Case Study: First Student Inc. drives bus driver recruitment with New Wave's always-on digital advertising

First Student Inc drives qualified driver applications for 5+ years with New Wave

New Wave Marketing implemented a digital advertising program for their customer First Student Inc., North America's largest student transportation provider. The challenge was an ongoing and critical need to recruit qualified school bus drivers in a tight labor market, requiring a reliable pipeline of applications season after season.

The solution was an always-on, multi-channel campaign running for over five years. New Wave utilized Meta Ads on Facebook and Instagram for awareness, paired with Google Display Network and remarketing ads to capture intent. The program featured continuous creative refreshes and route-level geo-targeting. This sustained partnership successfully drove a steady stream of qualified driver applications into First Student's recruitment funnel for more than five consecutive years, meeting seasonal hiring goals.

First Student Inc