One Road Final Final

Sponsored by
The North Florida Bicycle Club

Created by The Lions Agency
Flagler College

Brianna Bradford Chase Caldwell Ryan Cinney Diana Dersch
Justin Dorow Bridget Heenan Brendan Murphy Kaitlin Pulvino Mariana Rodas
Bunder Shageer Sheyla Urbina Chelsea Walsh Chase Wilson
The Lions Agency | NFBC One Road Campaign 2

Brianna Bradford, Chase Caldwell, Ryan Cinney, Diana Dersch, Justin Dorow, Bridget Heenan,
Brendan Murphy, Kaitlin Pulvino, Mariana Rodas, Bunder Shageer, Sheyla Urbina, Chelsea Walsh,
and Chase Wilson are public relations students of Flagler College. This marketing plan for the North
Florida Bicycle Club was introduced on December 3, 2013 for the Public Relations Strategies and
Campaigns (COM 463) course instructed by Dr. Eric W. Hoffman.

2013 All Contributors
3 NFBC One Road Campaign | The Lions Agency

Table of Contents
Executive Summary .............................................................................................................. 4
Situation Analysis
Problem Statement ............................................................................................................ 5
SWOT ................................................................................................................................ 6
Research
Primary Research .............................................................................................................. 7
Secondary Research and Conclusion ................................................................................ 8
Audience Identification and Analysis
Target Markets ................................................................................................................... 9
Audience Profiles ............................................................................................................... 10
Objectives, Strategies, Tactics
Marketing Objectives.......................................................................................................... 12
Strategies/Tactics .............................................................................................................. 13
Media Analysis
Media Analysis ................................................................................................................... 16
Events Information ............................................................................................................. 23
Media Schedule ................................................................................................................. 24
Media Budget ..................................................................................................................... 28
Creatives
Creative Brief ..................................................................................................................... 29
Creative Samples ............................................................................................................... 31
Budget
Optimal Budget .................................................................................................................. 43
Minimum Budget ................................................................................................................ 44
Budget Allocation .............................................................................................................. 45
Evaluation .............................................................................................................................. 46
Appendix................................................................................................................................ 47
References............................................................................................................................. 59


Executive Summary
The Lions Agencys One Road cyclist
safety campaign for the North Florida Bicycle
Club addresses the inordinate number of
accidents occurring between cyclists and
motorists within Duval County. After a thorough
analysis of the problem, it is vital for measures
to be taken to ensure that this pattern of
accidents and fatalities in Duval County is
reduced. Following this point, the overall goal
for this campaign is to reduce the amount of
accidents between motorists and cyclists within
the span of two years in Duval County.
In order to effectively reach this
campaigns goal, it is imperative to pay
particular attention to the affected audiences.
The two parties that serve as the primary
audiences are cyclists and motorists. Each of
these audiences must be targeted equally
because their knowledge, beliefs, and
behaviors will have a direct impact on the
problem. Aside from these parties, a tertiary
audience in this campaign is the Jacksonville
Sheriffs Office (JSO). This particular audience
has the ability to actively influence the other
parties by advocating cyclist-motorist safety
and enforcing laws appropriately.
In accordance with the affected
audiences, there are defined objectives for
each of the concerned parties. These same
objectives are based upon a know, believe,
behave model that is congruent throughout the
campaign. In regards to motorists, the
campaign aims to increase Duval County
drivers knowledge of cyclist/driver laws. Also,
other objectives directed towards Duval County
motorists are to change beliefs that following
cyclist/motorist laws are in their best interest,
and to ultimately change motorists behavior in
following cyclist/motorist laws. The objectives
for cyclists aim to change their beliefs to be
that cyclist laws are in their best interest and,
ultimately, to change their behaviors so they
follow the laws pertaining to them. Finally, it is
important to increase the knowledge of Duval
County law enforcement in regards to both
motorist and cyclist laws.
Following these closely defined
objectives, certain strategies must be
implemented to target the various affected
audiences. The strategies that pertain to the
motorists include persuading drivers to place an
importance on the safety of cyclists and informing
motorists of the laws regarding cyclists and
drivers in Duval County using mass media. A few
tactics that will offer support to these strategies
include maximizing the use of radio during drive
time to inform motorists of the 3-foot rule and
producing a video with the intent of going viral
that demonstrates the impact of unsafe driving
habits.
The strategies relevant to cyclists involve
persuading cyclists that following the law is
beneficial to them through the promotion of social
media campaigns and informing them of the
benefits of upholding cyclist rules through the use
of mass media. Some of the tactics that are used
to support these strategies include creating a
Twitter handle used to promote weekly cyclist
safety tips and developing a PSA that clearly
demonstrates the issues of riding unsafely.
For the tertiary audience of the
Jacksonville Sheriffs Office, the strategies
include persuading the deputies that their
enforcement of cyclist/motorist laws can make a
difference, and informing the Sheriffs Office of
laws concerning cyclist/motorist interaction. The
tactics that support these strategies include
presenting PSAs that show the impact of cyclists
and motorists disobeying the law and creating
informational posters and brochures containing
the laws.

Situation Analysis
Problem Statement
The state of Florida has over twice as many bicyclist deaths per million
capita as other high-ranking states with even larger populations, with a rate of
6.56 cyclist deaths per million. With so many motorist-bicyclist deaths and injuries
occurring each year, it is clear this problem needs attention. While the current
infrastructure in Duval County presents its own limitations, there are other ways to
reduce accidents that involve cyclists and motorists. The attitudes and behaviors
of both parties contributes significantly enough that with a change in both, there
could be a reduction in accidents.
There is an opportunity for our agencys client, the North Florida Bicycle
Club (NFBC), to step up and begin addressing this problem in Northeast Florida.
Through the support of sponsors and possible coalitions with organizations that
prioritize bicycle safety, a campaigns visibility could penetrate Duval County and
begin reducing the occurrence of accidents as soon as 2014.
The NFBC promotes fun and safe cycling within its club members and
community. However, there are a great number of bicycle/car accidents that
happen outside the NFBCs sphere of influence. There is therefore an opportunity
for the institution of a cyclist safety campaign that will help reduce bicycle/car
accidents in Duval County.
By design the campaign will resonate with the Duval County community
and help effectively solve this issue. A main priority is creating top of mind
awareness for the NFBCs One Road Cyclist Safety Campaign and promoting the
mutual respect drivers and cyclists can have for each other and the road.
If this problem of motorist-cyclist accidents is not solved, Duval County will
continue to see a great number of injuries and fatalities and may remain one of the
most unsafe areas for cyclists to ride. Through a comprehensive media plan and
various creatives this campaign seeks to make Duval County a safer place for
everyone on the road.

Strengths

Large number of club members
Strong relationship with the JSO
NFBC has established ride safety
programs
Great community connections and
sponsorships
Well-established and respected
club within Northeast Florida

Weaknesses

Limited budget for campaign
Lack of exposure of the NFBC
Limitations to a 501c7 organization
Low awareness of the cyclist safety
problem in Duval County
Limitations with media buying and
gaining sponsorships/support for
campaign

Opportunities

Growing public awareness of issue
Reinstate bicycle safety programs
in educational facilities
Willingness of both public and
private organizations to support
cyclist safety and the NFBC
Establish a harmonious relationship
with motorists

Threats

Other safety campaigns in the
Duval County and surrounding
areas
Current infrastructure emphasizes
motor transportation
Local residents and opinion leaders
view non-motorized road vehicles
as an impediment

Situation Analysis
SWOT Analysis
Note to client: The SWOT analysis looks at internal and external factors
surrounding a campaign. Looking at strengths and opportunities as well
as weaknesses and threats can anticipate problems the campaign might
encounter and identify ways that can propel the success of the campaign.

