Milwaukee County Transit System (MCTS)

Creating the “JobLines.”

Community organizations in Milwaukee set out to expand access to employment by reimagining public transit as a pathway to opportunity. Their goal was to transform two existing county bus lines into direct connections to jobs outside the central city. 

CMRignite’s research revealed a clear challenge. While most riders used the bus to get to work or school, many jobseekers were unaware of the hundreds of employment opportunities located along these routes. We responded by creating JobLines, a bold new brand supported by fully wrapped buses and an aggressive multimedia campaign. Community leaders, businesses, and elected officials amplified the message, helping turn everyday transit routes into visible job corridors. 

The results spoke for themselves. Explosive growth in awareness. Significant increases in website engagement and ridership. Television and print efforts delivered more than 1.5 million impressions, while social media following grew by 900 percent, driving increased interest in both available jobs and using the bus to reach them.