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Alternative transportation launch captures leads
The situation
As the leader in the student transportation industry, First Student needed one more piece to complete the transportation puzzle: alternative transportation. They wanted to expand their services to meet the growing demand for safe, reliable bus alternatives for students with special needs, students experiencing homelessness, and students out of district. They enlisted Pathfinders to help them develop marketing and acquire leads for a spring launch.
The solution
With the addition of alternative student transportation, First Student aimed to become the industry’s first full-service K-12 student transportation solution. To achieve this, we took a multi-faceted approach, conducting client interviews, researching the competition, and proposing the name First Alt. We then created high-level messaging and audience-specific outreach, ran a multi-day photo shoot with professional models, crafted trade show materials, and launched an online media campaign.
google display click-through rate (.49% benchmark)
google search click-through rate (3.55% benchmark)
leads captured
The success
The First Alt launch generateD awareness, sales leads, and consistency for students
First Student acquired so many customers following the launch that they needed to temporarily pause paid media in order to add operations staff to serve their new customers. In addition to the success of captured leads, students who previously had to rely on inconsistent transportation could now ride safely to and from school in right-sized vehicles with trained, compassionate drivers.
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