Driving the Future
As the Marketing Coordinator at Zipcar, a leading car-sharing company, I had the privilege of working with a brand that was at the forefront of revolutionizing transportation. During my time at the company, I immersed myself in a brand identity that revolved around sustainability, convenience, and affordability. I developed a deep understanding of Zipcar's strategy, which focused on leveraging these core values to attract and retain customers through a casual, friendly, and informative brand identity.
Creating Fleet Beat
Fleet Beat is an online resource designed specifically for Zipcar Seattle members. Recognizing the importance of providing comprehensive and up-to-date information, I created Fleet Beat to serve as a go-to resource for members, offering details on new Zipcar locations, the latest additions to the vehicle fleet, and exclusive promotions. By empowering members with all the essential information needed to utilize Zipcar's service, my goal was to increase drive time for current members. To ensure maximum visibility and engagement, I implemented a strategic marketing campaign, leveraging monthly emails and targeted social media promotions to raise awareness about Fleet Beat. As a result, the site generated an impressive revenue of $59,000 within a span of just eight months.
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Go, go, go
with Gociety
Realizing the passion of the membership base for the great outdoors, I spearheaded the launch of a contest to drive engagement and encourage Zipcar usage. Teaming up with Gociety, a leading social networking site for outdoor adventurers, we offered Zipcar members the opportunity to win the ultimate adventurer travel package. The contest was point-based: members earned points for every car reservation (a ziptrip) they made, creating an incentive to book.
To promote this contest, I crafted a compelling promotional campaign, carefully planning content out to build anticipation and a sense of urgency as the contest progressed. The final results of these efforts were increased member engagement, a spike in reservations and drive time, and an unforgettable adventure for the lucky contest winner.
Friendship to Membership
I designed a series of emails that were intended to capture the attention and motivate members of each membership segment (business, consumer, and university) to refer their friends to become Zipcar members. These campaigns were executed at pivotal points in the membership lifecycle with the goal of increasing the likelihood of referrals and driving organic growth within Zipcar's customer base.
Boots on the Ground
As the leader of Zipcar's brand ambassador team, I oversaw their participation in a diverse range of events. These varied from guerilla-style tablings on street corners to multi-day festival sponsorships. To ensure substantial market coverage, I organized and managed a year-long calendar of events that catered to all three membership segments: general consumers, university students, and business users. Noteworthy events include sponsorship of the University of Washington's Orientation Week, bi-weekly Amazon pop-ups, and proudly serving as the marshal cars for Seattle's 2015 Pride Parade.
