The Milwaukee County Transit System (MCTS), BHCW and MICAH contracted with CMR to develop a multiyear, integrated marketing outreach campaign to: increase awareness of newly-created bus routes for connecting underserved populations to jobsites in suburban communities. One of our first steps involved branding the lines “the JobLines” to tap into the well-known transit moniker (Red Line, Blue Line, etc.), while directly communicating the purpose of the lines themselves. In addition to the rebranding, CMR launched a multi-pronged marketing campaign that ultimately increased ridership on the lines by nearly 10%.