Campaign Goal + Objectives
In order to better understand the
underlying problem behind the high
incidents of bicycle/car accidents in Duval
County, The Lions Agency conducted both
primary and secondary research. Primary
research included both in-depth interviews
and cross-sectional surveys. There were a
total of 267 survey respondents in Duval
and St. Johns County. This primary data
helps analyze the attitudes and beliefs of
the population in our market and helped
shape our campaigns objectives.
What follows are some particular
research results that illuminate possible
reasons for the frequent occurrences of
vehicle/bicycle collisions in Duval County.

Analysis:
From these motorist results, we
concluded that there is a problem with
knowledge of the laws on the part of
motorists. There also seems, however, to
be an attitude that would allow a more
harmonious cyclist-motorist relationship to
exist in the future.
What well do:
Spread awareness and share knowledge

Analysis:
From the cyclist surveys, we
concluded that most cyclists know the
laws or are at least aware of them.
However, they do not seem to value
safety nor choose to obey the laws that all
vehicles must follow. A fearful attitude of
riding on the road also exists. These
attitudinal and behavioral items will be
addressed with the campaign objectives.
What well do:
Persuade and change behavior

Research
Primary Research: Surveys
Cyclist Sample Size: 101

70% of people know that the
helmet is the most important
thing to wear to stay safe on a
bicycle

66% of people do not wear their
helmet when they ride

Just 38% of cyclists say they
obey all traffic laws when riding

80% of cyclists feel unsafe when
riding their bicycles on the road

Motorist Sample Size: 166

Only 35% of motorists know the
3 foot rule

76% of motorists believe that
motorists should have to learn
the rights of cyclists

73% of motorists see a possibility
for cyclists and drivers to exist
harmoniously
This primary data collection was an
important part in helping us understand
the attitudes and behaviors of motorists
and cyclists. This, in addition to the
secondary research, set up the basis
for the One Road campaign.

Secondary Research
Secondary research was conducted to
gather statistical data that was not available
through primary research. This data helps us
better understand the problem, especially as it
compares to national statistics. According to
federal statistics in 2008, 17.4% of bicyclists
killed in the U.S. died in Florida. Federal data
also shows that Florida has been in the top
three in bicycle and pedestrian fatalities every
year since 2001.
Florida's Department of Transportation
(FDOT) suggests a possible contributing
cause for these fatalities: climate. Because
Florida is temperate year-round, people are
more likely to ride bicycles year-round as well.
There is also a large population of elderly and
tourist drivers which may or may not affect the
disproportionate number of bicycle/car
accidents that occur in Florida.
In 2011, 48,000 American cyclists were
injured in crashes. The most fatalities occurred
between the hours of 4pm and 8pm, and the
second largest number happened between
8pm and midnight, according to data from the
National Highway Traffic Safety Administration
(NHTSA). This data illustrates the dangers that
riding at dusk or at night can pose.
In 2011, cyclists aged 45-54 had the
highest fatality rate in the nation, and the most
injured age group was 16-20. Most injuries and
fatalities were male cyclists (78% and 85%,
respectively).
Florida had the fourth largest resident
population in 2011, yet led the number of
cyclist fatalities per million capita by a long
shot (6.56; California had just 3.02).
In 2009 the average age of bicyclists killed
in crashes with motor vehicles was 41 years,
up from 32 years in 1998 and 24 in 1988. 87
percent of those killed were male and 64
percent were between the ages of 25 and 64.
Also in 2009 the average age of bicyclists
injured in crashes with motor vehicles was 31
years, up from 24 years in 1998. 80 percent of
those injured were male. 51 percent were
between the ages of 25 and 64; 20 percent of
those injured were under age 16.

Conclusion
To address the disproportionate
number of accidents that occur in Florida and,
more particularly, Duval County, The Lions
Agency created a locally-focused motor
vehicle/bicycle safety campaign. Ad
placements in various media will target
motorists and cyclists in particular age groups
and during specific times of day.
Lack of awareness and knowledge
plagues the motorist population and so
messages from the campaign will address this
and direct them to more resources online.
Bicyclists do not seem to recognize the
importance of safety gear and following the
laws and so campaign messages will enforce
what they likely already know in order to
change their opinion and action.
Research
Secondary Research and Conclusion

Primary Audiences:
Motorists
Cyclists

Tertiary Audience:
Sheriffs Department (JSO)

Why?
Three target markets will be the
focus of the NFBC One Road campaign.
Each market will contribute to the overall
success of the campaign.
Motorists and cyclists are two
parties that contribute to the problem in
their own ways and need their own
messages. They are both primary because
they must be targeted equally and their
knowledge, beliefs, and behaviors will
have a direct impact on the problem. Both
need to be influenced in order for there to
be a meaningful impact.
The Jacksonville Sheriffs Office can
be a part of helping (or hindering) the
problem. They are a tertiary audience
because they can enforce laws for
bicyclists and motorists as well as help
change behavior to be congruous to the
law. They can also be an advocate for
cyclist-motorist safety and can enforce
laws appropriately.

Demographics
For motorists a mass-marketing
approach will be used. For cyclists there
will be more specific sub-markets. Some
secondary research indicated that men are
more likely to be injured or killed in
bicycle/car accidents and so they will be
given a special focus.

Geographics
Duval County, primarily the eastern
part, will be targeted as that is where
most of the county population resides.

Lifestyle
The majority of Jacksonville area
residents will fit into at least one of the
two primary markets.

Sub-Markets
Sub-markets are going to be
specific audiences (within the target
markets) that our campaigns efforts will
be directed at. The sub-markets are as
follows:

1. Cyclists 5-11
2. Cyclists 12-17
3. Cyclists and motorists 18-33
4. Cyclists and motorists 34-64
5. Motorists 65+

Breaking our market down into smaller
categories will allow messages to be
focused based on location and other
related factors.
Audience Analysis
Target Markets
Understanding our audience is the
second step, following research, to
determining the messages that the
One Road campaign needs to send.
Identifying target markets will also
help formulate appropriate objectives.

Motorist Profiles
Couple without Kids Unwanted Scenario
Ray and Marlene are in their 40s and have no children because they
are both heavily focused on their careers. They work too much and are
always booked solid without a lot of free time. They both drive across
town to get to their places of work and have to encounter lots of
cyclists, whom they see as annoyances. Always in a rush, they usually
blow past cyclists and honk at them in order to try to get to their
destination more quickly. Bicyclists, scooters, and jaywalkers are their
biggest annoyances when driving. Both of them agree that cars are the
only vehicles that should be on the road and try to prove their point by
tailgating and being overly aggressive.

Elderly Female Unwanted Scenario
Matilda is a spry 86-year-old widow who lives alone in a Jacksonville
suburb and drives an Oldsmobile sedan that she gets detailed twice a
month. She spends most of her time watching TV at home but must drive
to do errands such as grocery shopping and going to the doctors office.
Her non-verbalized philosophy is that roads are for cars, and she often is
slow to notice obstacles such as traffic cones, pedestrians, and cyclists.
She frequently completes unsafe maneuvers when driving, making her driving
unpredictable and unsafe for others on the road. Her slowing response
time also has the potential to cause accidents.
Audience Analysis
Audience Profiles
This section on audience profiles is designed to give the organization a look
at what their typical audience might be like by way of attitudes, values,
lifestyles, and behaviors. Each of these descriptions and the ones on the
following page is fictional and designed to present various scenarios to the
client in order to help them understand their audience as much as possible.

