'SacRT Heroes' campaign poster

Target Audience: The target audience for the "SacRT Heroes" campaign was the agency's frontline employees, including operators, maintenance staff, and other essential workers. The riding public was the secondary target audience, which makes this a unique approach. The campaign was designed to celebrate their contributions and boost morale. We took a fun approach by depicting our team as superheroes who use unique skills and positive attitudes to get tens of thousands of transit riders where they need to go 365 days a year.

Strategy Objective:The "SacRT Heroes" campaign strategy used a fun, engaging and inclusive approach. SacRT held open auditions on two different dates at two locations, inviting employees to have their photos professionally taken to be featured in the campaign. A total of 25 frontline employees participated from various departments, striking superhero poses. Their supervisors often dropped by to take part in the fun and support their teams. We adorned buses with posters of our heroes. The printed poster featuring all participating employees was displayed in SacRT facilities, and four banners were installed in drivers' rooms and breakrooms. A special launch event included superhero-themed swag and snacks to celebrate the campaign's unveiling. The campaign leveraged high-traffic locations for visibility.

Situation Challenge: We initiated the campaign to acknowledge and celebrate the invaluable role of SacRT's frontline employees, particularly in light of the challenges they have faced in recent years. Frontline staff are often the face of SacRT, yet their hard work can sometimes go unnoticed. That was particularly true during COVID and our post-COVID rebuild when our essential workers served the public daily - an act we consider heroic. By creating a campaign centered on their commitment and unique skills, SacRT aimed to boost employee morale, foster a sense of pride, and remind the public of the vital role these workers play in keeping the Sacramento region moving safely.

Results Impact: The "SacRT Heroes" campaign achieved significant positive outcomes. Internally, it strengthened morale among participating employees, with many expressing pride in being featured and appreciated. It also fostered a stronger sense of camaraderie and recognition among SacRT's frontline staff. Externally, the campaign enhanced public appreciation for SacRT's frontline workers, reinforcing the message that SacRT is a team of committed individuals who bring unique skills sets and positive energy to providing safe, reliable transportation.

Why Submit: We deeply appreciate the dedication of our employees, before, during and after the COVID pandemic. We consider it heroic. This campaign went beyond traditional employee recognition by creating an eye-catching and inclusive initiative that honored employees while also connecting with riders and the community. Notably, we empowered employees by having them participate as part of the campaign's creative team as well as its stars, thus creating a memorable career moment so they know they are valued. By combining creativity, employee engagement, and public outreach, SacRT demonstrated how transit agencies can foster pride internally and enhance their public image. The campaign's ability to boost morale and build goodwill among staff makes it a standout example of meaningful marketing.