With an outdated look and feel, the Visalia City Coach was in desperate need of a re-brand. With new clean-air buses on the way, and a commitment to provide stellar service to the community, the city of Visalia’s transit division had a story to tell—and we were eager to help them do it.
Committed to making an impact with limited resources, Archer & Hound did what Archer & Hound does—creativity. Sure, we could design a new logo and come up with a new name, but… that’s boring. Instead, we wanted to build a movement behind public transportation itself, and thereby convince people to choose public transportation.
We designed a three-phase campaign around the core values of public transportation: environmental benefits, community benefits, and rider appreciation.
We began promoting the local annual Earth Day event with a simple green footprint symbol and the tagline, “We’re making an impression,” driving people to a promotional website with more information. When residents saw green painted footprints on the sidewalks outside Starbucks, the Fox Theatre, the high schools, walking trails, and the libraries, they flocked to the website in droves to see what it was all about.
With a new database full of interested visitors, we continued targeted marketing efforts pushing the Earth Day event where we would unveil the new public transportation brand. The event was the largest to date, with nearly 400 volunteers present. City leaders and volunteers were asked to paint their feet green and “make an impression” on large banners to symbolize their commitment to reducing their carbon footprint.
Finally, we rolled out an ad campaign highlighting city leaders, well-known residents, and frequent riders, reframing public transportation as an opportunity as opposed to an obligation to “make an impression” within the local community.