Metro "Driving Force of the Workforce" comprehensive campaign
Target Audience: The target audience for this video was the Quad Cities community (Quad Citizens).
Strategy Objective:The campaign tagline "The Driving Force of the Workforce" is a confident statement that illustrates how our services drive the economy forward. The statement was incorporated in all campaign materials. In addition to the new tagline is a fresh brand look, complete with new fonts and a bolder, clean and more modern use of color. An important part of what makes this campaign unique and a positive attribute for our brand is that it focuses on our riders – who are the "driving force" of our community – using Metro for their jobs and so much more. We created pieces that focus on riders, by having the brand messaging appear on different apparel items of riders. In addition, the tagline reinforces the jobs we do every day as the "driving force" of the community. The storytelling brings meaning to
Situation Challenge: Metro needed a fresh advertising and brand strategy for our organization to reinforce the economic impact of public transit in our community. Based on rider survey results we knew 50 – 60% of riders depended on public transit to get to and from a job. Those jobs were primarily in retail, service, professional, or traditional "blue collar" jobs. We also wanted to highlight our own front line and the important role they play in keeping our community moving.
Results Impact: We utilized both a paid and public service schedule which focused on news programming. The two week media buy resulted in nearly 200,000 impressions (DMA, 250,000). The billboard impressions netted roughly 336,572 weekly impressions for 6 weeks. Our community saw public transit in a positive light as we reinforced the importance of public transit in our community. Our workforce felt a renewed sense of pride as "The Driving Force of the Workforce".
Why Submit: This campaign, while short-lived due to a sudden shift into COVID-19 messaging, should win an AdWheel award because the tagline "Driving Force of the Workforce" not only represents what our front line does every day, but also represents the tremendous economic value public transit brings to our community. The campaign elements have a very personal feel to them, highlighting specifically the different attire worn by the different types of commuters who rely on public transit to get to and from their jobs. Although we were not able to expand the campaign longer than 6 weeks due to COVID, we were able to keep the same look and feel for our COVID-10 messaging, by simply shifting the message from the "Driving Force of the Workforce" to the "Driving Force of Safety".