Already the largest student transportation service provider in North America, First Student tackled a new corner of the industry with its FirstView® bus tracking app and parent communications platform. Similar technology existed in the market, but FirstView® raised the bar with more comprehensive capabilities, security and transparency.
After auditing existing marketing collateral, Vehr discovered that product messaging was inconsistent, both in content and visuals. To remedy this, we developed key messages and cohesive brand guidelines for all product communications.
In support of the product launch, we created a sales toolkit that included a flier, Q&A, template presentation and template emails to help general managers communicate to school district customers. To help onboard staff and parents, we also developed a school district toolkit that included how-to guides, flyers, Q&As, template newsletter article and press release, social media posts and images. Finally, we built prospect e-blast campaigns, tradeshow collateral and trade advertising to target busy school administrators by emphasizing the app’s simplicity — critical for adoption.
The new FirstView® collateral broke through the clutter, generating awareness and promoting trials of the platform among school districts, with consistent and clear internal and external messaging. FirstView® adoption by school districts continues to grow throughout the United States.