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Bike to Work Day

Project Overview

SANDAG re-imagined their annual Bike to Work Day event in 2023 to encourage San Diegans of all ages to replace a car trip with a bike trip. The annual campaign of over 30 years was renamed to Bike Anywhere Day, and all San Diegans were encouraged to hop on a bike and stop by one of 100 pit stops to pick up a free t-shirt, snacks, and other goodies. CENTRIC has worked on this campaign for over ten years, and was tasked with project management assistance, event logistics, creative design, public relations, social media messaging and placement, as well as media buying.

TACTICS

CENTRIC lead the effort to build and implement the marketing strategy, created content, and placed media buys. CENTRIC helped promote SANDAG Bike Anywhere Day with email and social media messaging, press releases, and two webinars. The event was also promoted at SANDAG outreach events.

CENTRIC was responsible for recruiting event sponsors and annual bike shop partners, designing creative pieces, and managing campaign logistics such as hiring/directing a videographer for the creation of promotional videos to be used on-air and on-line. CENTRIC also obtained quotes and ordered promotional items for the campaign. We are also responsible for coordinating the pit stop application process for the 100 pit stop locations and for hosting both a webinar and a pit stop material pick up event for all 100 pit stop hosts. CENTRIC also drafted messaging for the website, eblasts, press releases, calendar listings, and created social media content throughout the campaign.

Work on the Bike Anywhere Day campaign began in January and runs through June. The campaign went live in March and ended on May 18, the day of the event.

RESULTS

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Social media impressions
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Radio/tv/outdoor impressions
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Earned media new clips
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Pit stop visits
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Pledges to participate
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Bike Month page event views