Increased conversions and web traffic led to a huge boost in sales.
C&J Bus Lines is a transportation business that provides first-class service. The company prides itself on being more than a bus line that simply gets customers from point A to point B. They want the experience from purchasing a ticket, to boarding your bus, to arriving safely at your destination to be top-notch, so folks keep talking about their ride long after they’ve reached their destination. Thus, they desired to ramp up their digital presence and general online marketing initiatives to solidify their brand in the spaces current, and future customers engage with. Initially, C&J enlisted Raka to design and build a new website with a seamless, responsive ticketing system; now, we work together as long-term partners for lead generation, HubSpot management, and more.
Year over year results
Increase in ROAS (Return on Advertising Spend) on NYC bus ads.
Increase in conversions on NYC bus ads online.
Average increase in traffic.
Increase in sales.
How we did it
We were able to take C&J’s recognizable brand and make it even more inviting by elevating the brand’s digital presence through the lens of its customers. This was accomplished by creating a compelling design, smart UX, targeted campaigns, and engaging, shareable video content. What we were able to accomplish by bolstering these areas of focus was a website that tied in a seamless ticketing experience for potential passengers and new company forward stories (told by employees and customers alike) and campaigns that engaged users by showing them just how inviting, fun, and effortless riding C&J can be. Since the site overhaul launch, C&J has experienced an off-the-charts marketing return on investment. In short, the engagement was the exact ride they’d been hoping for.
First, we started with the client’s goals
C&J Bus Lines is head-and-shoulders above the competition, and had lofty goals to keep them growing into the future. Here are some of note:
- Grow ridership through content campaigns, particularly for their New York line.
- Streamline the user experience for purchasing tickets.
- Showcase the brand’s character and strengths online.
- Bring their exceptional customer service experience to the internet.
- Expand awareness of what differentiates C&J from their competition.
Next, we strategized
To accomplish these goals, we dove into a complete strategy that analyzed competitors, nailed down buyer personas, and identified SMART goals for us to reach. During this strategy, we identified the following tactics:
Build a new website with superior design and UX.
Raka set out to build a new website that was as inviting as C&J’s fleet itself. The goal was to create a site that included a seamless, responsive ticketing process, logically structured navigation that is as easy to understand (and find desired applicable content) as riding the buses themselves. And, finally, the site needed to showcase C&J’s personality and exceptional customer service through an array of custom-designed pages and video testimonials aimed at delighting its audience.
Raka Implemented Hubspot for tracking, analytics, inbound marketing efforts, service tickets, and more. Part of the goal here was for C&J and Raka to better understand the way C&J users were engaging with the website. With HubSpot, C&J could more effectively communicate with their target audience, better serve their loyal riders, and make improvements to the overall user experience by having insight into how users were navigating and using each page.
Raka used video to build brand awareness and trust by showcasing happy riders and the team behind C&J’s success. Video has become one of the most effective ways to engage a potential customer; thus, leveraging this medium with C&J was a no-brainer. We also worked with C&J to create video tours of their buses to further highlight their superior service.
We used a combination of inbound marketing, content strategy, social media marketing, and paid advertising to build awareness of the services, routes, and first-class experience of the ride. A bolstered content stream was strategized to reach current and future customers alike. Because why have a fresh new site if you’re not bringing in the right crowd to enjoy it?
Here is some of the work we created for C&J
“Raka has been our marketing partner for the last several years. They’ve helped translate our goals into action, and then worked with us to reach and exceed those goals. They always have new, outside the box ideas and solutions for us to help utilize our HubSpot software to our fullest potential. Their team is creative, knowledgable, collaborative, and super easy to work with. I would highly recommend them to anyone looking to grow their business using online marketing or if you’re in the market for an amazing website design.”
Bridgette Santos, Director of Marketing