Transcript
Page 1: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald
Page 2: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald
Page 3: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald
Page 4: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

Free Clinics

• Bike fit• Gear • Route planning• Laws • Shop by bike• Shifting• Flat tire repair• Maintenance• Winter riding• 1.5 to 3 hours

Page 5: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

Be Your Own Champion

• Parts of a bicycle and how they operate

• Basic upkeep• Flat tire repair• 3 hours• Hands on practice

Presenter
Presentation Notes
The maintenance clinic has the highest attendance with about 35 women at each clinic.   They bring their own bikes to work on.  I have a local shop mechanic talk about the different parts of a bike and how they work.  What type of basic maintenance to do in order to upkeep their bikes, and then we demonstrate flat tire repair. The women then go out, flip their bikes over and start practicing.  
Page 6: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

Guided Bike Rides

• 5-12 miles• Bike handling skills• Difficult intersections• Fun and social• Hands on experience

Presenter
Presentation Notes
The rides are a chance for the women to practice riding skills, such as navigating with traffic, gear shifting, and starting back up from a stop.   When designing the rides I promote the bike lanes and boulevards, multi-use paths, and places of interest like local businesses, parks, libraries, heritage trees, public art, and community gardens. One of the things the women love is the casualness of the rides: there is a lot of chatting going on, laughter, even singing and cheerleading.
Page 7: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

Ho w wo uld yo u d e scrib e yo urse lf a s a b ike rid e r?

9% 1%

41%

49%

Strong and Fearless - I willride on any street

Enthused and Confident - Ilike to ride but only on lowtraffic streets or in bike lanes

Interested but Concerned - Iwould ride more but amscared to be on the street

Not interested in riding

Page 8: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

How o fte n d o yo u rid e ?

0%

10%

20%

30%

40%

50%

None 1-2 days a week 3-5 days a week everyday

Page 9: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

Why d o yo u rid e ?

0%

20%

40%

60%

80%

100%

health/fitness errands commute towork

social set a goodexample

ride with apartner

Page 10: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

B a rrie rs to B ic yc lin g

Barriers to Bicycling

0 25 50 75 100

Time & Distance

Weather

Safety

Infrastructure

Kids

Other

Clothes & Gear

Convienence

Riding Buddy

Facilities

Topography

Health

Number of Responses

Page 11: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

Types of Rides Wanted

0

50

100

150

200

aroun

d town

long dist

ance

educ

ational/

themed

tourin

g/cam

ping

traini

ng rid

esfam

ily frie

ndly

mountai

n bikin

g

get to

anothe

r acti

vity

2ndChoice

1stChoice

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Types of Clinics Wanted

0% 20% 40% 60% 80% 100%

quick tune-ups

derailleur fixes

brake pads/cables/housing

hands-on flat tire

bike touring

hill climbing

laws

winter riding

shop by bike

shifting

cyclocross

commuting

road racing

learn how to ride a bike

track racing

bike train at school

Page 13: ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective marketing  Vault Room - Janis McDonald

Janis McDonald

City of Portland, Women on Bikes

[email protected]


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