439 572.5 l S BT /F0 1 Tf 15 0 0 15 400.8501 574 Tm 0.0001 Tc (e likely to)Tj ET 400.8501 572.5 m 473.4617 572.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 556 Tm 0 Tc (act as a r)Tj ET 262.4567 554.5 m 333.4054 554.5 l S BT /F0 1 Tf 15 0 0 15 333.5116 556 Tm (esult of a personal)Tj ET 333.5116 554.5 m 470.4625 554.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 538 Tm (r)Tj ET 262.4567 536.5 m 268.1549 536.5 l S BT /F0 1 Tf 15 0 0 15 268.2611 538 Tm (ecommendation than a)Tj ET 268.2611 536.5 m 443.7597 536.5 l S BT /F0 1 Tf 15 0 0 15 262.4567 520 Tm (message in a leaflet)Tj ET 262.4567 518.5 m 413.2101 518.5 l S BT /F0 1 Tf 15 0 0 15 413.2101 520 Tm Tj ET Q endstreamendobj55 0 obj<<>/XObject<>/ProcSet[/PDF/ImageB]/ExtGState<>>>/Name/Fm25/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</2.0><>>>>>stream /GS0 gs q 1 0 0 1 0 0 cm /CS0 cs 1 scn /Im1 Do Q endstreamendobj56 0 obj<<>/ProcSet[/PDF]/ExtGState<>>>/Name/Fm24/Subtype/Form/FormType 1/Matrix[1 0 0 1 0 0]/OPI<</1.3><>>>>>stream /GS0 gs q 58.2026 0 0 20.181 43.842 21.767 cm /Fm25 Do Q endstreamendobj57 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 439.595 13.283 127.334 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 461.8141 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (7.0 7.1 7.2 7.3 )Tj 7.161 0 Td 1 scn (7.4 7.5)Tj ET 0 0 0 0 k 43.842 13.283 58.205 35.704 re f /GS0 gs /Fm24 Do Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (markings! Make them attractive with an)Tj 0 -1.2 TD [(appealing backgr)-30(ound, unusual location )]TJ T* [(or pr)-30(ops and you\325r)-30(e mor)-30(e likely to attract )]TJ T* [(the pr)-30(ess. )]TJ 0 -2.4 TD (A local councillor or politician cutting a)Tj 0 -1.2 TD (ribbon is not very exciting. How about )Tj (a photo of a politician or celebrity on a)' T* [(mountain bike, or a gr)-30(oup of childr)-30(en)]TJ (cycling together to school for the first time?)' T* [($Make sur)-30(e that the politician or celebrity )]TJ T* [(is happy to do what you\325r)-30(e suggesting,)]TJ T* [(befor)-30(e you sell your photo opportunity)]TJ T* [(ideas to your pr)-30(ess contacts!$)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 394 Tm 0 Tr /CS0 cs 1 scn (Leaflets)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 382 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Simple maps and leaflets \320 for example,)Tj 0 -1.2 TD [(maps showing cycle-friendly r)-30(outes in your)]TJ T* [(ar)-30(ea \320 ar)-30(e widely used as pr)-30(omotional)]TJ T* [(tools. They need to stand out fr)-30(om the)]TJ T* [(clutter in or)-30(der to be ef)-58(fective. They r)-30(ely on)]TJ T* [(skilful writing and design and car)-30(efully)]TJ T* [(managed distribution to make sur)-30(e they)]TJ T* [(r)-30(each your tar)-30(get audience. )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 274 Tm 0 Tr /CS0 cs 1 scn (Displays)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 262 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(If someone is alr)-30(eady in the ar)-30(ea, signs,)]TJ 0 -1.2 TD [(maps and infor)-58(mation boar)-30(ds can pr)-30(ovide)]TJ T* [(high visibility pr)-30(omotion at the point of use.)]TJ T* [(They ar)-30(e only able to deliver a small)]TJ T* [(amount of infor)-58(mation, but can pr)-30(ove very)]TJ T* [(influential. They too r)-30(equir)-30(e skilful writing)]TJ T* [(and design and car)-30(eful placing.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 166 Tm 0 Tr /CS0 cs 1 scn (Events)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 154 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Cycling-r)-30(elated events and other)]TJ 0 -1.2 TD (community events and activities can)Tj T* [(generate awar)-30(eness-raising success stories)]TJ T* [(that pr)-30(ovide good pr)-30(ess coverage. The)]TJ (London to Brighton cycling event, or the)' T* [(amateur follow-up to the T)8(our de France,)]TJ T* [(ar)-30(e good examples of this.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(The inter)-38(net)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Ther)-30(e ar)-30(e a variety of ways to use the)]TJ 0 -1.2 TD [(inter)-59(net. Y)61(ou can establish your own)]TJ (website \320 or even set up a database and)' T* [(send r)-30(egular e-mail updates to people who)]TJ T* [(expr)-30(ess an inter)-30(est in cycling. $If the latter)29(,)]TJ T* [(you will need to confor)-58(m with the)]TJ T* [(gover)-59(nment\325s data pr)-30(otection legislation)]TJ T* [(and ask people\325s per)-58(mission befor)-30(e adding)]TJ T* [(their e-mail addr)-30(esses to your list.