Public Relations Institute of Australia 2008 Golden Target Awards Category 6: Community Relations The Western Sydney Cycling Network Community Relations Strategy to encourage community participation in Fairfield City Council s bicycle recycling program and free bicycle lending scheme Member's name - Christina Efthymiades Entered by - Fairfield City Council, Sydney NSW
2. Table of Contents 2. Table of Contents Page # 3. Executive Summary... 3 4. Situation Analysis... 4 5. Goals and Objectives... 5 6. Research.. 6 7. Target Publics. 7 8. Communication Strategy. 8 9. Implementation 9 10. Budget. 10 11. Results. 11 12. Evaluation 12 Appendix A.. 14 Orphan School Creek Bay to Mountains Cycle-way Fairfield City Council Western Sydney Cycling Network 2
3. Executive Summary A Community Relations Strategy was devised and implemented to launch the Western Sydney Cycling Network in May 2007. This innovative health and transport project by Fairfield City Council in Sydney s south-west, is seeing unused bicycles being repaired and maintained by local volunteers and offered free of charge for loan by local residents. Fairfield City residents have lower than average incomes and higher than average levels of lifestyle-related poor health. With insufficient public transport, local residents also have a high reliance on cars. The aim of the project, the first of its kind in NSW, is to encourage local residents to use the extensive cycle-way network throughout Fairfield City for health, recreation and as an alternative transport method by borrowing a bicycle for free. Apart from the $50,000 that Fairfield City Council provided to get the project off the ground, no additional budget was allocated for promotion. The Community Relations Strategy was therefore crucial to the project s success and needed to be implemented within the existing resources and budget of Council s Communications Division. The campaign was a great success with extensive community interest and support generated, as well as extensive free media coverage (television news, radio news, radio talk, print and community language media). Volunteers repair donated bicycles Fairfield City Council Western Sydney Cycling Network 3
4. Situation Analysis F airfield City has a population of 181,000 and is located 32 kilometres south-west of the Sydney CBD. More than half its residents were born overseas, mostly in non English speaking countries. Fairfield City residents have lower than average incomes and higher than average levels of lifestyle-related poor health. With insufficient public transport, local residents also have a high reliance on cars. To address the poor health of local residents and to encourage cycling and walking as a recreational activity and as an alternative method of transport, Fairfield City Council has been developing an extensive cycle-way network, which is now more than 120 kilometres in length. The cycle-way makes use of local features, both natural and built. Many routes follow the creeks and waterways which criss-cross Fairfield City. Ornamental artworks, markers and information signage also add interest. The cycle-way also provides fast transport linkages to the nearby areas of Liverpool, Holroyd, Parramatta and Blacktown. To encourage more local residents to use the cycle-way and encourage ownership of this infrastructure, Fairfield City Council investigated a free bicycle lending scheme for its residents. Following research into similar schemes overseas and interstate, Council decided to invest an initial $50,000 to establish the Western Sydney Cycling Network. This provided an opportunity for community engagement, involving residents and local unemployed people (through Work for the Dole) in repair and maintenance of the bicycles and in administering the scheme. The project also gave Fairfield City Council another opportunity to demonstrate its strong commitment to the environment. Calling for donations of old bicycles and setting up a recycling system, reduces the number of bicycles going to landfill. Encouraging cycling as a mode of transport also has a positive impact on the local environment. The construction of the new project headquarters from recycled materials, further demonstrated Council s commitment to the environment. The project also presented a positive media opportunity, showing Fairfield City Council as an innovative and leading Council, committed to the health of its residents and the environment. For a one off fee of $25 (which covers the cost of a helmet to keep) residents can borrow a bicycle for free for a period of up to 2 months, which can be extended after a mechanical service and check at headquarters. With no specific budget allocated to promote the project, the Community Relations Strategy was crucial to its success. The campaign was implemented utilising existing communications channels and within the resources and budget of Council s Communications Division. Fairfield City Council Western Sydney Cycling Network 4
