Transportation

Marketing - Plan Creation

Situation

MARTA, the seventh largest transit system in the country, sought to develop a public transportation program to support the Atlanta Regional Commission's Access to Jobs Transportation Plan. They hired advertising agency Acuity, Inc. and c21 to conduct research and develop a marketing public relations plan.

Challenge

At issue was how to reach and best communicate with

1. Welfare-to-Work participants, to help them understand that MARTA could provide easy access to jobs through its transportation system, and
2. employers, to educate them that Welfare-to-Work participants could be an asset to fill their job needs throughout the Atlanta metropolitan area.

c21 Solution

communications 21, in conjunction with Acuity, created a plan that encompassed the following:

• A detailed outline of the audiences, messages, goals, objectives, strategies and tactics
• Market research which included focus groups with employers and Welfare-to-Work individuals
• Market-tested advertising concepts for TV and print outlets
• A media relations strategy and plan
• Proposed special events (job fairs, discounted fares, etc.)

Results

The final plan was delivered to MARTA, on time and within budget. Execution of the plan was handled by MARTA.