The Milwaukee County Transit System (MCTS) is innovating the way people across southeast Wisconsin get to work, school, medical appointments, entertainment and anywhere else they need to go. With a fleet of 370 clean-diesel buses and a dedicated team of 1,100 drivers, mechanics and administrative staff, MCTS provides nearly 29 million rides each year and generates a massive economic impact for the region. Known around the world for the award-winning MCTS Excellence program, MCTS is proud to offer outstanding customer service and state-of-the-art features including clean-diesel buses, Real-Time tracking information, the Ride MCTS app, and the reusable smart card M*CARD. We’re continually working to improve rider experience, connectivity, efficiency and sustainability, and we have some exciting things on the horizon! 

The MCTS Marketing Department is responsible for all areas of internal communications, research and external advertising, promotion, media relations, and community relations pertaining to the use of the transit system. The Marketing Department also oversees the MCTS Customer Service team, Business Services, which sells bus passes to business’ as the Commuter Value Pass (CVP) and universities as the U-Pass. MCTS operates roughly 45 bus routes depending on the time of year. MCTS staff and buses are located around the county in two garages, as well as a major repair facility and administrative offices. About two-thirds of the approximately 1,100 people employed by the transit system are bus drivers and are represented by the Amalgamated Transit Union (ATU) Local 998. In 2019, about 31.4 million in revenue was collected, approximately 27 percent of the agency’s total funding. MCTS also manages the Transit Plus transportation system for persons with disabilities and provides an additional 513,000 rides through this service. MCTS is the 32nd largest transit system in the nation with over 4,800 bus stops across the system. Our website,, averages more than 8 million pages views per year.

Scope of Work:

It is the intent of this specification to describe the minimum requirements for Integrated Marketing Services and Outreach for the Milwaukee County Transit System (MCTS). All items or features not specifically mentioned which are necessary or which are normally furnished in order to provide a complete service shall be furnished by the successful respondent and shall conform in the quality of services to that usually provided by the standard practices of the industry. Milwaukee County Transit System is managed and operated by Milwaukee Transport Services, Inc.

Mission: MCTS connects our community to jobs, education and life with essential transit services. Vision: To be the preferred transportation choice through service excellence and innovation. Values: Respect, Integrity, Excellence, Equity, Collaboration, Innovation. The Marketing Department has the following objectives: 1. Expand awareness and public support of the Milwaukee County Transit System and its services. 2. Increase ridership with current and potential riders by meeting their needs. (Specific information about routes, fare, etc. is available at The Director of Marketing and Communications is responsible for issuing and implementing an annual Marketing Plan which defines specific marketing goals and a variety of action-oriented strategies requiring advertising, interactive, PR and promotional support. The successful advertising agency would work directly with the Director of Marketing and Communications.

Due Date:

NOVEMBER 19, 2020 BY 2:00 PM CST


MILWAUKEE TRANSPORT SERVICES 1942 NORTH 17th STREET MILWAUKEE, WI 53205 (414) 937-3296 (website:

Agencies worth considering include RF Binder and Rubenstein PR.

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