Zipcar, the national leader in car sharing services, needed a strategy to build awareness and increase application numbers among college students at Universities where their ZipcarU services were available.
We created and executed a semester long campaign, driven by Student Promoter teams at 31 target schools with a total enrollment of 983,091 students. Over the 8 week period promoters educated students on their campus about the benefits of Zipcar through Zipcar dorm parties, student group presentations, Zipcar trips, and peer to peer presentations. In addition, they also distributed marketing collateral on campus, posted brand information on their social networks, and reached out to campus media sources to run stories about Zipcar.
The campaign created a 39% year over year growth in the month of October and resulted in presentations to 36,234 students, 9.9 million impressions, and 4,650 applications for Zipcar.