Strategy
Overview
A multi-format storytelling campaign highlighting women-specific outdoor recreation classes—mountain biking, sailing, and rock climbing—designed to increase awareness and participation by showcasing safe, supportive entry points into traditionally intimidating outdoor spaces.
A multi-format storytelling campaign highlighting women-specific outdoor recreation classes—mountain biking, sailing, and rock climbing—designed to increase awareness and participation by showcasing safe, supportive entry points into traditionally intimidating outdoor spaces.
Audience
Primary: women and female-identifying community members interested in trying outdoor recreation (beginner to intermediate)
Secondary: community members supportive of inclusive recreation; partners and instructors; decision-makers/funders invested in access and belonging
Goals
Increase awareness of women-specific outdoor offerings
Reduce barriers to participation (confidence, perceived skill level, intimidation)
Position Recreation programming as welcoming, skill-building, and community-driven
Create evergreen promotional assets that can be reused seasonally
Core Message + Call to Action
"Outdoor recreation is for everyone—and learning in a women-centered environment can make it feel safer, more approachable, and more fun."
CTA: Explore the class lineup and register.
Success Measures
Program interest and enrollment, plus engagement with social content and partner/community amplification.
Touchpoints
Stakeholders
Class instructors (featured voices and subject-matter experts)
Participants (community perspective and lived experience)
Recreation staff/program managers (logistics, promotion timing, registration windows)
Locations/partners supporting activities (e.g., facilities, outdoor sites)
Production
Scheduling around class sessions and varied locations
Consent/permissions for participant visibility (as applicable)
Shot list tailored by activity (bike/sail/climb) to ensure variety and clarity
Story structure designed around:
- Belonging + confidence (why women-specific spaces matter)
- Skill-building (what participants learn and how they’re supported)
- Participant experience (what it feels like to try the activity)
Capture plan included:
- Brief interview moments with instructor (purpose + invitation)
- Participant b-roll showing real beginners in action
- Environmental “place” shots that ground each activity (water, trails, climbing surfaces)
- Details that signal safety and instruction (helmets, coaching, spotting, group guidance)
Outputs
Hero Content
Short-form video featuring women-specific classes with instructor voice + B-roll featuring three different activities
Supporting Assets
Podcast episode cut from interview
Photography set for program promotion (web + social)
Blog post highlighting women's outdoor classes
Social reel
Rollout
Platforms & Distribution
YouTube, Spotify, Apple Podcasts, Instagram/Facebook
City/program web pages and registration pages
Email newsletter inclusion timed with registration windows
Timing
Posts aligned with registration day for summer activities
Amplification
Instructor sharing and partner/community resharing to reach aligned audiences
Cross-promotion with other Recreation health/wellbeing content when relevant
Yield
Results
5,000+ views and engagement (likes, saves, shares, comments)
Women-centered programs increased from 50% to 75% capacity
Qualitative feedback indicating increased confidence/interest (“I didn’t know this existed,” “I want to try this,” “this feels approachable”)
What Worked
Featuring real instructors and real participants made the offering feel credible and welcoming
Showing skill-building moments reduced intimidation better than generic “ad” content
Timing allowed repeated touchpoints with audiences during registration windows
Evaluation
Add one short participant quote per activity to deepen relatability
Build a repeatable “Women in Outdoors” campaign kit for seasonal reuse (templates for captions, graphics, and cutdowns)
