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Delaware Transit Corporation launches "Heart of DART" campaign

Sophia Schmidt, Delaware Public Media

The Delaware Transit Corporation (DTC) has launched a new campaign highlighting its employees.


It’s a called the “Heart of DART.”

And DTC’s chief customer experience officer Julie Theyerl says it features employees explaining how they make a difference for DART customers.

“Over a year-and-a-half ago we started this effort to take a close look at the DART brand. And we did some employee brand-storming sessions. We surveyed our employees and then we also went and did some interviews with our community partners as well as the general public...and learned a lot about that,” said Theyerl.

DART employs about 1,000 people statewide and the new campaign features a look at what they do behind the scenes -- and some personal stories.


“I think the biggest thing we learned out of this, is that recognizing that our employees are our most important asset. You know we have a lot of employees here who love their job, who are just very passionate and hard-working and really care about the customer.”

The new messaging campaign is running in media statewide and you can see some of the “Heart of DART” videos online.


Theyerl says the DTC also now distributes a “Heart of DART” newsletter to its employees each month.


Kelli Steele has over 30 years of experience covering news in Delaware, Baltimore, Winchester, Virginia, Phoenix, Arizona and San Diego, California.