SITUATION
With several major construction projects looming, the Wisconsin Department of Transportation (WisDOT) tapped B+L to reinvigorate an underutilized service – the Southeast Wisconsin Rideshare Program.

GOALS & OBJECTIVES
- Build positive awareness of the Southeast Wisconsin Rideshare Program
- Increase listings of participants in the program’s database and increase overall participation
- Educate employers about the Emergency Ride Reimbursement Program

IMPLEMENTATION
Boelter + Lincoln created ads and collateral materials featuring a new logo with a simple, memorable message – “Share the Ride.” The agency also developed a multi-layered media plan, including radio, print and online. “Added value” was negotiated into the buy, with PSAs reaching key audiences on minority-owned and targeted media outlets.

RESULTS
- The Rideshare media budget was effectively doubled, thanks to the extensive PSA schedule
- Information queries to Rideshare’s 800 number and website increased
- The Rideshare database added 25% more participant listings