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Marketing Campaign for Bicycle Safety

Prepared for: Eric Hoffman


Prepared by: Ancient City Communications
December 7, 2015

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TEAM MEMBERS
MADELINE SCHMIDT - ACCOUNT EXECUTIVE
KITTY COLE - DIRECTOR OF DEVELOPMENT
ZANE CRECELIUS - RESEARCHER
KAYLI HARRISON - MEDIA PLANNER
AL HILL - COPYWRITER
LINZY MARA - EDITOR
SAMANTHA KROPP - EDITOR
MARY BETH LANIGAN - ACCOUNT PLANNER
LAURA PADOVANO - MEDIA BUYER
TATE SWANSON - CREATIVE DIRECTOR
EMILY VENESINA - EVENT PLANNER
SHELTON WALKER - DIRECTOR OF DEVELOPMENT
SUMMER WATKINS - GRAPHIC DESIGNER
SARAH HANSEN- SOCIAL MEDIA/GRAPHIC DESIGNER

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TABLE OF CONTENTS
Executive Summary 5
Situation Analysis 6-7
Research 8-9
Marketing 10-12
Strategies and Tactics 12
Media Analysis 16-23
Fundraising 24-25
Creatives 26-35
Budget 36-37
Appendix 38-48

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EXECUTIVE SUMMARY
At Ancient City Communications, our team has geared up to help One Road actively address the issues on the
roads in St. Johns County in order to make it a safer place for cyclists. In order to do so, we must reach out to
St Johns County cyclists AND drivers.
The overall goal of this campaign is to improve bike safety in St. Augustine. This allows us to target a town in
St. Johns County that severely needs the help. We will achieve this by educating the community on road rules,
providing awareness on cyclists in our community, and giving away bike safety equipment to the target
audience.
The target audience for this campaign includes St. Johns County cyclists and drivers ages 15-75 and of all
genders.
In order to satisfy our goal of improving bike safety in St. Augustine, we have cultivated three specific and
objectives. First, we must communicate the three main points that locals in our community are not
knowledgeable of based on our primary data results. These include the following: drivers must give cyclists 3feet of space while passing, cyclists must ride with the flow of traffic, and children must wear helmets up to the
age of 16. This knowledge must be formally communicated to at least 150 St. Johns County residents within a
60-day period and applies to all ages. Next, we must get 100 St. Johns County drivers and cyclists ages 15-75
to pledge to follow road rules within a 60-day period. In order to completely satisfy our goal, lastly we must
provide at least 10 sets of bike lights and 10 helmets to St. Johns County residents of all ages within that same
60-day period.
How will we meet satisfy these objectives? We must expose One Road through events and communication
tactics that will reach their target audience. This includes making the core information that fulfills the
knowledge gaps easily accessible and easy to understand. To fulfill One Roads objective pertaining to
collecting pledges, we must make it convenient for the pledger and create a sense of pride for the pledge.
Making bike safety equipment easily attainable by the St. Johns County residents who actively cycle will fulfill
part of the objectives is an another important strategy for One Road. Since some families cannot afford bike
safety equipment, One Road will collect sponsorships for these resources. This will be done by conveniently
offering free equipment to local cyclists during both events after creating engagements with locals to see if they
need it. These mentioned tactics will be executed at the planned events. We believe One Road needs a simple
design to meet the needs of our strategies. In response, we have created an easy-to-read design. Both the event
and communication aspects of this campaign will work together help One Road achieve its main goal.

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SITUATION ANALYSIS: PROBLEM STATEMENT


North East Florida is the most dangerous place for bicyclists in the United States. St. Johns County
alone has the highest rate of bicycle deaths in the country. Through Flagler College, the One Road
Campaign was launched in 2013 to raise awareness of this issue and improve bike safety for everyone. We are also working to educate bicyclists and drivers in the area about the local road laws as they
relate to motorists and cyclists. However, currently there is a gap in knowledge of road rules with both
bicyclists and motorists. There are many ways to educate, improve bike safety and overall help decrease bicycle related accidents.
The goal for the One Road Campaign is to target local residents in St. Johns County and improve bike
safety in the city of Saint Augustine. Through the support of the city, as well as donors, One Road can
use various methods to spread awareness and knowledge.
The issue will be resolved within the campaign by targeting populated areas throughout the Historic
District of St. Augustine. The main priority is to increase knowledge of road rules and improve bike
safety. The campaign will use a combination of traditional and non-traditional advertising methods to
promote both road rules and bike safety.
If One Road can improve bike safety in St. Augustine, St. Johns County can become a safer and less
dangerous place to ride a bike. Through a comprehensive media plan, and various creatives, this campaign seeks to spread awareness and knowledge across North East Florida, ultimately leading to a
safer road for bicyclists and motorists for years to come.

