City of San Marcos



While known for being a welcoming and caring community, San Marcos residents seemed to be forsaking their kind ways on the road. 

The city wanted to proactively encourage its drivers to be more courteous while driving because, after all, road safety benefits everyone. 


JPW Communication’s “Honk Less, Wave More” campaign called upon San Marcos to keep it friendly while driving even when they might have wanted to honk it out. Combining demystifying facts and an approachable sense of humor, the campaign was a light, yet informative, way for the city to encourage a new San Marcos way of travel.


San Marcos manners were created to quickly illuminate some unfriendly driving practices; some pointed to outright traffic violations like tailgating while others were general acts of kindness like signaling turns in advance. The campaign spanned earned, ownsed and paid media strategies in addition to bold print and digital collateral pieces.


  • Creative concept

  • Logo creation and branding

  • Campaign strategy

  • Social media strategy and creative

  • Collateral design (bumper sticker, rack card, posters, t-shirt, banners)

  • Paid media recommendations 

  • Owned media (PSA script)

  • Public relations (press release, media pitch)

  • Internal relations (launch plan)


The campaign sparked new levels of engagement between the city and its residents. It also caught the attention of neighboring cities that admired San Marcos’ efforts. We also happen to know that at least one city traffic engineer has two campaign bumper stickers adorning his car. Friendly waves have since followed.


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