Audience Analysis
Audience Profiles
Cyclist Profiles
Family with Kids Ideal Scenario
Bill and Jenna have three children and reside in the beaches area of
Jacksonville. Bill works as an insurance salesman and Jenna stays at home.
Bill used to compete in bike races but doesnt have the time anymore. They
all enjoy biking together and often will go on easy trails on Saturday
mornings. Bill teaches his children proper bike safety every time they go out,
demonstrating proper safety practices when they ride, even on trails. It is
important to both Bill and Jenna that their kids stay as safe as possible and
know that children learn by example. They are both forgiving drivers when
around cyclists on the road when going to work or running errands since Bill
is a cyclist and has been hit by a driver before. As a family, they believe in
the importance of safety when cycling as well as respecting cyclists they
encounter on the road.

Single Female Unwanted Scenario
Kendra is a graduate student living a few miles from the University of North
Florida, where she is getting her masters degree in secondary education. She
lives with a classmate in an apartment and owns a bicycle, which she
sometimes rides to the store on nice days. She usually only rides it to the
shopping center nearest her apartment complex because she is fearful of the
drivers who do not pay attention to her riding. She likes biking to the shopping
center because she can stay on sidewalks the whole way. Kendras roommate
wishes she wouldnt bike at all because she doesnt think its safe, but Kendra
enjoys the exercise too much and so just tries to stay away from drivers when
she is out. She doesnt mind riding on sidewalks but wishes the road could be
safer for her to bike on.

Single Male Unwanted Scenario
Johann is a single male living and working in downtown Jacksonville. He does
not feel the need to drive a car since he lives so close to work and would other-
wise be stuck in traffic a lot. He often arrives early to work and stays late and
so has to ride in the dark. He does use a light on his bicycle but usually forgets
to wear light-colored and reflective clothing when hell be riding in the dark since
he does not plan ahead. He hates wearing his helmet even though he owns one
because he is particular about his hair style. He often cuts corners with safety,
buzzing too close to cars or riding on sidewalks when they are ridden with
pedestrians. He doesnt think he needs to stop at stop signs or follow other rules
of the road because he thinks he can adequately assess the situation and make
good decisions for himself. Johann does not get angry at drivers but is selfish
when it comes to rushing to work and cycling at night without the proper safety
measures.

Campaign Goal:
To reduce the amount of accidents between motorists and cyclists
within two years in Duval County.
Objectives:

Target Audience 1 - Motorists
To increase the number of Duval County drivers who know cyclist/driver laws
To change the beliefs among Duval County drivers that following cyclist/motorist
laws are in their best interest
To change the behavior of motorists in Duval County by following the cyclist/motorist
laws

Target Audience 2 - Cyclists

To change cyclists beliefs that following cyclist laws are in their best interest
To change behaviors in following the rules of the road

Target Audience 3 - JSO
Increase the knowledge and ultimately change the actions of the Duval County law
enforcement in regards to both motorist and cyclist laws
Marketing Objectives
Objectives will help support the goal and give more direction to the
campaign. Each objective is measurable in some way in order to better
evaluate the success of the campaign. They are broken down by target
audience in order to be more easily understood.

Strategies and Tactics
Inform motorists of the laws
regarding cyclists and motorists in
Duval County using mass media
Use radio PSAs during drive
times to inform motorists of
relevant motorist/cyclist laws
Use magazine and newspaper
ads in Duval County to
communicate important
motorist/cyclist laws
Create a billboard advertisement
in highly populated areas to
humanize cyclists
Persuade drivers to place an
importance on the safety of cyclists
Produce and post a video on
social media that goes viral to
demonstrate, through humor,
the impact of unsafe driving
around cyclists
Produce a PSA for television
that humanizes bicyclists that
appeals to their emotion in order
to encourage safe driving
Place posters promoting mutual
respect between cyclists and
motorists in various businesses
and establishments
Use community events to raise
awareness of the One Road
campaign
Host a kickoff event on Saturday
January 18th, 2014 to launch
the campaign

Strategies/Tactics
Audience 1 Motorists
According to our research, the One
Road campaign should spread
awareness and share knowledge that
lead to actions on the parts of motorists.
The objectives for motorists were
created to see those results. This list of
strategies is to help accomplish the
objectives. Tactics support each
strategy and are direct and specific
ways to carry out the strategies.
Recall the motorist objectives:
To increase the number of Duval
County drivers who know
cyclist/driver laws
To change the beliefs among
Duval County drivers that
following cyclist/motorist laws are
in their best interest
To change the behavior of
motorists in Duval County by
following the cyclist/motorist laws
Other possible tactics for motorists:
Promote awareness at local car
dealerships or car meet-ups
Place cyclist safety brochures or
flyers in local bike shops and
DMV
Partner with a taxi company who
could promote the campaign

Persuade cyclists that following the
law is beneficial to them through
social media campaigns
Create a Facebook page with
bike laws, pledge sheets, and
conversation starters to increase
the awareness of the problem
Create a video that could go
viral to engage cyclists with
humor and encourage them to
use cyclist safety
Create a Twitter handle that will
be used to post weekly cyclist
safety tips and techniques
Change unsafe riding habits of
cyclists by developing visuals to
distribute in various Duval County
businesses and establishments
Create water bottles, t-shirts,
and stickers to distribute at the
events
Place posters encouraging safe
cycling in schools, daycare
facilities, parks, and bike shops

Inform cyclists of the benefits of
following cyclist rules using mass media
Create a PSA for TV that clearly
demonstrates the issues of riding
unsafely
Produce and post on social media a
video that goes viral to remind
cyclists of the importance of safety
Create flyers to distribute in cyclist
shops and around the area

Strategies/Tactics
Audience 2 Cyclists
Recall the cyclist objectives:
To change cyclists beliefs that
following cyclist laws are in their
best interest
To change behaviors in following
the rules of the road
According to our research, the One
Road campaign should persuade
cyclists and ultimately change their
behavior. The cyclist objectives
support those ideas, and these
strategies and tactics will help meet
them in more specific ways.
Other tactics for cyclists could include:
Apply for grants that could fund
campaign or elements of it
Partner with schools or childcare
facilities to reinstate bicycling safety
programs
Join forces with other bicycling
clubs or safety organizations to
expand breadth
Organize safety demonstrations on
local school campuses or to
parenting groups


Strategies/Tactics
Audience 3 Jacksonville Sheriffs Office
Persuade Jacksonville Sheriffs Office
Deputies that their enforcement of
cyclist/motorist laws can make a
difference
Present PSAs that show the impact
of cyclists and motorists disobeying
the law
Inform Jacksonville Sheriffs Office of
laws concerning cyclists and
cyclist/motorist interaction
Create informational posters and
brochures containing the laws
Make presentations to local law
enforcement officers that
communicate the importance of
cyclists feeling safe on the road
The Jacksonville Sheriffs Office
is an important ally in the One
Road safety campaign. Their
authority within Duval County
and their ability to enforce laws
with both cyclists and motorists
can greatly affect the outcome.
There are still messages to be
communicated to them, even
though they may not be our
primary message recipients.

Recall the JSO objective:
Increase the knowledge of the
Duval County law enforcement in
regards to both motorist and
cyclist laws
Additional suggestions:
The JSO could be partnered with for
more extensive campaigning on
cyclist safety and cyclist/motorist
laws. Instituting safety demonstrations
or lectures in the community could
best be accomplished under the
JSOs umbrella, adding their
credibility to NFBC efforts.


