MTA Flint: Hiring for Rides To Wellness

Target Audience: Our target audience for this spot was any eligible driver, but with a strong emphasis on retirees with extra time for part time work (55+).

Strategy Objective:Our objective was to spur awareness for the opportunities present in becoming a part-time driver in our Rides to Wellness program. The strategy was two-fold: MTA Flint sought to heighten awareness of the new service as well as engage in an entertaining and memorable fashion with potential new drivers.

Situation Challenge: Due to the aggressive expansion of our Rides to Wellness on-demand transportation program, MTA Flint required multiple new part-time drivers for our fleet to keep up with demand.

Results Impact: The broadcast spot continues to successfully bolster our growth in drivers for our service, while the inclusion of our General Manager Ed Benning has brought much attention across our county to the growing effort to promote our specialized services. We continue to utilize this creative message as we seek to add more qualified drivers to our ranks at MTA Flint

Why Submit: The MTA Flint Now Hiring Your Ride Drivers ad should be considered for its creative utilization of our General Manager in a unique and memorable manner, as well as for its ultimate success in achieving its objective. This spot has not only further assisted us in growing this strong new on-demand service, but also garnered great awareness for our public transportation throughout the county.