SMART 25+ Bus Wrap

Target Audience: The target audience for SMART's 25+ Bus Wrap Campaign covered the citizens in the counties of Macomb, Oakland, and Wayne, as well as current and potential employees.

Strategy Objective:The main goal of SMART's 25+ Bus wrap campaign was to increase awareness of the SMART brand while saluting employees who dedicated 25+ years of service. This campaign was designed to drive traffic to the SMART hiring site as well as social media accounts.

Situation Challenge: Following months of the big resignation from the workforce, SMART focused on how to engage riders and potential employees. The 25+ bus wrap showcases hard-working, dedicated employees at SMART who help serve the region on a daily basis. This group includes drivers, mechanics, maintenance staff, operation managers, and members of the administrative staff.

Results Impact: As part of an integrated marketing plan, print media was pivotal in increasing the awareness of SMART. The 25+ bus wrap was a key component of the SMART brand campaign, showcasing the many dedicated employees who served the local communities for over 25+ years. Three vehicles are wrapped and operate in each county. A shared video of the SMART 25+ bus wrap on our social platforms had the second-highest engagement on Facebook with over 4.2k impressions, 590 engagements, and a 14% engagement rate.

Why Submit: Recognition of the longevity of many SMART employees is a vital element of the brand awareness strategy. The campaign demonstrates the diversity of our employee base and the ability to build a career as a member of the SMART team. In total it presented a positive image of the agency as the buses travel throughout the region.