Here is a tip about the identity of today’s master of marketing: When I asked what his pie-in-the-cloud marketing dream was, he sighed like Akab hunting the white whale.
“I would very much like to have role crew from The bear“-Hulus Chicago-Set Show”-“To record messages or make videos to us, and highlight what a chicago icon we are.”
“We have had a lot of comoser in it, and it has made us look really good.”
Someone Guess?
Meeting the master
Eric Munn, Director of Marketing, Chicago Transit Authority
Job: Juggling the marketing of the second largest public transport system in the United States with a government agency budget. (It is much less than it sounds.)
Claim of fame: Introducing these cute limited editions Throwback CTA Passports
Fun Fact: Juggling is not just a day in a scary marketing employee. Eric can juggle apples too … and take a bite of them at the same time
Lesson 1: Digital is important – but that’s not all.
Munn is by no means a luddite but he warns against focusing so much ”on the current and latest trend [that you] Forget about the reliability and success of an old school marketing that is as simple as mailers or advertising boards. “
Jepp, Even if your audience is mostly Gen Zers and Young Millennials.
I was surprised that CTA’s target audience is leaning that they are young, but “these are the people who still learn their transport habits.” It gives meaning-he markets to older teens who use public transit on their own for the first time and 20-Somethings, moving to Wrigleyville after the university exam.
So I was doubly surprised at how keen Munn is on old -fashioned advertising. Mailers? Billboards? IN this economy?
Photo courtesy Chicago Transit Authority.
But one of CTA’s most successful campaigns is a new resident mailer that reminds them that CTA is only $ 2.50 to ride. “I think it’s a great way for a Chicago icon as CTA to welcome you to the city.”
It may seem like an old -fashioned marketing tactic, but Munn says he hears from people who kept this postcard because it was the first mail they received as a newly embossed Chicagoan.
Old do not have to mean passé. Mailers, advertising boards, sponsorships, partnerships – these are all “really good ways to still get your brand and message in places and may be much more affordable.”
Photo courtesy Chicago Transit Authority.
Lesson 2: Go local (or at least regional).
Last year, CTA implemented its first influencer campaign, starting with three Chicagoland -influences. Munn outlines two major benefits of this strategy: Affordable prices and a greater likelihood of success.
Munn was pretty specific about what he wanted. “Our campaign was focused on using CTA because it saves you money, which means more money in your pocket to go and do all the things that Chicago has to offer.”
So he searched influences that makes content like “Five things to do in Chicago this weekend” or “Chicago’s hidden gems.” Because there are not so many creators who make this type of content as, for example, a top travel influencer, these niche accounts often have extremely engaged, valuable supporters. And compared to the top travel transparency prices, locals are more affordable, even on a smaller marketing budget.
(And FWIW, all evidence suggests that Munn is on something: Hubspot’s latest state of marketing report identified niche-influener marketing as an increasing trend in 2025.)
Lesson 3: Relationship structure extends in all directions.
Munn says he has some days like Tom Hanks’ character in CastawayWho “May be really innovative with very few resources.” When you work for a government agency, the resources are very tight. You are doing very hard work. “And sometimes you will knock out your own teeth with a skating.
So when he talks about building relationships, he throws (word games calculated) a broad net. Riders, social media users, even marketers at other public transport agencies (“A really cool group because they aren’t my competitors, right? We’re all for each other.”).
“I have presented myself to many – I call them transit lawyer accounts – people who just regularly post about CTA or just about public transport in general,” says Munn.
He takes time now to get to know them “So when I have a campaign, I can reach them out to them and say,” Hi, we are considering doing this and I would have your thoughts. “(I used to work in the same office as Munn, and can guarantee that this is not a cynical marketing game; he is as real as they become. I am not complied with hearing that he has found success with this tactics.)
If you are facing slimmer budgets, lower main counting or other belt detection measures, think about the meaningful conditions you can build outside the usual stakeholders. As Hanks’ Castaway Character, use what you have around you to build your own success.
Lingering questions
This week’s question
What is a blind spot in the marketing world that, if addressed, would make people’s lives better? —Jeff wirth, co -founder of the interactive playlab
This week’s answer
A big blind spot in the marketing world forgets that most people are not as aware of your brand as you are.
Many brands use messages that already assume people know who you are or what you offer. Make sure you are aware of what your product or service will do to help people. Knowing and eye -catching is fun, but the conversion is in solving people’s problems.
Next week’s lingering questions
Munn asks: What is a career you have always wanted to get into but never have?
