ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective...
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Messaging active transportation to women
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Women often make more of a household’s trips, yet women make half the number of bicycle trips that men do. Women are often referred to as the ‘indicator species’ when it comes to determining how accessible bicycle is in a community. How to get more women biking, enjoying it and feeling safe and confident? Marketing and campaigns directed specifically at women can help. Effective programs and marketing engage people and lead people to make different transportation choices. They can provide a huge ‘bang for the buck,’ if done well and can lead to lasting change. But it’s not easy to shift public perception or change habits. What is the secret? What can programs, marketing and campaigns for active transportation learn from recent research and commercial marketing to be more effective? How do you avoid preaching to the choir and reach diverse audiences in meaningful ways? Do programs and marketing that target specific audiences, such as women and women of color have better results? Walk away from this session knowing the top 5 things needed for effective programs and marketing and a solid return on investment argument for funding programs and marketing, and a toolkit.
Transcript of ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective...
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 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
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
