The San Joaquin County of Governments took a lead role in collaboration with Stanislaus County and Merced County to form a collaborative to help people improve transportation options for those driving within the valley and the many commuters who travel daily to the East Bay and San Francisco Bay areas. Through extensive research, audiences didn’t have an understanding of the program which lacked impact. Testing provided a big idea. Audiences would be attracted to a vibrant, consumer friendly program where collaboration would engage people to find better alternative transportation options.
Crocker created the brand Dibs with the slogan, Smart Travel. Your Way. We wanted an identity that veered from government telling constituents what to do. This consumer friendly approach showcased the benefits of walking, biking, ridesharing, vanpooling, transit and bus travel from the audience perspective. It was fun and lighthearted but with a serious thread about improving air quality, reducing congestion and being rewarded for positive behaviors. The brand launch included a new website with interactive options to connect Dibs members with other members. Other communications included direct marketing programs, employer kit, media and social media strategies, advertising, signage, event promotion and ongoing research.