Does Modesto want the Amgen Tour of California to return?  YES!  In fact, the City of Modesto, Modesto Convention & Visitors Bureau, Modesto Downtown Improvement District, Modesto Chamber of Commerce and the rest of the community are ready, willing and more than able to ensure a highly successful part of the internationally acclaimed cycling road race.  We are equipped with not only the knowledge, ability, understanding and infrastructure – we have the passion to make anything happen.

The Modesto Local Organizing Committee is committed to once again developing and launching a comprehensive marketing and communications plan to promote the 2014 Amgen Tour of California locally. Here are some focus areas of how we will accomplish this goal, based on the success of previous years as a host city:

Overall Goals:

Utilize an integrated marketing and public relations approach to:

  1. Inform local/regional residents how to support and watch the race;
  2. Bring tens of thousands of spectators to Downtown Modesto to line the circuit route and pack the finish line and Lifestyle Festival.
  3. Draw Amgen Tour of California overnight visitors to Modesto.
  4. Promote the Amgen Tour of California as the premier sporting event.
  5. Highlight and promote the Breakaway from Cancer initiative in a positive and uplifting way.

Anticipated Outcomes:

The primary anticipated outcomes will include fully lined streets on the circuit route and high occupancy in Modesto hotels. Secondary anticipated outcomes will be positive economic impact, positive community image for local residents, visitors and an international audience, and to create an atmosphere that highlights the Amgen Tour of California as the premier “must see” cycling event.

Public Relations Strategies:

Announce the 2014 host cities via press conference:

  • When: October/November
  • Where: host hotel (DoubleTree)
  • Invitees: local paper, TV, radio, magazines, Chamber of Commerce, past sponsors, Stanislaus County Bicycle Club, Local Organizing Committee
  • Program: Mayor to make announcement, Bicycle Club to make comments, LOC Chairs to make comments
  • Materials: press kit to include – host city announcement press release, volunteer sign-up cards, website information, sponsorship information, FACT sheet about the Amgen Tour of California, FACT sheet about AMGEN, FACT sheet about Modesto (new branding effort to have launched already). Make media kit available online.

Announce the 2014 route:

  • When: Beginning of 2014
  • Who: local paper, tv, radio, magazines, Chamber of Commerce, past sponsors, Stanislaus County Bicycle Club, Local Organizing Committee
  • Special Quotes: (would love a rider, Kristin Bachochin, or Chuck Hodge)
  • Materials: press kit to include – route announcement press release, route maps, FACT sheet about the Amgen Tour of California, FACT sheet about AMGEN, FACT sheet about Modesto, sponsorship information, volunteer cards. Make media kit available online

Promote the Amgen Tour of California via Sacramento TV stations:

  • Work with Central Valley TV and AccessModesto (government TV) to promote the race via PSAs, footage/promotional video showcasing previous year’s races.
  • Contact the Sacramento stations to help promote the Stage Finish in Modesto(KCRA, CBS 13, FOX 40 News, News 10, and Univision).

Promote the Amgen Tour of California via radio promotions:

  • Develop sponsorship partnerships with the ten (10) local radio stations that include several hundred recorded and live promotions of the Amgen Tour of California in the month leading up to the Stage Finish in Modesto.
  • Provide each station with giveaways for their listeners as a way to promote pre-race.
  • Provide each station with cow bells (and/or other promotional items) for giving away on race day as a way to draw crowds to the race route.
  • Pitch the idea of a local DJ “Ride the Route” with the Stanislaus County Bicycle Club.
  • Set up interviews with AEG (if possible), cyclists (if possible), local Bicycle Club members, top sponsors, Chris Murphy (LOC).

Promote the Amgen Tour of California via print publications:

  • Develop a sponsorship partnership with The Modesto Bee to promote the Amgen Tour of California continually leading up to the race and have daily coverage in one form or another for the 30 days leading up to the Stage Finish in Modesto.
  • Develop sponsorship partnerships with other local publications such as Progress Magazine, Stanislaus Magazine, Modesto View, the Downtown Improvement District, Herlife, Modesto Living Magazine, Central Valley Business Journal, etc.
  • Run a variety of advertisements in the hard copy of the publications and on publication websites.
  • As part of the sponsorship partnership, develop creative and new ways to reach a broader regional audience.
  • Email promotions and information to each outlet’s database.

Pitch a variety of stories and contacts to promote the Amgen Tour of California:

  • The making of a race – feature the LOC and the night before/morning of set-up of the “rolling city” that is the Amgen Tour of California.
  • Healthy lifestyle – what it takes to be a professional cyclist.
  • Schools involvement – helmet giveaways (if funding is available), education curriculum (if funding is available), etc.
  • Best viewing spots along the route.
  • Feature a local cancer survivor/Triumph Cycling Team-Memorial Hospital.
  • Bike to Work Week and Day – tie to Race Day.
  • Ride the Route with the Stanislaus County Bicycle Club.
  • Feature on the City’s recreation opportunities – trail and bike lanes.
  • Be Green, Cycle!

Marketing Strategies:

Packages

  • Work with local hotels, restaurants and attractions to develop Stage Finish in Modesto packages that include a variety of ways for visitors and residents to enjoy the race experience.

Outdoor

  • Bus advertising to begin one month prior to the Stage Finish in Modesto.
  • “Political” type signs to be placed along route into Modesto and along circuit route at least one month prior to the Stage Finish in Modesto.
  • Secure optimal billboard space (availability of prime locations has been an issue in the past – we will begin research earlier to avoid this hurdle).
  • Contact organizations with electronic marquees to secure promotion on their boards.
  • Utilize City-owned electronic reader-boards to warn of street closures and promote the Stage Finish in Modesto.