Media Objectives

Create brand awareness of One
Road Safety Campaign
Cover both primary target markets
through different media platforms
Place outdoor advertisements in
high traffic areas to reach our
target audience and increase
frequency of message exposure
Create a thorough media plan,
budget, and event plan using
various scheduling strategies such
as continuous, flighting, and
pulsing

The media utilized will include:

Billboards and OOH advertising
Magazines
Newspapers (print and online)
Social media
Internet/websites
Television (local and national)
Radio (local)
Promotional events

These different media channels
prove to be most beneficial for our
demographics and the geographic size
of Duval County. Since this county is so
large, widespread coverage would
ensure exposure to motorists and
cyclists. The majority of the budget will
be spent on out of home advertising,
especially billboards, because they are a
cost-effective way of exposing a large
number of Duval County residents to our
messages at a high frequency.

The various media outlets were
chosen to best reach our target
audiences and expose them to a high
number of messages. Each of the media
will create an impression on the target
markets and aim to create synergy
between motorists and cyclists of Duval
County.

Media Analysis
The media analysis helps bring
together the objectives of our
campaign, what we know of our
audience, and the creative elements.
Included in the analysis are reasons
for why each medium was selected,
based upon our research. Each
media category is described with
relevant demographic, and reach
information is included for some of
the selected media.

Media Analysis
Outdoor Advertising

Out of home advertising will best reach the 18-64 demographic and increase the frequency
of exposure to our campaign messages. Outdoor advertisements such as billboards and dioramas
are often seen on a recurring basis. Placement for an extended period of time will allow us to reach
a variety of our target audience members in our wide age range. The repeated exposure will help
the One Road campaign become recognizable in our geographic area.
Studies show that most consumers are reached while in their car when they have been
exposed to multiple outdoor advertisements, so these advertisements will increase our chances of
reaching more relevant audiences and having an impact on them.

Billboards

Billboards will reach motorists 18-64 and may be seen by some cyclists as well. These are
sample locations that were chosen to capture the attention of drivers in various parts of Duval
County. The use of mall dioramas, digital billboards, and traditional bulletins in various locations will
increase our chances of reaching drivers commuting to and from work, on daily errands, and while
traveling.

Lamar Billboard Sample Specifications
I-295, south of Pritchard Rd:
201,793 viewers weekly
10.7 x 35.7
Facing south, on left of road
Atlantic Blvd:
10.6 x 36
Facing west, on left of road
Phillips Hwy (3312 Phillips Hwy):
10.7 x 35.7
Facing south, on left of road
Arlington Rd:
10.6 x 36
Facing east, on left of road


Magazines
The target audience we intend to reach with magazine ads is motorists and cyclists alike, ages 18-
64. We chose these publications because their readership suits the mass marketing approach being
used for motorists.

Folio Weekly
Target audience: cyclists and motorists 33-64 and 65+
Main readership: 44,200 weekly
Largest age demographic: 55+
Second largest age demographic: 45-54
Average readership household income: $65,069

Buzz Magazine (online)
Target audience: cyclists and motorists 18-54
Main readership: 60,000 monthly
Largest age demographic: 21-54
Average readership household income: $44,173

Newspaper
Newspapers are seen as one of the best way to reach the 65+ demographic. Because of this,
utilizing advertising space in local papers will reach motorists in this target submarket of our
campaign.

Jacksonville Times-Union
Target audience: motorists 65+
Largest age demographic: 50+
Sunday Readership: 214,572
Daily readership : 155,590
Media Analysis

Media Analysis
Television
Television advertising will help reach the 65+ age range, most of which will be motorists.
Motorists aged 18-64 will also be targeted. The following channels are networks or network
affiliate stations which would accomplish the biggest reach for our target audiences,
specifically for those 65+.

FOX (WAWS)
Largest viewership: 25-44+
Second largest viewership: under 18
Average viewership household income: $35,000-$50,000
Reaches 659,170 homes

The Weather Channel
Largest viewership: 55+
Second largest viewership: 35-54
Average viewership household income: 75,000
Monthly reach: 90,986

CBS
Largest viewership: 18-49, 25-54
Average viewership household income: $50,000
Reaches 659,170 homes

Radio
Radio is an important medium that provides cheap airtime combined with a wide reach.
Running PSAs on several stations would guarantee more exposure of our campaign
messages. Utilizing radio would benefit our campaign because motorists often listen to the
radio while driving: a perfect time to remind them to drive safely around bicyclists they may
encounter. Most radio listeners are in the 18-64 age range and using a variety of stations
would provide more specific demographic variance. A few local Duval County stations are:

WJCT 89.9
WNWW 97.9
WSOL 101.5
JackFM 107.3

Social Media
The goal of social media is to create a
personalized feel and message for our
target audiences. We want to engage in
their conversations, gather their feedback,
and encourage them to participate in our
campaign. This will be done through the
usage of:
Facebook
Twitter
Instagram
YouTube
Implementation
Facebook:
Post daily encouraging audiences
to support our cause, educate them
with daily facts and statistics, and
provide information about
upcoming events and races
Have weekly One Road photo
contests of cyclists displaying
conscientious behavior and safety
gear
Encourage participants to post any
photos from One Road events and
races

Twitter:
Tweets about campaign progress,
breakthroughs with laws/local
government and law enforcement,
track reduction in motorist/cyclist
accidents
Tweet photos from any NFBC One
Road Campaign events
Tweet weekly safety tips and facts
for both target markets (cyclists and
motorists)

Media Analysis
Instagram:
This platform will be used to display
pictures from everyday motorists
and cyclists on their commute,
recreationally driving or riding and
NFBC One Road events
Post daily encouraging audiences
to support our cause, educate them
with daily facts and statistics, and
provide information about events
and races
Have weekly One Road photo
contests of cyclists displaying
conscientious behavior and safety
gear

YouTube:
Primarily a channel to spread viral
videos and PSAs, YouTube will be
utilized to engage our audiences
through videos
Cross-promote YouTube content
on Facebook to get people to view
and share videos

Why Social Media?
These social media interactions are
valuable because they will allow the NFBC
to continue to tailor their One Road safety
campaign. As we build relationships with
our consumers via social media we also
give them a chance to engage with us and
provide suggestions, questions, or
concerns. This social media plan shows
how we intend to engage with our
audiences through Facebook, Twitter,
Instagram, and YouTube.

Media Analysis
This is a reference chart
for the best and worst
posting times on social
media. This will be useful
in deciding the optimal
times to post on each
platform. It gives pointers
specific to Facebook and
Twitter but is applicable
for other social media
platforms as well.

Chart from MediaBistro.com

Media Analysis
Social Media Accounts
In order to make managing social media accounts easier, The Lions Agency
has created a free Gmail account for the One Road campaign. It was used to create
accounts for the following social media platforms:

Facebook page One Road facebook.com/oneroadjax
Twitter handle OneRoadJax twitter.com/oneroadjax
Instagram account One Road Jax instagram.com/oneroadjax
YouTube channel One Road youtube.com/user/oneroadjax

The credentials for all of these platforms, in addition to the Gmail email account
itself, are as follows:

Email/username: OneRoadJax@Gmail.com
Password: cyclesafely

In order to better track the progress of these accounts, we also set up a
HootSuite account. HootSuite is a social media monitoring website that allows
various social media accounts to be managed on one platform. It allows scheduled
posts and also tracks the click-throughs and audience reach. It is a great tool to use
for evaluation and to track the progress of the campaign, while making it easier on
whoever manages the One Road social media. The One Road Twitter account is
connected to the HootSuite account presently. HootSuites login credentials are the
same as stated above.

