Stagecoach

"Quest addressed our business issues head-on, delivering a 9% increase in sales against a 3% target. What a fantastic return on our marketing investment."

Karen Coventry, Marketing Manager, Stagecoach, Manchester

Challenge
Manchester bus operator, Stagecoach had a very specific challenge to increase passenger numbers on its 256 bus route between Flixton and the City Centre. A local marketing campaign was required which would encourage new customers, including existing car drivers, to switch to the bus as their preferred choice of transport.

Response
Quest conducted local market research amongst potential bus user groups, including car drivers, business men and women, mothers with children, teenagers and pensioners to determine what they most wanted from their local bus service. Effective communication of fares and timetables were identified as the main priorities. Quest then developed a marketing awareness campaign which focused on simple icons to highlight the fares, the bus frequency, and the availability of easy access buses and also featured testimonial from various passenger types promoting the benefits of bus use.

Results
Following a local leaflet door-drop campaign, including introductory fare offer, supported by local press and bus shelter poster advertising, ensured the 256 bus route offer was simply and effectively communicated to all potential customers in the area Quest helped increase sales by 9%.

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