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SITUATION ANALYSIS: SWOT ANALYSIS


STRENGTHS:
-We are Flagler Students and have support from the community.
-We are young, motivated and energized.

WEAKNESSES:
-Not all of our members are cyclists and can understand all of the difficulties a cyclist would face.
-Cycling is a relatable topic.
-St. Augustine has a lot of cyclists.

OPPORTUNITIES:
-We can expose our brand during local popular events.
-St. Augustine is a small town, meaning we can reach most of its people in a few shots.
-St. Augustine is a generous community and is supportive of its local nonprofits.

THREATS:
-VeloFest might come off as a competitor to the outside.
-All of the drivers in town may not like the idea of promoting cyclists.
-We dont have enough time.

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RESEARCH: PRIMARY
METHODS
Primary research was the main component of this data collection. It was conducted in the form of an
online survey created through the software Qualtrics. The survey consisted of sixteen questions that
were all formatted in multiple choice forms. Demographic questions were asked to determine residence, age, and gender. A discrimination question was placed at the beginning of the survey asking if
the respondent lived in St. Augustine or St. Johns County. If they answered no, they would be moved
to the end of the survey so there could be no outliers in the data. After demographic questions were
asked, a series of questions were presented. These questions were based off of the bicycle traffic laws
for St. Johns County. The questions were phrased as to ask the respondent what they think the bicycle
traffic laws are in the area. They were all phrased in multiple choice formats.

ANALYSIS
The survey distributed had 87% respondents that were from the St. Johns County and St. Augustine
region. The 13% living outside of the target geographic area did not affect survey results, as they were
taken out of the survey to prevent outliers and create an accurate report. Demographic questions indicated the two highest age populations in St. Augustine are seventeen to twenty five year olds as 32%
of the population and 40-59 year olds as 30% of the population. Females were also the highest number of respondents, as 70% were women and 30% were men,Fifty respondents indicated that they
drive every day in St. Augustine and St. Johns County. This means that 52% of the respondents are
active car drivers. When asked how often they ride a bike, respondents highest response was I dont
own a bike with a 29% response rate. The next highest response was several times a week at 18%
of respondents.

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RESEARCH: SECONDARY
METHODS
This research involved both primary and secondary data. Secondary data was collected from The
Pedestrian and Bicycle Information Center as well as the St. Augustine Bike Plan created by the St.
Augustine Government and the North Florida Transportation Planning Organization. American Fact
Finder from the United States Census Bureau was also used for population numbers.

ANALYSIS
Respondents were also asked Up to what age are you legally required to wear a helmet?. The highest response was you are never required to wear a helmet when riding a bike at 34% of responses.
The next highest response was 13 at 30%. Another question of importance was How many bicyclist
are allowed to ride beside each other on the road? 54% of respondents said only one bicyclist was
allowed to take the bike lane. 43% of respondents answered two. The question If there is no bike
lane present on the road and there is no room for vehicles to pass with three feet of space, where
should a bicyclist ride? 78% responded right-hand curb while 21% responded middle of the
road.

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MARKETING: GOAL

Our goal is to improve bike safety in


Saint Augustine, Florida.

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MARKETING: OBJECTIVES
1) Formally communicate the 3 main points contributing to
knowledge gaps to 150 St Johns County Residents of all ages
within a 60-day period.
2) Get 100 St. Johns County drivers and cyclists ages 15-75 to
pledge to follow road rules within a 60-day period.
3) Provide at least 10 sets of bike lights and 10 helmets to St.
Johns County Residents of all ages within a 60-day period.

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MARKETING: STRATEGIES & TACTICS


STRATEGIES:
1) Make the information easily accessible.
2) Make the core information available through all media and creative.
3) Make the information easy to digest.
4) Make the process fun.
5) Make it convenient for the pledger.
6) Create a sense of pride for the pledger.
7) Make the bike safety equipment easily available.
8) Not let the local obtaining bike safety equipment be a burden on them financially.

