NEW YORK: TransitCenter, a nationwide provider of tax-free commuter benefits, has selected Makovsky and Co. as its AOR as the company embarks on a national campaign to raise its profile and awareness of its offerings. The agency beat out GS Schwartz and Co. and Gibbs and Soell.
Susan Ginsberg O'Sullivan, VP of marketing at TransitCenter said the company was impressed with the team from Makovsky.
"They really looked at our business and saw a lot of opportunities," she said. "We just liked their approach to our business."
The company, founded in 1987, has not worked with an outside PR agency in several years, but O'Sullivan noted a concerted PR effort seemed like a logical choice at this time.
"We want to raise awareness of the tax-free commuter benefit," she said. "With rising gas prices, it just seemed like the right time to get the message out there."
The campaign's primary message is that TransitCenter's products offer tax benefits for both employer and employee, said Robbin Goodman, EVP at Makovsky. Because employees can only participate in the program if their company offers it, corporate benefits administrators are a key target, she noted. Makovsky is targeting several trade media outlets, such as Employee Benefit News and Employee Benefit Plan Review.
The agency is also working on generating mainstream coverage to drive employee interest, targeting outlets from the New York Times to AP.
O'Sullivan noted that Makovsky will also be charged with getting the company's president and CEO Larry Filler on the speaking circuit, targeting trade conferences such as the upcoming Benefits Marketing Mania. She added that the agency is also working on a blog strategy, including creating a blog for Filler.