The Eureka! Award for Marketing Initiatives
This category is open to operators and local authorities either separately or in conjunction with one another.
For this category, we are looking for successful promotional ideas and campaigns which get the message about services over to the target market by advertising, PR activity or sales promotion schemes.
The winner will be able to show that the initiative
- created an impact
- won ‘hearts and minds’
- created or developed a strong brand or improved the image of bus travel
- helped to change public perceptions and/or consumer behaviour.
Any methods in the marketing toolbox can be used: branding, business-to-business, direct mail, media advertising, the internet, PR or a combination of all or some of these techniques.
The important thing is that the initiative will have delivered measurable results, building on strong research. In addition, clear monitoring will have enabled managers to judge results. Projects which are able to demonstrate some innovative thinking will also score well.
Who can be nominated?
This category is open to operators, authorities, other organisations or partnerships participating in the securing, marketing or promotion of registered local bus services.
… and by whom?
We welcome nominations from customers, authorities, user groups or bus operators. Self-nomination is acceptable.
The Criteria and Entry Requirements
Nominations for this Award need to demonstrate the successful creation and implementation of one-off promotional ideas or campaigns to promote the bus.
Entries should therefore:
- Provide evidence of the market research, methodology and results, carried out prior to the initiative.
- Describe how the initiative was planned and how the targets were set for it
- Describe the degree and nature of the innovation involved in the initiative
- Describe their work in the project to improve or promote the accessibility of their product for all customers and, if relevant, for people with mobility difficulties
- State how the initiative was executed, showing methods used and why, how demand was stimulated and customer access to the product improved and how potential customers were identified and informed
- Describe how the impact of the initiative was monitored and measured
- Describe any changes to the initiative made as a result of the monitoring
- Supply statistical evidence showing the results of the initiative in terms of patronage, revenue or other appropriate indicators, especially modal shift achieved
- State whether the results are likely to be sustainable
- Describe any future plans for further development
- Include any relevant supporting material
- Supply appropriate examples of the initiative’s materials that delivered the reported results.
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.