A data-driven marketing campaign for Stagecoach East Scotland

Stagecoach is one of the UK’s largest bus operators, transporting more than 3 million passengers along 2,200 bus routes every day. Their services play an important role in helping people in rural and urban areas access work, education, health, shopping and leisure.

Scope:

  • Promote three key bus routes between Blairgowrie, Alyth and Coupar Angus.
  • Identify potential new passengers.
  • Incentivise uptake with special offers.

Solution:

  • Identify households that are within 400m of a bus stop along target routes.
  • Use data modeling to focus on households whose occupants are more likely to travel by bus.
  • Design hyper-personalised marketing collateral, including a map of the household’s nearest bus stop, approximate arrival time and trackable vouchers.
  • Execute the campaign via direct mail.
  • Perform post-campaign analysis.

Outcomes:

  • 8.25% response (almost double the standard response rate, according to the Direct Marketing Association).
  • Email addresses captured for further marketing activities.
  • Campaign data made available for analysis and performance
  • comparisons with other Stagecoach campaigns, using Hippo IQ.

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