This Award is designed to recognise marketing excellence over a sustained period that is likely to be measured in years rather than weeks (short-term initiatives and campaigns will be more appropriate for the Marketing Initiative Award).
The Award will go to the organisation that best demonstrates how an active, customer-focused marketing strategy, consistently applied over time, has driven business improvement, won extra journeys and captured new customers, ideally through a shift of travel from car to bus.
The winner of this Award will be able to show that this sustained approach has:
- delivered measurable improvements in customer service and customer satisfaction
- created or developed strong brands
- helped to change public perceptions and/or consumer behaviour
- genuinely driven all aspects of the business, particularly
- customer service
- staff training
- management and supervision.
The important thing is that the winner can demonstrate a passion for marketing and for serving the customer over a sustained period..
Who can be nominated?
This category is open to operators, authorities, partnerships or other organisations participating in the securing, marketing or promotion of registered local bus services. We would welcome entries from entrants, winners or runners-up of previous marketing awards, who can now demonstrate how their sustained activity has produced results.
… and by whom?
We welcome nominations from customers, authorities, user groups or bus operators. Self-nomination is acceptable.
Criteria and Entry Requirements
The Award will be based on the quality of the submissions made, which should:
- Describe the strategic objectives and describe how marketing drives the achievement of these
- Provide evidence of initial and ongoing customer research (including methodology and results)
- State how the strategy was implemented and the how the workforce was involved and empowered
- Describe the promotional campaigns implemented, showing;
- methods used and the reasons for their use
- how demand was stimulated
- how customer access to the product improved
- how potential customers were identified and informed
- Describe how the impacts of the campaigns were monitored and measured
- Describe any changes to the campaigns or the overall business strategy made as a result of the monitoring
- Supply statistical evidence showing the results of the strategy and the campaigns in terms of patronage, revenue or other appropriate indicators, especially modal shift achieved
- Supply appropriate examples of campaign materials that delivered the reported results
- Describe any future plans for further development
- Include any relevant supporting material.
Entries should address each of the above criteria to assist with the judging process, because non-transferable marks will be allocated for each of these criteria.