ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective...
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Transcript of ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective...
![Page 1: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing Vault Room - Marne Duke](https://reader036.fdocuments.in/reader036/viewer/2022070303/5498033eac795987318b4958/html5/thumbnails/1.jpg)
Messaging active transportation to women
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Metro Portland Collaborative Marketing Group
-Drive Less Save More-Partner projects-Collaborative approach to addressing audiences, modes and key messaging
![Page 3: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing Vault Room - Marne Duke](https://reader036.fdocuments.in/reader036/viewer/2022070303/5498033eac795987318b4958/html5/thumbnails/3.jpg)
Women’s listening sessionWhat’s not working:
• Trying to appeal to everyone• “Real” cyclists• Assumptions: all bike riders are same – no
diversity• Alienating others or elevating stereotypes• Pink and shrink it• It’s normal and easy• Driving is bad/give up your car• Focus on fixing bike • Women being sexy or fashionable while
riding
![Page 4: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing Vault Room - Marne Duke](https://reader036.fdocuments.in/reader036/viewer/2022070303/5498033eac795987318b4958/html5/thumbnails/4.jpg)
Women’s listening sessionWhat’s working:
• Social bike riding• Infiltrate existing networks – bike is a sidebar• Personalized support• Not exclusive to one idea or how women should
look on a bike• Sunday Parkways effective in attracting families
on bike• Women ride in heels, wearing skirts – I can still be
feminine on my bike• Women help each other, encourage each other• Bike Share • Bike trains to school – creating community and
support• Show convenience & the experience.
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What makes a women’s campaign?
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Messaging• Quality of life
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Messaging• My bike does not define me. It’s
just how I get around.
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Outreach
• Places that matter to them• Sources of information that they trust• People and organizations they are
already a part of
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Struggles
•We can’t touch all women with marketing
•We need to talk to women who have travel options available to them
•We often measure success on Vehicle Miles Reduced