Thomas Built Buses

Reading. Writing. And Advanced Engineering.

challenge

The mere idea of an electric bus has great environmental appeal. But adding them to your school district’s fleet is not so simple. Entering the electric ecosystem raises questions about infrastructure, financing, operations, and maintenance. Thomas Built Buses tapped the consultative expertise of HMH to map out strategies to become the thought leader in electrification for the school bus industry. We transformed their messaging into an overarching campaign that would drive demand by making them the trusted consultant in electrification.

capabilities tested

Advertising
Analytics
Brand Strategy
Business Consulting
Content Strategy & Development,
Design, Digital Development
Media Planning & Buying,
Photography
Public Relations
Social Media
Video

Insight

Electric is new technology, and there is no one-size-fits-all solution. HMH amplified Thomas Built’s legitimacy in this nascent category by helping to create “The Electric Bus Authority,” an EV consultative arm of Thomas Built Buses. Our creative visionaries then designed a campaign showcasing Thomas Built’s expertise that can help customers navigate the complex world of electric buses. In the campaign, we inserted Thomas Built’s electric school bus into a world of electronic circuit boards that resemble cities and neighborhoods. It was work that got talked about and helped the client stake a leadership position in an emerging category.

Impact

Total Impressions: 6.2M with impressive engagement in terms of pageviews, average time on site, video views and forms submitted

Media mix of: Native, Trade Site Banners, Google Display Network, Paid Search, and YouTube Pre-Roll placements