Sheffield Bus Partnership – Simplicity Campaign
The Sheffield Bus Partnership is a collaboration of public and private sector companies, namely South Yorkshire Passenger Transport Executive, Stagecoach, First Bus, Sheffield City Council, SCT and TM Travel. The Partnerships aim is to effectively offer customers a more coordinated and effective bus network and ticketing offer.
They asked Ledgard Jepson to devise a new name and brand proposition for the Partnerships new service and ticketing offer. For the first time passengers would be able to travel on all of the partner operator services using the same ticket.
The challenge was to work with and get agreement from what was essentially five clients across both private and public sector. Close consultation and careful negotiations were required to keep all parties onboard!
We created the strapline 'Simplicity' which underpinned the suite of materials produced. The design, copywriting and typography were designed to be clean, clear, concise and unambiguous. As the materials were meant to be read and understood by everyone in the city we followed the principles of plain English and kept the messaging as simple as possible, avoiding using over clever headlines and clichés.
The 'Simplicity' proposition was adopted across all advertising, point of sale, social media channels and literature. Specific marketing activity included visuals on buses, visuals in bus shelters, promotion on websites and e-shots, street advertising and promotion in bus interchanges.
During its first three months the Simplicity marketing campaign achieved an increase in bus patronage of 2.8%. The campaign has also succeeded in increasing peoples' awareness of the bus transport options available in Sheffield.
Ledgard Jepson have created and delivered a unique, innovative brand identity for the Sheffield Bus Partnership project, which is the first of its kind in the UK. They have met with every aspect of the brief and we can safely say that they gave 150% effort, creativity and quality to Simplicity.Kayleigh Hepworth, Marketing Manager, Stagecoach