BUCS Sport Development Event Increasing Participation

Transcription

1 BUCS Sport Development Event Increasing Participation Tuesday 4 th November British Cycling - the Strategic Approach to Increasing Recreational Cycling Paul Barber British Cycling 1

2 Outline: Cycling Participation within the UK has seen a huge increase since 2008, with British Cycling recently reporting membership to have doubled since London How have we done this? The British Cycling and Sky story The background context - 7 years ago what did cycling look like? How has this changed? For 50 years BC were the governing body for cycle sport and didn t cover recreation. 6 years ago British Cycling and Sky developed a partnershipbringing the best of British together Recreational Team created to deliver Sport England Active People Targets - Stewart Kellett, a phone socket and some huge targets in 2008! Objective - to get a millions more people on their bikes and excited about cycling as a sport. GB Cycling Team and Team Sky provided the inspiration Sky support British Cycling at every level from the grassroots though to the elite. And we jointly created Sky Ride, a national campaign to help people whatever their age or ability to get on their bikes and have fun. 2

3 Our vision To sustain international success, to inspire more people to ride more often, and to get more from their bike riding for sport, recreation or transport. Our objectives Inspiration Continued Elite cycling success To get another million people cycling more by 2017 Participation To get 125,000 people cycling once a week by 2017 To get a million women cycling by 2020 Campaigning To improve the cycling environment 3

4 Inspiration to Participation Creating stars to inspire people to ride their bikes = The Olympic effect 4

5 : building on an amazing sporting legacy 5

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7 The power of cycling Transport Health Economy Communities Regeneration Employers Sport Events Schools Facilities Insight What did we do? The insight that suggested Sky Ride would be a successful. 7

8 Customer Focus We understand the market... Who rides a bike? How often? Why? Why Not? Appropriate Programmes... Provide initial step into cycling for occasional and lapsed cyclists Provide support to help people to become regular cyclists Provide flexible and fresh opportunities to retain existing frequent cyclists The right message... Targeted marketing Participant education Find and book online After booking communication Post event satisfaction Other rides you might like... This as a Behavioural Change programme a gradual process and takes time... 8

9 Participation Drivers Health and fitness is the leading reason for cycling. 2 nd tier of drivers relate to fun, convenience/speed, saving money and being outside. The top reasons point towards leisure, although some of the benefits relate also to travel. Keep fit/ health reasons 70% Cycling is fun 23% Cycling is more convenient 19% An outdoor / open air activity 19% Because it is quicker 17% Saves money compared with other transport 16% To avoid stress / congestion of other transport 8% Good with family and friends 8% Good way to get to know local area 7% Cycling gives me a real sense of independence 6% For training / for a sport 6% Reduce carbon footprint 6% I cycle when I am on holiday 5% To improve my cycling ability 3% Provides me with a thrill / a challenge 3% No particular reason 1% Other 15% Q: What are the main reasons you cycle? November Weighted Base: 547 Occasional and regular cyclists Participation Barriers Build confidence and great experience. No bike Prefer other modes of transport No time / take too long Too dangerous / worried about accidents Too old or permanently unable No particular reason Tiring / not enough energy Too much effort to get me and my bike ready Temporarily unable Not confident enough in my ability Too hilly Lack of cycle lanes Weather not conducive Possess a bike, but not in working order Too much effort to transport bike(s) to route Worried about bike security Don't like cyclists Too expensive to buy a bike / the gear Don't want to get sweaty / dirty Other Don t know 6% 5% 4% 4% 3% 3% 2% 2% 2% 2% 1% 1% 1% 1% 1% 15% 14% 14% 18% 23% 32% Aug -Oct combined Q: Why do you not currently cycle/cycle more? Aug-Oct Average Base:

10 Who we spoke to those with latent demand Busy Dads 12 Survey: 8% Hesitants 12 Survey: 10% Young Active Lifestylers 12 Survey: 20% Those cycling occasionally+ or showing an interest Cycling Enthusiasts 15% 9% 8% 27% 17% 25% 2012 Survey: 7% Green: Existing cycling market, Yellow: New-to-market prospect segment Orange: Worry and apathy represent large barriers to overcome Mainstream Cyclists 12 Survey: 20% 8% Red Segment not targeted in this research not a viable target Unable/Unfit This Project: 3% 2012 Survey: 14% Clarkson This Project: 4% 2012 Survey: 11% Tuned Out This Project: 1% 2012 Survey: 8% N: This Project: 1,003 & GfK/Sky Cycling Annual Survey: Year 4, 2012, 10,007 Our approach an activity, not sport Events and programmes Marketing National Campaign 10

