Multi-channel Marketing Campaign
Share The Shuttle was a campaign I created to raise awareness of Washington Park’s free shuttle service and reduce traffic congestion in the Park. The campaign combined eye-catching creative, clear messaging, and strategic partnerships to highlight the service as a fun, convenient, and sustainable way for the Park’s 3.5-million annual visitors to explore its 410 acres.
My team and I partnered with well-known institutions like the Oregon Zoo and leveraged trusted voices in the community to amplify the message. Riders were invited to “share the shuttle” by tagging friends, leaving reviews, and creating content—with fun incentives—which helped the campaign spread organically. I also guided the creative direction for the above 30-second spot, designed to make the shuttle feel approachable, easy, and worth trying. The spot aired on streaming-TV and website pre-roll in Portland and Seattle throughout the summer of 2025.
With this multi-channel, community-driven approach, we saw a strong correlation between campaign reach and shuttle ridership.
Turning Influence Into Impact
I stretched our marketing budget by partnering with local influencers who already had trust, reach, and credibility within the communities we wanted to serve. These creators told our story in their own authentic, enthusiastic voices, which led to more impressions, greater interest, and action from audiences who may not have found us otherwise.
Driving Engagement Through Email
I created targeted email content that highlighted the benefits of riding the shuttle. With clear messaging and compelling design, we achieved a 71% open rate and 12% click-through rate, well above industry averages.
Stretching Our Reach with Strategic Partnerships
At the same time, I maximized the impact of our non-profit’s marketing dollars by partnering with high-profile institutions and trusted brands with large, loyal audiences and broad recognition. By aligning with them, we extended our reach and credibility far beyond what we could achieve alone. In essence, we told our transit story using their platforms, logos, and voices. This not only stretched our budget—it ensured the message landed with the people most likely to benefit from it.
