2021 ValleyBike Marketing Plan 2022 Marketing Plan
ValleyBike Share
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Table of Contents
Table des matières
Introduction _____________________________________________________________ 2
Current Marketing Objectives & Performances ____________________________________ 4
System & Online Objectives __________________________________________________ 5
Marketing Activities ________________________________________________________ 6
Communications Calendar __________________________________________________ 8
Evaluation & Monitoring of 2022 Performances ____________________________________ 10
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Introduction
The marketing and communication plan outlines the vision and direction of ValleyBike. This plan focuses heavily on getting
community groups and influential leaders that are excited and eager about bike share to help promote the system in a
fun and exciting way. Community groups/leaders will be diverse to showcase that bike share is for all people. We will
continue our message as an appealing, cost effective, convenient, healthy, and ecofriendly bike share service.
Due to the continuing uncertainty of Covid, this plan may need to be flexible, however, if things start looking better at any
time in the year, we will be able to pivot and do more in person events. This is not intended to be a step-by-step guide but
will serve as a guide for ValleyBike’s 2022 marketing and communication structure. The success of this plan will rely on joint
efforts from sponsors, the Communities of Ct. River Valley, and Bewegen Technologies.
To note, additional growth and awareness opportunities will likely develop during the year. We will continue to address
these and all opportunities that align with the goals of our system, our cites and towns, and our sponsors.
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Target Markets
Pay Per Ride Pass and Day Pass are the most selected membership by far. Most of our users are residents and
students. We have seen an increase in student pass sales in the fall, but we were still under tight restrictions in
the spring and could not be on campus. In 2022 we plan to arrange more presence on campuses in the region
as well as trying to reengage sponsors that were unable to have outside people on campus to promote the
sponsor discount Based on initial research, our bike share system is used by all groups of age. Our future efforts
will focus on attracting and appealing more annual pass users. Considering the large number of Colleges and
Universities in the area, we will aim to increase awareness of our student membership program.
• Targeted User Profile: Males & Females 25-60 We found that most of our users are Male, so a
concerted effort will be made to attract females to our system. Depending on the state of the
pandemic, this could be achieved with group rides and promoting at events that are geared
towards females
• Targeted Student Profile: 18-25
• Target Membership: Access Pass, Annual memberships, and student memberships.
Main Targeted User Profile: Residents
• Secondary Targeted User Profile: Students and Seniors
• Current User Profile: Ages 18-Senior
• Target User Profile: 18-Seniors
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Current Marketing Objectives & Performances
A. Per Membership Type*
i. Annual Membership
ii. Monthly Membership
iii. Pay per Ride Pass
iv. Student Annual Pass
v. Access Pass
vi. Day Pass
vii. Employer Membership Package
*New pricing structure for occasional passes and overage fee will be presented in Spring.
B. Per Social Media Outlet
i. Twitter: Focus on real-time announcements (system, industry, sponsor/partner news)
ii. Instagram: Insta Stories that feature user content
iii. Facebook: Mirror same messaging & promote the system
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System & Online Objectives
OBJECTIVES 2021 (as of 11/30) 2022 (as of 11/30)
Increase Ridership:
System Rides 100.699 154,200 (+25%)
Increase Membership (new members and renewals):
Individual/Occasional
12,336
14,186 (15%)
Increase Social Media Following:
Instagram 912 960 (+5%)
Twitter 467 513 (+10%)
Facebook 979 1175 (+20%)
Increase Newsletter Subscribers 22,665 24,000/ ~5%
• Include sponsors and partners in our newsletter and social media content
• Increase reach, engagement and ridership through boosted posts and ads.
• Engage the surrounding business community to acquire corporate members
• Keep our social media active during the off-season
• Organize/Participate in events and demos
*A budget dedicated to social media will be used to boost posts and advertise the system. The objective is to increase
social media reach while maintaining the engagement rate.
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Marketing Activities
A. Welcome Packages
Welcome Packages will not be automatically sent anymore. The user must tick the “Request Key Fob” box
to receive it.
