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Social Media Campaign
How a sophisticated social media campaign can
help cycling advocates solve a problem they
have worked on for years

PEOPLE WANT A PLACE WHERE THERE ARE
NO CARS.
• Cycling advocacy groups have worked
for years to create spaces where riding
and walking are safer and more
accessible. Now they are pooling their
resources for an important project,
which is getting a much-needed section
of a bike path that will stretch from
New Haven to the Massachusetts state
line built. Social media can play an
important role in getting that done.

Cyclists Have A
Problem
• The planned 56.5-mile bike
path from New Haven to
Massachusetts is nearly
complete. The problem is
that the biggest hole in that
path is five miles where it
would go through the town
of Plainville. There has been
nothing built there and no
design work.

There Is An Opportunity
• The town of Plainville has an
opportunity to buy an
abandoned railroad bed and
use to connects the two
ends of the bike path that
now end in the neighboring
towns of Farmington and
Southington. Doing that
would cost $16 million

How Social Media Can Help
Social Media Can Do A Lot
• Social media will play an
important role in convincing
people to support building a
bike path in Plainville. Spreading
awareness and rallying support
are what social media does best.
Cyclists Are Plugged Into Social Media

GOALS
• Spread awareness about proposed bike path
• Rally support for the plan
• Publicize two important public meetings when the
plan will be discussed.
• Boost attendance at those two meetings to show
town officials that people support the path.
• Urge people to speak the public meetings and other
venues in support of the bike path.
• Maintain public interest as project moves forward.

Channels
The More The Merrier
A variety of social media
platforms should be used.
• Facebook
• Twitter
• Instagram
Each Platform Is Unique
Each of these platforms are
effective at reaching people. But
they are different and need to
implemented accordingly.

WORK IS ALREADY
BEING DONE!
Cycling advocacy groups are already active on
social media and this is a great start.

New Facebook Page
Create a new Facebook page called Bike Plainville. Its
goals are:
• Build brand awareness around Plainville bike path
project.
• Spread Awareness Of Important Meetings.
• Disseminate Gap Closure Study.
http://www.gapclosurestudy.com/
• Maintain public interest going forward.

Create New Instagram and Twitter Accounts
Goals for Twitter
• Support Bike Plainville Facebook
page.
• Spread awareness of project.
• Communicate with supporters.
• Post live updates of important
events.
• Disseminate information and
news.
Goals for Instagram
• Support Bike Plainville Facebook
Page.
• Promote bike path use.
• Messaging that cycling is fun.
• Messaging that bike paths help
communities.

Video
• Produce short videos that
are suitable for the three
platforms we plan on using
and can be viewed on a
smartphone. These will play
an important role. Video
now accounts for a huge
amount of time spent on
social media. This campaign
needs to tap into that.

Making A
Case For The
Bike Path
Bike paths enrich people’s lives.
Communities are improved.
People get outside.
Taxpayers get return on money spent in
economic development and well-being.

Reaching People
• Cyclists: Plainville has a thriving bicycle community
but use of a bike path goes far beyond the town
where it is located.
• Walkers: Riding a bike is not the only use for a
path. Walkers like them because they are safe
from motor vehicle traffic.
• Business owners: Studies have shown that bike
paths foster economic development in
communities that have them.

Citations
https://www.bikeleague.org/sites/default/files/Bicycling_and_the_Economy-Econ_Impact_Studies_web.pdf
http://www.gapclosurestudy.com/pdf/DraftReport-
CTfastrak/Gap%20Closure%20Trail%20Study_Connection%20to%20CTfastrak_PublicReviewDraft_ForWebsite.pdf
http://www.gapclosurestudy.com/
Ooyala. (October 31, 2018). Mobile share of global digital video plays from 3rd quarter 2013 to 2nd quarter 2018 [Graph].
In Statista. Retrieved October 08, 2019, from https://www-statista-
com.libraryproxy.quinnipiac.edu/statistics/444318/mobile-device-video-views-share/

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Bike Path Social Media Campaign

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