ciclo kids
CICLO KIDS Recreational bicycle path for children
DOCUMENTATION Pages 2 - 7 ADVERTISING Pages 8 - 16 PUBLICITY Pages 17 - 21
Medellin is a city with a public bike path tradition of more than thirty years. For paisas, Sunday morning is the day for sports and enjoyment for community spaces.
Searching for new ways to connect with families in a positive and true manner, we made eight visits to the closest public bike path and spoke with users in order to identify weaknesses and challenges in that space for families with young children.
At the end of 2015, we dedicated a parking level (4P Norte) so that it would work as a bike path area on Sunday mornings. This bike path was dedicated for children, with a basic infrastructure of closure and support by Red Cross personnel and meant to offer a solution to the major challenges for families with young children posed by the public bike path: • Variations in the topography • Extreme weather (sun and rain) • Accidents with adult users
The first months of 2016, we dedicated ourselves to observing and learning. Each Sunday was an opportunity to relate face to face with our users, speak with them, get to know them better and listen to their ideas… By April 2016, this information became an improvement plan which included: • Moving to a new space • Separating zones according to skills • Appropriate and sufficient signs (locations, facilities, rules and regulations) • Creation of rest and living spaces for families • Supply of free hydration • Loans of tools for small repairs On May 22nd, we reopened Ciclo Kids with those characteristics.
In July, 2016, we began a subscription process for families who had allowed us to maintain direct communication and we created a profile of our users and learned their opinions.
This work has been vitally important to strengthen and perfect the Ciclo Kids experience tailored to the needs and desires of its users.
In the second semester of 2016 and first one of 2017, we celebrated each special date (Halloween, Christmas and Children’s Day) with real parties on bikes and roller skates.
Starting in March of 2017, we carried out Ciclo School, one Sunday each month, accompanied by the Antioquia Cycling League (Liga de Ciclismo de Antioquia) so that families can find support so that their children can learn to dominate their bikes and improve their skills while playing.
ADVERTISING CICLO KIDS Recreational bicycle path for children
SUMMARY • El Tesoro Magazine. Publications: 15,000 samples - 3 information notices (included) • 8 activations (BLT) with balloons in the shopping area (included) • 5,000 Ciclo Kids information flyers (included) • 5,000 El Tesoro Services leaflets (included) • Invitations (direct mail) 150 / 250 units per mailing (included) • Information trade shows (included) • Publications in our own social media (included)
El Tesoro Magazine.
March 2016
July 2016
May 2017
Activation (BLT) with balloons in the shopping area
5,000 Ciclo Kids information flyers
5,000 El Tesoro Services leaflets
Invitations (direct mail)
Information trade shows at different points in the shopping area
Publications in El Tesoro social media
Publications in El Tesoro social media
PUBLICITY CICLO KIDS Recreational bicycle path for children
MEDIA COVERAGE PRINT
DAY
DOCUMENTATION
El Colombiano
11 /8 / 16
Included
El Mundo
19 / 8 / 16
Included
DIGITAL
DAY
DOCUMENTATION
elcolombiano.com
11 /8 / 16
Included
opcionhoy.com
1 / 9 /16
Included
Elmundo.com
19 / 8 / 16
Included
www.revistaempresarial.com
15 / 1 / 17
Included
RADIO
DAY
DOCUMENTATION
Munera Eastman Radio
12 /8 / 16
Included
TV
DAY
DOCUMENTATION
Teleantioquia Noticias
16 /9 / 16
Included
PR return of U$7.829 (129% of the budget invested in the development of the program).
El Colombiano - Newspaper
El Mundo - Newspaper
http://www.opcionhoy.com
www.revistaempresarial.com/
El Mundo - Internet
El Colombiano - Internet
Teleantioquia Noticias - television news
DOCUMENTATION Pages 2 - 7 ADVERTISING Pages 8 - 16 PUBLICITY Pages 17 - 21
Medellin is a city with a public bike path tradition of more than thirty years. For paisas, Sunday morning is the day for sports and enjoyment for community spaces.
Searching for new ways to connect with families in a positive and true manner, we made eight visits to the closest public bike path and spoke with users in order to identify weaknesses and challenges in that space for families with young children.
At the end of 2015, we dedicated a parking level (4P Norte) so that it would work as a bike path area on Sunday mornings. This bike path was dedicated for children, with a basic infrastructure of closure and support by Red Cross personnel and meant to offer a solution to the major challenges for families with young children posed by the public bike path: • Variations in the topography • Extreme weather (sun and rain) • Accidents with adult users
The first months of 2016, we dedicated ourselves to observing and learning. Each Sunday was an opportunity to relate face to face with our users, speak with them, get to know them better and listen to their ideas… By April 2016, this information became an improvement plan which included: • Moving to a new space • Separating zones according to skills • Appropriate and sufficient signs (locations, facilities, rules and regulations) • Creation of rest and living spaces for families • Supply of free hydration • Loans of tools for small repairs On May 22nd, we reopened Ciclo Kids with those characteristics.
In July, 2016, we began a subscription process for families who had allowed us to maintain direct communication and we created a profile of our users and learned their opinions.
This work has been vitally important to strengthen and perfect the Ciclo Kids experience tailored to the needs and desires of its users.
In the second semester of 2016 and first one of 2017, we celebrated each special date (Halloween, Christmas and Children’s Day) with real parties on bikes and roller skates.
Starting in March of 2017, we carried out Ciclo School, one Sunday each month, accompanied by the Antioquia Cycling League (Liga de Ciclismo de Antioquia) so that families can find support so that their children can learn to dominate their bikes and improve their skills while playing.
ADVERTISING CICLO KIDS Recreational bicycle path for children
SUMMARY • El Tesoro Magazine. Publications: 15,000 samples - 3 information notices (included) • 8 activations (BLT) with balloons in the shopping area (included) • 5,000 Ciclo Kids information flyers (included) • 5,000 El Tesoro Services leaflets (included) • Invitations (direct mail) 150 / 250 units per mailing (included) • Information trade shows (included) • Publications in our own social media (included)
El Tesoro Magazine.
March 2016
July 2016
May 2017
Activation (BLT) with balloons in the shopping area
5,000 Ciclo Kids information flyers
5,000 El Tesoro Services leaflets
Invitations (direct mail)
Information trade shows at different points in the shopping area
Publications in El Tesoro social media
Publications in El Tesoro social media
PUBLICITY CICLO KIDS Recreational bicycle path for children
MEDIA COVERAGE PRINT
DAY
DOCUMENTATION
El Colombiano
11 /8 / 16
Included
El Mundo
19 / 8 / 16
Included
DIGITAL
DAY
DOCUMENTATION
elcolombiano.com
11 /8 / 16
Included
opcionhoy.com
1 / 9 /16
Included
Elmundo.com
19 / 8 / 16
Included
www.revistaempresarial.com
15 / 1 / 17
Included
RADIO
DAY
DOCUMENTATION
Munera Eastman Radio
12 /8 / 16
Included
TV
DAY
DOCUMENTATION
Teleantioquia Noticias
16 /9 / 16
Included
PR return of U$7.829 (129% of the budget invested in the development of the program).
El Colombiano - Newspaper
El Mundo - Newspaper
http://www.opcionhoy.com
www.revistaempresarial.com/
El Mundo - Internet
El Colombiano - Internet
Teleantioquia Noticias - television news
