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Re: [Bikeboard] Poster Ideas
by Aira Loren Burkhart 10 Feb '11

10 Feb '11

> > See inline comments with arrows for Aira's version of Ryan's slogans: > > 1) Save time / your skin > >>>>>>>>>>>>>> Get fit, get fast > 2) Sharing the road, not competing with cars. > >>>>>>>>>>>>>> > 3) Save money > >>>>>>>>>>>>>> Save your health, increase your wealth > 4) Lose weight, get exercise, feel better è… [View More]

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Fwd: Course participation
by Frank Gmeindl 10 Feb '11

10 Feb '11

Begin forwarded message: > From: Alice Vernon <vernon.mail(a)gmail.com> > Date: February 10, 2011 1:46:10 PM EST > To: Frank Gmeindl <fgmeindl(a)gmail.com> > Subject: Re: [Bikeboard] Course participation > > I also like what Jonathan said and think one of Aira's artwork on a poster would be a good idea. > Alice > > On Thu, Feb 10, 2011 at 1:05 PM, Frank Gmeindl <fgmeindl(a)gmail.com> wrote: > I think a poster would be valuable regardless of … [View More]what else we do. > > Frank > > On Feb 10, 2011, at 10:46 AM, Aira Loren Burkhart wrote: > >> Agree that Jonathan's idea could be pretty cool. >> >> Would this constitute the marketing exclusively, or would we still want to do the posters, new bike purchase voucher thing? How would we balance these? >> >> aira >> >> On Thu, Feb 10, 2011 at 10:21 AM, Frank Gmeindl <fgmeindl(a)gmail.com> wrote: >> Jonathan, >> >> Your suggestion is innovative, rational and practicable. Please see my questions and comments embedded below. >> >> On Feb 10, 2011, at 4:54 AM, Jonathan Rosenbaum wrote: >> >>> I have read through this whole thread, and while I observe some good thinking going on, there really isn't anything earth-shattering about the approaches being discussed. Targeting businesses has been discussed in the past, but what I mostly hear being suggested is that we change our jingle. >>> >>> News alert. I don't think that we have failed in our marketing efforts at all. In fact, I think the results we are getting are typical for the particular media approaches we are employing. >>> >>> In general, it is pretty common for media marketing to produce very small percentage returns. While it's a great approach for large companies who are targeting large populations, it is probably not in the BB's best interest. I am sure all of you receive spam mail, and I suspect that 100% of you absolutely hate it or completely ignore it, but alas, probably about 0.00001% of people who do receive it become repeat customers which makes it a very lucrative business for its proprietors. But ironically, it also means none of you probably become the customers. These stats tend to be true with many types of media marketing. >>> >>> Lets do some numbers. Let's say we have a $70k budget and we spent about $25,000 last year, and Morgantown's MSA (Metropolitan Statistical Area) population is 118,506. Let's say 40 people took our course last year. That means, our costs were $625.00 per each individual, and our market penetration was 0.00034%. Note: I am guesstimating some of these numbers. >>> >>> Just for demonstration, let's say that after everything is said and done, we are paying $525.00 in marketing costs for each person we are bringing into our program What's wrong with this picture? A lot. >>> >>> Here is the solution I suggest. Let's employ a traditional sales approach. Initially, we will find people who are interested in marketing our program. >> >> What approach do you recommend to "find people who are interested in marketing our program" and who would implement your approach? From your writing below, it seems people that have completed TS101 or that have demonstrated that they know the material would qualify as marketers. I ask who would implement your approach because it won't happen unless somebody does it so the first job would seem to be to find somebody(s) that will take this on. >> >>> This is the fun part because we wouldn't have to pay them $525 for each person they successfully get to enroll in our program, we could pay them $50 or $35 or maybe even $25 for their effort. I could see this approach being really successful at WVU. First we would ditch offering free courses to WVU students. If you were a WVU student and you could make $600 by convincing 12 of your friends to enroll and successfully complete the course, wouldn't that motivate you to market our program? Yes! >> >> Do you mean that the City would pay our "marketers" $25 for each person that they got to sign up for the course? >> >>> >>> Now here's a creative approach building on Aira's concept