'Refreshing the brand' . . . . . .

Discussion of the re-branding of CTC as Cycling UK.
tim-b
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Re: So - is 'refresh the brand'

Postby tim-b » 1 Jan 2015, 5:47am

Hi

NCA is the National Crime Agency, which suits those who view cyclists as criminals for their avoidance of road tax, red traffic lights and generally holding everyone up
There are any number of NCCs

IMHO CTC doesn't need a re-brand, it needs relevance. Do local authorities consult any cycling body before developing their cycling solutions? CTC is an insurance solution to many cyclists

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Re: So - is 'refresh the brand'

Postby mjr » 1 Jan 2015, 4:21pm

tim-b wrote:IMHO CTC doesn't need a re-brand, it needs relevance. Do local authorities consult any cycling body before developing their cycling solutions? CTC is an insurance solution to many cyclists

Rarely, as far as I can tell. It's more common that they develop a proposed solution and then consult any cycling bodies on their consultee list (usually some mix of CTC campaigners, Cyclenation local groups and Sustrans regional officers). Consultees also have to keep their wits about them and respond not only to the question asked (something like "is this acceptable?") but also the ones they should have asked, like "what would a good solution look like?"

Even keeping our details on the consultee lists is a job in itself, with campaigners having been silently deleted from lists in the past.
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Re: So - is 'refresh the brand'

Postby Vorpal » 1 Jan 2015, 9:40pm

Local authorities often consider 'informing' consulting. In other words, if they send a little note to the Sustrans and the CTC national office about a scheme, they have satisfied the requirement to consult. Some local authorities are reasonably good about communicating, others leave it up to interested parties to dig out the details in the cellar archives. Most pay only lip service to the consultation process.
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Re: So - is 'refresh the brand'

Postby PH » 2 Jan 2015, 8:59am

Bazza55 wrote: I stated "Rumour has it" PH because I still haven't seen anything official in writing, but the source is one hundred percent genuine and apparently the way he spoke of it suggested it could be policy.


:?: Where did you state that :?:

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Re: So - is 'refresh the brand'

Postby gaz » 14 Jan 2015, 7:12pm

gaz wrote:I'm keeping an eye out for publication of the Minutes for July's Council Meeting, no telling in advance what they'll say although Si seems to speculate that the re-branding has been shelved.

July 2014 Council minutes.
10 Brand Refresh
There was some discussion on consistency within the paper on prices quoted and some thought needs to the given to Northern Ireland, Scotland and Wales. Council fully support and noted this paper and agreed for the requested sum of £10,000 be released from reserves.

A further £10K towards the project suggests to me that it's far from shelved. The detail remains as clear as mud.
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Re: So - is 'refresh the brand'

Postby Si » 15 Jan 2015, 9:14am

Veeery interesting...drums fingers.

Does sound like what I read has now been reversed, or that this is another brand refresh exercise.

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Re: So - is 'refresh the brand'

Postby gaz » 11 Mar 2015, 10:09pm

Council Meeting, October 2014
7 Chief Executive’s Report
.... On the branding issue he [Martin Cockersole] said we have been through a tough period which mustn’t be repeated and we shouldn’t prejudge the outcome. Arthur Spurr agreed with Martin and advised against rushing the rebrand and defining what process we are in.

Possibly the greatest riddle since "What has it got in its pocketses?"
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Re: So - is 'refresh the brand'

Postby Bicycler » 23 Mar 2015, 1:28pm

Is that even English? :lol:

nez
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Re: So - is 'refresh the brand'

Postby nez » 23 Mar 2015, 1:57pm

BeeKeeper wrote:We could have a competition perhaps on how many pages this Thread is going to run for, assuming this is going to be about the recent e-mail from the CTC which asks you to complete a survey which includes questions about the name etc.

My entry is 10 pages.

I have just done the survey (they don't give you a score so I don't know if I have passed) and it reminds me why organisations need to test their surveys before releasing them onto the general public. I can't go back and check but I am fairly sure it asked me twice if I was a member of CTC and the last question about other cycling organisations I might be a member of lists one called "No" which I guess might be short for "New Omnicyclists" or something like that. Anyway, I have had to join it as I had to say I was a member of "No" in order to progress through the survey.


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Re: So - is 'refresh the brand'

Postby gaz » 27 Mar 2015, 3:00pm

Brand gets a mention from Paul Tuohy in the latest edition of Cycle, page 7.
... We are also working on how we better communicate what CTC is, in order to attract new members and supporters. I am often told by stakeholders who work with us that we need to be more visible and make our work better known. Millions of people with bikes have never heard of CTC; I want to make sure that they get the message. To do this, we are looking at our brand and image, and how we communicate what we are and what we do to support cycling for all. We have the history but we haven't used our heritage to good effect. I think it's one of our greatest assets and, if marketed correctly, could help us be the home for a new generation of cyclists.

Clearly still on the agenda.
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Re: So - is 'refresh the brand'

Postby robgul » 27 Mar 2015, 4:24pm

gaz wrote:Brand gets a mention from Paul Tuohy in the latest edition of Cycle, page 7.
... We are also working on how we better communicate what CTC is, in order to attract new members and supporters. I am often told by stakeholders who work with us that we need to be more visible and make our work better known. Millions of people with bikes have never heard of CTC; I want to make sure that they get the message. To do this, we are looking at our brand and image, and how we communicate what we are and what we do to support cycling for all. We have the history but we haven't used our heritage to good effect. I think it's one of our greatest assets and, if marketed correctly, could help us be the home for a new generation of cyclists.