Free Exposure

  • Partner with local media to explore a variety of free mediums in which to promote the Stage Finish in Modesto.
  • Have marketing materials and personnel available at all community and sporting events leading up to the Amgen Tour of California.
  • Partner with the Chamber of Commerce, Alliance and Convention and Visitor’s Bureau to utilize their existing publications to promote the Stage Finish in Modesto.
  • Promote the Amgen Tour of California and the Stage Finish in Modesto on the Jumbo-tron during Modesto Nuts games.
  • Place posters and other promotional materials in the break rooms of large corporations and factories in the Modesto area and in Health Clubs.
  • Partner with the Vintage Faire Mall to promote the Amgen Tour of California and the Stage Finish in Modesto on their Kiosks (dependent upon availability/timing).

Grassroots

  • Have local businesses spread the word through their existing email and direct mail marketing efforts; specifically local bicycle shops including: Fun Sport Bikes, World of Wheels, The Bicycle Shop, Cycle Masters, Bike Works, Performance Bike, etc.
    • Including an option for website banner ads on each of their websites or inserts/mentions in their newsletters.
  • Partner with local businesses to create promotions that promote the Amgen Tour of California and also draw in business.
  • Send information home to students in Modesto and surrounding area through their “take home” folder distribution programs.
  • Integrate an education curriculum booklet into the schools with direct links to cycling information and the State mandated curriculum (dependent upon funding).
  • Have the Community Outreach Liaison visit civic and service organizations to do presentations on the 2014 Amgen Tour of California, promote the Stage Finish in Modesto and solicit volunteers and sponsors.
  • Work with the existing neighborhood organizations to promote the event and see how to tie the event to neighborhoods along the route.

Online

  • Update and promote at every opportunity the Stage Finish in Modesto Amgen Tour of California website: www.modestogov.com/amgen.
  • Partner with The Modesto Bee and other print productions in our region to do a widespread online promotion of the Amgen Tour of California.
  • Utilize the websites of the Convention and Visitor’s Bureau, the Chamber of Commerce, Alliance and Central Valley Tourism Association to have a constant presence to promote the Stage Finish in Modesto (and any pass-through cities along the route).
  • Utilize Modesto’s Amgen Tour of California Facebook page, Modesto’s City Facebook page and the Convention and Visitor Bureau’s Facebook page for maximum online exposure.
  • Send out weekly and then daily “tweets” on Twitter through three Twitter accounts (City of Modesto, Parks Recreation and Neighborhoods and the Convention and Visitor’s Bureau).

Community Events

  • Partner with the City’s Ride Share program and public transportation division to integrate Bike to Work week and day into the promotion and awareness of the 2014 Amgen Tour of California.
  • The City’s annual Family Cycling Festival and Criterion will likely be held the weekend before the Stage Finish in Modesto.
  • Promote the Stage Finish in Modesto to people already interested in a healthy/active lifestyle through the following community events:
    • Modesto’s Certified Farmer’s Market – every Thursday and Saturday from 7 a.m.- 1 p.m.
    • The Farmer’s Markets at Vintage Fair Mall – every Sunday from 9 a.m.-2 p.m.
  • Outreach and publicize at any and all run, cycling or community events in the area, prior to the Stage Finish in Modesto including the Spirit of Giving Run, Modesto Marathon, Earth Day in the Park, Bike to Work Day, Family Cycling Festival & Criterion, Love Modesto, etc.

Tentative Timeline

Date Event
October 2013

Host City Announcement Press Conference Event

Volunteer Sign-Ups begin – press release announcement

Sponsorship Packets finalized and distributed

Sponsorship Solicitation begins – press release announcement

LOC Initial Meeting

Begin design of marketing collaterals

November 2013

Media Partnership requests sent out

LOC Meeting: initial discussions//brainstorming of ancillary events

LOC Sub-Committees begin meeting as needed

Promotion of ATOC merchandise for the holidays (dependent upon availability) Submit design concept for marketing collaterals to AEG for approval

Volunteer Sign-Up push – presentations to service clubs

December 2013

Follow-up with Media Partners requests

Status update on sponsorships and volunteers – additional outreach if needed

LOC Meeting

Promotion of ATOC merchandise for the holidays (dependent upon availability)

Local ATOC Website updated – press release announcement

Volunteer Sign-Up push – presentations to service clubs

January 2014

Route Announcement/Video Production (?)

LOC Meeting

Media Partners confirmed/agreements signed

Permits status update

Sponsor and Volunteer update

Volunteer Sign-Up push – presentations to service clubs

February 2014

Permits status update

Plan advertising buys/dates/themes

Final push for sponsors

SAVE THE DATE campaign

LOC Meeting

Volunteer Sign-Up push – presentations to service clubs and follow-up press release

March 2014

LOC Meeting

Announcement of major local sponsors

Launch advertising campaigns

Finalize marketing collaterals with integrated sponsor recognition

SAVE THE DATE reminder

Volunteer Sign-Up push – presentations to service clubs and follow-up press release

April 2014

2012 Team Announcement (?)

LOC Meeting

Deadline for sponsor recognition

Marketing collaterals to print/distributed

School visits – education booklets/helmet giveaways

  • Major marketing campaign launched across all mediums: radio, print, movie theatre ads, local television, banners, etc.

  • Sponsor/VIP event

  • Wrap up of sponsorship efforts

  • Final push for volunteers

May 2014

2-3 LOC Meetings

All permits completed/submitted/approved

Bike to Work Day

Family Cycling Festival

RACE DAY!

Begin post-event video production