TRANSFORM MY TRUCK

TRANSFORM MY TRUCK
TRANSFORM MY TRUCK 2018-07-31T14:37:43+00:00

Project Description

THE PROJECT

Viva was approached by Transport Training Academy (TTA) to create a campaign to promote a competition they were launching called Transform My Truck.

THE OBJECTIVE

The premise for the competition was for school children to create a design showing how goods are moved from one location to another. There were two age categories, up to 12 and 13 to 16, one winning design will be chosen from each category, each winning design will then be printed onto the sides of one of their blank training trucks.

The key objectives of the competition are to raise awareness of the skills shortage within the industry; to strengthen the relationships with North West schools and TTA and to help raise awareness of the Transport Training Academy brand.

OUR STRATEGY

The logistics industry is facing a major skills shortage which could have a huge impact on other areas of trade and industry.

This competition was initiated to promote the logistics industry to the younger generation within the North West, with the hope of encouraging youngsters to view the industry as a viable career path in the future, as well as starting to change the perception previously associated with logistics.

To create maximum impact for the competition Viva created a strategy that worked across a number of platforms, utilising traditional and social media.

Traditional media

To gain repeated traditional media coverage we knew we would have to create opportunities for the press to have something of news value.

We saw that there was an opportunity for press releases to be sent out when launching the competition, using recent figures highlighting the shortage of LGV drivers, to give a stronger news line. We also regionalised the press releases, calling on local schools to take part.

To create a secondary press opportunity, and to help build relationships with schools in the North West we offered schools the opportunity for TTA to visit their school with the blank truck and to undertake a workshop based around logistics.

Once the competition closes we will have a photo call with the winners having their designs unveiled.

Digital media

Firstly, we created a landing page for the competition on the website to drive traffic to with information about the competition, information about the prizes and terms and conditions of entry.

Viva also produced an eshot that was sent out to all schools across the North West to inform them of the competition with details of the website landing page.

In addition to this we made a separate Facebook page specifically for the competition, featuring graphics with industry related statistics, graphics, weekly countdown posts, photographs and videos from the school visits.

As the subject matter is a little dry we decided to create an animation for the cover video showing someone drawing their logo and hashtag on a truck. We also made a how to enter video using some cute children to illustrate how easy it is to take part.

We also ran a structured Facebook advertising campaign following a/b testing to see whether driving traffic to the website or page promotion was gaining the most engagement.

Posts have also been put on the company’s Twitter page using the hashtag #TransformMyTruck.

THE RESULTS

After sending out the initial press release launching the competition coverage was gained in a range of local media titles including: The Burnley Express, The Nelson Leader, Pendle Today, Padiham Express, Lancashire Telegraph, Southport Champion, Wigan Post, Blackpool Gazette and 2BR.

They were also invited into the BBC Radio Lancashire studio where they were given air time talking about the skill shortage in the logistics industry and the competition.

Coverage was also gained in The Bury Times, This is Lancashire and the Rossendale Free Press following press releases being sent out about the school visits.

We anticipate further press coverage when the truck is unveiled.

The campaign has also helped build relationships with schools, in total engagement was made with 87 primary and high schools, out of which four had visits from Transport Training Academy and have established a long-term relationship with them.

The feedback from the schools was that pupils felt better informed about what the logistics industry, jobs available and about the skills shortage.

Posts on the Facebook page had a total reach of 10,408 from the launch of the competition in January, while the most engaging post had 45 engagements.

THEY SAID

“Since the beginning of the competition TTA has engaged with more then 2000 school children face to face and we know that by their reactions to the truck and the competition, we have started to achieve our aim. Viva PR have, throughout the process, proven to be the successful, quirky and the perfect PR partners that we hoped for.”

Rachael Scanlin-Davis, Director of Transport Training Academy

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