IC BUS //
SOCIAL MEDIA
VISUAL STORYTELLING | CONTENT CREATION | BRAND VOICE
OVERVIEW: Since 2023, we have partnered with IC Bus for all things social media. From posting on various platforms to working on trade shows, influencer activations, mini social campaigns and much more; we are proud to have been able to inject such positive momentum into a brand that has such a special and important job: transport students to and from school safely.
Account Managers: Delaney La Fon, Jayden Siebert, Ashley Ball, Evan Fast
Project Managers: Amanda Shankle, Elizabeth Ramirez
Creative Directors: Landon Barton, Shaun Crockett
Art Director: Jenna Bolend
Copywriters: Gracie Fitzgerald, Maddie Schuck, Mitch Howard
Content Strategy: Bethany Bell, Cory Moss, Promise Asher, Gabs Roman, Jack Towers
Production: Matthew Ogutu, Richard Kerr, Nayt Smith
Influencer Manager/PR: Lacey Fielder
Proofreaders: Terrie Johnson, Amber Goodson
Feel free to check out our work here!
IC Bus assets, photography, branding are owned by IC Bus/International Motors.
CHALLENGE: Revitalize IC Bus's social media presence to increase engagement, build brand awareness, and create meaningful connections with their key audiences: school districts, transportation directors, and bus drivers. The challenge included navigating a traditionally conservative B2B industry while creating content that feels authentic, engaging, and highlights both the technical excellence and human impact of IC Bus products.
APPROACH: Our strategy for IC Bus social media focuses on balancing technical product information with human-centered storytelling, creating content that resonates with multiple stakeholder groups.
CONTENT PILLARS: Developed distinct content themes including safety innovation, driver appreciation, student impact stories, and product showcases to create a well-rounded content calendar.
PLATFORM STRATEGY: Tailored content approach for LinkedIn (professional/technical focus), Facebook (community/human stories), and Instagram (visual product highlights and behind-the-scenes content).
ENGAGEMENT TACTICS: Implemented driver spotlight series, school district success stories, and interactive content to boost engagement and create two-way conversations.
CAMPAIGN INTEGRATION: Aligned social content with broader marketing initiatives including trade shows, product launches, and seasonal campaigns to create cohesive messaging across channels.
PROJECT HIGHLIGHT: We elevated our presence at a major student transportation industry event through a strategic partnership with influencer Mr. Bus Driver. This collaboration allowed us to facilitate authentic conversations across the industry spectrum—from drivers and transportation directors to enthusiasts and decision-makers. We developed and launched a targeted social media campaign that invited event attendees to participate in "The Share Chair" at our booth, creating a dedicated space for meaningful discussions about current challenges and future innovations in student transportation. This initiative not only increased booth traffic but transformed standard trade show interactions into valuable industry dialogue that extended our brand's thought leadership position.
PROCESS HIGHLIGHTS: The most rewarding aspect of working with IC Bus has been transforming technical product features into compelling stories that resonate with audiences. By highlighting the human impact of safe, reliable student transportation, we've helped shift perception of the brand from simply a bus manufacturer to a partner in educational success and community safety.
OUTCOME:
Increased engagement rates across platforms by highlighting the human stories behind the products
Built a more connected community of transportation professionals through interactive content
Elevated brand perception through consistent, quality content that balances technical expertise with emotional impact
Supported sales initiatives by showcasing product innovations and customer success stories
TOOLS USED: Adobe Creative Suite, Sprout Social, Canva, Meta Business Suite, LinkedIn Campaign Manager
FUN FACT: I did not take the bus to school!