Palm Tran Rear Bus Ads

Target Audience: This initiative was targeted at attracting talented bus operators in Palm Beach County. Palm Tran's aim was to reach out to prospective bus operators, demonstrating the agency's commitment to fostering local talent and contributing to the economic growth of Palm Beach County.

Strategy Objective:The strategy for this entry involved creating a compelling rear bus advertisement, measuring 34 x 84 inches. The intention behind this strategic move was to proactively reach and inform individuals who may have not been aware of the job opportunities with Palm Tran. To further encourage diverse applicants, we ensured the ad was translated into Spanish and prominently featured on our Hispanic heritage bus. By leveraging the mobile nature of bus ads, we successfully reached a wider audience who may have not been reached through traditional recruitment efforts (ex: social media, mass hiring events). By releasing a mobile advertising campaign, we were able to measure our campaign's success through the quantifiable metric of impressions generated each month.

Situation Challenge: Palm Tran needed a robust and dynamic strategy to fill 60 vacant bus operator positions. While conventional methods such as social media postings and hiring events were being implemented, the Public Relations Section recognized the imperative for a more direct solution and an opportunity to maximize our existing resources. Rather than exploring external advertising channels, we optimized our bus fleet's potential by strategically placing hiring ads on the rear of buses. This approach aimed not only to fill the job vacancies but also elevate Palm Tran's employment rate, and broaden our outreach to entice a larger pool of potential candidates throughout diverse areas in Palm Beach County.

Results Impact: This campaign successfully increased public awareness, achieving an impressive monthly reach of 3,150,000 and an annual reach of 37,800,000. The strategic placement of the rear bus advertisement on Palm Tran's entire fleet – nearly 150 buses played a pivotal role in filling positions for bus operators. As a result, our team was able to fill 93% of the vacant bus operator positions. The campaign's success is evident in fulfilling job positions and an increase in public awareness, as reflected in reach metrics, recruitment, and organizational growth.

Why Submit: Palm Tran used a tactical forward-thinking approach in addressing a critical organizational problem. The strategic placement of the rear bus advertisement on Palm Tran's fleet, comprising nearly 150 buses, played a pivotal role in successfully filling positions for bus operators. The campaign also positively influences public perception of Palm Tran, enhancing the organization's visibility and community engagement. This resourceful strategy position serves as a model for other organizations facing recruitment challenges.