Introduction

The North American Bikeshare and Scootershare Association (NABSA) is a nonprofit organization dedicated to providing resources, education and advocacy for the shared micro-mobility industry to create a more equitable and sustainable transportation ecosystem across Canada, the United State and Mexico. NABSA represents more than 78 organizations, businesses, and cities in six countries. Half of NABSA members are for-profit businesses, 24% are non-profits, and 26% are government.

NABSA was a two-time Mixte client — once in 2017 when the organization hired its first-ever Executive Director, and again a few years later to support the digital marketing around its annual conference on growing shared micro-mobility in Guadalajara, Mexico.

Our Objectives

  • Establish NABSA as an industry leader and convener for nonprofits, government and businesses within micro-mobility 
  • Spearhead strategic communications for a young organization with no internal communications staff, with an intentional focus on micro-mobility from a lens of justice and equity
  • Develop organizational messaging and train media spokespeople to clearly explain what NABSA is, what it does and why it matters
  • Amplify stories of NABSA members across North America working to make their cities, businesses and communities more inclusive of micro-mobility
  • Roll out a crisis communications plan in response to 2017 surge of rental e-bikes and scooters to guide industry discourse, decision making and member response as the leading entity in micro-mobility
  • Maximize the reach of industry research and leverage reports to have thought leadership conversations around how to intentionally and equitably keep up with a fast-evolving industry

The Outcome

  • All members understood the organization’s brand, voice, tone and key messaging, allowing them to represent NABSA in a consistent way across all channels 
  • A surge of media that could have painted the micro-mobility industry in a negative light was met with visionary messaging and thought leadership, establishing NABSA as the leader it wanted to be
  • In partnership with a web developer, recreated the organization’s website to a more user-friendly and mobile-friendly site
  • Coordinated with photography and video teams during annual conference to ensure key moments and promotional assets were captured 
  • Managed social media accounts and community engagement to increase social media engagement across all social media platforms surrounding the annual conference
  • Created a series of e-blasts, email newsletters and blog posts to build excitement around the annual conference, which led to an increase in web traffic for weeks before and after — as well as positive feedback from partners and members