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Red Lantern Bicycles Campaign

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TEAM

Account Executives:

Jamella Smith & Lauren Suchy

Content:

Casey Hoolahan & Jessica Lee

Creative:

Kelsee McHugh & Tuba Ozturk

Digital Marketing:

Cole Barefoot

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AGENDA

Situational Analysis
Marketing Goal
Our Objectives
Target Audience + Persona
Creative Strategy

Campaign Messaging
Creative Brief

Campaign Strategies + Tactics
Timeline
Creative Samples

Social Media
Branding

Campaign Budget
Evaluation Plan

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THE CHALLENGE

Red Lantern Bike Shop is the best kept secret for bike riders in Pittsburgh. They offer affordable, fully refurbished bikes for all ages and promote eco-friendly forms of transportation; however, while they are known for their child bike giveaways, many individuals are not aware they have bikes available for anyone who may be in need of transportation, a new hobby, or an easy form of exercise.

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MARKETING GOAL

The main goal of our marketing campaign is to increase awareness about Red Lantern's mission and bike service offerings, while also aiming to increase donations through their GoFundMe campaign to secure their current home and allow them to plan for the future.

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IMC PLAN OBJECTIVES

Increase web traffic by 10%

Grow social media following by 10%

Generate $5,000 in donations for the GoFundMe campaign

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TARGET AUDIENCE

01 | Recreational Bike Riders (Primary)

Bike riders in and around the Mon Valley area
Age range: College students and families (18-50)
Mid-income

02 | Lower-Income families with a need to transportation access. (Secondary)

Low Income
Age Range: 15-50

Includes high school students in need of transportation

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PERSONA PROFILE (this will be for primary audience)

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Client Implications:

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QUICK TIP

Try right clicking on a photo and using "Replace Image" to show your own photo.

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PERSONA PROFILE (this will be for secondary audience)

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Client Implications:

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CREATIVE STRATEGY

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CREATIVE BRIEF

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Why are we advertising?

To spread the mission of Red Lantern Bike Shop and attract our two target audiences to take advantage of the services and educational programs.

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Whom are we talking to?

Recreational bike riders and lower-income families with a need to transportation access.

What do they currently think?

Red Lantern gives out free bikes to kids. Its bikes and bike shop amenities are for low-income or underserved/marginalized people. “I am unable to purchase from the bike shop.”

What do we want them to think?

Red Lantern is welcome to all. Anyone can buy a bike or learn to fix their own bike. It does not matter what your experience level or financial status is. There is no gatekeeping like some other shops. People are welcome to ask questions and learn.

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CREATIVE BRIEF

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What is the most persuasive idea we can convey?

Red Lantern is one of the few bike shops in Pittsburgh that sells affordable, sustainable ready to ride bikes. Other shops sell bikes as is.

Why should they believe it?

Red Lantern is open to the public to look at the bikes (and their prices) and see them working/making repairs to them. We can share the stories of people who have volunteered with them, purchased a bike, or received a free bike.

What is the personality we want to convey?

Belonging (The Everyman) or Understanding (The Sage)

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MESSAGE PYRAMID

Red Lantern is the ultimate Pittsburgh nonprofit bike shop for all levels of riders that gives back to the community through its refurbished bike services and Opportunity Hub.

Key Message #1

Affordable, Accessible and Inclusive:

Our fair pricing model places us as one of Pittsburgh’s best secrets for any cyclist, including new cyclists, who are trying to keep the hobby affordable.

Key Message #2

Eco-Friendly:

All bikes and parts are recycled or refurbished, making them an extremely eco-friendly form of transportation.

Key Message #3

Building an Opportunity Hub:

Our GoFundMe campaign will allow us to expand our operations at the United Calvary Church of Christ in Turtle Creek. This will provide the community with a place to Gather, Shop, and Learn.

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STRATEGY ENHANCE DIGITAL PRESENCE

Update Google Profile

Keeping Google updated helps people find you.

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Clean Up Website

Proofread and increase useability.

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Optimize SEO

Increase traffic to website by integrating keywords and phrases into pages.

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Build Multimedia Assets:

Regularly adding photos and videos to the website increases credibility.

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Apply for Google for Nonprofits

Receive grants for advertising through Google’s ad platform.

