KFinleyWallace Case Study I

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AAA Mid-Atlantic & The DC Cycling Community AAA Mid-Atlantic Public Affairs Case Study | May 2011 By Kharma I. Finley-Wallace Business Operations Manager

The Start of Everything… ,[object Object]

AAA is against bikes What the bike community heard…

Immediate Communication Strategy ,[object Object],[object Object],[object Object]

But Rhyme or Reason ,[object Object],Had gone out the window.

Steps to Repair ,[object Object],[object Object],[object Object],[object Object],[object Object]

Further Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Internal Communication DC Bike to Work Day @ Freedom Plaza MAY 20 Members of the D.C. P&GA team joined the Washington Area Bicyclist Association and Commuter Connections in celebrating Bike to Work Day 2011. With 11,000 commuters choosing to bicycle in to work , this year represented the highest number of participants in the event’s history. John Townsend spoke on behalf of AAA Mid-Atlantic on Freedom Plaza – the largest of 49 pit stops throughout the District, Maryland and Virginia. The club’s “Share the Road” message was prominently displayed through the distribution of information and reflective arm/leg bands to passers-by.

Measurable Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measurable Results 8,000 = # of Bike to Work Day Registrations 400= # of AAA safety bands given away at the AAA booth on site 78 = Approximate # of clicks on the AAA link from the DC Washington Area Bicycle Association website 7 Tweets 3 Re-Tweets 12 Twitter Clicks

Success We tweeted a picture of this guy & he RT’d back with exciteme nt! He was happy we were there & so were we!

Further Success Video with GREAT signage in the background posted on the League of American Bicyclists Blog and their YouTube Page. That’s the League! That’s US! ALL ON THE SAME PAGE! & That is the Mayor of D.C.

End Notes ,[object Object],Shane Farthing Washington Area Bicycle Association @ AAA Vehicular Manslaughter Press Conference

& The Best Part of The Experience? John B. Townsend II on a bike

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KFinleyWallace Case Study I

1. AAA Mid-Atlantic & The DC Cycling Community AAA Mid-Atlantic Public Affairs Case Study | May 2011 By Kharma I. Finley-Wallace Business Operations Manager

4. AAA is against bikes What the bike community heard…

9. External Communication

10. Internal Communication DC Bike to Work Day @ Freedom Plaza MAY 20 Members of the D.C. P&GA team joined the Washington Area Bicyclist Association and Commuter Connections in celebrating Bike to Work Day 2011. With 11,000 commuters choosing to bicycle in to work , this year represented the highest number of participants in the event’s history. John Townsend spoke on behalf of AAA Mid-Atlantic on Freedom Plaza – the largest of 49 pit stops throughout the District, Maryland and Virginia. The club’s “Share the Road” message was prominently displayed through the distribution of information and reflective arm/leg bands to passers-by.

11.

12. Measurable Results 8,000 = # of Bike to Work Day Registrations 400= # of AAA safety bands given away at the AAA booth on site 78 = Approximate # of clicks on the AAA link from the DC Washington Area Bicycle Association website 7 Tweets 3 Re-Tweets 12 Twitter Clicks

13. Success We tweeted a picture of this guy & he RT’d back with exciteme nt! He was happy we were there & so were we!

14. Further Success Video with GREAT signage in the background posted on the League of American Bicyclists Blog and their YouTube Page. That’s the League! That’s US! ALL ON THE SAME PAGE! & That is the Mayor of D.C.

15. Even More Success

16.

17.

18. & The Best Part of The Experience? John B. Townsend II on a bike

KFinleyWallace Case Study I

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