Client: IC Bus (Warrenville, IL)
PR agency: Ketchum (Chicago)
Campaign: America's Greenest School
Duration: January-June 2009
IC Bus is a school-bus manufacturer, and the first to offer hybrid buses. Communications outreach has focused on its environmental responsibility, though historically the company has only done b-to-b programs. This year, longtime agency Ketchum worked with it to create a campaign to reach students and parents directly.
“Reaching out to students and parents is logical because they have influence in some of schools' decision-making,” says Dane ...