This document outlines Harley Davidson's 2012 media plan to target women ages 25-34 for its new women's motorcycle line. It discusses performing a SWOT analysis, researching past competitors in the female motorcycle market, identifying target audiences in specific regions of the US, and setting goals and budgets for reaching women across magazines, internet, television, outdoor and promotional channels throughout the year. The plan aims to increase Sportster purchases by 3,000 units by targeting women with non-objectifying ads across multiple media platforms.