The proposed publicity campaign aims to raise awareness of Bikes for the Philippines (BFP) organization and its mission of providing bikes to school children. Over 12 months, the campaign will utilize media outlets, social media, and biking events to attract sponsors, promote biking as transportation and a lifestyle, and share success stories of beneficiaries. Key goals are to create awareness of BFP, tap sponsors, and influence other communities to replicate the biking model.

1. PROPOSED PUBLICITY CAMPAIGN FOR
Duration of Campaign: 12 months

2. Executive Summary
 The Bikes for the Philippines’ (BfP) is an
organization giving out bikes to school children
 BFP was established to address the increasing
drop out rates in public school
 Lack of public or private transportation is a
significant contributing factor in rural Philippines.
 BfP program is the Philippines one of the kind
project to bike beneficiaries as they teach proper
riding techniques, first aid and bike maintenance.
 The first beneficiaries were school children from
Baclayon, Bohol

3. Stakeholders
 Bikers
 Bike enthusiasts
 Bike companies
 Bike components suppliers
 Prospective sponsors
 Individual donors

4. Goals and Objectives
 To create awareness BFP as an organization
that champions the advocacy of “biking to
school” by donating bikes to qualified school
children.
 To tap possible sponsors—bike
suppliers, corporate and institutional patrons
and individual donors—in order for BFP to
sustain its mission and vision for school
children in remote areas of the country.
 To spearhead a “model” which promotes biking
as a way to a healthy lifestyle and an essential
part of education among young children.

5. Goals and Objectives
 To be able to influence other
communities to replicate the established
model and/or incorporate BFP’s
mission-vision in their programs and
projects.
 To promote biking as a form or
transportation and an integral part of
anyone’s lifestyle—including going to
school.

6. Communication Strategy
 Tap the nation’s top three broadsheets
(Philippine Star, Philippine Daily
Inquirer, Manila Bulletin) for features and
lifestyle articles.
 Explore the possibility of doing business
features via the top 3 business broadsheet
(Business World, Business Mirror and
Malaya Business Insight)
 To promote biking and BFP in all bike
magazines (Weekend
Warrior, Multisports, The Bull Runner, MTB
Philippines Magazines)

7. Communication Strategy
 To create a strong presence online using
social networks such as Facebook, Twitter
and etc.
 To tap famous cycling groups
(PHILMOFO, PMTB, Polkit Cycling
Group, Bikekada Cycling Manila) and
bloggers (Mountain Bike
Philippines, Biloggirl, Pinoy Bike Blog) in the
Philippines.
 Create biking rides, events and festival to
raise fund to the project.
 To get a celebrity endorser preferably a biker.

8. Channels
Channel Tactics
Newspaper Create a remarkable article to be
featured BFP’s vision and mission,
history and plan projects
Magazines Create an article about the endorser of
the organization preferably a biker.
Blogs and Forum Create PR for BFP events to increase
their awareness to public. The press
materials will be sent to bloggers and
biking enthusiasts, and drive people to
attend.
Events will be bike rides in the trail,
bike camping and bike festival to raise
funds.
Website and social networks Improve the by updating the activities
by posting videos of BFP beneficiaries’
real stories as how the program helped
them.

9. Timeline
Schedule PR Approach Media Outlet
Sept Story Angle Lifestyle, sports and
Feature story about BFP. metro section of
Message: What is BFP?(History, vision and broadsheet.
mission, organization business plan)
Suggested Photo: BFP Founder and
beneficiaries.
October Organize a monthly bike ride and invite bikers, Bike blogs and forum
bike enthusiasts, bike companies site and Facebook
October: Pre-Halloween Ride Page event.
November November : Bonifacio Day Ride Bike blogs and forum
site and social
networks
December December: Bike Ukay Day (donate pre-owned Bike blogs and forum
bikes, bike components and accesories) site and social
networks

10. Timeline
Schedule PR Approach Media Outlet
Jan Event Angle Business newspapers
Invite business writers/reporters and hold a mini
press conference
Organize a bike ride on the 1st week of the month Bike blogs and forum
dubbed “New Year’s Day Ride” site and social
networks
Feb Introduce the BFP endorser to promote biking as Lifestyle and Bike
a sports and part of lifestyle Magazines
Suggested photo: Founder and endorser
March Organize bike camping on 3rd week of the month Bike blogs and forum
and invite bikers, bike enthusiasts, bike company. site and social
networks
April Host a bike show festivals to raise fund Bike blogs and forum
site and social
networks

11. Timeline
Schedule PR Approach Media Outlet
May Story Angle Newspaper
Message: The Wheel of Change
(Testimonial of real people)
Interview actual bike beneficiaries and
share how BFP program changed their life
June Update website and post video clips about Website, Social
volunteers and beneficiaries stories. Networks
July Organize a critical mass ride in celebration Bike blogs and
BFP Founding anniversary. forums and social
networks.
Aug Organize a bike ride on 3rd week of the Bike blogs and
month and invite bikers, bike enthusiasts, forums and social
bike company networks

12. Measurement
Channel KPIs
Emailed PR materials Out of 500 emails, 350 replies and it will contribute traffic to
website
Website Increase the number of visits to 15% from news release
Journalist Increase the number of journalist contacts to 15%
Email subscription Increase the number of subscriber to 25% from the events
(Newsletter) attendance
Twitter Increase the number of followers to 15% monthly
Facebook Likes Increase the number of Likes to 5%
Increase the number of Reach to 5%
Virality to 3%
Social Mentions Sentiments
Positive 30%
Negative 20%
Neutral 50%