Blackpool Transport
Promote and drive traffic to the recruitment opportunities with Blackpool Transport, enticing PCV driver to apply through a paid media driver recruitment campaign.
The Challenge
Drive PCV driver applications for Blackpool Transport within Blackpool and Preston catchment areas only, with total budget of £16k (£6k radio, £10k media). Target diverse audiences including existing PCV holders, younger trainees, and female drivers.
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Limited geographic targeting
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Competitive timing in the market during launch
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Attracting young drivers
What we did
Partnered with Bauer Media for efficient content production and a radio strategy. Built a campaign around authentic storytelling using the theme of bus drivers meeting people throughout their workday, for a ‘more human’ recruitment messaging.
Execution:
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Conducted content shoot for video and photo assets
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Developed a radio storyboard around an authentic driver experience narrative
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Implemented geo-targeted campaigns across Radio, Google Ads, and Meta
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Created audience-specific messaging for PCV holders, trainees, and female drivers
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Optimised budget allocation across three channels for maximum reach
The Results
29
Drivers Recruited
vs 20 target goal
373k
Impressions
Across all channels - a huge achievement vs budget
15%
Avg CTR
On the PPC campaign - exceptionally high for this content
6%
Total clicks
To the recruitment landing page - above avg for the client
The exceptional 15.26% CTR and 45% over-delivery on hiring goals prove that even niche B2B campaigns succeed when authentic.
The Blackpool Transport recruitment campaign demonstrates that strategic creativity and efficient media buying overcome geographic and budget constraints. By partnering with Bauer Media and using our story ‘drivers meeting people throughout their workday’ we created recruitment messaging that resonated across diverse audience segments.
