Gowri Chandra

BRAND STRATEGY COPYWRITING

CITY OF SANTA MONICA +GOOD AGENCY

PROJECT

BRAND STRATEGY

City of Santa Monica | Intro Gowri Chandra

A TALE OF TWO CITIES

Traffic sucks in LA.

It can take 1.5 hours to drive from downtown to Santa Monica fifteen miles away.

For the first time ever though, there’s a new train --the extended Expo Line-- connecting the two in less time than it takes to drive the distance in rush hour.

But how do we get car-addicted Angelenos to use it?

Gowri Chandra

OUR CHALLENGE

The City of Santa Monica asked us to get its residents to actually use its public transportation systems-- the new Expo extension in conjunction with Santa Monica buses, bike shares, and pedestrian walkways.

SANTA MONICA

DOWNTOWN

City of Santa Monica | Brief

Gowri Chandra

STEP ONE: RESEARCH

Working with a talented team of strategists and focus group leaders, I helped condense focus group interviews into insights, come up with a brand identity, and

assemble a successful pitch deck.

City of Santa Monica | Brand Research

Gowri Chandra

Simplify the information Equip people to better deal with inconveniences so they have a greater

perception of control

WHAT WE WANT TO DO

It’s too difficult to understand how to use public transportation (how to

transfer from bus to train, etc.)

It’s too inconvenient to use (too slow, you have to wait too long for trains/

busses)

accessible visual identity+

tools (apps, simple maps)

HOW WE’LL DO IT

BARRIER TO OVERCOME

DESIRED RESPONSE People are informed about how to use

public transportation.People are inspired to use public

transportation.

ULTIMATEGOAL I’m going to try this.

WHY AREN’T MORE SANTA MONICANS USING PUBLIC TRANSPORTATION?

realistic information about schedules + persuasive content highlighting

conveniences

City of Santa Monica | Brand Strategy

Gowri Chandra

BRAND STRATEGY

Inform + Inspire

City of Santa Monica | Brand Strategy

Why not try it?

COPYWRITING

Gowri Chandra City of Santa Monica | Web

The website boasts bright, clean visuals, and only the most basic facts.

Gowri Chandra

A three step moniker --”map it, app it, and TAP it”-- simplifies information on how to sign up for a TAP card and find your routes.

City of Santa Monica | Web

Gowri Chandra City of Santa Monica | Social Media

Social Media Goals Inform + engage + entertain

MethodVisual storytelling, bite size how-to’s, Twitter parties, user generated content

Hashtags● Main: #GoSaMo● Pre-existing: #MyDayinLA, #BusSelfie● Campaign-specific: #NotInTraffic, #CarFreeFriday● Campaign-universal: #drivingdetox, #takeiteasy

Gowri Chandra City of Santa Monica | Out of Home

Our ads equip people with key facts to show that public transportation can be convenient.

Gowri Chandra

Our bus sides show how public transportation can make lives easier.

City of Santa Monica | Out of Home

Gowri Chandra City of Santa Monica + GOOD | Experiential

People come to events because they sound like fun (even if they’re not interested in learning about public transportation), and leave feeling informed & inspired to just try it.

Station Parties● “Discover LA” train tours● EnterTRAINment (stand up comedy, bands)

Open Streets● “Try-athlon” bus-bike-Expo tour● On TAP / TAPpy Hour discounts

Fake Parking Tickets● Free TAP code and destination inspiration

distributed close to Expo stationsNeighborhood Tours ● Designed by local artists and influencers● Highlight destinations for car-free dates or

days out with the kids

Gowri Chandra

And that’s a wrap! Thank you!

City of Santa Monica | Thank you!