- +30%bike share memberships
- +65%vegan menu item sales at partner restaurants
Partners: Blue Bike SC and Let's Meatless
My role: Campaign lead. Project management, marketing strategy, program development, creative, copywriting, event planning and community engagement.
The problem
Blue Bike SC's membership was slipping, mostly because people just didn't think of biking as a real way to get around. At the same time, eating habits were drifting toward fast food, and more cars meant more traffic and pollution. Three problems, and we saw one campaign that could take on all of them.
The strategy
We built a single brand, "Meat Less. Bike More.," that said healthy living and eco friendly transportation in one breath. Local restaurants became partners, linking a good ride with a good meal, and we pushed it out through local and national PR, social, community events and educational content.
What we did
- Interactive bike map. Built with a local bike advocacy nonprofit so people could plan rides to participating restaurants.
- Guided group rides. Each restaurant got its own day with a professionally led ride that ended at the table. Designed for newer riders who feel nervous in traffic.
- Incentives. Free bike share memberships and campaign merch for riders, plus gift cards for two raffle winners at every stop.
- Brand and creative. The full campaign identity and every asset that carried it.
- Restaurant partnerships. Vegan menus and plant based specials at every partner location.
The results
Bike share memberships grew 30% and partner restaurants saw vegan menu sales jump 65%. Blue Bike SC grew its membership revenue and moved closer to its sustainability goals, and Let's Meatless pushed plant based dining further into the community.