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12 Sky Ride Local Guided rides with British Cycling trained Ride Leaders Accessible between beginner and club Sustains cycling and grows informal groups Creates new group of local trained advocates Workforce and volunteer development Training and employment of Ride Leaders Support for Breeze champions Day to day management and deployment Dedicated ecrm portal for communication and planning Insurance and liability cover for workforce 12

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14 Marketing Campaign has been running for 6 years Importance of Sky Ride National Campaign A clear proposition Sky Ride makes it easier for you to enjoy cycling with your friends and family (for fitness and for fun) TV adverts Single call to action goskyride.com Postcode search A bit like Domino s pizza.. 14

15 A word from Sir Chris.. goskyride.com Event page and location page on goskyride.com Industry-leading choose-and-book system for registrations 15

16 Bespoke collateral British Cycling will artwork and localise posters, leaflets and web banners for Sky Ride as well as other partnership programmes Artwork, along with other assets, will be available in an online toolkit. Other channels Programme of geo-targeted ecrm to Sky Ride database Local PR and media partnerships Local advertising Social media 16

17 Cycling Stories Ambassadors video 17

18 Delivery We treat it like a business! (not just sport development) Ways of working A formal partnership agreement Experts who operate at a national, regional and local level Aligning our work to partner priorities through analysis, meetings and updates 18

19 Partnership management: the way we work Recreation Manager is strategic lead for partnership Responsible for partnership contract satisfaction and client management Regular communication and support of delivery by wider BC team Reporting and monitoring progress against agreement Local Authority - Match Funding Our model enables partners to leverage British Cycling and Lottery match funding 2015/16 Partner 22,250 25% British Cycling 65,250 Total partnership value 87,500 19

20 Partnership agreement 5 pillars British Cycling priority support and expertise Workforce and volunteer development Strategy and policy development Programme delivery Marketing and communications 1 Cycling Officer could not do all this Integrated planning Partnership management National Programme design and development Events Programmes Marcomms campaigns Advocacy and planning Marketing communications Regional Local Operational service delivery 20

21 Evaluation Goskyride website Provides customer site front end Operations tool back end Data is key We assess context, facts, needs and priorities to understand Local Authority Partners Area Overview Overriding drivers Council strategic priorities Geographical / social landscape Political landscape Economic landscape Sport and physical activity levels Partnership summary Cycling groups, facilities, events Participation Contacts Ride KPIs 21

22 Partner Value and satisfaction evaluation Participant feedback Examples of measurement and review we do a lot and add value as the work evolves Annual Review Regular monthly reports Legacy Women Campaigns WSP 22

23 Transferable elements Inspiration of Elite success to get people involved Organisational culture change Business partnerships work with partners to amplify, relationship Behavioural change Insight-Non sport for non sport people National Model - Programme development and evolution National campaign and non sport coverage ambassadors/stories Build brands Digital platform Funding Match funding proposition, aware of market e.g. LSTF Evaluation and reporting Drive to hit Active People Sport England targets Team ethic How can we work with HE? 23

24 STAGE 1- TRAIN STUDENTS TO BECOME ACTIVATORS Employability, personal development and volunteering important for students Ride Leader Qualification STAGE 2- PLUG IN RIDE SOCIAL FUNCTION TO UNIVERSITY WEBSITE Students want to participate on their own terms- when, where, how and who Ease of finding opportunities and booking is essential = Online/ Mobile Study, work, socialising = lack of time What is the benefit to me?-save money, get fitter. It s NOT just about the Sport Disposable income is at a premium therefore value for money is key JOIN Create or find a ride, group Flexible, student led opportunities Communicate benefits and results (, Kcal, CO2) Free STAGE 3- MARKETING& MONITORING HEI s have reporting requirements to show impact of the programme Collated participant numbers and access to marketing toolkit Questions? 24

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