WRTA's Holiday Lights Campaign to bring awareness of local non-profits and what they do for the community

Target Audience: The target audience of the campaign were the residents, community leaders and local legislators of the Mahoning Valley. The Valley is usually defined as Mahoning County and parts of the surrounding counties in Ohio and neighboring PA.

Strategy Objective:There were multiple objectives: (a.) Help create awareness and increase sales of local non-profit organizations and others that work toward community improvement (b.) Demonstrate WRTA's commitment to the community (c.) Position WRTA as more than transportation, as a partner and vital component of the community growth.

Situation Challenge: The Mahoning Valley has been hit by the closure of steel mills in the 70's and cutbacks at GM plants in the last few years. It's easy to get depressed about the situation if we focus on the low points. But WRTA is instead focused attention of residents on the bright spots — the local organizations that "Light Up the Valley All Year Long."

Results Impact: A dozen non-profits where chosen from over 50 nominations to be honored at a special event in November. Three local community leaders served as co-chairs of the event. Community leaders, media and riders noted WRTA's efforts and participation in a campaign that benefited the area. Winners of the awards, the media and our co-sponsors WKBN TV and First National Bank, praised and thanked WRTA for its efforts with this campaign. Residents experienced community pride as they witnessed the stories of these selfless organizations working tirelessly to benefit the Valley.

Why Submit: WRTA is located in a smaller community that was once much larger, but was hurt by job loss from major employer closers. WRTA is not only providing riders with safe, convenient and efficient rides to work, shopping and medical appointments, but stepping up and leading the way. WRTA is highlighting the bright spots in the community, supporting local businesses and non-profit organizations. WRTA is also constantly innovating by investing and engaging in programs like Transit-Oriented Development, testing of autonomous vehicles and preparing for an emission-free future.