Wish for Wheels

Close your eyes...

Yes, you too! Close your eyes!

Getting Fitted for our Bike

Wish for Wheels is a small, "part time" non-profit

Colorado LOVES bikes

Young, Energetic, Fun

Sustainable Growth

Putting a Basket on the Front

Reading the Manual

Sent surveys to past donors to help understand why they donate

Target Audience:

Greasing the Chain

Engage and Grow

Creative

Popping a Wheelie

Online

Radio

DOUBLED

Ringing our Bell

$44,000 of

Media Donated

845,450 Impressions

$0 Spent

Taking off the Training Wheels

Direct Mail

Mayor of Commerce City

Donations

Volunteers

150%

Giving Wish for Wheels the Tools for Growth

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

Re-defined the seasonality

of Wish for Wheels

Setting the Kickstand

Relevant communication timing

Established identity

Re-thought business

Tools to grow sustainably

Taught Wish for Wheels

to Ride a Bike

Public Service Campaign

Web Traffic

Press Release

Email

Sent RFPs to local non-profits

Received 25 RFPs back

54% open rate

55% click through

10% response (donated online)

20% forwarded on to others

33%

Narrowed it down to four

(summary)

Attended both give aways in his community

70% Response

Conducted interviews with four finalists and selected...

Met budget...

...in a recession

Committee Business Cards

(results)

(client selection)

Public Service Committee Blog

Challenges

publicservice.ad2denver.com

Now have print, radio, brochures, PR packet,

Video, etc for future use.

Culture fit

Very little marketing

Donation Letter

Website

25 Committee members-Largest ever for Denver

Objectives:

(organizing the campaign)

Donors + Volunteers

Email

Conference calls

Awareness

Online

Communication

Weekly meetings

Blog updates

Newspaper

Local Magazines

(media)

Radio

National Magazines

TV

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."

Cross-channel Promo

-Principal Khoa Ngyuen, Ellis Elementary

Competitive analysis of non-profit landscape in Denver

"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

(research)

Insights:

Colorado LOVES bikes

Bikers love bike causes

Wish for Wheels creates smiles

The communities love them back

The kids say it best

The kids say it best

Guerrilla

Cyclists: Hardcore, Enthusiasts, Casual

Affluent Families

Communities Wish for Wheels gives to

(creative)

Business partnerships

Build donor and volunteer base

Generate awareness and support within biking community and target audience

Print

Insights told us that the kids say it best

"Kid Sourced" the creative

(strategy)

Less polished look

Upbeat, fun tone

PR

Print

Events

TV

Pool Tournament + Happy Hour

Online

Ad2 Denver

+

AMA Up!

+

Denver Young Professionals

Media

Wish for Wheels Marketing Budget

Geo-targeted ads

Content targeted at cycling

Budget: $0