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First Student Charter Bus Rental

The Challenge

How do you get corporate event planners to consider school buses as a cost-effective alternative to motor coaches and other forms of group transportation? First Student, North America’s leading provider of school bus transportation services, asked Manning to develop an interactive marketing strategy to help grow their charter bus rental business. The company wanted to expand their marketing efforts beyond the single-use renter to appeal to large corporate and event planning customers; groups not traditionally known for riding school buses.

The Solution

In order to provide a better user experience and increase lead captures and conversions, our marketing approach plays to First Student’s strengths: affordability, experience, safety and scale. The focal point of our interactive strategy was the redesign of the FirstCharterBus.com site. The new strategy provides clear messaging points based on each group’s interests and transitions them from informational landing pages to quote request form completion. For the corporate transportation provider, Manning created a more concierge-like area on the site, providing detailed case studies, testimonials, a corporate-specific quote request form and 800 number callout.
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