Marketing and Publicity

WHAT WE CAN DO FOR YOU

Organising a Bike Week event? Contact WestCycle about listing your event on the Bike Week website.

WestCycle may also promote your event through print, radio, broadcast and online media outlets and on Facebook, Instagram and Twitter using the hashtag #BikeWeekWA. Be sure to use this hashtag in your social media posts.

WHAT YOU SHOULD DO

Outside of the above, it’s up to you as to how you will go about attracting public and/or media interest in your event. Here are a few ideas:

Social Media

Social media platforms are becoming the marketing choice for getting the word out about upcoming events. Bike Week 2018 is using three different types of social media platforms – Facebook, Instagram and Twitter.

We’ve created some top tips to help you engage your target audience to help increase participation numbers at your event.

  • #BikeWeekWA hashtag

Use the official Bike Week hashtag #BikeWeekWA in all your social media posts.  This will allow us to view, share and comment on your posts.

  • Publish and share interesting / engaging posts

The more interesting / engaging the post is, more people will interact (share/ like) with it.

  • Use photos

Information is important but including a photo will engage the target audience

  •  Create a hashtag for your event

Create a hashtag for your event and encourage your target audience to add it to all their photos they take at your event. This will allow you to view and share their photos too. Remember to use #BikeWeekWA too!

  • Get your timing right

Work out when the best time to post is to maximise the number of people who will see it.  Look at your insights to find the times of your previous posts and the amount of reach they received.  Schedule your Bike Week posts for the most popular times of the day. Early mornings and late afternoon/early evening generally work well.

  • Keep Instagram simple

Avoid posting lots of information on Instagram. Instagram is a visual social media platform so engage your target audience by posting interesting photos.

  •  Language style

Use the same language style throughout all your social media platforms. Keep it simple and easy to read. Keep your tone of voice friendly and inviting.

  •  Respond to comments

Make sure you are responding to necessary comments and messages.

  • Ask your audience questions

Encourage interaction and help increase engagement by responding to comments. For example, “Who’s excited for BikeWeekWA 2018?”.

  • Provide information about the event

Make sure your posts give clear information about the event (what, when, who, where etc).

Cross Promotion

If you know of any friends or colleagues who are also organising a Bike Week event it might be worth collaborating with them to do some cross promotion. Not only will pooling resources save you money, it will also increase public awareness of both of your events.

Media

Never under-estimate the influence that local newspapers have. They are widely read by all age groups and demographics. News outlets are always looking for stories about people, places and events in their circulation area.

  • How to target local media

Building good relationships with your local media is essential. They will help to ‘drip-feed’ information through about local bike riding opportunities and maintain the issue in the public eye. By maintaining good relationships with them on a day-to-day basis, you can call on them when some positive coverage is needed.

Local media publish local stories for local people. Human interest is the bread and butter of all local newspapers; people want to read about what happens to other people in their local area – real life stories. Journalists will look for the human-interest element in even the most complicated issues to explain to the person on the street how it might affect them.

The media will only report on a certain number of stories on the same topic so it’s not necessary to bombard them all the time.

  • Pictures talk

Print and online media outlets are far more likely to run a story if they have a relevant photographic opportunity, especially if the picture shows local people.

  • Make it newsworthy

News is constantly changing. It’s a story that’s new, unusual, important, impressive, outstanding or different to the audience you are writing for. Sometimes you need to package your information up to make it more interesting and to find a hook on which to ‘hang’ it.

It might be a ‘topic’ angle such as rising fuel costs or childhood obesity or something that’s going to affect the local community directly such as the opening of a new bike route or the installation of a new bike shed at a local eatery.

Finding a strong news angle will go a long way to ensuring interest from the media. Ask yourself:

  • Is it a first?
  • Is it new?
  • Is it the biggest or the best?
  • What does it mean for the local community?
  • Does it involve local people?
  • Building successful press relationships
  • How does it benefit the whole community (not just those who already ride bikes)?

Always remember that media relations are a competition. Newsrooms are flooded with media releases, so yours is one among many. Even small local newspapers receive a number of media releases each day. That’s why you have to work hard at making your message relevant and interesting to a particular media outlet. If you can package a story with additional items, you might have a bigger chance of getting your story noticed. Do you have something for them to photograph? Is there someone they can interview?

  • Use real people

Journalists want to talk to real people to bring a story to life, so identify people who would be willing to speak to the media about their story. Perhaps a local family who cycle to school or a person who cycle to work every day, and would be happy to speak to the media about the benefits?

  • Find out and adhere to deadlines

Always establish a journalist’s deadline and work towards it. If you miss it, you risk not having your story used or your side of the story included. Local newspapers often have different deadlines to national titles and to each other, so check for each one. For example many local papers are weekly. If you miss their deadline by a day, they won’t be able to use your story until over a week later, by which time it is old news.

  •  Get your timing right

Send an invite to local journalists to let them know an event is coming up so they can plan for it in their diaries. This is especially true with TV as they have a limited number of crews available. Try to also tailor information according to different journalist’s requirements. Some will prefer email, some a phone call. It is best to establish which and stick to this method to ensure the information reaches them.

MEDIA CONTACTS

The following is a brief list of the media you might want to contact about your event:

Newspapers

  • The West Australian   editor@wanews.com.au
  • The Sunday Times   peter.law@news.com.au
  • Community Newspaper Group:    Find your local newspaper at www.communitynews.com.au
  • Fremantle Herald, Melville City Herald & Cockburn City Herald:    news@fremantleherald.com
  • Perth Voice   news@perthvoice.com
  • Your local regional newspaper

Radio

  • ABC (radio, TV & online)   tvperth@your.abc.net.au
  • RTR FM   rtrfm@rtrfm.com.au
  • Sonshine FM   reception@98five.com   And list your event on the Sonshine Diary: 98five.com/diary
  • Curtin FM   radio@curtin.edu.au
  • 92.9 FM   news@929.com.au
  • Nova 93.7 FM   news@nova937.com.au
  • Mix 94.5 FM   news@mix.com.au
  • 96FM   news@96fm.com.au
  • 6PR   news@6pr.com.au

TV

  • ABC (radio, TV & online)   tvperth@your.abc.net.au
  • Channel 7   news@7perth.com.au
  • Channel 9   ninenewsperth@nine.com.au
  • Channel 10   perthnews@networkten.com.au
  • GWN 7   news@gwn7.com.au

Online

  • ABC (radio, TV & online)   tvperth@your.abc.net.au
  • Perth Now   news@perthnow.com.au
  • WA Today   news@watoday.com.au
  • We Love Perth (blog)   hello@weloveperth.net.au
  • Love Freo (blog)   hello@lovefreo.com