Challenge
MARTA sought to develop a public transportation program to support the Atlanta Regional Commission’s Access to Jobs Transportation Plan. They hired c21 to conduct research and develop a marketing public relations plan.
The transit system wanted to learn how to reach and best communicate with:
- Welfare-to-Work participants, to help them understand that MARTA could provide easy access to jobs through its transportation system, and
- Employers, to educate them that Welfare-to-Work participants could be an asset to fill their job needs throughout the Atlanta metropolitan area.
Solution
communications 21 developed a detailed outline of the audiences, messages, goals, objectives, strategies and tactics at the outset to guide the project’s implementation. c21 also conducted various forms of research, including two distinct focus groups with employers and Welfare-to-Work individuals, and market-testing advertising concepts for both TV and print media outlets to each group.
To ensure MARTA’s goals were met, c21 developed a comprehensive media relations strategy and plan that included targeting local television and print reporters with human-interest and business development angles. In addition, the final plan included a list of recommended special events such as job fairs, discounted fares and more to launch the program.
Results
The final plan was delivered to MARTA, on time and within budget. Execution of the plan was handled by MARTA.