Cycle Derby

Initially funded by Cycling England and the Department for Transport, with £1.5 million of match funding supplied by Derby City Council, Cycle Derby’s energetic and enthusiastic team sits within the authority’s Road Safety and TravelWise unit.

Brief

When Derby secured National Cycling Demonstration Town status in 2005, it was the start of a journey that would see the city go on to become a national exemplar in terms of promoting cycling and healthier lifestyles. 

Having won the pitch in 2006, we developed a brand identity and marketing strategy for Cycle Derby which was then executed across a wide range of campaigns and materials. As well as driving take-up of cycling amongst the general public, we were also tasked with engaging delivery partners such as retailers and cycle clubs. We knew Cycle Derby’s message would marry well with design and campaign strengths here at Katapult. Today Cycle Derby is still one of our key clients and is leading the way in cycling promotion in the UK.

Brand Development

In order to give Cycle Derby the tools to deliver diverse and engaging campaigns, the brand had to reflect the organisation’s values. Approachable, friendly, family, cycling, fun and energy were at the forefront of shaping the brand's look, feel and colour palette.

We worked with the Cycle Derby team in providing an understanding of the people they were looking to engage and motivate, their barrier to cycling and overcoming these through the development of a communications strategy which developed key messages in a friendly, fun and supportive tone of voice.

Such as:

‘ Active Families are Happy Families’

‘Join in the adventures of Shift and Sprocket’

‘Cycling puts a big fat smile on your face’

‘Shift and Sprocket are Cycling Super Heroes’

‘2x2 the original SUV’

‘Trips of 2 miles or less are often quicker by bike’

Cycle Derby has since achieved a 20% increase in cycling across the city, a 70% brand awareness recognition score, trained 2650 children to cycle, had 1800 people sign up as members and attracted over 500,000 unique visitors to the website.

Campaigns for Kids

Character Development 

We developed two characters Shift & Sprocket which are now recognised widely with kids all over Derby. We produced two full sized costumes so the live characters are able to visit schools in and around Derby along with comic strips in magazines and various promotional items to be given away at events. Shift and Sprocket have been a great way of engaging the future generation of cyclists in the city.

Campaigns for Kids

Campaigns for the Local Schools and Community 

One of the main objectives for Cycle Derby was to quadruple the number of Derby schoolchildren cycling to school by 2010. In an annual class survey from January 2009, it was found that the number of children cycling to school in the last 4 years had already more than tripled; 3.5% of children are now cycling to school compared to just 1% in 2005. Nearly 2000 bike storage spaces are now in schools across the region. In 2005, there were only four after school cycling clubs and now there is one in every primary school in the city and in every other secondary school.

In an ICM telephone survey conducted in 2009 with a sample of 1500 people across the region, it was found that there has been a 29% increase in adults taking up cycling since 2006 which is the highest number in the country.

29% INCREASE IN ADULTS CYCLING

Campaigns for Kids

The Race to Johannesburg  

To link in with a key sporting event and held over National Bike to School Week, Cycle Derby approached us with a brief to develop an inter-school competition to incentivise uptake in cycling.

A ratio was worked out based on the size of the school, number of pupils and how often they cycled to school over that week so they equated to virtual miles. These were entered online by each school at the end of each week over a 5 week period; the winner was the first school to virtually reach Johannesburg for the World Cup.

A toolkit of materials, how to guide, classroom wall charts and access to the online leader board were sent to all schools involved, making it really easy for them to take part. The response and participation was fantastic.

Campaigns for Kids

Bike Back To School 

Following all the active work in schools and across the city, brand awareness of Cycle Derby was strong, so the aim of the campaign was to bring cycling to the forefront of people’s minds during the last few weeks of the summer holidays. The campaign ran across digital, outdoor and radio advertising.

Campaign for Families

5 Parks Ride Design

In order to give Cycle Derby the desired response to the 5 Parks Ride event we needed to create a unique design style that would grab the attention of would-be cyclists.

Family friendly and outdoor cycling were the two main design themes running through the materials, as well as the ability for Cycle Derby to capture the details of those who were interested in finding out more about their services and offering. 


Campaigns for Commuters

Quicker By Bike 2009 Campaign

We developed a wide range of marketing campaigns for the campaign through eye-catching visual messages on a range of outdoor media, featuring a range of people enjoying cycling around the city.

The campaign has been a real success as people around Derby recognised the campaign and the Cycle Derby brand for being vibrant, modern and aimed at them, helping Cycle Derby to achieve a 70% brand recognition score.

70% BRAND AWARENESS

Campaigns for Commuters

Brighter By Bike 2013 Campaign  

Previous marketing activity for Cycle Derby has mainly been targeted at children and young people in Derby; focused on increasing the numbers learning to ride and cycling to school. However, the most recent campaign is designed to encourage the take up of cycling amongst commuters. 

The ‘Brighter By Bike’ campaign is designed to reach commuters and highlight the benefits of cycling and is also supported by a scheme that provides people with access to everything they need to take up cycling as a means of transport to work including one-to-one adult training.

The visuals needed to be clearly aligned with the work place to back up the support that Cycle Derby were offering. Messaging on each of the executions alternates between the “quicker/brighter/healthier by bike” headlines to reinforce the benefits of choosing to cycle by bike.

 

Route Guides & Marketing Materials

The design and production of practical materials such as the Cycle Derby cycle map and the route guides were to help inform people of the cycle routes across the city. Often people discount cycling as they don’t realise that the route by bike is different to the one taken by car, often quicker and more scenic.

Website Design & Digital Marketing

The Cycle Derby website features social media integration with sites such as Facebook, Twitter and YouYube, Cycle Derby TV, cycle routes, a journey planner, blog and information on the latest news and events in the region.

In order to promote their services more effectively online, we also developed a Social Media policy for Cycle Derby.  As part of a city council it was important there was clear guidance for its use and as such, it became one of the first groundbreaking council ‘projects’ to be given the green light to use social media!

App Design

In order for Cycle Derby to reach a new audience and keep its current commuting community engaged in the brand we were briefed to develop a cross platform multi-function cycling app.

The app is feature rich with route tracking, pre defined cycle routes with video tours of Derby, integration with Google maps, active weather system homepage graphics, ride analytics, cash saved per journey, calories burned, speed and fitness assessment, Facebook login and Social Media sharing.

In order to deliver a successful app from launch we did extensive wire-frame and prototype testing to produce an intuitive user interface.

Results

One of the main objectives for Cycle Derby was to quadruple the number of Derby schoolchildren cycling to school by 2010. In an annual class survey from January 2009, it was found that the number of children cycling to school in the last 4 years had already more than tripled; 3.5% of children are now cycling to school compared to just 1% in 2005. Nearly 2000 bike storage spaces are now in schools across the region. In 2005, there were only four after school cycling clubs and now there is one in every primary school in the city and in every other secondary school.

In an ICM telephone survey conducted in 2009 with a sample of 1500 people across the region, it was found that there has been a 29% increase in adults taking up cycling since 2006 which is the highest number in the country. Cycle Derby has achieved an overall 20% increase in cycling across the city, a 70% brand awareness recognition score, trained 2650 children to cycle, had 1800 people sign up as members and attracted over 500,000 unique visitors to the website.
 

What the client says...

"Over our years of working together, Katapult have provided excellent, fun packed packages which time and time again have hit the mark. Following a recent poll of Derby’s population 70% of those questioned were aware of CD through either direct delivery or marketing campaigns. Katapult are an agency with their fingers on the pulse. A vast array of skills possessed by their quality staff ensures that every campaign is unique, factual and audience driven.  I would not hesitate in recommending them for any project."