Bike Auckland sought to expand its popular Bike Valet service to a broader range of event organisers. While the service had proven successful with community groups and local organisations, the team was keen to engage larger corporates and major event producers.
Through a facilitated workshop process, we identified key barriers to reaching these new audiences and developed a strategy to refresh the service’s marketing approach. To better understand the needs and decision-making processes of larger events, we conducted primary research with event managers and industry stakeholders on Bike Auckland’s behalf.
Drawing on these insights, we developed updated messaging and copy for the Bike Valet landing page, ensuring the service’s value proposition resonated with corporate and large-scale event audiences. We also coordinated an industry webinar featuring speakers from Tātaki Auckland Unlimited and Clean Event Waste Management, helping to raise awareness of the service across the events sector.
As a result, Bike Auckland successfully connected with new audiences, generated industry interest, and established opportunities for ongoing engagement with organisations interested in incorporating Bike Valet into their events.
The webinar recording can be watched below and Bike Valet landing page found here. Please note some content may have been changed since handover to the client.
“We were looking to expand our programme to a wider range of event organisers, and Nikki came up with methods that we hadn't thought of yet, such as hosting a webinar, with 25 people attending online. I was then able to connect with other people, understand opportunities and also start collaborating with another local council outside of Auckland to start setting-up a programme of their own."