Team Cherriots Customer Education Campaign


Target Audience: The target audience for our campaign was current Cherriots riders.

Strategy Objective:Cherriots developed a strategic priority to implement a customer education campaign. The objective was to remind our riders that it takes a team effort to provide the service that we do while keeping it efficient, safe, and enjoyable. Not only do Cherriots staff work together as a team but our riders play a part as well. A cross-divisional effort was put forth to determine specific messages that needed the most reinforcement. The result was "Team Cherriots", a three phase campaign that spanned nearly a year, featuring original illustrations and designs all created in-house by the Cherriots Marketing Department. We utilized a variety of channels from printed media, digital platforms, and in-person outreach events.

Situation Challenge: After receiving feedback from various internal and external sources, Cherriots identified a need to address specific hot-button issues that have been creating challenges for our staff as well as for other riders.

Results Impact: We experienced an extremely positive response to the campaign across varying demographics. Not only has the campaign given our riders a sense of ownership for the impact they have on our service but internal staff also recognized that their concerns had been heard and backed by the District. In addition to providing messaging to reinforce areas where riders can make a difference, we also provided branded, promotional items that could serve as tools for riders to use when practicing some of the behaviors that we were encouraging.

Why Submit: Cherriots is very proud of this entry. Not only did it address the strategic priorities set forth and effectively communicate messages that both staff and riders wanted to hear but we did 100% of the work you see here in-house. We developed and vetted all of the messages and original illustrations through a cross-divisional committee. The response has been so positive that not only have we decided to continue using the characters created from this campaign for future marketing efforts, we have been asked by other agencies if we would be willing to share files with them to use for their own messaging. This is public transit, so of course, we obliged!