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Media + Marketing Love 202

In the next in our four-part series of webinars on Media & Marketing with an emphasis on attracting more women to bicycling we’ll delve into:

  • Creating a Media Plan and strategy for Bike Month
  • Honing your visual and linguistic brand and your pitch
  • Developing 360 degrees of storytelling
  • Creative collaborations focusing on creating great images
  • You got the interview! Now what?

The power of using compelling and emotionally engaging imagery will be a focal point of this webinar. Here's what Carolyn Szczepanski, Communications Director of the League of American Bicyclists has to say about the subject:

"The value of high-quality images to programs like Women Bike can't be overstated. Encouragement initiatives, especially those aimed at traditionally underrepresented populations (like, yes, women!), must address and uproot the previous stereotypes about cycling. Our goal is to replace the misconceptions — or lack of representation — with new visions of how bicycling can fit into and improve the lives of women from diverse backgrounds. Photography is an incredibly powerful tool in giving current and potential bicycle users a glimpse of the possibilities and validate the thought that, "Yes, women like ME ride a bike!"

We couldn't be more grateful to the Pedal Love crew for highlighting the work of leaders like Jenna Burton, Renee Rivera and Leah Shahum (to name a few) in the sophisticated and inspirational light they so richly deserve."

Want to see some of the great images she's talking about? Click here!

This webinar will move forward from what we covered in December's Media Love 101. You can find the video + recording of that webinar here:

This webinar is free to the executive teams of CalBike's affiliates, CalBike's current paid members and Pedal Love's current paid subscribers.

Your Webinar Hosts

Above from left: Elayne Fowler, Melissa Balmer and Kellie Morris

Melissa Balmer is the Media Director for the California Bicycle Coalition and the Women on Bikes California/ initiative. She is a writer, media relations specialist and active living advocate. Her mission is to share the power of artistry and personally engaging storytelling to inspire. Her passion is to recruit fresh voices from diverse multi-generational perspectives to share their stories in traditional and new media platforms to engage new audiences in active living. She has developed a multi-faceted strategy to exponentially grow positive stories of biking in California’s media and beyond – with an emphasis on women.

Melissa has placed the Pedal Love initiative, its creative team, events and CalBike in local, regional, statewide and national news outlets such as the Associated Press, American Bicyclist, Bicycling Magazine, KABC News, KPCC's Airtalk, Los Angeles Magazine, the Los Angeles Times, Momentum Magazine, the Sacramento Bee, the San Francisco Chronicle and more.

Elayne Fowler is a partner in Phinelli Group, a marketing, sales and business development firm with clients in the bicycle, consumer electronics, sports and media industries. A veteran of premier advertising agencies Saatchi & Saatchi and Young & Rubicam, she was recently Marketing Director at Electra Bicycle Company where she helped grow the company to the 6th largest bike brand sold in the IBD channel in the USA and supported the business in 27 countries. Elayne is a founding member of Executive Women in Cycling, and board member of the California Bicycle Coalition and San Diego County Bicycle Coalition.

Kellie Morris did her first multiday, fund-raising bike ride in 2002 after a co-worker dared her to take up the challenge - the seven-day ride from San Francisco to Los Angeles. Kellie does most of her local trips on her trike including shopping, running errands, attending fitness classes, visiting friends and even riding to church. In May 2013 Kellie became a certified bicycling instructor via The League of American Bicyclists LCI program. A former IT executive she is passionate about sharing the growth opportunity for bringing more women into bicycling through smart marketing. She now teaches throughout Long Beach and Los Angeles, writes the "We All Ride Bikes" column for and is the co-founder of the brand new Carson Bicycle Coalition.



Earlier Event: December 18
Media Love 101
Later Event: March 26
Media + Marketing Love 303