Rider Training 2011-2012 Campaign Overview
Rider education is a key component in a comprehensive motorcycle safety program. To help reduce motorcycle crashes, injuries, and fatalities in Minnesota, the State needs to maximize enrollment in rider education courses. The campaign’s primary goal is to increase the number of riders who take a rider education course by educating riders in the need, availability and value of rider education.
The primary audience is motorcycle riders aged 18-39. The secondary audience is motorcycle riders aged 40+. Both audiences are primarily male (86 percent). The audience is segmented into untrained novice riders, untrained experienced riders, trained novice riders, and trained experienced riders. Novice riders are defined for this campaign as having four years or less riding experience; experienced riders have five years or more riding experience.
The campaign will focus primarily on outreach to individual riders where they gather: events, shows, dealers, and among friends. Rider education has always enjoyed very positive word of mouth, and riders are more likely to accept information from individuals they view as peers.
The campaign ads will focus on the value of rider education—what do riders get from a training course that they cannot get anywhere else?
Rider training campaign key messages will focus on four groups:
Untrained novice rider: The best way to earn your license
Untrained experienced riders: We know you can rev it, but can you ride it?
Trained novice riders: Advanced training is not just for experts - it's how you become an expert.
Trained experienced riders: You don't get this good by accident
For evaluation, a rider survey will be conducted pre and post campaign to measure the percentage change in riders who have taken a rider education course.