Phase One: Create Some Buzz
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 and to sign up for the Earth Day clean-up event. 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.
Phase Two: The Big Event
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 and the new clean fleet. The event was the largest on record, 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.
Phase Three: Make It Personal
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.
