There has always been a significant shortage of drivers, so students would not have sufficient transportation to attend their school grounds, and some of them even had to walk! This was not just a simple issue that could be ignored, as it gained enormous news coverage and has become a nationwide issue.
Attempting to stand out from the competitors, they require someone to help reach potential drivers and assist in the recruitment of new employees to solve the matter at hand. Making haste, they have come to the decision to take the marketing approach and tackle the critical needs so that they can get the youths to school without being late and also ensuring their safety in the process.
Enlisting the help of Meerkat Marketing, they had one goal, which was to add at least 20 new bus drivers and the same amount of van drivers to the team. This was because they had to make sure that the drivers will be able to fulfil as many routes as possible during the schooling season to prevent missing out on some of the areas.
The marketing came in the form of a long video integrated with a few social shorts, conveying the stories of different drivers and also their family brands. Engaging the emotional heartstrings of these potential new recruits, they managed to gain over 460,000 of traction towards their video via a multi-channel approach. The video marketing campaign even helped to grow brand engagement and awareness, and also massive increases on LinkedIn followers, website traffic, and traffic on careers page.
In the end, they managed to hire 28 van drivers and 20 bus drivers just from the efforts of their marketing video. This has surpassed the initial goal, and the campaign was a huge success. In the first season of the 2022 LIT Commercial Awards, they managed to win the title of the Platinum Winner, which contributed in their cause of protecting the children.
Entrant Company: Meerkat Marketing
Winning Category: Commercial & Marketing – Transportation