a. Branded envelope, stationery, and key fob
b. Welcome letter with info and education about the system
B. Social Media Presence (Facebook, Instagram, & Twitter)
Post Content
a. “Station Spotlight” - Highlight places of interest near the stations
b. “Rider Spotlights” – Engage users to be interviewed for our social media
c. Encourage users to rate and share their experience on Google review/Facebook
d. Highlight convenient, efficient, and scenic routes
e. Highlight our successes and stats throughout the season
f. Timely communicate any alerts or system issues/updates
g. Work with sponsor partners to publish joint content
h. Winter and Summer riding tips
Curated Content
a. Share applicable sponsor, county, and city posts
b. Share interesting content on biking industry and community, micro mobility, e -bikes
c. Introduce and raise awareness on sustainable development topics
Community Management & Engagement
a. Engage with all social media comments, good or bad, to show commitment
b. Engage with sponsor partner content
c. Encourage users to share their experience by giving away memberships
d. Engage followers with trivia, contests, giveaways
e. Increase reach and engagement through boosted posts
f. Increase ridership and membership through ads
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C. Newsletter
a. Promote newsletter through social media and website
b. Promote giveaways, contests, and promotions
c. Timely communicate any system updates/changes
d. Show off user-generated content
e. Share City/County and sponsor partner content
f. Share interesting content on biking industry and community, micro mobility, e-bikes
g. Share fun system stats and highlight milestones and successes
D. Plan & Activate Events/Demos*
a. Schedule demos at community and other local happenings – manned by Marketing
Coordinator
b. Schedule demo sessions at popular stations manned by Marketing Coordinator
c. Organize group rides manned by Marketing Coordinator
d. Set up Demo’s at Farmers Markets to talk to people about the Access Pass
*Subject to COVID-19 restrictions. Events will be planned throughout the year.
E. Promote Employer Membership Package
a. Work with the County/City to develop and promote corporate involvement
b. Collaborate with sponsors to develop and promote the membership
c. Promote the Employer Membership Package to the hospitality industry
d. Promote the membership on social media and newslett ers
F. Produce How-To Videos published as stories
a. Report an issue
b. Check before your ride
c. Follow laws and rules
d. What to do if a station is full
e. Winter riding tips in coordination with MassBike
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Communications Calendar
04
April
• Passover 4/15-4/23
• Promote Employer Membership Package
• #BehindTheScenes post showing the team hard at work installing stations
• 4/7 World Health Day
• 4/12 Easter
• Earth Day (4/22)
05 • Promote Employer Membership Package
• Cinco De Mayo (5/5)
01
January
• New Year’s Resolutions
• Promote the newsletter
• Martin Luther King Jr Day (1/17)
• Winter Rider Tips
02
February
• #BehindTheScenes post showing the bikes at the warehouse, waiting to be
ridden
• Valentines Day Couples Special
• Share an interesting infographic about bikeshare
• Encourage the members to give their feedback (Google/Facebook/ Mobile App
Stores)
• Winter Riding Tips
• Groundhog Day
03
March
• St. Patrick’s Day Parade (Fingers Crossed for this year)
• Winter Riding Tips
• 3/20 Highlight the first day of Spring
• 3/8 International Women’s Day – The bicycle, a tool for women’s emancipation
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May • National Bike Month – Giveaway: Monthly Memberships
• 5/8 Mother’s Day
06
June
• Station Spotlight: highlight places of interest near a station
• National Great Outdoors Month: Encourage people to enjoy the outdoors
• 6/3 World Bicycle Day
• 6/19 Father’s Day
• 6/20 Highlight the first day of Summer
• Juneteenth
07
July
• Station Spotlight: highlight places of interest near a station
• Promote the newsletter
• 4th of July
• 7/17 National Ice Cream Day: Tag your favorite local ice cream shops
08
August
• #BehindTheScenes post showing the team maintaining/retrieving bikes in the
streets
• Encourage the members to give their feedback (Google/Facebook/Mobile App)
09
September
• Rosh Hashana 9/25-9/27
• Station Spotlight: highlight places of interest near a station
• 9/5 Labor Day
• 9/22 World Car Free Day – Free Rides All Day (Pay Per Ride Pass)
• Fall Foliage Week (starts on September 25th): Fall Promotion
10
October
• Yom Kippur 10/4-10/5
• Indigenous Peoples Day
• Highlight Fall landscapes and promote scenic routes
• 10/31 Halloween – Bike to your Halloween Party
11
November
• 11/11 Veteran’s Day
• 11/24 Thanksgiving
• Bike Friday/ Cycle Monday Special
12
December
• End of Season Survey: Encourage the members to give their feedback
• Winter Riding Tips
• Hanukkah 12/18-12/26
• Winter riding tips
• 12/21 First day of Winter: What is your favorite Winter activity?
• Highlight Holidays
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Evaluation & Monitoring of 2022 Performances
A. Analytics
- App downloads
- Website traffic
- Social Media progress and activity throughout the year
B. Survey
- Members satisfaction
- Customer Service assessment
- System improvements
C. Reports
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- Total Ridership in the season
- Average trips per member
- Total members per membership type
- Ride mapping
- Call center data
Bewegen Technologies Inc
9095 25th Avenue,
St-Georges, Quebec
Canada G6A 1A1
bewegen.com