CASE STUDY

AGENCY: Wizdom Media

BACKGROUND: Capital Bikeshare is the bike share system for Washington D.C, Arlington, Alexandria, Montgomery County, Fairfax County & Prince George’s County. Community engagement is a major part of Capital Bikeshare’s plan for promoting awareness of their program, increasing ridership and achieving business buy-ins. By offering programs that tie in with ride sharing, local businesses partner with CaBi to offer discounts to CaBi riders and can participate in branded CaBi events. Other promotional strategies used out of home advertising to raise awareness and visibility.

CHALLENGES: Identities for multiple programs, OOH promotions (see below)

1. Creating logos and corresponding collateral for each program that stayed with CaBi’s strict guidelines, while maintaining a sense of fun.
2. The logos needed to live together, sharing a similar aesthetic with the CaBi brand, while being unique enough to clearly denote they were different programs.
3. OOH promotions needed to be clear and eye catching

DELIVERABLES: Each project had various ad hoc requests, not listed below

PEDAL PERKS

1. Identity
2. Flyers
3. Registration Form

CABI CONNECTION

1. Identity
2. Event Poster
3. Branded Coasters
4. Trivia form

CABI & CUPCAKES

1. Identity (generic & Event Location)
2. Flyers
3. Posters

COMMUNITY PARTNERS PROGRAM

1. Identity
2. Flyers
3. Training Manual (Booklet)

SOCIAL MEDIA GRAPHICS

1. 10-19 Million Trips Graphics
2. 5-6 Years Graphics
3. Holiday Graphics
4. 400-500 Stations Graphics
5. Corral Service Graphics
6. Go Nationals Graphics
7. Service Alert Graphic

OOH Promotion (with multiple variations)

1. “Countless Car-Free Trips” campaign
2. "$2 Trip" campaign
3. “How To” campaign
4. Bike wrap campaign

RESULTS: Each program resulted in increased community involvement, increased awareness of the CaBi bike share program and new memberships.

1. Pedal Perks increased the value of a CaBi membership for it’s riders, and local businesses saw an increase in customers
2. CaBi Connection established a network where riders and establishments come together and share in their enjoyment of the CaBi system
3. CaBi and Cupcakes increased community awareness of the CaBi program, and helped increase memberships
4. The CPP Program expanded CaBi’s footprint into communities that otherwise would not have access to the CaBi system
5. The graphics posted to social media resulting in higher follower engagement, gaining retweets and “likes” while developing a standard for their social media presence
6. The OOH promotions increased awareness of CaBi and CaBi’s programs, leading to an increase in memberships. The bike wrap campaigns offered an interactive experience with members looking for and then taking pictures of wrapped bikes and sharing them on social media, again leading to an increase in membership engagement and product awareness.