Cole

Website Updates / Digital Presence

SEO: Keywords -> Key words | Google Red Lantern, take screenshots, and show what comes up to show how using keywords would help | Invest in an SEO strategy this is how it would help you - Optional Web updates - it will cost some money but would be worth the investment

Content: How-to pages on bike repair | Resources/ Blog (maintenance) | About Us section needs updated | Add 501(c)(3) information to website | In the news page is dated - don’t use it. Maybe just share it on social media | Partners page - add this and remove news + partner with us! | Include photos of areas they need to update

NOT content based, but basically focus on web updates. Update so all content is accurate. About Us: Incorporate message pyramid, Story is not on social media posts, on website, etc. We will write a new about us for them.

Google: Update Hours and address on Google listing | Ask people to review

Adwords: nonprofits qualify for free ads from google grants. - offer them a link for them to learn more: https://www.google.com/grants/

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Clean Up Website

Update “I’d love to help” page

Make sure all information is up to date
Add quick links
Amazon Wishlist

Add more information to “Giveaway” page

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Update Google Profile

Add:

Business hours
Website
Phone number
New photos

Update address
Ask customers to leave reviews.

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Build Multimedia Assets

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Red Lantern founder Brian Sink, teaching local Pittsburgh children to repair and recycle bikes at our Bike Volunteer Nights

You need photos and videos on every page

Add captions

Photo & Video Gallery

Connect Facebook and Instagram.

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Optimize SEO

“Our vision is one of refurbishing and redistributing bicycles into the underserved populations of Pittsburgh, including providing children with free bikes and those with limited access to transportation affordable refurbished bikes..

Red Lantern Bike Shop takes a proactive approach to connecting free and affordable bicycles to individuals who have limited access to obtaining them. All our bikes are recycled or refurbished and repaired in our bike shop in Braddock.

The Red Lantern Bike Shop wants to ensure the health and safety of all participating in our Pittsburgh Bike Repair Events. Masks are mandatory, please adhere to social distancing rules. Please do not bring any children with you to our indoor events.”

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Utilize keywords and common phrases:

“Free bike” - 500 searches per month.
“Free bike giveaway near me” -150 searches per month.
“Bike Shop Pittsburgh” - 800 searches per month.
“Bike Repair Pittsburgh” - 60 searches per month.

Repeat

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Apply for Google for Nonprofits

Benefits of Google For Nonprofits.

Free AdWords advertisements.
Free use of G-Suite.
Use of Youtube fundraising.
Google Maps.

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STRATEGY SOCIAL MEDIA

Utilize Facebook Marketplace

Allows you to showcase available bikes
Cost effective - posting is free!

Use customers and volunteers to your advantage

Remind customers to leave reviews and to tag you in their own social posts
Use partnerships to cross-promote the bike shop on multiple social channels

Post and interact on social regularly

Share any PR on all feeds
Repost when tagged by customers
Engage with comments

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Lauren and Jamella

Can pull some creative samples in to this slide!

Boost Posts: - Awareness Campaign for the Church - Drive Donations to the go fund me

Organic and Paid:

Paid Campaign: Giving Tuesday Campaign to tie into end of year giving - the what, when and how + budget | Message: + Good Image/Video/GIF: + Call To Action: Donate + Link: GoFundMe

(Jess, I have some info for this budget and the sticker budget on the budget slide) - $300 campaign

Spring buyback - $300 paid campaign (?) - Where do we want to drive them? To the go fund me or the website? Services page?

Boosts: 5 boosted posts @ $25 a post during the summer months = $125

Influencer: Fetterman’s Wife - help to post things about campaigns, i.e. Giving Tuesday, record a video for you, give out bikes with you, etc. | Ryan Popple - Pittsburgh Biker

Facebook Marketplace: Post photos of the bikes with the information and prices

PR: Share any news you get on social media! Events they are participating in - “Look for us at X event!”

