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Specialized — TailorRide
Project Type
Carl H. Lindner College of Business Research
Date
Mar 2025 - Apr 2025
Location
Cincinnati, OH
For this graduate-level project, Jessica developed TailorRide, a digital marketing strategy for Specialized Bicycles that reimagines cycling as a personalized wellness lifestyle.
Centered around the user persona “Chris,” the campaign addresses emerging trends in customization, health-conscious living, and emotional fulfillment.
Combining consumer insights, full-funnel planning, and digital innovation, she proposed a strategy that includes modular product offerings, wellness-focused ecosystem features, and a grassroots influencer program.
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