5. Goals and Objectives 1. To encourage local residents to donate unused bicycles towards the scheme Keeping operating costs to a minimum and contributing to Fairfield City Council s commitment to the environment by saving unused bicycles from being disposed of in landfill. Measurable objective: at least 80 bicycles initially donated towards the scheme. 2. To encourage local residents to volunteer to operate the scheme Supporting Council s commitment to community engagement and keeping costs to a minimum. Measurable objective: at least 15 initial volunteers. 3. To encourage local residents to borrow free bicycles and use them for exercise and transport on Fairfield City s extensive cycle-way network Addressing the higher than average levels of lifestyle-related poor health of local residents and their lower than average participation in physical activity. Addressing the local community s high reliance on cars, as a result of insufficient public transport and providing positive benefits to the local environment. Measurable objective: 70% of available bicycles borrowed by community members in the first 3 months after the launch. 4. To attract positive media coverage for the scheme and for Fairfield City Council, showing it as an innovative and leading Council, committed to both the health of its residents and to the environment. With more than 150 local Councils in NSW, the competition for positive metropolitan media coverage is fierce - this project was a prime opportunity for attracting positive media coverage. Positive media coverage was an extremely important component in achieving the first 3 Goals and Objectives. Measurable objective: free publicity generated for the project and for Fairfield City Council in metropolitan media, local media and community language media. Orphan School Creek Fish Habitat Project, decorative seat Fairfield City Council Western Sydney Cycling Network 5
6. Research E xtensive research on similar schemes operating interstate and overseas was carried out by Fairfield City Council, including a Councillor visit to New Zealand to study bicycle schemes in the cities of Palmerston and Hamilton. Council staff also made contact with stakeholders within NSW and nationally to seek professional advice and support. The NSW Department of Employment, Education and Training was contacted to investigate Work for the Dole options. With support from the Fairfield Community Resource Centre the 'Bike for the Dole' project was established, which saw 15 local unemployed people assisting with the project 2 days a week. Research was also undertaken to determine other stakeholders who could assist with this important project. The NSW Roads and Traffic Authority provided funding from its Bike Week campaign to put towards promotion of Council s organised bicycle rides The NSW Police - provided cycle safety training to project participants The NSW Department of Health which is measuring the effect of this model of community involvement and its outcomes, in terms of the promotion of cycling as a health initiative in the local community Local schools - now using the recycled bicycles for bicycle education programs. Further research was undertaken by Council staff to prepare reports outlining proposed models and funding options. This research was presented to Councillors for consideration, with Council resolving to commit an initial $50,000 to get the project underway. Research was also undertaken to determine the best location for the establishment of the project s headquarters. It was decided that the headquarters be built at Fairfield Showground, a central location point within the cycle-way network, easily accessible from throughout Fairfield City. Research was undertaken to prepare a suitable media strategy and ethnic communications strategy which would reach as many of the target publics as possible within the existing resources of the Communications Division. This included research to prepare appropriate media distribution lists with media contacts who would potentially find the story newsworthy. NSW Police provide cycle safety training Fairfield City Council Western Sydney Cycling Network 6
T 7. Target Publics he success of the project relied heavily on effectively communicating with key target publics including: Mayor and Councillors NSW Roads and Traffic Authority NSW Police NSW Department of Health Local schools Local cyclists High profile cyclists Local community - as potential donors of unused bicycles, as potential volunteers and as potential users of the Western Sydney Cycling Network Local and broader community raising awareness of Fairfield City Council s initiative, its commitment to the health of its local residents and to the local environment Non English speaking members of the local community Media local media, wider metropolitan media and community language media. Fairfield City Council Western Sydney Cycling Network 7
