Case Study
We were approached by Stagecoach North East to create and execute a PR campaign that would raise its profile as the region’s leading bus operator and promote it as a company that cares about its staff and the wider community, and is working to enhance its green credentials.
The coverage was to be achieved largely across the regional media, as well as in trade titles. While the brief was primarily focused on creating positive media coverage, crisis management support would also feature.
With so many members of staff across six different depots we decided to find a PR champion at each depot to identify potential news hooks and act as our ‘eyes and ears’ on the ground. These relationships have proved invaluable and clearly demonstrate that communications has to start at grass roots level to be truly effective.
Since we engaged with the company we’ve also helped educate the senior team about the importance of good media relations through an intensive training programme. Our work has also resulted in a commission to support marketing activity for Megabus.com, another company within the Stagecoach Group.
While we have generated hundreds of pieces of positive media coverage, the PR campaign has also helped the company to attract 1.2million additional passengers, increase youth patronage by 300 per cent and we are working with the team to develop a £350,000 green programme that will act as a model across the Stagecoach Group.
Testimonial
Over the past two years, Velvet Communications has worked with us strategically to develop and enhance the Stagecoach brand and corporate profile. The Velvet team has added depth and value to our communications offering, while also providing support at all levels of the business, from essential crisis management to internal communications.
Their insightful mindset and can-do attitude make them a pleasure to work with and their public relations experience and professionalism would make them a godsend for any busy marketing department.
Jodine Milne, Marketing Manager, Stagecoach North East
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