It is recommended that the passwords for the above platforms are changed to
be more secure and different from each other. The current password was
created as a placeholder only.

Please note: the Facebook page needs to be handed over to an
administrator from the NFBC in order to become under the clients control. If the
NFBC or an administrator likes the One Road page, then the current administrator
can give the user permissions to become a page manager, which then will transfer
the page to NFBC control. Once this occurs, the Facebook page can also be added
to the HootSuite account for easier account management.

Kickoff Event and Ride
The North Florida Bicycle Club will be welcoming cyclists of all ages to participate in their first ever
One Road Bike Ride. This event is to help raise awareness about cyclist safety. The event will be
held January 18, 2014 from 8am to 12pm at the Metropolitan Park in Jacksonville.
Early registration, January 10: $15
Week of registration, January 15: $20.00
Day of race, January 18: $30.00
Registration available online via the One Road and NFBC websites or by mail
10% of all proceeds will go to fund the One Road safety campaign
Participants will receive a One Road water bottle, t-shirt, and decal
Champion Cycling and About Bicycles will donate raffle prizes such as helmets, reflective
gear, stickers, and water bottles
Food and beverages provided by Publix or Winn-Dixie (as current NFBC sponsors)
107.3 will be at the event with music and fun

Summer Solstice Ride
The North Florida Bicycle welcomes the public to participate in NFBC first ever Summer Solstice
Ride. This event is a reminder event about the importance of cyclist safety. It will take place on June
21, 2014 from 8am-12pm at the Jacksonville Fishing Pier in Jacksonville.
Early registration, June 13: $15
Week of registration, June 18: $20
Day of race, June 21: $30
Registration available online via the One Road and NFBC websites or by mail
10% of all proceeds will go to fund the One Road safety campaign
Participants will receive a One Road water bottle, t-shirt, and decal
Additional summer giveaways such as sunscreen and sunglasses will be distributed
Refreshments will be provided
Jacksonvilles local radio station 101.5 will be providing entertainment

NYE Event Booth
Come ring in the New Year with the North Florida Bicycle Club and other vendors at the Jacksonville
Landing on New Years Eve 2014, starting at 8pm all the way into 2014. We will have a booth set up
with refreshments and reflective gear that we will be giving away as well. We will have music and
entertainment provided by Flagler Colleges radio station 88.5 WFCF. We will also be capturing the
night via Instagram and streaming live photos on our Twitter using the hashtag #OneRoad2014.
Media Analysis
Events Information
These events are designed to engage our target audiences in order to
share knowledge and encourage safer behavior. The events are primarily
targeted at cyclists, but could be used to influence motorists as well.
Below are some details for each planned event.

Media Schedule
First Quarter (1/14-6/14)

Media Schedule
Second Quarter (7/14-12/14)

Media Schedule
Third Quarter (1/15-6/15)

Media Schedule
Final Quarter (7/15-12/15)

Media Budget
The media budget totals up the cost for ad placements in various media (print and
digital) and gives a realistic idea of how much the campaign will cost to promote.
There are, however, opportunities for the NFBC to get time slots donated by some
of the outlets or to get placement sponsored by another organization. This chart
shows the outlets that have gotten back to our agency with pricing and gives an
optimal media budgeting total if all the placements were to be purchased.

Please note: We were unable to get accurate price quotes for airing 30-second
spots on television network affiliates. Therefore, television PSAs are not accounted
for in the media budget or in the overall budgets (presented later).


How will it look?
Blue and gold/yellow theme with
possible reflective elements
Sans-Sarif fonts because they are
easy to read
Cursive fonts repeatedly used for the
tag line to match the logo
All deliverables use the NFBC logo
in addition to the One Road logo
The logo is a single road with a car
and bike sharing it; the wheel of the
bike creates the O in One

Why are we here?
To promote a cyclist safety campaign in
order to decrease the amount of bike/car
accidents in Duval County.

Who are we talking to?
Bicyclists and motorists in Duval
County
Participants of rides through the
NFBC
Ages 5-65+

Company Background/Overview
The North Florida Bicycle Club is open to
everyone; meeting the third Tuesday of
every month, excluding scheduled rides.

Goal/Objective
To reduce the number of accidents
between cyclists and motorists in
Duval County within the span of two
years.
Make the campaign stand out unlike
previous safety campaigns

Key Issue/Current State
Duval County is rated highest in
bike/motorist accidents in the United
States
Attitudes towards bicyclists on the
road are negative
Bicyclists are not following traffic
laws

Desired State/Behavior
Decrease accidents between
cyclists and motorists
Change motorists attitude towards
cyclists
Change cyclists behavior when
following laws
Gain awareness of the importance
of following the laws

What makes this believable?
Showing the dangers of not following the
laws through statistics will increase the
believability of our messages.
Creative Brief
The creative brief looks at the
creative elements in order to help
the client understand the reasoning
behind the look of the campaign.
Each of the elements laid out in this
brief keep the visual presence of
each piece consistent with the
campaign.

Creative Brief

What do we need to keep in mind?
Other campaigns have run without
successfully changing behaviors on the
road.

Reason Why: The Support?
Decreasing accidents directly decreases
fatalities.

Key Message
The big idea: One Road
Both cyclists and motorists have a
right to the road and should be
mutually respected
Cyclists and motorists coexisting

Tone
Graphically, blue is seen as warm
and happy
Positive in order to encourage safety
instead of discourage unsafe
practices
Reflective colors mean safety

Obstacles
To meet the campaign goal in a two
year time frame
Getting people to change their
behaviors

Creatives:
Posters (5 submarkets)
1. 5-11 (cyclists; parks, elementary
schools, after school care, day
care)
2. 12-17 (cyclists; middle and high
schools in their schools)
3. 18-33 (cyclists and motorists;
college and young adults)
4. 34-64 (cyclists and motorists;
posted in neighborhoods,
community centers)
5. 65+ (motorists; located in places
like healthcare offices, retirement
homes, subdivisions)
Billboard
T-shirt with logo
Sticker/decal with logo
Water bottle with logo
30 second radio spots (2)
Video PSAs (3)
1. Cyclists; 30 seconds
2. Motorists; 30 seconds
3. Viral video for online
Brochure (for JSO and bike shops)
Event flyers (3)
1. Kickoff Event
2. Summer Solstice Ride
3. NYE Event at The Landing


Creative Samples
Logo and Billboard
This logo is based upon the
big idea and conveys the
overarching theme of the
campaign one road for
cyclists and motorists to
share. It is shown on all the
creatives to create unity.
This billboard is primarily
targeted to motorists 65 and
older. Its objective is to change
motorists attitudes towards
cyclists by humanizing them.

Creative Samples
Event Flyers
These are examples of
promotional flyers for the
campaign events. They
communicate clearly that the
event is related to the campaign
and gives the necessary
information. When more details
are confirmed, they could also
be included on these flyers.

Creative Samples
Promotional Items
The t-shirt, biking water bottle, and sticker/decal
all incorporate the One Road logo and will be
used as promotional materials. They will be
given out to entrants in any of the One Road
rides and can be sold at booth events that the
NFBC is a part of. They can also be given away
as free promotional items.

Other possible promotional items could include a
key chain, LED light, license plate frame, car
magnet, and cyclist jerseys.

