“Get On the Bus” Experiential Campaign

This experiential campaign prioritized educational attainment in the South Coast region by supporting educational initiatives and local schools. In collaboration with external agencies, the campaign effectively engaged the target audience through experiential marketing, social media, YouTube videos, and TV ads, leading to positive feedback from the community and gaining national recognition with the 2018 ICBA National Community Bank Service Award.

GOALS

  • Promote educational attainment within the Massachusetts and Rhode Island South Coast region by championing education initiatives and supporting local schools.
  • Generate meaningful interactions with a diverse audience through various experiential marketing events hosted across the region.
  • Amplify the campaign’s impact through multifaceted engagement strategies involving experiential marketing, social media interactions, YouTube videos, and TV ads.

RESULTS

  • Engaged with over 50K community members across more than 50 regional events through the Get On the Bus campaign.
  • The social media campaign reached over 18K people, with 5K unique views and 1,596 minutes viewed, resulting in 97 engagements, indicating effective audience reach and engagement.
  • Achieved a net reach of 327K, reaching 66K households, effectively promoting education attainment to a significant TV audience.

SCOPE

  • Eye-catching Blue Bus: Collaborated with an external agency to design a unique bus as a mobile, interactive platform serving as the centerpiece of the Get On the Bus campaign, engaging the community and promoting educational initiatives.
  • YouTube Videos: Supported on-site interviews, producing a series of inspiring YouTube videos showcasing local success stories to motivate students and parents, facilitated by professional videographers.
  • Billboards: Utilized strategically placed billboards along prominent commuter routes to amplify the “Get On the Bus” campaign’s educational support and community involvement message, extending its reach and resonance.

TOOLS

  • Adobe InDesign
  • Adobe Illustrator
  • Adobe Photoshop
  • YouTube/Social Media
  • WordPress
  • Meltwater/Sprout Social
  • Microsoft Office Suite

SKILLS

  • Event Planning and Coordination: Organized appearances and events throughout the region to promote the campaign’s goals.
  • Collaboration: Collaborated with external agencies and professionals to enhance graphic design assets and overall campaign quality.
  • Marketing Strategy: Developed a comprehensive strategy for effective promotion and engagement.
  • Graphic Design: Applied design skills to create visually appealing assets for various campaign elements.

ADDITIONAL INFO

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