Public Service Campaign
Getting Fitted for our Bike
Sent RFPs to local non-profits
Received 25  RFPs back
Press Release
Narrowed it down to four
Conducted interviews with four finalists and selected...
Objectives:
Donors + Volunteers
Putting a Basket on the Front
Reading the Manual
Public Service Committee Blog
Committee Business Cards
(client selection)
(organizing the campaign)
(research)
Greasing the Chain
(strategy)
Creative
Media
Popping a Wheelie
(creative)
Ringing our Bell
(media)
Taking off the Training Wheels
(results)
Setting the Kickstand
(summary)
publicservice.ad2denver.com
Interviews
"Giving our kindergartners bicycles, and having them ride around the neighborhood, reinforces to the whole community that we HAVE a safe, healthy, happy environment."
The kids say it best
Sent surveys to past donors to help understand why they donate
Competitive analysis of non-profit landscape in Denver
Insights:
Colorado LOVES bikes
Bikers love bike causes
Wish for Wheels creates smiles
The communities love them back
The kids say it best
Target Audience:
Cyclists: Hardcore, Enthusiasts, Casual
Affluent Families
Communities Wish for Wheels gives to
Engage and Grow
Insights told us that the kids say it best
"Kid Sourced" the creative
Less polished look
Upbeat, fun tone
Online
Print
Guerrilla
Local Magazines
Radio
TV
National Magazines
Online
Newspaper
PR
Print
Online
TV
Geo-targeted ads
Content targeted at cycling
Budget: $0
Generate awareness and support within biking community and target audience
Build donor and volunteer base 
Events
Pool Tournament + Happy Hour
Ad2 Denver
+
AMA Up!
+
Denver Young Professionals
DOUBLED
Wish for Wheels Marketing Budget
Email 
54% open rate
55% click through
10% response (donated online)
20% forwarded on to others

Web Traffic
150%
Wish for Wheels is a small, "part time" non-profit
25 Committee members-Largest ever for Denver
Sustainable Growth
Awareness
Donations
Met budget...
...in a recession
Mayor of Commerce City
Attended both give aways in his community
Getting Wish for Wheels Thinking
"We never really thought strategically about
where our organization was going or how we wanted to get there. Ad2 helped us start to 
have that conversation."
-Brad Appel, Director of Wheelies
Giving Wish for Wheels the Tools for Growth
Now have print, radio, brochures, PR packet,
Video, etc for future use.
Close your eyes...
Yes, you too! Close your eyes!
Direct Mail
70% Response
Radio
Very little marketing
Donation Letter
Website
Culture fit
Colorado LOVES bikes
Young, Energetic, Fun
Communication
Email
Conference calls
Weekly meetings
Blog updates
-Principal Khoa Ngyuen, Ellis Elementary
"To the kids it's not just a bike, it's freedom. The smile on their face says it all."
-Nicole Hebert, Top Banana Seat
Business partnerships
Cross-channel Promo
Re-defined the seasonality
of Wish for Wheels
Challenges
Relevant communication timing
Established identity
Re-thought business
Tools to grow sustainably
Taught Wish for Wheels
to Ride a Bike
$44,000 of
Media Donated
$0 Spent
845,450 Impressions
Volunteers
33%