Creative Samples
Posters
Age group: 5-11
Market: Bicyclists
Objective: Knowledge and behavior.
The objective of this poster is to create
knowledge of bicycle rules for young
cyclists and hopefully change their
behavior when riding.
Media outlets: Schools,
extracurricular activities, bike shops

Age group: 12-17
Market: Bicyclists
Objective: Knowledge and behavior.
The objective of this poster is to
increase the knowledge of safety rules
for young children and to hopefully
change their behavior when riding.
Media outlets: Schools, extracurricular
activities, bike shops, DMV, grocery
stores, social media


Age group: 18-33
Markets: Bicyclists and motorists
Objective: These posters serve as
campaign posters and their objective is
to change the behavior in both
bicyclists and motorists. These posters
are meant to inform the target
audiences of the One Road concept:
that the roads should be equally shared
between motorists and bicyclists alike.
Media outlets: Grocery stores,
schools, social media, DMV, colleges,
information boards, telephone poles

Creative Samples
Posters

Creative Samples
Posters
Age group: 34-64
Markets: Bicyclists and motorists
Objective: Knowledge. The
objective of this poster is to inform
motorists and bicyclists that a
bicycle, in the state of Florida, is
considered a vehicle by law.
Therefore, bicyclists must follow the
same rules of the road that vehicles
are expected to follow.
Media outlets: Grocery stores, etc.

Age group: 65+
Market: Motorists
Objective: Belief and
behavior. The objective of
this poster is to change the
view that motorists have of
bicyclists, which in turn will
change their behavior. This
poster is supposed to show
motorists that bicyclists are
not objects, but mothers,
fathers, neighbors, etc.
Media outlets: Billboard,
grocery stores, telephone
poles, restaurants,
pharmacies


Creative Samples
Website
A good website will be crucial to the success of this campaign. Most, if not all, of the
creatives should direct our audience to this site, which would best be a landing page on
the NFBC site. It should be visually pleasing, have the same color scheme as the
campaign, utilize the One Road and NFBC logos, and include information about cyclist
safety as it relates to the campaign. Motorists and cyclists alike will be directed to this
website in order to get more information, most of whom will be seeking information on
the cyclist/motorist laws. It should include complete laws pertaining to cyclists and
motorists and safety tips for cyclists as well. Ideally, an events tab would include
information on upcoming events and provide a way for viewers to register for the rides.
Having a section for merchandise could be a way to sell promotional material or
promote safety gear from sponsors or partners. Our suggested URL would be
www.nfbc.us/oneroad because it would be easy for our audience to remember.

Creative Samples
Additional Images
These are some images that give an idea of what some of the creatives
may look like in a natural setting. Here, an outdoor advertising slot, One
Road water bottle, and bicycle safety poster are featured.

ONE ROAD CAMPAIGN - MOTORISTS
27-second PSA

!"#$% '(#"%)*$+*
lade ln from black - 1rafflc/wlde shoLs of !ax

led-up drlver followlng a blker, seen Lhrough
wlndshleld

lronL shoL of blker ln fronL of car

Annoyed and hurrled drlver Lrles Lo pass cycllsL
Loo closely, cycllsL wobbles on blke so drlver
slows down and backs off

urlver reallzes Lhelr error and beglns Lhlnklng
abouL who Lhls person could have been

8lker ls seen wearlng mlllLary helmeL

8lker ls seen wearlng scrubs/whlLe coaL

8lker ls seen wearlng flreman's haL

Car Lhen allows Lhree feeL and passes cycllsL
safely

CycllsL and drlver boLh smlle and are
reflecLlve/Lhankful

Cne 8oad logo and webslLe/l8 page lnfo
screen

Logos of !SC and nl8C
[CALM, 8LlLLC1lvL MuSlC - lAnC?]

1PL? CCuLu SAvL ?Cu8 LllL. SA8L 1PLl8S.
kLL 1PL 8CAu SAlL lC8 LvL8?CnL

CnL 8CAu

SCnSC8Lu 8? 1PL nC81P lLC8luA 8lC?CLL
CLu8 Anu 1PL !ACkSCnvlLLL SPL8lll'S
ClllCL

Creative Samples
Public Service Announcement Script A
This script and the one following are examples of public service announcement
scripts that could be used for producing television PSAs.

ONE ROAD CAMPAIGN CYCLISTS
27-SECOND PSA

!"#$% '(#"%
lAuL ln l8CM 8LACk - (LS) CA8 ln 1PL MluuLL Cl 1PL
8CAu Wl1P PLAuLlCP1S Cln1Lu A1 A C?CLlS1S Cn
1PL C8Cunu Wl1PCu1 An? SAlL1? CLA8 Cn

(MS) u8lvL8 S1AnulnC Cu1SluL Cl PlS CA8 Cn 1PL
PCnL 1ALklnC Wl1P SCMLCnL

lAuL 1C 8LACk - lAuL 8ACk l8CM 8LACk Wl1P 1PL
SAML C?CLlS1S CL11lnC 8LAu? lC8 PlS nlCP1 8luL

(Cu) SAlL1? ll8S1 lL?L8 Cn 1PL C8Cunu Anu 1PL
C?CLlS1S PAS A LlCP1 8uL8 MCMLn1 Anu 8LMLM8L8S
1C CC C8A8 PlS PLLML1 Anu 8LlLLC1lvL CLA8

(Cu) C?CLlS1 u11lnC Cn 1LnnlS SPCLS lnS1LAu Cl
SAnuALS (ZCCM ln Cn CPAnClnC SPCLS) C?CLlS1S
u1S Cn A 8LlLLC1lvL SPl81 Anu lnS1ALLS 1PL l8Cn1
Anu 8LA8 LlCP1S lC8 PlS 8ACk (ZCCM ln Cn lnS1ALL)
u1S Cn PLLML1 Anu uLLS S18AS 1lCP1 (ZCCM ln
Cn AC1lCn)

(MS) u8lvL8 1ALklnC 1C PlS WllL, SAML CA8 l8CM
ll8S1 SPC1, u8lvlnC uCWn 1PL SAML 8CAu A1 nlCP1
Wl1P PLAuLlCP1S, Cn An LM1? 8CAu. uLLlnC u 1C
1PL SAML S1C SlCn l8CM CLn SCLnL

(LS) CA8 uLLlnC u 1C S1C SlCn Anu C?CLlS1S
CCMlnC l8CM 1PL 8lCP1 SluL luLL? vlSl8LL Wl1P ALL
1PL 8CL8 SAl1L? LlCP1S Anu CLA8 lAuL 1C 8LACk
8lCP1 8LlC8L CA8 Anu 8lkL MLL1

(MS) lAuL ln l8CM 8LACk 1PL SAML SPC1 l8CM 1PL
CLn SCLnL 1PL CA8 S1ClnC A1 A 8Lu LlCP1 Anu
1PL 8lC?CLlS1S 1u8nlnC 1C 1PL 8lCP1, unPA8MLu

CLCSlnC SCLnL CnL 8CAu CAMAlCn LCCC

nl8C WL8Sl1L Anu CCn1AC1 lnlC

[u8AMA1lC MuSlC LA?lnC ]

MC1C8lS1: l CCuLu 8A8LL? SLL PlM! PL ulun'1 PAvL
An? 8LlLLC1C8S Cn PlS 8lkL Anu 8An 8lCP1 1P8CuCP
1PL S1C SlCn! lM SC SC88?!

