Enterprise’s Los Angeles area Ride Share division wasn’t gaining the traction they had been hoping for with their Ride Share program. Seeking additional revenue streams, Enterprise aimed it sights on the corporate model, offering incentive packages to businesses. They chose us to help develop the campaign, branding, marketing and strategy.
People love their cars! Although everyone recognized the value of carpooling, fiscally and environmentally, it is hard to switch mindsets and eliminate the stigma around Ride Sharing. In addition, businesses had to buy into the program, and create a strong need for the services through their HR departments.
We examined all of the reasons that a company would benefit from a corporate Ride Share program. Apart from just the gas and environmental savings, we had to determine key elements that many businesses may not have considered. These included such issues as freeing up parking in the business’ parking lot to increasing productivity in the corporations employee base that benefits from the relaxing and stress free ride to the office.
From there, we designed a fun and expressive brand mark that addressed the speed and speciality of a Ride Share program. We then created an aggressive blast campaign aimed at the businesses themselves which created interest and provided education on these key issues. The vehicles were rebranded with the new graphics, adding buzz around the region while generating organic mobile advertising and promotion. Finally, we developed an employee branded campaign, which included questionnaires, handouts and digital components.
Enterprise experienced a significant increase in both corporate contracts and individual riders. The branding remains a fixture on vehicles throughout the LA area, bringing in new individual and corporate clients on a weekly basis.