Clearly still on the agenda.


Yebbut when they do they don't want to stump up over 40 quid just to ride their bike .... that's not just me saying that, it's feedback from rider recruitment endeavours.

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Re: So - is 'refresh the brand'

Postby admin » 28 Mar 2015, 1:15pm

Paying £40 to ride your bike has always been a bit of a problem, but in the past the £40 was sold as being for membership of a national cycling club. Belonging to a club is something people like to do, for all sorts of reasons.

For keen cyclists, joining a club means you can meet similarly-keen cyclists, go on rides with them, read about cycling talk cycling, etc. The membership fee helps to make the club feel a little bit exclusive, as it's a small barrier to just anyone being a member. The cost doesn't perhaps matter so much, especially if you're the sort of person who likes to buy top-quality cycling kit: it's just another investment in your hobby.

Ordinary people who use bicycles for transport will probably only join a club for advice, technical information, and legal assistance if things go wrong. The "being a club member" part doesn't really interest them. Here the £40 is much more of a simple cost, that has to be weighed against the benefits.

The problem is how to transition from being a specialist club for enthusiasts, who are mostly happy to pay a £40/year membership fee, to being a much broader charity that tries to attract donations from ordinary members of the public who aren't "keen cyclists" but are just "people who ride bicycles for transport".

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Re: So - is 'refresh the brand'

Postby Psamathe » 28 Mar 2015, 2:58pm

admin wrote:Paying £40 to ride your bike has always been a bit of a problem, but in the past the £40 was sold as being for membership of a national cycling club. Belonging to a club is something people like to do, for all sorts of reasons....

Which is where I think the CEO's new direction is going to cause a lot of income problems in the longer term (probably after he has moved onwards and upwards to pastures new). As it is no longer a "club" but people giving donations to a lobby group; as most people have 3rd party insurance included for free with their house insurance (but probably don't realise it); as technical advice is no longer available from the CTC (CTC using the generosity of forum members and advice is free to everybody - so no need to pay out £40); Cycle Magazine gives only 5 mins 6 times a year; etc..

I've been looking at other cycling organisations and I close to joining BC. My "difficulty" is that when I participate in an activity I feel strongly to support that activity through e.g. being a member of clubs/organisations. Trouble is I have major issues with the CTC and it's attitudes/direction and it's looking like BC is better (and cheaper).

Ian

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gaz
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Re: So - is 'refresh the brand'

Postby gaz » 28 Mar 2015, 4:14pm

Sustrans does not have members, only supporters. Supporter benefits include regular newsletters and some shop discounts but no technical assistance, third party insurance or legal aid. I'd suggest that it's target market for Supporters aren't "keen cyclists (or walkers)" but are just "people who ride bicycles (or walk) for transport". Sustrans website allows a minimum regular donation of £5 per month, i.e. £60 a year.

Whilst there are many things to consider in this "pricing" I'll suggest two for the time being. £5 per month sounds more affordable than £40 as a lump. Sustrans has product, the most obvious and established being the National Cycle Network. Whatever its highs and lows it is free to use, yet supporters presumably donate because they feel their donations will bring a brighter future for the type of cycling (or walking) they already do.

I don't know how many Supporters Sustrans has but Fundraising** raised over £3.5m in 2013/14. Sustrans total income for 2013/14 was £49.5m.

In 2012/13 CTC membership raised £1.8m. CTC's total income for 2012/13 was £5.3m.

Image

If the CTC wants member subscriptions (or supporter donations) it has to provide benefits that members value and come up with more charitable product to deliver a brighter future for the type of cycling it's members and supporters do. Most do not take part in CTC club rides. It's competing for the public's £s.

IMO any rebranding will be about that future.

*Supporters will include corporate bodies but the income is distinct from any Lottery Grants and other project specific funding.

**The terminology changes between the 2012/13 and 2013/14 accounts but appears to refer to Supporters as the source of Fundraising income.
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Re: So - is 'refresh the brand'

Postby Labrat » 30 Mar 2015, 12:32am

gaz wrote: there are many things to consider in this "pricing" I'll suggest two for the time being. £5 per month sounds more affordable than £40 as a lump.


Ain't that the truth, a monthly direct debit option is vital in this day and age, both to make more affordable and retain membership, and easily done

Whatever its highs and lows it is free to use, yet supporters presumably donate because they feel their donations will bring a brighter future for the type of cycling (or walking) they already do...

...If the CTC wants member subscriptions (or supporter donations) it has to provide benefits that members value and come up with more charitable product to deliver a brighter future for the type of cycling it's members and supporters do. Most do not take part in CTC club rides. It's competing for the public's £s. ]


Indeed, insurance isn't 'enough'

The first criticism has to be head office IMO, understaffed, laid off anyone with real technical or off road expertise, impossible to get an answer from, letters from major consultations unanswered (I know of two cases locally in recent months) waste of time, and reliant on volunteers to deliver anything, who they treat like [inappropriate word removed].

I recently had the pleasure of dealing with the British association fof shooting and conservation, a revelation - insurance, dedicated legal team that you can phone up to get advice on Licencing, and will back you up by fighting your corner in court, 70k members paying £72 a year, 100 plus employees, specialist advisors up and down the country, local events and training sessions, truly effective lobbying at government level, effective press team. Etc etc.

People will happily pay if they think their money is making a real difference