Academy Bus

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Academy Bus is one of the Northeast’s leading ground transportation companies, providing charter bus service throughout the region and commuter service between New Jersey and New York City.

 

CHALLENGE

Academy’s business goal was to increase daily commuter ridership into New York City from Monmouth, Middlesex, Burlington and Ocean counties, with an emphasis on specific underperforming routes.

 

SOLUTION

Winning Strategies developed a comprehensive campaign to engage commuters in Academy’s targeted regions, with hyper-local outreach on Academy’s underperforming routes to complement the broader campaign.

 

Our program included:

  • A re-designed Academy Bus website

  • Cable television advertising targeted to local New Jersey news programs and stations

  • Radio advertising on the dominant news and traffic stations in the core counties

  • Search engine advertising using departure points as keywords and general commuter keywords within a specified radius of targeted towns

  • Facebook advertising focused on core service areas

  • Contests and promotions through social media

 

RESULTS

  • Ridership on targeted routes increased 30 percent.

  • Facebook audience grew to more than 1,000 in year one, and up to 3,300 in year two.

  • Search engine advertising generated 6,000 click-throughs per month to the Academy website.

 

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