Westerville City Schools (WCS) was battling local effects of the national bus driver shortage, which resulted in lost instructional time. RMS partnered with the county to develop a targeted digital campaign that reinstated necessary staff levels and provided a calculated value of over $13.1 million.


Due to a bus driver shortage during the 2021-22 academic year, WCS lost 293 hours of face-to-face instructional time, amounting to a value of $18.13 million.


WCS had already implemented effective marketing strategies, including YouTube videos and signage. However, to tackle the specific issue of bus driver shortages, the school district needed to broaden their reach while focusing on qualified candidates who either possessed a Commercial Driver’s License (CDL) or had the desire to obtain one.


To identify and target potential CDL drivers, WCS collaborated with Ross Media to create a list of common behaviors among CDL drivers. Digital marketing tactics, including Geofencing technology, were then utilized to target these behaviors with compelling digital ads. The ad messages emphasized the benefits of becoming a part-time bus driver.


  • 47 new bus drivers were hired for the 2022-23 school year, ensuring that the district began the year fully staffed
  • 75% decrease in lost instructional time
    • Decreasing 293 lost hours in 2021-22 to 72 lost hours 2022-23
  • $13.41 million in calculated value of monetary savings due to the reduction in lost instructional time
  • $654 ROI (return on investment) for every $1 spent