The International Parking & Mobility Institute (IPMI) announced UCLA Transportation’s Rideshare Month campaign as a 2019 Marketing Award winner at their annual Conference & Expo held at the Anaheim Convention Center this month. The campaign to promote sharing the ride to the campus community was also recognized as an IPMI “Best of 2019” marketing program.
On a campus with limited parking and a growing population, located in a city with the worst congestion in the country, the challenge is getting commuters to switch from driving alone to a more sustainable form of transportation, like walking, biking, carpooling, vanpooling or taking public transit. Every year in October, UCLA Transportation uses the occasion of Rideshare Month to promote sustainable commuting. The 2018 campaign showcased real-life green commuters in print ads, email communications, across social media platforms and more. Serving as spokespeople, the "Bruins Who Rideshare" endorsed alternatives to solo driving, sharing the benefits of making a sustainable choice, be it cost savings, less stress or improved physical health.
This peer-to-peer strategy worked, lending credibility and promoting buy-in from other Bruins. These individual stories helped the organization exceed its rideshare pledge drive goal and led to an explosion of online interaction: Twitter received over 202,000 impressions, the Facebook page's reach increased by 200%, and traffic to the website increased by 20%. And, more than 1,500 commuters registered for UCLA's online trip planning tool. It was the combined integrated marketing and communications efforts that led to the Marketing Award win.
IPMI is the world’s largest association of professionals in parking, transportation and mobility. Previously the association recognized UCLA Transportation’s parking services and sustainable transportation programs, through the attainment of Accredited Parking Organization with Distinction status.