TACTICS:
1) Hand out flyers that contain easy-to-read informational points that are available conveniently
at our events.
2) Keep all content consistent through all copy in all forms of media.
3) Have our gorilla man hand out the flyers.
4) Have the pledge banner at both pop-up events.
5) Use strategic verbiage such as We cant wait to show the town your commitment!
6) Conveniently offer free equipment to local cyclists during both pop-up events after creating
engagements with locals to see if they need it.

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MEDIA ANALYSIS: MEDIA OBJECTIVES

1. CREATE AND RAISE AWARENESS OF BICYCLE


SAFETY IN ST. AUGUSTINE AND ST. JOHNS
COUNTY THROUGH VARIOUS MEDIA PLATFORMS
2. CONSTRUCT A MEDIA PLAN TO SUCCESSFULLY GAIN TRAFFIC AND AWARENESS ON ALL
DIGITAL MEDIA PLATFORMS.
3. USE MEDIA PLATFORMS TO RAISE AWARENESS
ABOUT EVENTS AND GIVEAWAYS AS WELL AS
INFORMING THE TARGET AUDIENCE OF BICYCLE SAFETY.

MEDIA ANALYSIS: MEDIA TO BE UTILIZED


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The media outlets listed below prove to be most favorable


when targeting our audience. Local ads are beneficial due to
our target audience being located in one county. Marketing,
advertising and events are held locally for our audiences
benefit. These various forms of media allows our target
audience to be fully aware and informed of any upcoming
events and announcements.

BRAND WEBSITE
SOCIAL MEDIA
LOCAL RADIO ADS

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MEDIA ANALYSIS:

RADIO
Radio is one of our most beneficial mediums to utilize because of the large number of people that can
be reached through advertisements and PSAs. The stations we chose to run our spots on reach our
target demographic. Running the advertisements and PSAs on these stations will help bring awareness to the One Road-Safe Augustine campaign along with informing and educating our target demographic.
Beach 105.5

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MEDIA ANALYSIS:

SOCIAL MEDIA
Social media allows for the opportunity to create conversation, education, and awareness amongst our
target demographic. In utilizing these platforms we are able to accomplish the following:
Educate the community on road rules
Facilitate conversation
Create brand awareness
Direct traffic to our website
Develop local interest

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MEDIA ANALYSIS:

SOCIAL MEDIA
Facebook
Consistently inform followers of specifics of upcoming events.
Spark conversation on road rules by providing safety tips and content that engage and interest the
audience.

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MEDIA ANALYSIS:

SOCIAL MEDIA
Twitter
Tweets about information on upcoming events.
Tweet links to interesting and engaging articles and photos that create conversation on bike safety
and road rules

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MEDIA ANALYSIS:

SOCIAL MEDIA
Instagram
Post imagery to create visuals for road rules.
Post photos of St. Augustine locals who obey road rules to set examples for followers.

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MEDIA ANALYSIS:

EVENTS
Date: November 21st Time: 1-4pm Place: Downtown St. Augustine

Gorilla Marketing: One road is welcoming participants of all ages to brush up on your bike safety
knowledge and look for us downtown as we will be surprising locals with fun on-the-spot games to
win prizes with the pop of a balloon!
Demographics: 18-55, Male and Female, Local Residents, Middle Class, Cyclists, Drivers
Objective: To communicate and educate the community about bike safety. To create buzz and to create a positive brand
image in the community.
Materials: 30 balloons (15 cyclists and 15 drivers), Prize box, Water bottles Monsters, Granola bars Arm Bands, 5 hr Energy, Sunglasses, Ear phones Chapsticks, Pedometers Hair ties, Spoke lights, Car cleanup wipes, Air Fresheners Arm
bands, Microphone, Flyers, Gorilla suit, Skewers
Process: Interacted with people in downtown St. Augustine by asking them questions about bike safety and if they answered correctly then they could pop a balloon and pick a prize. If they did not answer correctly, then we told them the
correct answer and why. We also handed out our flyers. The microphone and the gorilla helped draw attention to our
event.
Results: The event was a huge success. We talked to people of all ages and was able to fill knowledge gaps within the
community. People were really interested in our event and wanted to interact with us. We were surprised with how much
the community knew about bike safety, especially from children.