$ Or you)]TJ (try to get mentions on other websites \320 for)' (example, the cycling or tourism pages of)' (your local authority website.)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 406 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (7.5 Successful campaigns)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 382 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (Although some marketing activities can)Tj 0 -1.2 TD (stand alone \320 such as major launch events)Tj T* [(\320 they ar)-30(e most ef)-58(fective when they ar)-30(e)]TJ (planned in advance and part of an)' T* [(ongoing pr)-30(ogramme. The most ef)-58(fective)]TJ (campaigns use a mix of marketing tools to)' T* [(r)-30(einfor)-30(ce cor)-30(e messages. )]TJ 0 -2.4 TD [(V)80(alue for money is an essential)]TJ 0 -1.2 TD (consideration in planning any campaign.)Tj T* [(Y)61(ou will need to balance the cost of the)]TJ (marketing activity against the impact it )' T* [(will make on the tar)-30(get audience. )]TJ 0 -2.4 TD [(Reliable infor)-58(mation will help you pr)-30(edict)]TJ 0 -1.2 TD (the impact of your marketing activities. )Tj (For example, you could ask a similar)' T* [(or)-30(ganisation what kind of r)-30(esponse it)]TJ T* [(r)-30(eceived fr)-30(om an advertisement in the )]TJ T* [(local pr)-30(ess.)]TJ 0 -2.4 TD [(Many of the r)-30(esear)-30(ch methods discussed in)]TJ 0 -1.2 TD (Section 3 can be used to test and evaluate)Tj T* [(the ef)-58(fectiveness of your campaign. Show)]TJ T* [(people the material you\325r)-30(e planning to use,)]TJ (and ask them for their views. Find out)' T* [(wher)-30(e they get infor)-58(mation, and which)]TJ T* [(newspapers and other media they r)-30(ead.)]TJ ET 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 349.661 400.25 m 378.008 400.25 l S 0 0 0 0 k 116.22 612.375 450.709 160.594 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 11 0 0 11 117.2205 764.1133 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(7 )-2362(Communicating the message)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 13 0 0 13 117.2205 733.1133 Tm 0 Tr /CS1 cs 1 scn 0.03 Tw [(Pupils at an Edinbur)-30(gh school cr)-30(eated an \322e-cycle\323 animated e-mail)]TJ 0 -1.2308 TD [(to pr)-30(omote cycling in an entertaining way. They sent it to everyone)]TJ T* [(they knew, encouraging r)-30(ecipients to forwar)-30(d it to their friends. The)]TJ (message soon went global!)' ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 116.22 760.721 m 144.567 760.721 l S 152.925 760.721 m 566.929 760.721 l S Q endstreamendobj58 0 obj<>stream /GS0 gs q 0 0 595 841 re W n 1 g 0 841 0 0 re f Q /GS0 gs q 0 0 595 841 re W n Q /GS0 gs q 0 0 595 841 re W n /GS2 gs 0 0 0 0 k 28.346 13.283 138.924 17.701 re f Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 22 Tm 0 Tr /CS0 cs 0.4 scn 0.0001 Tc 0.03 Tw (7.0 7.1 7.2 7.3 7.4 )Tj 8.951 0 Td 1 scn (7.5)Tj ET 0 0 0 0 k 28.346 612.375 450.709 160.594 re f BT /F0 1 Tf 11 0 0 11 29.3464 764.1133 Tm /CS0 cs 1 scn 0 Tc [(7 )-2362(Communicating the message)]TJ ET /GS0 gs 0 J 0 j 0.4 i 10 M []0 d 0.5 w /CS0 CS 1 SCN 28.346 760.721 m 56.693 760.721 l S 65.051 760.721 m 479.055 760.721 l S Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 29.3464 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (The test of a successful campaign is)Tj 0 -1.2 TD (whether you achieve your aims and)Tj (objectives. Each step in the planning)' T* [(pr)-30(ocess can contribute to this success. )]TJ T* [(Her)-30(e ar)-30(e some tips:)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 502 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Lear)-38(n fr)-6(om past experience, )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 172.9906 502 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(r)-30(eviewing past)]TJ -14.3644 -1.2 TD (and similar campaigns)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 29.3464 466 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Start with the tar)-7(get markets )]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 175.1192 466 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(that ar)-30(e)]TJ -14.5773 -1.2 TD (easiest to influence \320 for example, focus on)Tj T* [(people who have a bike but ar)-30(en\325t using it)]TJ (much. 