marian hammond - brink communications - november 2015 event on e-bikes
TRANSCRIPT
Marian Hammond, Principal [email protected]
we use our powers for good
our approach "
Communications grounded in behavior change psychology:""• Start with the barriers"• Mind the (say/do) gap"• Right time, right place, right message,
right audience"• Peer pressure is a good thing"
this projectGoal: ""Get more Portlanders interested in riding electric bicycles."""
research findingsTheme #1: fun, easy and convenient"" " "
research findingsTheme #2: sexy and sleek"" " "
research findingsTheme #3: environmentally friendly" " "
interview findings• E-bikes are part of the region’s long-term
transportation solution.""• The benefits of e-bikes are clear..."
• …but the target audience is hazy.""" ""
creating the campaign
• Define and prioritize the audience"• Frame the challenges that e-bikes help
solve"• Emphasize the value e-bikes deliver "• Keep content brief and easy to digest "
defining the audience
our target
• Car or bus commuter"• Professional"• Environmental-leaning but not hardcore""
ELECTRIC BIKES POWER YOUR COMMUTE
E-bikes offer all the advantages of a regular bicycle, without the sweat or spandex—that’s why more Oregonians are making the switch to electric bicycles every day. To find out how to test-ride an e-bike and transform your commute visit www.driveoregon.org/ebikes.
Commuting on our ebike saves our family time and money, allows me to spend quality time outside with my kids and generally makes me a happier person.” Ingrid Fish, SE Portland
Enjoy the outside.Breathe easy with a no-pollute commute.
No sweat.Show up looking sharp.
DAILY
0.002LBS 0.5LBS
PER MONTH all expenses including electricity
Fast-track commuting. Leave bumper-to-bumper traffic and bus schedules behind.
It pays to ride.Ditch the gas, parking fees and auto repair bills.
BIKE CAR TRANSIT
AVERAGE COMMUTE TIME (MIN)
10
20
30
40
Workout optional. With variable motor settings, push yourself or enjoy the cruise: it’s up to you.
MIN
CALORIES BURNED/HOUR
Set Your Effort
900
MAX
600
300
Hassle-free parking. Free bike rack parking means you can save your meter money for something more fun.
$35$884 PER MONTH
fuel, parking, insurance, maintenance
$185 PARKING FEES PER MONTH
E-BIKE
CAR 12LBS 2936LBS
CO2 EMISSIONS ANNUALLY
PHO
TO: S
HO
WER
S PA
SS
www.driveoregon.org/ebikes
the anchorcollateral
ELECTRIC BIKES POWER YOUR COMMUTE
E-bikes offer all the advantages of a regular bicycle, without the sweat or spandex—that’s why more Oregonians are making the switch to electric bicycles every day. To find out how to test-ride an e-bike and transform your commute visit www.driveoregon.org/ebikes.
Commuting on our ebike saves our family time and money, allows me to spend quality time outside with my kids and generally makes me a happier person.” Ingrid Fish, SE Portland
Enjoy the outside.Breathe easy with a no-pollute commute.
No sweat.Show up looking sharp.
DAILY
0.002LBS 0.5LBS
PER MONTH all expenses including electricity
Fast-track commuting. Leave bumper-to-bumper traffic and bus schedules behind.
It pays to ride.Ditch the gas, parking fees and auto repair bills.
BIKE CAR TRANSIT
AVERAGE COMMUTE TIME (MIN)
10
20
30
40
Workout optional. With variable motor settings, push yourself or enjoy the cruise: it’s up to you.
MIN
CALORIES BURNED/HOUR
Set Your Effort
900
MAX
600
300
Hassle-free parking. Free bike rack parking means you can save your meter money for something more fun.
$35$884 PER MONTH
fuel, parking, insurance, maintenance
$185 PARKING FEES PER MONTH
E-BIKE
CAR 12LBS 2936LBS
CO2 EMISSIONS ANNUALLY
PHO
TO: S
HO
WER
S PA
SS
www.driveoregon.org/ebikes
ELECTRIC BIKES POWER YOUR COMMUTE
E-bikes offer all the advantages of a regular bicycle, without the sweat or spandex—that’s why more Oregonians are making the switch to electric bicycles every day. To find out how to test-ride an e-bike and transform your commute visit www.driveoregon.org/ebikes.
Commuting on our ebike saves our family time and money, allows me to spend quality time outside with my kids and generally makes me a happier person.” Ingrid Fish, SE Portland
Enjoy the outside.Breathe easy with a no-pollute commute.
No sweat.Show up looking sharp.
DAILY
0.002LBS 0.5LBS
PER MONTH all expenses including electricity
Fast-track commuting. Leave bumper-to-bumper traffic and bus schedules behind.
It pays to ride.Ditch the gas, parking fees and auto repair bills.
BIKE CAR TRANSIT
AVERAGE COMMUTE TIME (MIN)
10
20
30
40
Workout optional. With variable motor settings, push yourself or enjoy the cruise: it’s up to you.
MIN
CALORIES BURNED/HOUR
Set Your Effort
900
MAX
600
300
Hassle-free parking. Free bike rack parking means you can save your meter money for something more fun.
$35$884 PER MONTH
fuel, parking, insurance, maintenance
$185 PARKING FEES PER MONTH
E-BIKE
CAR 12LBS 2936LBS
CO2 EMISSIONS ANNUALLY
PHO
TO: S
HO
WER
S PA
SS
www.driveoregon.org/ebikes
ELECTRIC BIKES POWER YOUR COMMUTE
E-bikes offer all the advantages of a regular bicycle, without the sweat or spandex—that’s why more Oregonians are making the switch to electric bicycles every day. To find out how to test-ride an e-bike and transform your commute visit www.driveoregon.org/ebikes.
Commuting on our ebike saves our family time and money, allows me to spend quality time outside with my kids and generally makes me a happier person.” Ingrid Fish, SE Portland
Enjoy the outside.Breathe easy with a no-pollute commute.
No sweat.Show up looking sharp.
DAILY
0.002LBS 0.5LBS
PER MONTH all expenses including electricity
Fast-track commuting. Leave bumper-to-bumper traffic and bus schedules behind.
It pays to ride.Ditch the gas, parking fees and auto repair bills.
BIKE CAR TRANSIT
AVERAGE COMMUTE TIME (MIN)
10
20
30
40
Workout optional. With variable motor settings, push yourself or enjoy the cruise: it’s up to you.
MIN
CALORIES BURNED/HOUR
Set Your Effort
900
MAX
600
300
Hassle-free parking. Free bike rack parking means you can save your meter money for something more fun.
$35$884 PER MONTH
fuel, parking, insurance, maintenance
$185 PARKING FEES PER MONTH
E-BIKE
CAR 12LBS 2936LBS
CO2 EMISSIONS ANNUALLY
PHO
TO: S
HO
WER
S PA
SS
www.driveoregon.org/ebikes
two audiences, three themes
Audiences:"1. Progressives"2. Sharing economy""Themes:"1. Breathe easy with a no-pollute commute."2. No sweat. Show up looking sharp."3. Fast-track commuting."4. Workout optional – set your effort."
1. Sharing economy"
share graphics
the big winner
sharing economy group"
+"fast-track commute message"
the upshot"• Transit riders present a good gateway
opportunity"• Making the commute easier and faster is
an important benefit""