Question

Topic: Advertising/PR

New Bus Route College Marketing To Parents

Posted by ivan.zrinscak on 6/30/2013 at 1:11 AM ET 250 Points
The school is is establishing two new school bus routes through the NE suburbs, in addition to the already existing bus route. This has come about following feedback and demand from parents surveyed. It is intended to begin the bus services in 2014.

Can you please provide ideas for a full scale marketing program (Web, Social Media, Print, Guerilla Marketing, Direct marketing, Press Release etc) for the new and existing College families?

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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/30/2013 at 7:49 AM Accepted
    If there was feedback and demand, then it seems that there's a market that's ready. Do parents/students need to sign up for the route? Do parents need to pay for the service? Can you make the bus ride launch unusually FUN (live music, food, sing-along, etc.)?
  • Posted by Moriarty on 6/30/2013 at 2:01 PM Member
    Ok. Let's start at the beginning and work outwards.

    Firstly set up a Google display network campaign (see https://askhowie.com) and try various headlines and refine your copy and your point of attack. The display network is fast and it gives fast results.

    From this you can gauge reaction and hone your approach. You can find out where the most interest is and other details.

    All this information can be "leveraged" into other media - you can target the most interested areas with leaflets, you will already have refined the message! Also this message can be used on local radio and TV.

    Once things start to warm up - that is to say you're moving from purely online media to off-line as well - is the time to gear up the social media campaigns. Again, you know what to say and how to approach it - all refined through interactive campaigns online.

    In other words, hitch your horse in front of the cart ;-)
  • Posted by ivan.zrinscak on 6/30/2013 at 9:36 PM Author
    Thank you both for your response;

    Jay Hamilton-Roth - this is great idea and making launch fun is something I did not initially thought about but it makes perfect sense! Parents do need to sign up their children and it is fee for service.

    Moriarty - thank you for the link and guidance, much appreciated!
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