8. Communication Strategy A Communication Strategy (including a media strategy and a parallel ethnic communication strategy), was devised in order to meet the Goals and Objectives as outlined in Section 5. With no specific budget allocated, a key aim of the Strategy was to effectively utilise Council s existing communications channels and to secure free media coverage. The Communication Strategy was devised with three main phases. 1. Aims of the Pre-Launch phase: inform the local community about Council s research and decision to support a free bicycle lending scheme call out for unused bicycles to be donated call for volunteers to help repair and maintain the bicycles and assist with administration encourage community interest in a slogan competition promote the construction of the new headquarters at Fairfield Showground as an innovative environmental construction project the headquarters building was totally constructed from recycled materials (including a 95% recycled concrete slab, developed by Council) 2. Aims of the Launch phase: kick-off the scheme and create excitement and interest showcase the new headquarters and how the scheme operates use high-profile people from the cycling community to add their weight and further establish the scheme s credibility provide an avenue for thanking the volunteers and other stakeholders who had assisted to get the scheme off the ground provide a hook and photo opportunity for the media campaign 3. Aims of the Post-Launch phase: encourage ongoing donations of bicycles assist with motivating volunteers encourage residents to continue to take advantage of the scheme and get out on the local cycle-way network Key milestones were set for the Pre-Launch, Launch and Post-Launch phases of the Communication Strategy to ensure timely distribution of information to all target publics. Cycle-path Hilwa Park Villawood Fairfield City Council Western Sydney Cycling Network 8
9. Implementation 1. Pre-Launch phase: media release prepared and distributed to local media information provided through the weekly Mayor s Column in the Fairfield Advance advertisements through local media inclusion of information on Council s website and purpose-built website interview arranged on Council s weekly segment on local radio station 2GLF 2. Launch phase: event organised at the new headquarters to launch the scheme on 24 May 2007 secured Michael Tomalaris, presenter of SBS TV s Cycling Central, as Master of Ceremonies secured Libby Darlson, Chair of the NSW Premier s Council for Acting Living as a speaker prepared guest list and distributed invitations prepared speech notes for the Mayor and Master of Ceremonies prepared Order of Proceedings (see Appendix A) slogan competition run with support from the Fairfield Advance, which donated a bicycle to the winner promotional materials (fliers, badges and key-rings) prepared media contact list targeting a wide array of outlets and angles (eg. health, environment, transport, local government, urban affairs, cycling) media kits researched, written, produced and distributed (sample media release included in Appendix A) extensive telephone media follow-up to encourage media interest prepared brief for media monitors and shot list for photographer prepared key messages for designated media spokespeople and arranged pre-interview briefings arranged potential photo opportunities for media including: - the Mayor, Councillors and local riders taking off on a bicycle ride at the end of the launch - volunteers and Work for the Dole participants working in the repair shed to show off their new skills follow-up article included in Council s resident newsletter CityLife - delivered to 65,000 homes and businesses throughout the City with translations in 7 community languages (see Appendix A) information included in the weekly Mayor s Column in the Fairfield Advance (see Appendix A) media release translated into Arabic, Chinese, Italian, Spanish and Vietnamese and distributed to community language media with photographs information included on Council s website and purpose built website 3. Post Launch phase: To keep up the momentum, promotion has continued on an ongoing basis through: media releases to local media inclusion in the weekly Mayor s Column inclusion in Council s resident newsletter CityLife inclusion on Council s website and the scheme's website The Mayor Nick Lalich, Clr Del Bennett and local cyclists lead the first ride after the launch Fairfield City Council Western Sydney Cycling Network 9
10. Budget F airfield City Council provided an initial $50,000 to get the Western Sydney Cycling Network off the ground. The cost of limited promotional materials (fliers, badges, key rings) and some local media advertising was covered from this budget and these items have been included in the overall budget outlined below. Apart from covering the cost of these items from the project budget, no specific budget was allocated towards the Communication Strategy. The campaign was implemented using existing communications channels (with no additional costs attached) and through the use of the Communications Division s existing budget. ITEM $ COST Bicycle prize for slogan competition donated by the Fairfield Advance nil Articles in resident newsletter CityLife within existing resources for this publication nil (no additional cost) Inclusion in weekly Mayor s Column in the Fairfield Advance within existing nil resources for this publication (no additional cost) Production and distribution of Media Kits 300 Electronic distribution of media release 800 Translation of media release into Arabic, Chinese, Italian, Spanish and Vietnamese 530 Media monitoring (English language and community language media) 2,200 Badges and key rings 1,200 Promotional flyers 500 Advertisements in local newspapers 800 Printing of photographs for distribution to launch participants 40 TOTAL COST $6,370 Fairfield City Council Western Sydney Cycling Network 10
