Peace Corps Study
President Bush has called to double the number of Peace Corps volunteers worldwide by 2007. In response to this call, the Peace Corps chose Macro to help it recruit volunteers from hard-to-reach, underserved communities. Our team conducted focus groups across the country with five potential target segments to examine their awareness and understanding of the Peace Corps and their motivations and barriers to volunteer service. To further explore these issues, Macro also facilitated discussions with Peace Corps staff, recruiters, and more than 80 individuals who had expressed an interest in joining the Peace Corps. The Peace Corps used the results of our assessments to create messages for a national media campaign.

New York City Department of Transit (NYC DOT)
On behalf of the NYC DOT, Macro assessed the attitudes of motorists toward franchise buses and developed a marketing program to convince them to use the bus system. Through focus groups, we explored drivers' attitudes toward the current franchise bus service. Based on their feedback, we developed a quantitative survey instrument to find out how to encourage current auto drivers to use the subsidized bus routes. We then made marketing recommendations to NYC DOT, such as emphasizing the on-time performance record of the franchise buses in its marketing messages.