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STRATEGY SOCIAL MEDIA

Boosted Posts

Choose a few posts outside of the big campaigns to help with engagement

Volunteer Nights during the summer when sales are high
Bike Giveaway Days
Repair Services
Budget: $25/ boosted post

Use Brand Messaging and targeted ads to help increase social media following

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Lauren and Jamella

Boost Posts: - Awareness Campaign for the Church - Drive Donations to the go fund me

Organic and Paid:

Paid Campaign: Giving Tuesday Campaign to tie into end of year giving - the what, when and how + budget | Message: + Good Image/Video/GIF: + Call To Action: Donate + Link: GoFundMe

(Jess, I have some info for this budget and the sticker budget on the budget slide) - $300 campaign

Spring buyback - $300 paid campaign (?) - Where do we want to drive them? To the go fund me or the website? Services page?

Boosts: 5 boosted posts @ $25 a post during the summer months = $125

Influencer: Fetterman’s Wife - help to post things about campaigns, i.e. Giving Tuesday, record a video for you, give out bikes with you, etc. | Ryan Popple - Pittsburgh Biker

Facebook Marketplace: Post photos of the bikes with the information and prices

PR: Share any news you get on social media! Events they are participating in - “Look for us at X event!”

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STRATEGY SOCIAL MEDIA

Paid Campaigns

Giving Tuesday + Year End Giving

Kick off year end giving with Giving Tuesday and extend the “ask” until Christmas.
Heavily promote December Bike Drive (share stories from past drives, etc.)
Give customers a call to action and direct them to the GoFundMe page

Spring Bike Drive

Could be a second potential paid campaign, or just boosted.

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Lauren and Jamella

Boost Posts: - Awareness Campaign for the Church - Drive Donations to the go fund me

Organic and Paid:

Paid Campaign: Giving Tuesday Campaign to tie into end of year giving - the what, when and how + budget | Message: + Good Image/Video/GIF: + Call To Action: Donate + Link: GoFundMe

(Jess, I have some info for this budget and the sticker budget on the budget slide) - $300 campaign

Spring buyback - $300 paid campaign (?) - Where do we want to drive them? To the go fund me or the website? Services page?

Boosts: 5 boosted posts @ $25 a post during the summer months = $125

Influencer: Fetterman’s Wife - help to post things about campaigns, i.e. Giving Tuesday, record a video for you, give out bikes with you, etc. | Ryan Popple - Pittsburgh Biker

Facebook Marketplace: Post photos of the bikes with the information and prices

PR: Share any news you get on social media! Events they are participating in - “Look for us at X event!”

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STRATEGY HASHTAG STICKER CAMPAIGN

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STICKERS ( 2”x2”)

( 1”x1.2”)

HASHTAG

( 1”x1.6”)

(7”x5”)

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STRATEGY PUBLIC RELATIONS

Media Relations

Develop pitch ideas to send to local media reporters

Utilize an influencer to bring even more awareness to the paid campaigns.

Gisele Fetterman
Ryan Popple

Partnerships with local bike races

In-Kind Sponsorship/Donation

Giving a “Swag Bag” to the last place finisher

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STRATEGY MEDIA RELATIONS

Story Ideas:

Promoting Holiday Bike Collection/Give-Away
Volunteer Profiles
Opportunity Hub Fundraiser
Red Lantern Story/ Owner Profiles

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STRATEGY MEDIA RELATIONS

Establish relationships with local reporters:

JoAnne Harrop; Pittsburgh Tribune Review; jharrop@triblive.com
Michael Machosky; Next Pittsburgh; mmachosky@gmail.com
Amanda Waltz; City Paper; awaltz@pghcitypaper.com
Francesca Dabecco; The Incline; hello@theincline.com (paid campaign)

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STRATEGY INFLUENCERS

People to reach out to:

Gisele Fetterman

31.7k followers

Ryan Popple

2,319 followers

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STRATEGY PARTNER CAMPAIGNS

Participate in local bike races:

The Dirty Dozen - November
Pittsburgh Underwear Ride - September
Mon Valley Century Tour - August
Pedal Pittsburgh (with BikePGH)

OpenStreetsPGH (summer)

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Jess and Casey

Public Relations

ANOTHER SIMPLE WAY TO IMPROVE PUBLIC AWARENESS IS TO HAVE RED LANTERN STAFF OR VOLUNTEERS PARTICIPATE AND REPRESENT RED LANTERN IN LOCAL BICYCLE RACES. THIS ESTABLISHES CONNECTION WITH OTHER LOCAL BIKE SHOPS AND NON-PROFITS, AND HELPS RED LANTERN CONNECT WITH MEMBERS OF THE PITTSBURGH BIKING COMMUNITY.

