Case Study

Lyft Miami

The Objective

Client

Lyft Miami

Date

February - March 2019

Services Provided
Recruit Canvassers
Co-Training Canvassers
Prepare Canvassing Software
Prepare Routes & Schedule
Track Canvassers Movements
Report Progress To Lyft Team

About Lyft

Lyft, Inc. creates, markets, and manages a mobile app that allows users to hire vehicles, motorized scooters, bicycles, and food. The company is headquartered in San Francisco, California, and operates in 644 US communities and 12 Canadian locations.

The Problem

Lyft's internet marketing strategy targets potential drivers in Miami. Still, they also saw the need to canvass their neighborhood door to door and promote their incredible prospects and perks to new potential drivers.

Strategy, Goals, and Results

The Global Presence Marketing Team (GP) has over ten years of grassroots marketing engagement and digital communications experience. One of our members, in particular, has spent the previous three years working with one of the nation's leading political canvassing organizations on grassroots canvassing.

GPM developed a trial initiative with Lyft Miami to evaluate market interest, create leads, and forecast ROI for a similar large-scale campaign. The goal was to target a minimum of 10,000 units in the Westchester/West Miami area in 12 days.

GPM assembled a team of bi-lingual canvassers who are qualified and trained in the following areas:

  1. Clear communication and effective messaging 
  2. Appropriate use of the GP's chosen canvassing platform
  3. Engaging residents at the door to elicit a maximum reaction (estimated 20% take rate=2K Doors) to generate leads and drive interested parties to the Lyft Kiosk at the Americas Mall.

The Final Results

A team leader and four to six canvassers made up this group. Within two weeks, the team had contacted at least 10,000 families.

The team leaders were accountable for data integrity by visually following the team in the field, and we used a territory management tool to track their movements.

We were able to secure 139 leads for Lyft Miami towards the end of the assignment.

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