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MEDIA ANALYSIS:

EVENTS
Date: November 28th Time: 6:30-9pm Place: 32 San Marco Ave.

Pop-Up Table Event: On your way through Uptown Saturday Night make sure to stop by the Solano
Cycle Parking lot for fun games and a chance to win prizes.
Demographics: 18-55, Male and Female, Local Residents, Middle Class, Cyclists drivers
Objective: To communicate and educate the community about bike safety. To spread awareness and to provide bike safety
equipment to the community. Create a positive brand image in the community.
Materials:Table, Spin Wheel, Bike, Lighting, Microphone, Gorilla Suit, Banners, Raffle Tickets, Gift Cards, Concert
Tickets, T-shirts, Flyers, Stickers, Bike Safety Equipment, Prize Box, Water Bottles Monsters, Granola bars Arm Bands, 5
hr Energy Sunglasses, Ear phones Chap Sticks, Pedometers Hair Ties, Spoke Lights Car, Cleanup Wipes, Air Fresheners,
Arm bands
Process: To engage with people in the community about bike safety. We will talk to them about road rules for bikers and
drivers, and educate them on rules they do not know. If there is anyone who needs a bike helmet, bike light or bike bell,
we will provide them with one. We will hand out our flyers to people passing by. The gorilla and the microphone will
draw people in, and get them to spin our bike wheel for a prize. We will ask drivers and cyclists to sign our pledge banner
promising they will follow bike safety rules.

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MEDIA ANALYSIS: MEDIA BUDGET


2015 Media Budget

October

November

December

Social Media:
Facebook

$5

$20

Instagram
Twitter

Total: October-December

FUNDRAISING

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Donor

Donation

Bethany Bike Shop

Jamis Earth
Cruiser

Mellow Mushroom

$100

Alexander Law Firm

$100

Powell Heating and Air Conditioning

$250

McGrp International, LLC

$100

Herbie Wiles Insurance

$250

Herbie Wiles

$500

The Tolan Group

$325

Home Tech Pest Control

$100

Affordable Plumbing Solutions

$100

Waler & Waler

$100

John Valdes

$100

Laraine Teiss

$100

Method/Procedure for Collecting Donations


1. Create a budget
2. Write a donation letter
3. Make a schedule
4. Approach businesses
5. Use personal resources/relationships
6. Follow up with a thank you letter

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FUNDRAISING
Before we could head out and begin fundraising for the campaign, the ACC team needed to
create a budget based on what we needed to raise funds for. Everything on the budget could
be linked directly back to accomplishing our goal. After the budget was finalized, a donation
letter was written including our campaign mission, goal, objectives and how we planned to
accomplish them. We included the budget in the donation letter so prospective donors would
know exactly what their contributions were going to. Then, Shelton and Katherine, the Directors of Development, began tackling donations by creating a schedule. They decided to split
up and tackle local businesses geographically to be the time efficient. Shelton approached
downtown businesses, while Katherine enquired with businesses on the island. To their surprise, local bike shops were not as generous as theyd expected them to be. Businesses that
contributed of $100 or more would be featured on the back of our One Road shirts. When
the team used personal connections with businesses owners in the area and the incentives
of the shirts is when the fundraising began picking up.
After we collected most of the donations, we wrote a thank you letter to show the
donors we appreciate their contributions. For non-profits, like ourselves, donations are key to
reaching our goals.

DONATION THANK YOU:


Date
Dear __________________,
Thank you for your recent gift of __________ to The One Road Campaign of Saint Augustine. Your generosity has helped
our efforts to raise awareness and improve safety for cyclists and motorists in the nations Oldest City.
Look for us around town as we host events, activities and use the media to educate and engage locals and tourists alike
about our mission.
We would love to keep you updated on our campaign, Shelton Walker, our development director, is always available to
answer any questions you may have. Don't hesitate to email him at: OneRoadSJC@gmail.com.
Sincerely,
Madeline Schmidt
Executive Director

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CREATIVES: CREATIVE BRIEF


One Road is a student-run organization that originated two years ago in order to create
awareness and increase safety protocol in St. Augustine and St. Johns County. By
making the One Road campaign interactive through our events and website and
interesting through our creatives and social media One Road strives to capture our
target audience and effectively increase bike safety.

