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Gowri Chandra
BRAND STRATEGY COPYWRITING
CITY OF SANTA MONICA +GOOD AGENCY
PROJECT
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BRAND STRATEGY
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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?
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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
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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
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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
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Gowri Chandra
BRAND STRATEGY
Inform + Inspire
City of Santa Monica | Brand Strategy
Why not try it?
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COPYWRITING
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Gowri Chandra City of Santa Monica | Web
The website boasts bright, clean visuals, and only the most basic facts.
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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
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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
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Gowri Chandra City of Santa Monica | Out of Home
Our ads equip people with key facts to show that public transportation can be convenient.
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Gowri Chandra
Our bus sides show how public transportation can make lives easier.
City of Santa Monica | Out of Home
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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
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Gowri Chandra
And that’s a wrap! Thank you!
City of Santa Monica | Thank you!