Case Study

Rabbit Transit

“Access to public transportation is an integral part of any community, we were really happy we had the opportunity to work with rabbittransit on this project.”

– Ryan Hayman

Rabbittransit is a York-based regional public transportation provider. The company came to Hayman Studio in search of a social media video campaign to recruit drivers.

We guided rabbittransit through the planning process and developed a theme and direction that focus on rabbittransit’s community-minded drivers and the people who use the company’s services.

In April 2016, the company launched its video campaign: four cohesive, 30 second videos that can stand alone or work as a series.

What we did

  • Preproduction planning and theme development
  • Interview question development
  • 1 day of on-location videography including:
    • Hayman 2 camera setup
    • Broadcast quality sound setup
    • Interviews
  • Post-production editing to create each testimonial video storyline.
  • Four cohesive, 30 second videos that can stand alone or work as a series


  • Newspaper print coverage: 2 York newspapers with 222,000 print readership
  • Newspaper digital coverage: 2 York newspapers; videos embedded into stories
  • Career webpage visits: 27% increase
  • Facebook post reach: 6,990 users, 231% more than rabbittransit’s followers
  • Linked in reach: 943 users