Goals & Objectives

To see a difference in the attitude between bikers and drivers

To create and promote One Road Safe Augustine brand awareness in the community.

To make creatives that interest our audience and stimulate further action, for example seeing
our flyer and then visiting our website to learn more.
Key Issues
-Getting community members to stop and interact at our events.
-Following city ordinances for our events on public streetssuch as St. George Street, and abiding by
private property rules set forth by Flagler College and Scratch Kitchen for our pop-up events. These
rules become issues when they hinder us from specific event components such as tents and microphones.
-Walking traffic in St. Augustine generates a lot of people outside our target market (non-locals).
Why are we here?

To promote a bike safety campaign that creates awareness and increases safety protocol in St.
Augustine and St. Johns County.
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To educate cyclists on the importance of riding with traffic, avoiding distractions and using
proper safety equipment.

To emphasize the need for 3 feet passing distance between drivers and cyclists as well as an
increased awareness and patience when driving.

To generate a more positive attitude towards biking and bike safety in St. Augustine.

Who are we targeting?

Bicyclists and motorists in Saint Johns County / Northeast Florida

Individuals ages 5-65+

Key Insights
Many St. Augustine locals find biking to be a great way to navigate the city. We noticed
through this campaign, however that the population of St. Augustine does not always know the correct
rules of biking in St. Augustine and bike safety protocol for drivers. With this in mind, a huge part of
our campaign was to fill this knowledge gap in order to make St. Augustine a safer more harmonious
city to bike and drive.

The Look
The look behind our campaign is clean and modern. The main colors for our campaign are
burnt orange and royal blue and there is strong use of white space in order to maintain the clean and
modern look. The use of these colors was meant to mimic the St. Augustine Snapchat Geo-tag in order to generate familiarity and attract specifically St. Augustine residents. The font styles that we
used are easy to read and through use of color and bold characters we are able to successfully attract
the reader to specific areas of each creative.

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Key Messages

Uniting All Wheels

Ride with the flow of traffic

Ride with no more than two abreast

Be seen. Wear light and bright colors.

Give at least 3 feet when passing a bicyclist

Be patient and coexist

Minimize distractions

Tone
The design was meant to create a sense of familiarity in our audience by using colors similar
to those in Snapchats St. Augustine Geo-tag. We incorporated the royal blue to represent
depth, expertise, stability, power, seriousness and integrity and the burnt orange to stimulate,
encourage and associate the mind with safety. With this campaign we wanted to inspire change
not scare our audience, with this in mind we used the slogan Safe Augustine and tagline
Uniting All Wheels deliberately to set forth a positive goal for all of St. Augustinians.

Obstacles

Meet the campaign goal in our time frame of 4 months.

Promoting our campaign and events using a limited budget.

To generate audience participation and interest at our events.

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Creative

Logo Design: To create uniform branding and brand awareness.

Donation box note: Distributed at local business locations that allowed for donation boxes to
be set out to collect for our campaign.

Website: Created to build brand credibility and awareness as well as creating a platform where
we can post more information concerning our campaign.

Branding Banner: Builds brand awareness and promotes uniform branding throughout all of
our events. The branding banner also draws attention and builds brand credibility.

Pledge Banner: Created to build interaction with our audience and contribute in our goal of
filling the knowledge gap.

Poster: Filling the knowledge gap, eye catching.

Spinning prize bike-wheel: eye-catching, interactive, entertaining.

T-shirt with logo: Created to promote our campaign and sponsors and to allow bicyclists to
stand out when wearing the brightly colored shirts on the road.

Brand stickers: Created to promote our brand.

30 second radio spot: Promotes our events and generates buzz and awareness for our campaign.

Double sided flyer: Promotes awareness of bike safety knowledge gaps and promotes our
campaign.

Event Mock-up: Allows us to demonstrate what our event will look like and see how the creatives will be used.