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Sharing and lear)-59(ning fr)-30(om the)]TJ (experiences of others \320 local authority)' T* [(cycling of)-58(ficers, marketing of)-58(ficers fr)-30(om)]TJ T* [(other or)-30(ganisations, the National Cycling)]TJ T* [(Strategy Boar)-30(d \320 is an important part of)]TJ (developing marketing skills and expertise.)' 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It involves r)-30(egular checking)]TJ T* [(to see whether things ar)-30(e going as)]TJ T* [(planned. When you dr)-30(ew up your)]TJ (marketing action plan, you will have)' (identified ways of measuring how much)' T* [(pr)-30(ogr)-30(ess you ar)-30(e making. Y)61(ou should do)]TJ T* [(this at r)-30(egular intervals and keep a r)-30(ecor)-30(d)]TJ T* [(of your r)-30(esults.)]TJ 0 -2.4 TD [(Monitoring your pr)-30(ogr)-30(ess ensur)-30(es that you)]TJ 0 -1.2 TD [(can take timely corr)-30(ective action if things)]TJ T* [(start to go wr)-30(ong. Y)61(ou also r)-30(educe the risk)]TJ T* [(of running out of time and r)-30(esour)-30(ces)]TJ T* [(towar)-30(ds the end of the pr)-30(oject.)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 238 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (8.2 Evaluation)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 214 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Evaluation is the pr)-30(ocess of collecting and)]TJ 0 -1.2 TD [(analysing infor)-58(mation about the)]TJ T* [(ef)-58(fectiveness and impact of your marketing)]TJ T* [(pr)-30(ogramme. It combines the r)-30(esults of)]TJ T* [(monitoring with detailed infor)-58(mation on)]TJ (outcomes. It will help you:)' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 130 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Make impr)-6(ovements)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 118 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(and changes in futur)-30(e)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 117.2205 94 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Apply what you have lear)-38(ned)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 117.2205 82 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(to other ar)-30(eas/pr)-30(ojects)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 574 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Pr)-6(ovide infor)-38(mation)]TJ ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 562 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (for funding partners, sponsors etc)Tj 0 -2.4 TD [(Evaluating your pr)-30(oject allows you to)]TJ 0 -1.2 TD [(compar)-30(e the theory $what you wer)-30(e aiming)]TJ (to achieve$ with the practice $the actual)' (outcome$. It allows you to work out exactly)' T* [(how far you have moved towar)-30(ds your)]TJ (original objectives. It also helps)' T* [(demonstrate the wider value of the pr)-30(oject)]TJ (to the community. )' ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 430 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (8.3 Basic techniques )Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 406 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw [(Ther)-30(e ar)-30(e some basic techniques to help)]TJ 0 -1.2 TD (you monitor and evaluate marketing:)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F0 1 Tf 10 0 0 10 348.6614 370 Tm 0 Tr /CS0 cs 1 scn (Counting)Tj ET Q /GS2 gs q 0 0 595 841 re W n BT /F1 1 Tf 10 0 0 10 348.6614 358 Tm 0 Tr /CS0 cs 1 scn 0.03 Tw (How many people used a new facility or)Tj 0 -1.2 TD (attended an event $and how many did you)Tj T* [(think would$? A simple measur)-30(e \320 like)]TJ T* [(installing people counters on a cycle r)-30(oute)]TJ T* [(befor)-30(e the r)-30(oute is actively marketed \320 can)]TJ T* [(pr)-30(ovide a baseline against which to)]TJ T* [(measur)-30(e futur)-30(e activity. )]TJ 0 -2.4 TD (If fewer people participated than you)Tj 0 -1.2 TD [(hoped, why was that? $W)67(as your event not)]TJ T* [(noticed by your tar)-30(get audience? Did the)]TJ T* [(weather put people of)-58(f?$ What could you)]TJ T* [(have done dif)-58(fer)-30(ently? 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