C?CLlS1: l1'S A nlCL LvLnlnC lC8 A 8luL, l !uS1 nLLu
1C ClvL M? 8lkL A CulCk CPLCk CvL8 Anu l'LL CL1 Cn
M? WA?.

C?CLlS1: SAlL1? ll8S1, CLAu l SAW 1PA1! WlP1Cu1 A
PLLML1 C8 LlCP1S M? 8luL CCuLu 8L 18AClC.

C?CLlS1S: l 8LALL? PCL ALL 1PlS CLA8 lS WC81P l1,
SLLMS LlkL CvL8klLL !uS1 lC8 A Ll11LL nlCP1 8luL.

MC1C8lS1: ?LS uLA8, l'M ALMCS1 PCML. !uS1 A lLW
8LCCkS AWA?. uC ?Cu nLLu ML 1C S1C 8?
An?WPL8L 8LlC8L?

Slx: Wlnu 8LCWlnC Wl1P 1PL SCunu Cl 1PL CA8
u8lvlnC Anu C?CLlS1 LuuLlnC.

AnnC8: CnL 8CAu WL PAvL 1C SPA8L

CnL 8CAu

SCnSC8Lu 8? 1PL nC81P lLC8luA 8lC?CLL CLu8 Anu
1PL !ACkSCnvlLLL SPL8lll'S ClllCL

Creative Samples
Public Service Announcement Script B

Creative Samples
Radio Scripts

DID YOU KNOW 4,200 BICYCLISTS ARE INJURED AND 100 ARE KILLED EACH YEAR
IN FLORIDA? PRETTY SHOCKING STATISTICS ARENT THEY? JACKSONVILLE IS THE
SECOND MOST DANGEROUS CITY FOR BICYCLISTS IN THE UNITED STATES. SO
NEXT TIME YOU COME TOO CLOSE TO A BICYCLIST, REMEMBER TO USE CAUTION
AND GIVE THEM THREE FEET, BECAUSE BICYCLISTS ARE PEOPLE JUST LIKE YOU.
ONE ROAD, LETS SHARE IT. SPONSORED BY THE NORTH FLORIDA BICYCLE CLUB.
FOR MORE INFORMATION, VISIT W W W-DOT-N F B C- DOT- US.

-----------------------------------------------------------------------------------------------------------------

NEXT TIME YOU GET ANNOYED WITH A BICYCLIST, REMEMBER WE ALL HAVE TO
SHARE THE ROAD WITH EACH OTHER. AND THAT RIDER COULD BE YOUR
DOCTOR, LOCAL FIREMAN, PASTOR OR EVEN THE MAYOR. SO PLEASE DRIVE
CAREFULLY. DONT FORGET CYCLISTS ARE ALLOWED TO RIDE ON THE ROAD AND
HAVE THE SAME RIGHTS AS DRIVERS. GIVE CYCLISTS AT LEAST THREE FEET
WHEN PASSING. ONE ROAD, LETS SHARE IT. SPONSORED BY THE NORTH
FLORIDA BICYCLE CLUB. FOR MORE INFORMATION, VISIT W W W-DOT-N F B C-
DOT- US.
Below are two radio PSA scripts that could be produced and aired on local radio stations.
Two options are given: one that uses statistics and another that humanizes cyclists who
are on the road. Primary target audience for these would be 18-54 radio listeners.

Creative Samples
Brochure

Budget
Optimal

Budget
Minimum

Budget Allocation
8lllboard
60
Magazlne
13
8adlo SpoLs
10
Soclal Medla
7
newspaper
2
osLers
3
1-ShlrLs
1
Wlndow uecals
1
MagneLs
1
WaLer 8oLLles
1
PelmeL uecals
1
SLlckers
0
llyers
0
romo
8
,-./01 2345
This budget allocation graph is a visual representation of the
suggested optimal budget. It provides a different perspective instead
of just numbers, as this ratio could be used with nearly any amount of
chosen marketing expenditure for the campaign.

Evaluation
Evaluation must be a part of every campaign in order to measure its success.
Without a plan for evaluating the campaign, there will be no way of telling how much
impact it had on the target markets.

In order to accurately evaluate the outcome, there are two different aspects that
must be considered: communication and action. Communication evaluation involves the
metric analysis and the action method evaluates the impact and whether or not the goal
and objectives have been met. Both are just as critical to measure success, as sometimes
one without the other will skew the results.

First, take a look at the research, both primary and secondary. Use the current
research as a benchmark to compare to the research after the end of the campaign. If
there is indeed a reduction in accidents, then that is one way to help determine if the
campaign was a success. However, these statistics alone cannot tell why there was a
reduction in accidents, despite that appearing to be the attainment of the campaign goal.

Second, look at the numbers. The communication parts of the campaign will give
you metrics numbers to help evaluate how successful the campaign might have been.
What kind of reach did the campaign have? How many drivers saw the billboards and how
many people like the campaigns Facebook page are communication measurements.

Third, look at the actions: the results. Ask questions in addition to has the number
of accidents gone down? Do more motorists have knowledge of cyclist/motorist laws?
Have attitudes of motorists changed? Do more cyclists follow traffic laws and take safety
precautions? Evaluating the whys could mean the difference between a successful
campaign through your companys efforts and an achieved goal that was due to other
factors.

Tools can help in the evaluation process immensely and can help during the
campaign to make evaluating easier at the end. Tracking progress can be a large part of
evaluation. Social media tools like Google Analytics, SocialMention, TweetReach, and
HootSuite are made for measuring reach and impact online. Using rate cards for
publications and the demographic information that television and radio stations provide can
give insight to the reach that PSAs had in the community. There are always surveys and
focus groups as well, which are tangible and personal ways of reading changes in attitudes
or a rise in awareness of the problem. Re-administering the survey that was used at the
beginning of the campaign may be a great way of measuring success.

Cyclist Data

Sample size: 101 surveys

Age:
13-17: 5%
18-24: 59%
25-34:10%
35-44: 7%
45-54: 12%
55+: 7%

Male: 43 %
Female: 57 %

How often do you ride your bike?
Once a day: 18%
At least 3 times a week: 17%
Once a week: 20%
Couple times month: 10%
At least 6 times a year: 8%
Never: 27%

For which reason(s) do you ride your bicycle?
Transportation: 39%
Recreation: 12%
Pleasure: 15%
Exercise: 34%

What do you believe is the most important thing you can wear to stay safe
on a bike?
Helmet: 70%
Elbow Guards: 4%
Reflective Clothing: 20%
Other: 2%
Nothing: 4%

Do you wear a helmet when you ride?
Yes/Sometimes: 33%
No: 66%
Appendix

Do you use lights on your bike when you ride at night?
Yes: 37%
Sometimes: 12%
No: 51%

Do you obey all traffic laws when you ride your bike?
Yes: 38%
Sometimes: 37%
No: 25%

Do you ride on the sidewalk to feel safer?
Yes: 44%
Sometimes: 32%
No: 24%

In relation to riding on the road, where should you ride?
With the flow of traffic: 87%
Against flow of traffic: 3%
Between Lanes: 1%
Curb: 9%

Do you think it is legal to ride your bicycle on the sidewalk?
Yes: 31%
Depends: 24%
No: 45%

Do you believe cyclists should have to obey the same rules cars do?
Yes: 66%
Depends: 21%
No: 13%

Do you ever feel unsafe when riding your bicycle on the road?
Yes/Sometimes: 80%
No: 20%

