BTO Earns 2017 Grand Prize APTA Award
BT earned the award with their “Drive for BT” advertising campaign in the category of “Best Marketing and Communications Educational Effort.” In the submitted campaign, BT highlighted their unique social media advertising efforts that helped solve their driver shortage issue. By adding social media to their advertising mix, and strategically targeting three age groups with intriguing creative, BT increased staffing by 22 percent. BT’s goal was to bring in 200 applications over a 12-month period; they met and exceeded this goal with these ads in just five months.
BT accepted their Grand Award at the APTA Annual Conference and EXPO on Oct. 9. Communications and Customer Support Assistant for BT, Fairen Horner, also represented BT in a panel discussion with other award-winners, speaking to the success of the campaign.
To view the campaign and for questions or comments, please contact Fairen Horner at firstname.lastname@example.org or 540-443-1593.