Case Study

THE SITUATION

Amid nationwide shortages of bus drivers, Mendham Township School District (MTSD) knew that it needed to get creative and strengthen communications to recruit and retain the best drivers. 

MTSD offers a robust driver training program for new hires to quickly and effectively transition into full-time driver positions. The program is designed for drivers to take advantage of work benefits in the district and to form connections with other districts by training their drivers. Despite these benefits, MTSD found enrollment in the program was lower than anticipated. 

THE STRATEGY

To spread the word, MTSD and LBC designed a targeted, multi-platform recruitment campaign during the 2024-25 school year. Custom flyers for easy distribution, banners to adorn buses, and yard signs that parents and staff could place on and off school property formed the foundation of the campaign. The district also mailed postcards to all homes in Mendham Township. LBC’s design team incorporated MTSD’s logo and branding into eye-catching designs. 

Each communication had a dynamic QR code that tracked traffic as it pointed users to the employment page of the MTSD Transportation Department. To further spread the message, designs were adapted for use online through social media channels and as graphics for the “MTSD Minute,” the district’s bi-weekly electronic newsletter. This multi-media approach promoted the campaign across multiple sectors to increase viewership and encourage potential applicants to apply.