SLCBC BikeEd Marketing Proposal
Here are the specific demographics we want to market to:
Objective
The purpose of defining these demographics is not to label every type of cyclist. It is to label types of cyclists that would take advantage of BikeEd if they knew about it. It is also to determine the best use of a finite advertising budget.
Demographic 1: Children (via Parents)
This is going to be our biggest demographic. There are more 'families' in Utah than any other demographic. Also the parents will cross over into the other categories we have. As such we probably want to focus our budget on this group.
Message
Safety.
Mediums
Commercial Radio Ads, Billboard Ads, TV Ads, Save Kids
Demographic 2: Bicycle Commuters
We aren't talking about the bike messenger wanna-be, as they are unlikely to take the course no matter what we do. These commuters are the slightly older, mostly male, demographic with enough income to afford decent lights, clothing, and bicycles. They don't drive, so they don't see too many billboards or listen to the commercial radio.
Message
Camaraderie. Meet your fellow die hards, share war stories, and get involved in the bigger Salt Lake cycling picture.
Mediums
Public radio, UTA Advertisements on TRAX and buses, Flyers and posters at shops.
Demographic 3: Recreational / Fitness Riders
They only ride on the Jordan River Trail or in spin class. Their goal is to keep in shape and/or shed a few pounds.
Message
Learn how to lose a few pounds the fun way.
Mediums
Flyers, Gym Bulletin Boards, Commercial Radio Ads
Demographic 4: Sport Riders (Roadies)
These are the competive weekend warriors that don't think they have anything to learn from a bicycle safety class. They are the ones that have $5000 bikes and drive their car three blocks to the store.
Message
A Challenge. Think you can Group Ride? We shall see.
Mediums
Race/Event promoter websites and informational packets, Flyers and posters at shops.
Demographic 5: No Other Option
This is the person riding in the snow, not because they are hardcore, but because they have no other option. Either it be income level or a D.U.I. They will most likely be riding a deparment, thrift, or pawn shop bike. Generally speaking they are overlooked as a population.
Message
Yes! You ARE a cyclist. Here are some resources and free stuff to make the ride easier.
Mediums
Court mandated, steeper fines for riding on the wrong side of the road with the condition of dropping the fine if they take the course.
Advertising Mediums
Radio
- Utah Advertising Federation
- Citadel Broadcasting
- Bonneville International Corporation
- Clear Channel
- Clear Channel's Total Traffic Network