First Charter Bus

A better way to drive online conversions.

First Student Charter Bus is a highly successful new bus rental business from North America’s largest school bus operator.

Manning developed and implemented the digital strategy, branding and website that launched the venture and remains the cornerstone of the company’s marketing efforts to reach bus rental customers. Our goal was to create a consumer-facing touch point that positioned First Student’s buses as an easy, affordable way to transport large groups.

Our goal was to create an interactive experience that will truly engage the key audience segments. We know from our decades of experience that one key to that is applying a visual storytelling approach.

Capabilities Used

  • Strategy
  • UI & UX Design
  • Search Engine Optimization & Marketing
  • Digital Content
  • Development

The First Charter site features a unique SEO strategy that has vaulted the business to the top of Google’s organic search results.

Highly optimized and completely designed to offer tailored resources, this site structure was created in order to take advantage of Google’s latest locally-focused search algorithms. Dynamic local branch, as well as market pages, are generated for each of the more than 500 First Student locations in the U.S. and Canada. The highly optimized content strategy brings users to the site via paid and organic search channels.

The sleek, streamlined interface featuring lots of yellow which resonates with the affordability of school bus rentals.

Then, once on the site, users are able to easily find out more about the service, request a customized quote, and find everything they need to play a trip—including downloadable checklists. And when they’re ready to book a trip, they can either use the online quote form or speak directly with an agent by locating the nearest branch.

Traffic has been steadily growing through an extensive content siloing strategy.

The First Charter site features highly-targeted landing pages with group, trip or location-specific content. In addition, branch landing pages take advantage of HTML5 microdata in order to further take advantage of local search rankings. Site traffic, and most important quote requests, have risen dramatically between the first half of 2012 and 2013 because of SEO enhancements. This has helped First Student increase revenue beyond original expectations. Check it out for yourself