Appendix

Motorist Data

Sample Size: 166 surveys

Age:
15-17: 1%
18-24: 60%
25-34: 7%
34-44: 8%
45-54: 12%
55+: 12%

Male: 58%
Female: 42%

In Florida, bicycles are legally recognized as vehicles.
True: 85%
False: 15%

Bicycles are required to ride on the roads in Florida.
True: 69%
False: 31%

When you pass a cyclist on the road, how many feet do you leave between
your vehicle and the bicyclist?
2 ft: 5%
3 ft: 35%
5 ft: 25%
Whatever feels safe: 27%
I don't know: 8%

Do you feel that cyclists and drivers can share the roads in harmony?
Yes: 56%
No: 27%
Maybe: 17%

Do you believe cyclists should ride on roads that do not have bike lanes?
Yes: 25%
No: 51%
Maybe: 24%

Appendix

Do you think that motorists should have to learn the rights of cyclists?
Yes: 76%
No: 9%
Maybe: 15%

When you drive, do you obey all traffic laws?
Yes: 50%
No: 40%
Sometimes: 10%

Appendix

Appendix

Appendix

Appendix

Appendix

PRESS RELEASE
North Florida Bicycle Club
P.O. Box 40995
Jacksonville, Florida 32203
www.nfbc.us

For Immediate Release January 6, 2014
Contact: Bert W. Shaw
bertram_s@hotmail.com

North Florida Bicycle Club Presents: First Annual One Road Bike Ride

Jacksonville, Fla. Cyclists of all ages are welcome to participate in the North
Florida Bicycle Clubs first ever One Road Bike Ride being held at Metropolitan
Park in Jacksonville, Florida on January 18.

When: January 18, 2014 at 8 a.m. - noon
Where: Metropolitan Park
Address: 1410 Gator Bowl Blvd, Jacksonville, FL 32202
Why: To help the NFBC raise awareness about cyclist safety laws and
decrease cyclist/motorist accidents in Duval County.

Registration & Entry Fees:
Early registration, by 1/10/14: $15
Week of registration, by 1/15/14: $20
Day of race, 1/18/14: $30

10% of all proceeds go to NFBC to fund the One Road campaign. Get a raffle
ticket and the winner receives safety apparel from a bike boutique. All
participants will receive a One Road water bottle, t-shirt and decal.

Our mission as the North Florida Bicycle Club is to encourage all people to
participate in bicyclinga fun activity that can be recreation, transportation, fitness
and competition. We serve the North Florida community in promoting safer
conditions for cyclists and other road/trail users. We are committed to support
bicycling through social activities, education, leadership by example and civic
involvement.

###


PRESS RELEASE
P.O. Box 40995
www.nfbc.us

For Immediate Release June 9, 2014

North Florida Bicycle Club Presents: First Annual Summer Solstice Bike Ride

Jacksonville, Fla. Cyclists of all ages are welcome to participate in North
Florida Bicycle Clubs first annual Summer Solstice ride being held at the
Jacksonville Beach Fishing Pier in Jacksonville, Florida on June 21.

When: June 21, 2014 from 8 a.m. - noon
Where: Jacksonville Beach Fishing Pier
Address: 503 North 1st Street, Jacksonville Beach, FL 32250

Registration & Entry Fees:
Early registration, by 6/13/14: $15
Week of registration, by 6/18/14: $20
Day of race 6/21/14: $30

10% of all proceeds go to the NFBC to fund the One Road campaign. Get a raffle
ticket and the winner receives safety apparel from a bike boutique. All
participants will receive a One Road water bottle, t-shirt and decal. Additional
summer giveaways will be distributed at the event.

involvement.

###


PRESS RELEASE
P.O. Box 40995
www.nfbc.us

For Immediate Release December 15, 2014

The North Florida Bicycle Club Presents: New Years Eve at the Landing

Jacksonville, Fla. Cyclists and drivers of all ages are welcome to participate in
the North Florida Bicycle Clubs New Years Eve 2015 Celebration at The
Landing in Downtown Jacksonville.

When: December 31, 2014 from 8 p.m. - 1 a.m.
Where: The Landing at Jacksonville
Address: 2 W. Independent Drive Jacksonville, FL 32202

One Road apparel and gear will be available for purchase at our NFBC booth.
10% of all proceeds go to the NFBC to fund the campaign. Get a raffle ticket and
the winner receives safety apparel from a bike boutique. All participants will
receive a One Road water bottle, t-shirt and decal. Additional biking giveaways
will be distributed at the event. A complementary bike valet will be available to
those cycling to The Landing, courtesy of North Florida Bicycle Club volunteers.

involvement.

###


PRESS RELEASE
P.O. Box 40995
www.nfbc.us

For Immediate Release January 6, 2014

North Florida Bicycle Club Launches One Road Bicycle Safety Campaign

Jacksonville, Fla. We are excited to announce that the North Florida Bicycle
Club is launching the One Road Cyclist Safety Campaign on January 18. The
campaigns main goal is to decrease motorist-bicyclist accidents in Duval County.

The kickoff event, One Road Bike Ride, is designed to begin conversations about
bicycle safety and welcomes non-bikers as well. This first annual bike ride will
jump start our cyclist safety campaign in the Duval County area and will include
raffles, giveaways, as well as food and fun. Lets get a healthy start to 2014 by
educating both motorists and cyclists on the benefits of sharing one road.

When: January 18, 2014 from 8 a.m.-noon
Where: Metropolitan Park
Address: 1410 Gator Blvd., Jacksonville, FL 32202
Why: To help the NFBC raise awareness about cyclist safety laws in order
to decrease cyclist-motorist accidents in Duval County.

Our promotional merchandise will be available for purchase and 10% of all proceeds go
to NFBCs One Road Cyclist Safety Campaign. Participate in our One Road Raffle and
raise your chance of winning cyclist safety gear and giveaways! All participants will
receive a One Road water bottle, t-shirt and decal.

involvement.

###

Burns, C. (2013, May). U.S. death and injury rates for bicycle riders and worsening .
Retrieved from http://floridacyclinglaw.com/blog/archives/bicycle-death-rates

Copeland, L. (2010, 03 01). Florida deadliest state for walkers, cyclists. Retrieved from
http://usatoday30.usatoday.com/news/nation/2010-02-28-florida-pedestrians-
cyclists-deaths_N.htm

Department of Medicine, University of Toronto (2012, February 18). Bicyclist deaths and
striking vehicles in the USA. Retrieved from
http://www.ncbi.nlm.nih.gov/pubmed/21890578

Florida the most dangerous state for bicyclists (2009, May 11). Retrieved from
http://www.bikejax.org/2009/05/florida-most-dangerous-state-for.html

Spear, K. (2012, August 11). Florida still deadliest state for cyclists. Retrieved from
http://articles.orlandosentinel.com/2012-08-11/news/os-bicycle-sidebar-
20120811_1_deadliest-state-bike-lanes-death-toll

U.S. Department of Transportation Federal Highway Administration, Pedestrian and
Bicycle Information Center. (n.d.). Bicycle crash facts. Retrieved from website:
http://www.bicyclinginfo.org/facts/crash-facts.cfm

U.S. department of transportation, National Highway Traffic Safety Administration. (2013).
Bicyclists and other cyclists . Retrieved from NHTSAs National Center for Statistics
and Analysis website: http://www-nrd.nhtsa.dot.gov/Pubs/811743.pdf

U.S. Department of Transportation Federal Highway Administration, Pedestrian and
Bicycle Information Center. (n.d.). Educate drivers and bicyclists. Retrieved from
website: http://www.bicyclinginfo.org/facts/crash-facts.cfm

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