How can we get more womxn+ on the startline?
Type: Client-based
Role: Marketing, research
The Problem
A lack of community in the womxn+ cycling space in Boulder
The Solution
A 16 week training program leading up to a 100 mile gravel race for all abilities
Where all the womxn+ cyclists at?
What’s stopping them from getting to the startline?
When tasked with designing a marketing scheme for the program that will help Cassiopeia achieve its goal of 20 women signing up, the first step was figuring out the target audience and how to best get their attention.
Starting with Cassiopeia’s target audience based on the client’s current base, a round of interviews with five 25-50-year-old women in the Greater Boulder area was conducted. The interviews gathered insights on interest levels, obstacles, budget, and key marketing platforms. While there was some interest in the training program, we realize d that we were going to really need to make it something special if we wanted to reach our target number of customers who would be willing to pay for it.
Discovery
Being a new company introducing a new program, discovery was always going to be a pain point. How does one get the word out about a new program when their following is already limited?
The key area where Cassiopeia users found their information was email, so making a streamlined channel transition that allowed for easier navigation between the email and the signup was a crucial focus point to gain traction. I designed Cassiopeia an email template based on their existing subscription emails that would allow potential clients to navigate directly from the email to the signup page without needing to close their email and open up a new web browser.
Buy
Once the customer was ready to purchase the program, we had to decide the best way to host a signup portal. Would it be through an external forum, such as BikeReg, or would it be on a tab within the existing Cassiopeia website?
We designed a way for users to purchase the training program through the Cassiopeia website that was based on other bike sign-up forums. By allowing the users to purchase the program directly on the website, it reduced the time and navigation necessary, which in turn could help Cassiopeia have more people sign up.
End Use
Through the Cassiopeia marketing process, I learned the importance of understanding both the client AND the customers, and how to design something that BOTH want.
In the end, Cassiopeia’s partnership with Lifetime fell through, and the training program didn’t see the light of day; however, the lovely womxn at Cassiopeia were able to use this customer journey when pitching their next program- and this one stuck!
Once the interviews were completed, a survey using the insights was sent out to the target audience gain more specific insights- how much are you willing to invest in a training plan? How specific of a plan would you like? Do you prefer riding in a group or alone?
After receiving responses from 20 womxn+, we narrowed our scope and focused on the main areas that would make the Cassiopeia X Lifetime training plan worth the money.
Learn
Cost is a huge barrier for most womxn+ cyclists, so understanding the product they would be purchasing was an important aspect of the customer journey.
Including a specific FAQ page on the Cassiopeia x Lifetime page allowed users to learn more about the product before purchase. Other ideas, such as a payment plan or possible sponsorship, were introduced to the Cafe owner and eventually used in a different training plan introduced later on.
Get Help
Hosting a training program for 20 womxn+ meant Cassiopeia had to think about communication within the group. How would they stay connected when riders couldn’t make the set times? What would happen if a rider needed equipment or specific training help?
Within the Cassiopeia website, we designed a training group-specific platform where customers could choose how they wanted to connect with the rest of the community, including WhatsApp and Strava groups with other riders, as well as access to the training platform the coach would use to send out the training plan.
Founded on the edge of the Rocky Mountains, Cassiopeia is a female-owned, womxn forward cycling company in Boulder, Colorado. Not only do they have an aesthetically pleasing storefront and nourishing cafe, Cassiopeia also hosts community runs and rides to get more ladies out.
When scaling their new business, Cassiopeia went big and partnered with Life Time, a cycling event fitness company that hosts bike races all around the United States. The Cassiopeia x Life Time matchup involves Cassiopeia hosting a 16-week training program for the Big Sugar Classic, a 50 or 100-mile race in Arkansas at the beginning of October, and getting as many women to the startline of possible. Cassiopeia’s main goal is to foster community and empowerment within womxn cyclists, hoping to become the go-to company for womxn everywhere.
What are you willing to do to achieve your goals?
