Who We Help / Case Study

SmartTransportation.org

SmartTransportation.org, a coalition of nonprofits dedicated to increasing awareness and availability of green transportation in the U.S., retained MAKE WAVES to help garner media attention for the coalition’s role in securing Mayor Bloomberg’s new mandate for New York City’s ‘black cars’ to transition to low-emissions vehicles.  (Black cars are hired, private limos.) MAKE WAVES was asked to create a comprehensive outreach plan to include all New York City media and national progressive outlets.

The Solution:

MAKE WAVES kicked off the ‘black car’ campaign by creating an extensive media list that included 161 print, radio, broadcast and online outlets from all over the country. We edited and polished SmartTransportation.org’s press materials and then distributed a news release immediately following Mayor Bloomberg’s press conference where he announced the new initiative.  Additionally, tailored pitches were sent to individual reporters who attended the press conference, selected “green” bloggers, and key members of the NYC media.

A few days after the Mayor’s press conference, a new pitch was sent to NYC media and progressive outlets to highlight SmartTransportation.org’s role in promoting congestion pricing in NYC.  The objective was to move beyond merely securing media attention to generating brand recognition for the coalition and its efforts.

The Results:

MAKE WAVES’ efforts were extremely successful.  This short campaign for SmartTransportation.org secured nine media hits, one of which was in the Christian Science Monitor, a highly respected, international daily newspaper that features news analysis and commentary.  Jack Hidary, president of the Hidary Foundation and the chair of SmartTransportation.org, did an extended interview with Rennie Bishop of Air America.  He was also quoted on a number of good, environmental blogs.