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CREATIVES: PLEDGE BANNER & BRAND BANNER

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CREATIVES: POSTER

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CREATIVES: FLYER

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CREATIVES: LOGO & STYLE GUIDE

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CREATIVES: EVENT MOCK-UP

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CREATIVES: SWAG

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BUDGET: MERCHANDISE
Item

Quantity

Total

Banners

$119.98

Flyers

50

$34.99

Posters

50

$34.99

T-Shirts

50

$365

1 Roll

$10.99

Stickers

50

$149.82

Bike Lights

20

$162.78

Helmets w/ Visors

10

$180.31

Prizes from Walmart and Dollar


Tree

100

$97.63

Raffle

Bike Safety Equipment


Bike Lights - 20 pairs = $162.78 Helmets 10 with visors = 180.31 Assorted
Bike Lights (8 pairs) 9 Childrens Helmets (3 pink girls, 3 blue, 3 black) 2
Other Adult Helmets = $245.54 Bike Bells - 65 Total: $654.51

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BUDGET: MEDIA
Item

Beach 105.5 Blitz Campaign

Facebook Promotions

Quantity

Total

66 30-Second Spots, On-Air Interview, Beach 105.5 Social Media


Posts regarding One Road

$360.00

50

$50.00

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APPENDIX: SECONDARY RESEARCH


IS IT LEGAL FOR BICYCLISTS TO RIDE ON THE SIDEWALKS
IN ST. AUGUSTINE?
Yes
38%
No
62%

Yes

No

Do bicyclist legally have the same rights and duties as all other vehicles on the road?

YES!

NO!

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APPENDIX: SECONDARY RESEARCH


Is a parent responsible for a childs bicycle traffic violation?

No
12%

Yes
88%

Yes

No

If there is no bike lane present on the road and there is no room for vehicles to pass with three feet of space, where should the bicyclist ride?

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APPENDIX: PRIMARY RESEARCH

What is your gender?

28% Male, 70% Female, 3% Other

Male

Female

Other

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What is your age?


16 or Younger
17-25
26-39
40-59
60-0lder

APPENDIX: PRIMARY RESEARCH

How often do you ride a bike?

Several times a week

18%

2
3
4
5
6
12

Once a week
Several times a month
Once a month
Less than once a month
Every day
I don't own a bike

11%
11%
4%
20%
7%
29%

Total

100%
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APPENDIX: SURVEY
1. Do you live in St. Augustine or St. Johns County?
Yes 87%
No 13

2. What is your gender?


28% Male, 70% Female, 3% Other

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Male

Female

Other

3. What is your age?


16 or Younger
17-25
26-39
40-59
60-0lder

4. How often do you ride a bike?

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Several times a week

18%

Once a week

11%

Several times a month

11%

Once a month

Less than once a month

Every day

12

I don't own a bike


Total

4%
20%
7%
29%
100%

5. How often do you drive in St. Augustine/St. Johns County?


1

Every day

62%

Several times a week

22%

Once a week

7%

Several times a month

1%

Once a month

0%

less than once a month

0%

I don't own a car

7%

Total

100%

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6. How many bicyclists can ride beside each other on the


road at the same time?
1%

43%
55%

1%
1 Bike
4 Bikes

2 Bikes

3 Bikes

APPENDIX: SURVEY
7. Up to what age are you legally required to wear a helmet
when riding a bike?
13
21

16
Never

8. When is it acceptable for a single rider bike to have more


than one passenger?
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80% when another passenger under 4 years old or 40 pounds is sitting in carrier attached to the bicycle, 6% When another passenger sits on the handlebars, 5% when another passenger is standing
on the back pegs, 9% off the above

When another passenger sits on the handle bars


When another passenger under 4 years old or 40 pounds
When another passenger is standing on the back pegs
All of the above

APPENDIX: SURVEY
9. When is it acceptable for a bicycle to exit the bike lane?
When overtaking a bicycle going in the Same Direction? 5%
When Making A Left Hand Turn?10%
When it is necessary to avoid any potential Conflict? 13%
All of the Above? 72%

1)
2)
3)
4)

10. How many lights should you have on your bicycle when riding at night?

Sales
10%
11%
8%

None
One For The Front
One For The Rear
One For The Front And Rear

71%

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11. How far away does a car or motor vehicle have to be from
a cyclist when passing them on the road?
1 Foot
3 Feet
5 Feet
There Is No Law

APPENDIX: SURVEY
12. Is it legal for bicyclists to ride on the sidewalks in St. Augustine?

Yes
38%
No
62%

Yes

No

13. Do bicyclist legally have the same rights and duties as all
other vehicles on the road?

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YES!

NO!

APPENDIX: DONATION LETTER

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