of raising our price. Let's raise the price to $100, but lets give our marketers coupons with their sales ID written on it. If their friend brings the coupon when they enroll, they will receive a 60% discount or maybe even a 100% discount! Once they complete the course we will offer them a sales ID which they can use to invite all their friends and associates. But, because good marketers aren't necessarily people who have taken our course, we could open up the marketing program to anyone who is a good marketer, i.e., we would interview them first, and if approved, hire them as an independent contractor and provide them with instructions on how we want our program presented to the public. >> >> Are you personally willing to manage this? >> >>> >>> I say, let's get a good paid sales force because that's how the Bicycle Boards Education's 7,000,000 pennies from its Grant will be most effectively utilized to successfully build a large program that will produce a nice population of enthusiastic bicyclists. >>> >>> -Jonathan >>> >>> >>> Gunnar Shogren wrote: >>>> >>>> On Wed, Feb 9, 2011 at 8:46 PM, Ryan Post <rpostwvu(a)gmail.com> wrote: >>>> >>>>> Ya, we got Old, Young, Woman and Cantankerous. Frank and Gunnar can fight >>>>> over which 2 persona they are. >>>>> >>>>> I'm really liking the idea of getting word out to businesses. I'm thinking >>>>> it'll be a better bang for the buck, and also is probably less time spent by >>>>> BB members than working up a new commercial. As much as I'd love to be in a >>>>> 4th cycling commercial! >>>>> >>>>> I'm expecting that word of mouth will be the most powerful advertising once >>>>> a bunch of people have taken it. >>>>> >>>> Oh, and how do we get to this "bunch of people"? >>>> >>>> >>>>> -----Original Message----- >>>>> From: bikeboard-bounces(a)cheat.org [mailto:bikeboard-bounces@cheat.org] On >>>>> Behalf Of Elizabeth Shogren >>>>> Sent: Wednesday, February 09, 2011 8:15 PM >>>>> To: Alice Vernon >>>>> Cc: Jim Rye; chip wamsley; Elizabeth Shogren; Bicycle Board; Frank Gmeindl >>>>> Subject: Re: [Bikeboard] Course participation >>>>> >>>>> Thanks, Alice! >>>>> >>>>> I am thinking the commercial could "introduce" our LCI instructors. >>>>> Sometimes people are more apt to sign up for something if they can see >>>>> that it is not taught by some scary hard-core freak. Establish a >>>>> connection and all that... >>>>> >>>>> >>>>> On second thought, this idea could backfire. HAHA!! Just kidding!!! >>>>> >>>>> >>>>> >>>>> On Wed, Feb 9, 2011 at 6:52 PM, Alice Vernon <vernon.mail(a)gmail.com> wrote: >>>>> >>>>>> I think Betsy is right about the commercial and people not reading the >>>>>> paper. >>>>>> Alice >>>>>> >>>>>> On Wed, Feb 9, 2011 at 6:08 PM, Gunnar Shogren <gshogren(a)gmail.com> wrote: >>>>>> >>>>>>> On Wed, Feb 9, 2011 at 5:59 PM, Elizabeth Shogren >>>>>>> <elizabeth.schauer(a)gmail.com> wrote: >>>>>>> >>>>>>>> I say let's make another commercial! Tons of people saw our PSAs, >>>>>>>> while I am not so sure that many people actually read the newspaper >>>>>>>> that often (especially students and other active types). >>>>>>>> >>>>>>> And the commercial that Betsy is talking about is one that promotes >>>>>>> the CLASS and not just safe riding in general. >>>>>>> >>>>>>> >>>>>>>> _______________________________________________ >>>>>>>> Bikeboard mailing list >>>>>>>> Bikeboard(a)cheat.org >>>>>>>> http://cheat.org/mailman/listinfo/bikeboard >>>>>>>> >>>>>>>> >>>>>>> _______________________________________________ >>>>>>> Bikeboard mailing list >>>>>>> Bikeboard(a)cheat.org >>>>>>> http://cheat.org/mailman/listinfo/bikeboard >>>>>>> >>>>>> >>>>> _______________________________________________ >>>>> Bikeboard mailing list >>>>> Bikeboard(a)cheat.org >>>>> http://cheat.org/mailman/listinfo/bikeboard >>>>> >>>>> >>>>> _______________________________________________ >>>>> Bikeboard mailing list >>>>> Bikeboard(a)cheat.org >>>>> http://cheat.org/mailman/listinfo/bikeboard >>>>> >>>>> >>>> _______________________________________________ >>>> Bikeboard mailing list >>>> Bikeboard(a)cheat.org >>>> http://cheat.org/mailman/listinfo/bikeboard >>>> >>> >> >> >> _______________________________________________ >> Bikeboard mailing list >> Bikeboard(a)cheat.org >> http://cheat.org/mailman/listinfo/bikeboard >> >> _______________________________________________ >> Bikeboard mailing list >> Bikeboard(a)cheat.org >> http://cheat.org/mailman/listinfo/bikeboard > > > _______________________________________________ > Bikeboard mailing list > Bikeboard(a)cheat.org > http://cheat.org/mailman/listinfo/bikeboard > [View Less]