T 11. Results he campaign was a great success and clearly met the four Goals and Objectives as outlined in Section 5. Donations of bicycles More than 100 unused bicycles were donated from the community towards the scheme after the initial call out. These were repaired by the volunteers and were made available for free loan following the official launch. Community engagement The 'Bike for the Dole' project was established - 15 local unemployed people were trained and assisted with the project 2 days a week. Some of these local people have continued to volunteer for the project even after finding paid work and at the conclusion of their Work for the Dole obligations. Bike for the Dole volunteers continue to play an important role in this project. Additionally, 45 local people responded to the call out for volunteers. 25 of these were interested in being kept up to date and said they want to contribute in the future, while the other 20 actively took on tasks. 10 have been trained as Cycle 1 Coaches and 10 as Bike Leaders. Borrowing bicycles In the first 3-4 months following the official launch of the project, most of the initial 100 bicycles had been borrowed for free by members of the local community. The scheme continues to grow in popularity with more bicycles being donated, added to the fleet and being borrowed. Media coverage The campaign generated extensive media coverage including television news (three channels), extensive radio news and talk-back coverage, metropolitan and local print coverage and community language media coverage. Copies of the print coverage generated are included in Appendix A, as well as a summary table which outlines the television and radio coverage generated. Fairfield City Council Western Sydney Cycling Network 11
12. Evaluation 1. To encourage local residents to donate unused bicycles towards the scheme. Measurable objective: at least 80 bicycles initially donated towards the scheme. A great deal of community interest was generated in response to the initial call out for bicycle donations with more than 100 bicycles donated in the lead up to the launch. Success: 100% 2. To encourage local residents to volunteer to operate the scheme. Measurable objective: at least 15 initial volunteers. 45 local people responded to the initial call out for volunteers. 25 of these asked to be kept up to date and said they were interested in contributing in the future, while the other 20 actively took on tasks and attended Committee Meetings. Success: 100% 3. To encourage local residents to borrow free bicycles and use them for exercise and transport on Fairfield City s extensive cycle-way network. Measurable objective: 70% of available bicycles borrowed by community members in the first 3 months after the launch. In the first 3-4 months following the official launch of the project, most of the initial 100 bicycles were borrowed for free by members of the local community. Success: 100% 4. To attract positive media coverage for the scheme and for Fairfield City Council, showing it as an innovative and leading Council, committed to both the health of its residents and to the environment. Measurable objective: free publicity generated for the project and for Fairfield City Council in metropolitan media, local media and community language media. Extensive media coverage was generated via metropolitan television, radio and print media, local media and community language media with anecdotal evidence of cut through - many contacts reported they had heard or seen the coverage. In terms of publicity achieved, the campaign was a great success. (See Appendix A) Success: 100% Fairfield City Council Western Sydney Cycling Network 12
Overall evaluation The campaign was considered a great success, having met (and exceeded) each of the set Goals and Objectives. The Western Sydney Cycling Network continues to grow in popularity with local residents becoming more familiar with the cycle-way network and using it more often for health and recreation, as well as for transport. It is expected it will continue to grow rapidly based on the demonstrated stakeholder and resident support enjoyed to date. The social and health benefits of this community based and non profit scheme are being measured by the NSW Department of Health as part of a formal research project and these results are eagerly awaited by Fairfield City Council. Council is confident that its small investment in the Western Sydney Cycling Network will have many long term health benefits for local residents and benefits for the local environment, making it an extremely worthwhile project. Final Word Count: 2,939 words (excluding captions) Fairfield City Council Western Sydney Cycling Network 13