CicLAvia Marketing Solution

Project Description

CicLAvia is a nonprofit that closes off miles of street for one day in order for Angelinos to experience a community centered car-free event. The frequency has been steadily increasing from about once every 3 months to almost once a month. As the organization expands it is looking for new ideas to implement into their marketing strategy in order to attract a wider audience of attendees.

Problem

CicLAvia’s current demographic is mostly cyclists and the organization is looking for a marketing strategy to communicate to the general public that their events are pedestrian friendly, and not just for bikes.

Insights

Over fifty percent of CicLAvia’s current digital outreach is composed of cyclist-centered content with little mention of the walkable portions of the event. One of their main goals is to connect with the community and our team noticed a lack of highlighting groups and individuals at each event. In order to create a conversation with the neighborhoods they visit more of a dialogue needs to be had.

Solutions

Our solution is to utilize evergreen user generated content is key to form a stronger connection with the communities that CicLAvia passes through. CicLAvia Stories consists of fixed and mobile bases where the organization collects meaningful stories from community members that highlight their individuality and express what the events mean to them. We also crafted a content creation strategy composed of challenges and prompts that allows for the organization to generate content easily that calls attention to the fun the events bring to its attendees.