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Fwd: Buckle Up. It's the Law!
by Frank Gmeindl 10 Feb '11

10 Feb '11

Begin forwarded message: > From: Alice Vernon <vernon.mail(a)gmail.com> > Date: February 9, 2011 6:47:58 PM EST > To: Frank Gmeindl <fgmeindl(a)gmail.com> > Subject: Re: [Bikeboard] Buckle Up. It's the Law! > > I agree with and like the "Please, Share the Road", like the construction zones that say "Please slow down, my Mommy works here". It works because no one really wants to run over someone's Mom or really a cyclist but maybe they still want to send the … [View More]

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Re: [Bikeboard] Course participation
by Chip Wamsley 10 Feb '11

10 Feb '11

---------- Original Message ---------------------------------- From: Frank Gmeindl <fgmeindl(a)gmail.com> Date: Tue, 8 Feb 2011 15:52:54 -0500 Frank et al, I think the new business cards will be a help, 1) if bike board members hand them out to friends to direct them to the website to get the CCC class schedule--I'll be able to use lots at the shop 2) an 8 1/2 x 11 poster on heavier paper that could be put up at the bike shops, rec center, coop, moose, black bear, laundromats, around … [View More]

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Feb 3, 2011 Bike Board Meeting minutes
by jimrye_adelphia1＠comcast.net 09 Feb '11

09 Feb '11

Attached jimrye_adelphia1(a)comcast.net "The first wealth is health." -Ralph Waldo Emerson

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Excellent video
by Frank Gmeindl 09 Feb '11

09 Feb '11

BB members, especially LCI, This: http://john-s-allen.com/blog/?p=2247 marvelous 1979 video of early Effective Cycling is entertaining, informative, comprehensive and concise and 25 minutes long. I hope you'll enjoy watching it as much as I did. Frank

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Buckle Up. It's the Law!
by Frank Gmeindl 09 Feb '11

09 Feb '11

After last week's BB meeting, Ben Scott pointed out to me that people don't seem to have any problem with "Buckle Up. It's the Law!" I wonder if some people find our bumper sticker, "Share the Road. It's the Law!" objectionable because consciously or sub-consciously, they do not believe that cyclists have the same rights as motorists. I wonder if these aren't the same cyclists who will move to the right edge of the road when it's not wide enough to be passed and crash in the ditch rather … [View More]

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Re: [Bikeboard] Confident City Cycling Course participation March - September, 2011
by Frank Gmeindl 09 Feb '11

09 Feb '11

Dave/Jim, We're going to develop a flyer. I don't know when it will be done. Attached is the ad we had in the newspaper. All the info about the courses are at BikeMorgantown.com . Frank On Feb 9, 2011, at 8:21 AM, Harshbarger, Dave wrote: > Frank/Jim, > > Is there a flyer or ad for this upcoming course? I’d be happy to get the word out to our Health Sciences campus. > Thanks, > Dave > > > > Dave Harshbarger, MS > > Wellness Manager > > … [View More]

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Re: [Bikeboard] Course participation
by Chip Wamsley 08 Feb '11

08 Feb '11

---------- Original Message ---------------------------------- From: Aira Loren Burkhart <airaloren(a)gmail.com> Date: Tue, 8 Feb 2011 17:35:32 -0500 I agree with Aira, putting a value on the course is important and if people pay, they will show up. I think we are already requiring folks to pay first, and then complete the course to get money back--correct? Chip >I know this will sound funny, but maybe this course should cost more? > >(I'm just brainstorming, so you might … [View More]disagree) > >There is definitely a psychology to pricing and making the course free/very >cheap might be making it seem like it's not an important class or like the >content is low quality or something. > >Maybe the course should be advertised as costing $100 or another high number >*more similar to classes people pay to take*, like dancing, or music, or art >classes? Charging a lot might make it seem exclusive and legitimize the >course content. > >I think people pay more attention and have better attendance when they have >already committed their money to something. They have to then "get their >money's worth" by working hard and focusing. People sell out expensive rock >concerts but you can't expect to "pack the park" for a free community >concert. And that's because it's free, not because the content is different. > >Is this making sense to anyone else? > >"You get what you pay for" and so far, no one is getting [from us] what they >aren't paying for, right? > >So, let's charge a lot for it and see if people would prefer to pay to play. > >aira > >On Tue, Feb 8, 2011 at 5:16 PM, Chip Wamsley <chip(a)wamsleycycles.com> wrote: > >> ---------- Original Message ---------------------------------- >> From: Frank Gmeindl <fgmeindl(a)gmail.com> >> Date: Tue, 8 Feb 2011 15:52:54 -0500 >> >> Frank et al, >> >> I think the new business cards will be a help, 1) if bike board members >> hand them out to friends to direct them to the website to get the CCC class >> schedule--I'll be able to use lots at the shop 2) an 8 1/2 x 11 poster on >> heavier paper that could be put up at the bike shops, rec center, coop, >> moose, black bear, laundromats, around campus etc. . . to briefly describe >> course and drive people to the class--the same poster in slide form on the >> city TV channel should also work well. >> >> Chip >> >> >Education Committee members, >> > >> >The Mar - Sep 2010 courses are scheduled at >> http://bikemorgantown.com/calendar.php . Recommendations for getting >> people to attend? >> > >> >Ads in the Dominion Post and Daily Athenaeum might make sense although I'd >> say last year, the ad in the paper actually brought less than 4 >> participants. >> > >> >Other ideas? >> > >> >Frank >> > > [View Less]

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Course participation
by Frank Gmeindl 08 Feb '11

08 Feb '11

Education Committee members, The Mar - Sep 2010 courses are scheduled at http://bikemorgantown.com/calendar.php . Recommendations for getting people to attend? Ads in the Dominion Post and Daily Athenaeum might make sense although I'd say last year, the ad in the paper actually brought less than 4 participants. Other ideas? Frank

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