The project we have created is a small independent non-profit starting in Miami. The group collects used bicycles from donors in the city, works with local artists, who paint them, and gives them to children and young people in the area who need them for transport. The project, named “Frames,” addresses the challenges of a) appealing to the multiple audiences that non-profits always do, and b) making use of the latest in technology, social networking and advertising trends to spread word effectively.
The Frames project has multiple audiences whose attention needs to be caught, and kept. Each group varies in age, income and personal interests, and therefore, the project needs to cater to each group in a different way, and by means of different marketing/design elements.
Donors of Bicycles
The group of people donating bicycles is who truly drives the success of the Frames project. Their demographic is broad, beginning with students leaving to college and leaving their bikes behind (18 years) to adults who have used up their bicycles and no longer need them (45 years). They, however, have several traits in common, which are the ones that are targeted. They live in the Miami-Dade area, and as exemplified by their ownership of a bicycle, are health-conscious, active and enjoy being outdoors. Their interest in sports and the outdoors will usually in turn make them sociable, as well as caring for the environment. Adults below the age of 35 today are part of Generation Y, and therefore have developed certain traits that make marketing to them very different from previous generations. Most importantly, they are very technology-savvy, and have grown up in the age of interactivity and the internet. They are very much influenced by the opinions of their peers, and most have a profile on at least 2 of today’s popular social networking platforms. Thanks to these media, this audience exactly is becoming more and more aware of the arts through local Miami events such as Art Basel and Wynwood Art Walk. The elements of interactivity and movement intrigue this audience greatly and are a key to reaching them as a target.
Snapshot of Frames Brand Guidelines
The Frames website uses infographic style features to educate the Miami public about the initiative
One of the first Frames bikes, painted by a local Miami graphic designer.