indego is an initiative of the city of philadelphia and sponsored by independence … ·...

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Indego is an initiative of the City of Philadelphia and sponsored by Independence Blue Cross.

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What are the goals?

Who is your target audience?

What is your message?

How will you measure success?

Two examples: Instagram Takeover and Faces of Indego

BEFORE GETTING STARTED ON ANY CAMPAIGN

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• What are the goals? • Gain followers that convert to customers • Build brand awareness and identity (Help with perceptions?) • Connect bike share to community • Showcase diversity of users

Instagram Takeovers

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Selecting a message, influencer, and target audience

Indego Example

• The theme: • Valentine’s Day weekend

w/ a twist • The Influencer:

• Professional photographer (or you can use staff/customers)

• Large Instagram following is a plus but not required

• The target audience: • Residents who live and play

outside of center city/ tourist areas

Sample posts included…

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FACES OF INDEGO CAMPAIGN

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• What are the goals? • Build brand awareness and identity (Help with perceptions?) • Connect bike share to community • Showcase the behaviors that we want to encourage people to use the bikes for

(fitness, mental health, access to parks, connecting to transit, etc)

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PRO TIPS

• Have a diverse team making decisions (especially marketing). Different perspectives and experiences are key to reaching consumers

• Leverage influencers! • Invite community partners to the table (focus groups, etc)

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THANK YOU! KIERA SMALLS MARKETING & COMMUNITY RELATIONS KSMALLS@BICYCLETRANSIT.COM