VISALIA TRANSIT


When asked to launch a rebranding campaign for the City of Visalia’s public transportation division, we knew we had an opportunity to do something fun. We also knew that our resources were limited, as Visalia is just a portion of our local DMA, so relying on traditional mediums such as TV and radio wouldn’t work as it would penetrate too much of the Valley.


As opposed to simply running a campaign showcasing the new name, logo, and bus designs, we approached this as a unique opportunity to completely reposition the idea of public transportation among all residents in Visalia. We established a purpose behind the new brand and developed a two-phase campaign to spread the word.


Phase 1A: The Tease
During this tease campaign we developed an iconic symbol of a “green foot” which represented a carbon footprint. This footprint, along with the simple message “We’re making an impression. Visalia Earth Day Event. 4.17.10” and a website URL was the only information we gave the public. The vibrancy of the icon and the simplicity of the message was attention grabbing in itself; but it was the implementation that created the biggest buzz. We ran this message on the sides of busses, in local newspapers, on posters in local business windows, and on banners inside the busses. However the marketing that created the biggest impact was the green footprints painted on the sidewalks and streets of various city hot spots. Places like the Starbucks on main street, Fox theatre, high schools, the library, the movie theatre, and the transit center.


This tease left the public wanting more, so they flocked to the website in droves hoping for another clue. The website however, was also simplistic with its public transportation facts, information about the Earth Day event, volunteer registration for the Earth Day cleanup, and an entry form for a free t-shirt. It was with the database of this interested audience that we continued our marketing efforts; all of which lead people to the Earth Day event on 4.17.10 where we unveiled the new brand.


Phase 1B: The Event
The Earth Day event was the largest to date, with nearly 400 volunteers present. During the program the old busses served as a backdrop to the stage where, among other city officials, the Transit Manager spoke about public transportation; and prompted the new busses to drive in and make their appearance. During the event, we asked City leaders, Committee Leaders, and volunteers to paint their foot green and make an impression on a large banner; indicating their commitment in taking responsibility for their carbon footprint. It is these symbolic messages that lead the tease campaign into its second phase.


Phase 2: The Testimonial
During this phase of the campaign, the image of the generic green footprint evolved into the im- age of an individual’s “actual” footprint and was accompanied by a testimonial quote. This series of ads highlights City leaders, frequent riders and well-known residents; making the message more personal and making public transportation feel more like an opportunity within the community as opposed to an obligation. This testimonial campaign along with the new tagline “make an impression” will continue to run throughout the year.


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