MK Loop Marketing and coordination
Project facts
- ClientMilton Keynes City Council
- LocationMilton Keynes
- Date2024 - 2025
- ChallengeTo raise awareness of the new Loop bus service and build up patronage.
- SolutionDeveloped an evidence-led marketing and engagement plan working with MKCC, WHP Creative and Arriva.
The challenge
Arriva was preparing to launch a new bus service called "Loop" after data analysis revealed an area of southern Milton Keynes with unmet travel patterns. There was a need to raise awareness of the new bus service and engage with the public to encourage and support them to give the bus a try.A blanket approach would not necessarily be appropriate as there was a need to ensure that marketing and engagement efforts targeted those most likely to consider using the bus service.
The solution
To provide an evidence-led and targeted approach to the marketing and engagement efforts, ITP conducted a research phase which involved using GIS to map and analyse core demographics data against the new bus route and in addition investigate potential key trip attractors along the route.Our evidence base fed into a marketing and engagement plan which utilised several channels including targeted postcode leaflet drops, social media, press releases, in-person engagement and more. A core element of ITP's involvement was the planning and running of the pop-up events which were held at four targeted locations: Shenley Wood Retirement Village, The Open University, Milton Keynes University Hospital and Milton Keynes College.
The comprehensive approach and engagement provided by ITP and supported by all involved parties, on the Loop, was a demonstration in what can be done with the right targeted approach.
The result
By providing an evidence-led approach to the marketing and engagement of the new Loop service and incorporating ITP's behavioural science expertise, the team were able to better target audiences which in turn led to an average of just under 3,000 passengers using the Loop service per week. The team also engaged with over 270 people across the pop-up engagement events, providing advice and support to those looking to give the bus a try.
Our efforts via this marketing and engagement project have enabled us to encourage a new group of bus users, in turn reducing the impact of travel via single-occupancy vehicles.
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