MARKET: City of Alexandria
DURATION: 2013 - 2015
COMPONENTS: Strategic Planning, Creative Development (Digital, Collateral), Public Relations, Partnerships, Outreach
City of Alexandria Commuter Challenge
The City of Alexandria’s Local Motion program was created to help employers in the City of Alexandria enable their employees to get to work as quickly, easily and sustainably as possible.
The Commuter Challenge began in order to promote the use of alternative transportation, while encouraging teamwork, in order to win a grand prize.
Each spring, the City of Alexandria hosts an annual Commuter Challenge event in the format of a competition amongst employers. The Challenge encourages employees in the City of Alexandria to use alternative transportation and teleworking to commute to work. However, the event grew slowly over its first four years, and was limited to a small number of employers.
Build a culture around the City of Alexandria’s Commuter Challenge to promote it as a City initiative, and not just a promotional tool for public transit. By establishing a sense of community around the challenge, employers would see participation as a way to fully engage with their fellow businesses and the city itself, therefore increasing participation.
To take the 2015 Commuter Challenge to the next level, we changed the focus of the Challenge from just promoting Public Transit to promoting the overall culture in Alexandria. To do so, we took a number of initiatives including reaching out to the City’s Mayor for support, soliciting prizes from local vendors and increasing the online presence of the event through various forms of social media, video and e-mail campaigns. These efforts resulted in a huge increase in participation throughout the City of Alexandria.