YOU CAN MAKE YOUR BRAND MORE VISIBLE DURING THESE EVENTS BY PRINTING STICKERS WITH RED LANTERN’S NAME AND LOGO FOR YOUR HELMETS AND BIKES, ETC.

THE “DIRTY DOZEN” IS is a one-day road cycling race in Pittsburgh, Pennsylvania, held annually on the first Saturday following the Thanksgiving holiday in November.^[2] The event is contested over a 50-mile (80 km) course that features 13 of the steepest hills in the Pittsburgh metropolitan area. (Maybe remove?)

For 2022 and beyond Monessen Amateur Radio Club (MARC) has created the “Monongahela Valley Century, Town & Country Edition.” The result is that we now offer a great century ride of just over 100 miles. The MVC Town & Country Edition will begin at the old river town of Monongahela, PA and will include visits to all five southwestern PA counties; Washington, Westmoreland, Allegheny, Fayette, and Greene.

BIKE PGH SPONSORS SEVERAL LARGE RACES… “PEDAL PITTSBURGH” CLAIMS TO BE PITTSBURGH’S LARGEST BIKE RIDE AND IS HEADINGING INTO IT’S 29TH YEAR. THE “OPEN STREETS” PROGRAM IS PANNED TO RETURN IN SEVERAL DIFFERENT NEIGHBORHOODS THIS SUMMER- COULD REACH OUT TO ASK TO BE A “COMMUNITY PARTNER” AND HELP SET UP A RIDE IN BRADDOCK OR TUTRLE CREEK.

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TIMELINE

January - March

April - May

Clean up website by updating about me section, adding photos, changing partnerships, etc. Update Google profile
Apply for Google for Nonprofits
Begin gathering stories, quotes, and testimonies from volunteers and the community you serve (to use for social media campaign)
Call for bike donations / Spring Bike Giveback following the holiday season

Increase post on social media and boost selected posts
Finalize sticker design and get stickers printed
Reach out to local news papers, sharing pitch ideas and press releases
Reach out to local bike races occurring in the Summer and Winter
Take photos of bikes and post on Facebook marketplace

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TIMELINE

October - December

Continue to post throughout the summer, boosting and highlighting events, volunteers, and Go Fund Me
Gather quotes, photos, etc. from 2021 Holiday Bike Drive to put together Year End Giving campaign
Prepare press release and pitch for Holiday Bike Drive story to local news outlets
Prepare Swag bags for races
Attend races and post on social media that you are attending

June - September

Schedule paid campaign for Giving Tuesday (Tuesday after Thanksgiving) and throughout December for year end giving
Send press release and pitch for Holiday Bike Drive story to local news outlets
Prepare Swag bags for winter races
Attend winter races and post on social media that you are attending

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CREATIVE SAMPLES

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SOCIAL MEDIA POSTS

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FACEBOOK HEADER

T-SHIRT DESIGNS

ADDITIONAL BRANDING

STICKERS

BIKE WATER BOTTLES

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CAMPAIGN BUDGET

The overall campaign budget is $2500

Sticker Campaign:

StickerMule.com

Quote: Price varies depending on size and amount of stickers ($200-$400)

T-shirts:

Ink Division (Local Vendor)

50 shirts for $230

Rush Order Tees (Online Vendor)

50 shirts for $415

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CAMPAIGN BUDGET

The overall campaign budget is $2500

Facebook/Instagram Boost Campaign:

Recommended Budget: $375 - $625
Timeline:

Implement Awareness Campaign Through Boosted Posts Spring 2022 from April-May ($25 / boosted post = $125 for 5 posts)
Holiday Social Campaign For Bike Collection/Giveaway + Giving Tuesday = $250 for the total campaign

Additional $250 for second paid campaign, if warranted

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Bike Water Bottles:

Custom Ink (Online Vendor)

100 bottles for $340

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BENCHMARKS

Web Traffic

Currently: 480 views per month on average
In one year: 528 views per month on average

Social Media Growth

Currently: Instagram - 1,055; Facebook - 341
In one year: Instagram - 1,161; Facebook - 376
Interaction is more important than follower count!

GoFundMe Donations

Currently: $8,480
In one year: $13,480

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THANK YOU.