A Spin on the Traditional
“Wheels when you want them” is their motto, and they have a creative concept to back it up. Cut the hassle, trim the paperwork and toss the keys! What are you left with? A modernized spin on rental car service brought to you by Zipcar.

To show off what I have been learning about marketing and branding as MOVE’s newest intern, I thought I’d highlight a big-name company that caters to college students like myself. 

Introduced to Massachusetts in 2000, Zipcar saw their brand appealing to a different audience, a niche that would set them apart from competitors. They targeted universities and offered college students, some of whom may not have cars on campus, a new mode of transportation. Promoting hassle-free service and affordable rates with a fresh, trendy look and feel to boot, Zipcar quickly caught college students’ attention. 

Marketing with the Millennials in Mind
These students are among the Millennial generation who span the ages of 18 to 34. According to ZipCar’s annual study, 53 percent of Millennials said they would engage in a car-sharing service (like Zipcar), as well as make an effort to drive less and reduce their carbon footprint. Knowing their customer, Zipcar coins oh-so-irresistible names like “Zipsters,” offers the opportunity to car-pool and provides energy-efficient vehicles—making them the cool kid, er, service on campus.

Reaching the Audience
So how does one reach a college student? Easy, take to the social networking sites. In collaboration with Ford’s social media team they engulfed themselves in Twitter and Facebook. But tweeting and updating their company’s Facebook wasn’t enough. They also had to offer incentives like student discounts and prize giveaways on their social media sites.

Forget about waiting in long lines, or filling out tedious stacks of paperwork.Simply download the app and reserve a vehicle at your convenience.  According to Keith Bourne,Mobile Monday Michigan, Co-founder,to expand your business nowadays you have to go mobile. By doing just that, Zipcar has made their company virtually accessible to anyone, anywhere.

The Success of Strategy
Zipcar is now in the fast lane with over 650,000 members and 9,000 vehicles. Targeting a specific market they were able to build a brand that goes beyond the boundaries of traditional rental services and offers a service that represents the values of their audience.

Edited by: Kim Beson, Associate Writer/Project Coordinator
Design by: Nikki Paffi, Art Director