BikeLife Cities is a city-based bicycle marketing campaign, intended to reach all levels of cyclists, including people who don’t ordinarily get cycling information, but might ride. The campaign would center around an initial print piece (a glossy, stylish magazine) that would focus on marketing cycling and providing information on riding. A big focus would be to send people to existing resources (local maps, events, and websites; People for Bikes’ website; League’s website with 19 “how to“ videos;). Content would be national and local.
Cities would distribute the partially-customized magazine to all or a targeted portion of their residents. It will be supported by a website, social media and, ultimately, a full media play, perhaps with digital banner ads that are geo-targeted by zip code, which would serve as both outreach and data-mining, increasing interest in the magazine and showing ROI. The idea is to reach those people who might bike if they know safe places to ride, or know the rules of the road, etc. (the 60% from a recent study who are “interested but concerned” vis-a-vis cycling).
People for Bikes is supporting the project. We expect to launch in 3 or 4 cities in Spring 2014. Catalyst will also be incorporating some of this local content into retailers’ Cycling Guides this year, allowing more customizing to position the retailer as the local expert.
Go to www.BikeLifeCities.com for more information.