AAA Mid-Atlantic & The DC Cycling Community AAA Mid-Atlantic Public Affairs Case Study | May 2011 By Kharma I. Finley-Wallace Business Operations Manager
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AAA Mid-Atlantic & The DC Cycling Community
AAA Mid-Atlantic Public Affairs
Case Study | May 2011By Kharma I. Finley-Wallace
Business Operations Manager
K. Finley-Wallace | May 2011
The Start of Everything…In May 2010, AAA was virtually attacked across the Internet by the cycling
community after DC spokespersons were quoted in local papers with comments on bike lanes installed on Pennsylvania Avenue in the District.
K. Finley-Wallace | May 2011
AAA’s position on the Pennsylvania Avenue Bike Lanes was that the lanes installed were too large, not allowing enough room for cars, buses, pedestrians and bicycles to share the road safely or without impacting traffic congestion.
The Position…
K. Finley-Wallace | May 2011
AAA is against bikes
What the bike community heard…
K. Finley-Wallace | May 2011
Immediate Communication Strategy Talk to the media Respond to members Get AAA Mid-Atlantic Social Media
team on board and respond to blogs, comments & noise
K. Finley-Wallace | May 2011
But Rhyme or Reason
Despite AAA having backed many bike safety initiatives – which is not intuitive since we are the American
AUTOMOBILE Association it seemed the entire cycling community had turned against AAA Mid-Atlantic and stopped listening to any voice of reason we had to give.
Had gone out the window.
K. Finley-Wallace | May 2011
Steps to RepairMeet with local cycling groups. Be sure they understand our position and can therefore carry our messages to their bases.
Invite cycling groups (WABA) to participate in our legislative efforts for matters that effect cyclists as well as motorists such as the MD Vehicular Manslaughter Bill.
Keep a lower profile in the media on the subject of cycle commuting.
Make the ‘Share the Road’ message stronger by giving driver tips as motorists share the road with bikes.
Continue sponsorship of DC Bike to Work Day at Silver Sponsor level giving AAA presence in the DC Metro area in conjunction with the event through web pages, brochures, t-shirts as and on site event presence.
K. Finley-Wallace | May 2011
Further StepsThink strategically.
Secure space on the podium for a AAA spokesperson to say a few remarks.
Give aways! Give items that the bike community finds useful.
Outfit the booth with AAA signage, Share the Road information and messaging with easy to read tips for motorists and cyclists to share the road safely.
Stay on message. Share the Road safely. AAA has been a supporter of sharing the road for over 100 years and will continue to do so through our foundation and community outreach. We represent motorists but wish for everyone to be safe.
Internal Communication. Work with internal departments to leverage prime information (National AAA, AAA Mid-Atlantic Foundation for Safety & Education, e-Business, Social Media)
Media Outreach. Send news release to media before the event with safety information and tips. Utilize social media at the event and beyond. Over time use photo’s, video and messages over social media networks.
K. Finley-Wallace | May 2011
External Communication
K. Finley-Wallace | May 2011
Internal Communication
DC Bike to Work Day @ DC Bike to Work Day @ Freedom PlazaFreedom Plaza
MAYMAY
2020
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.
K. Finley-Wallace | May 2011
Measurable Results
5 = 5 = # of news clips generated
$98,676.23 = $98,676.23 = Total Media Value
1,134,508 =1,134,508 =Total Impressions Reported
5/19 & 5/205/19 & 5/20Dates of significant Coverage in
Washington Post
K. Finley-Wallace | May 2011
Measurable Results8,000 =8,000 =
# of Bike to Work Day Registrations
400=400=# of AAA safety bands given away at the AAA booth on
site
78 =78 =Approximate # of clicks on the AAA link from the DC
Washington Area
Bicycle Association website
77 Tweets
33 Re-Tweets
1212 Twitter Clicks
K. Finley-Wallace | May 2011
Success
We tweeted a picture of this guy
& he RT’d back with excitement!
He was happy we were there & so were we!He was happy we were there & so were we!
K. Finley-Wallace | May 2011
Further SuccessVideo with GREATGREAT 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!ALL ON THE SAME PAGE!& That is the Mayor of D.C.
K. Finley-Wallace | May 2011
Even More Success
K. Finley-Wallace | May 2011
End Notes
On Bike to Work Day, we contributed to the ‘Word Clouds’ of the day in a positive way that made our key message stronger.
K. Finley-Wallace | May 2011
End Notes
We repaired and strengthened relationships with an important community in Washington, DC.
Shane FarthingShane FarthingWashington Area Bicycle Association
@ AAA Vehicular Manslaughter Press Conference
K. Finley-Wallace | May 2011
& The Best Part of The Experience?
John B. Townsend II on a bikeJohn B. Townsend II on a bike
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