The Challenge
Develop a multi-channel marketing and PR campaign focusing on Stagecoach East’s role in the local community and the difference its services make to people’s everyday lives.
The Solution
Program developed the ‘Because of the Bus’ campaign to increase positive brand awareness around Stagecoach East, by creating a campaign which focused on real customers.
The campaign started with a recruitment campaign to attract bus users to take part. This included the development of recruitment messaging, a news release, a paid for Facebook and Instagram campaign and organic social media posts.
Once ambassadors were recruited, Program led on the coordination of the filming and photography shoot, planned to take place in Cambridge and Bedford. This included liaising with filming locations, ambassadors and the photographer and videographer.
Following the filming, Program worked with the team at Global to develop a campaign video and five shorter videos for social media.
The campaign video was supported by graphics (which were used online), website copy explaining more about the campaign, a campaign launch press release, printed ads in the Cambridge Independent, a digital advertising partnership with Reach and a paid-for and organic social media campaign.
Throughout the campaign, Program worked closely with the team at Stagecoach East, the ambassadors and media partners to create a campaign everyone was proud of.
