SlideShare a Scribd company logo
Messaging active
transportation to
women
Metro Portland
Collaborative
Marketing Group
-Drive Less Save More
-Partner projects
-Collaborative approach to addressing
audiences, modes and key messaging
Women’s listening
session
What’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
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.
What makes a women’s
campaign?
Messaging
• Quality of life
Messaging
• My bike does not define me. It’s just
how I get around.
Outreach
• Places that matter to them
• Sources of information that they trust
• People and organizations they are already
a part of
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
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

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ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing Vault Room - Marne Duke

  • 2. Metro Portland Collaborative Marketing Group -Drive Less Save More -Partner projects -Collaborative approach to addressing audiences, modes and key messaging
  • 3. Women’s listening session What’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
  • 4. 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.
  • 5. What makes a women’s campaign?
  • 7. Messaging • My bike does not define me. It’s just how I get around.
  • 8. Outreach • Places that matter to them • Sources of information that they trust • People and organizations they are already a part of
  • 9. 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
  • 10. 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