529 Garage: A comprehensive marketing strategy

529 Garage: A comprehensive marketing strategy

529 Garage facilitates a community watch service for bike owners. 529 Garage is striving to double its current monthly registration numbers in Vancouver. To achieve this goal, we have recommended a comprehensive, multi-channel marketing strategy to help bolster brand awareness. Our plan focuses on an engaging app, a stronger social media presence, and deeper community and bike shop engagement.

School:

UBC

Department:

Sauder School of Business

Course:

BA 511

Instructors:

  • Victor Tang

Student Team:

  • Georgia Masaki
  • Houston Park
  • Jaja Rattanajan
  • Natalie Varga

Strategy:

  • 529 Garage

Community Partners:

  • Rob Brunt
  • Lindsay Nicholson

Summary

529 Garage is an organization that facilitates a community watch service for bike owners. It was created by Project 529, a small group of cycling enthusiasts that are passionate about creating a safer cycling community. To accomplish this, they created a mobile application and website that provides a worldwide bike registry which simplifies the process of recovering stolen bikes. The Vancouver Police Department, in cooperation with The City’s Greenest City Action Plan team, Park Board and Vancouver Police Foundation have teamed up to register 100,000 bicycles into the 529 Garage bike registry for free. Their current strategy has been to work with local authorities, schools, non-profit organizations, bike clubs and municipalities to increase awareness about the program to boost registrants and build a safer community. 529 Garage has seen considerable success, especially in the Greater Vancouver region, largely due to its strong community partnerships.. However, 529 Garage still has significant room for growth in its marketing strategy, to effectively broaden its registration base in Vancouver. 529 Garage requires assistance in growing its marketing plan and is striving to double its current monthly registration numbers in Vancouver from approximately 1,000 new registrants per month to 2,000 registrants per month. A broader network of registrants on the platform will increase brand recognition, benefit the community by recovering more bikes, and lead to a greater sense of safety when biking. To achieve this goal, we have recommended a comprehensive, multi-channel marketing strategy that will help bolster brand awareness and reputation. This will provide better direction on improving their app, social media management, and community and bike shop engagement to help 529 Garage achieve its targets and create a stronger registration network in Vancouver.

  • 529 Garage: A comprehensive marketing strategy
  • 529 Garage: A comprehensive marketing strategy
  • 529 Garage: A comprehensive marketing strategy