2017 TMSA COMPASS AWARDS INTEGRATED CAMPAIGN

Transcription

1 2017 TMSA COMPASS AWARDS INTEGRATED CAMPAIGN

2 COMPANY SUMMARY YRC Freight, a leading transporter of industrial, commercial, and retail goods, specializes in Less-Than-Truckload (LTL) shipping solutions for businesses. Based in Overland Park, Kansas, YRC Freight provides comprehensive North American coverage and offers a broad portfolio of LTL services to bring flexibility and reliability to customers supply chains. YRC Freight is a subsidiary of YRC Worldwide Inc. PROJECT ABSTRACT Accelerated, YRC Freight s new faster standard service was launched after uncovering a need in the marketplace. The purpose of launching this new service was to provide customers with additional choices by expanding our service portfolio. Accelerated provides customers with faster transit times without the bells and whistles (and added costs) of an expedited shipment. This service was built from the ground up in a short amount of time and included customer research, service definition, project management, internal communications and training, a new brand name, logo and position and an external launch to customers and new audiences. The service has been well-received and is hitting its initial growth goals. Customers have responded favorably to having the service option available.

3 GOALS/OBJECTIVES The goal of this program was to launch a new service to meet customer needs, create excitement with internal audiences and awareness and purchase from external audiences. It was crucial that the launch provide enough detailed information for internal audiences to deliver flawless execution while creating excitement around something new for customers. It was also important that the launch of this service didn t detract from our other services which led us to launch a re-positioning of our complete service portfolio at the same time as the Accelerated service launch. S M A R T SPECIFIC The specific goal for this program was to launch the new service and a new service portfolio positioning that generated awareness, increased targeted traffic, online visibility and conversions. MEASURABLE The launch included many tactics that were orchestrated and launched in a strategic sequence. Our overall program was evaluated by business secured. We did meet our goals, however we do not report out on service line revenue so cannot share specifics in this report. Our awareness, traffic and conversion goals were met. ACHIEVABLE The launch of the new service and the integrated campaign allowed us to generate excitement for both internal and external audiences. We were able to use this opportunity to drive traffic and showcase our service portfolio RELEVANT Customer research that our team conducted gave us validation that there was a service need and helped us develop positioning in a way that would be relevant and meaningful to customers. TIME-BASED We were on a very quick timeline to complete this starting the project in November and launching in April. We met all of our deadlines. The service was launched at a time where historically, demand for our business grows and we know our customers need faster solutions to manage their inventories. We were able to launch in April and allow for a couple of months of ramp up before pushing forward with a more aggressive campaign July through August to capture business from customers at a time we knew they were in need of faster options.

4 Our team worked together to build the new Accelerated service from idea to launch in less than 5 months. The process started with a competitive analysis and survey of our customers. Once the analysis was completed we worked to build out the following: SERVICE DEFINITION, NAMING AND POSITIONING We worked with our operations, technology and sales teams to define exactly what the service would and would not include. This included competitive analysis and customer insights. Once the service was defined we developed the value proposition and then worked with outside resources to develop a name, logo, messaging and placement within our service portfolio.

5 INTERNAL COMMUNICATIONS We developed internal training materials that included kits sent to each of our 250+ terminals and 400 sales representatives. Kits included information about the service and targeted instructions by audience type for rolling out the service We developed a service knowledge overview for use by training and sales We hosted several internal calls to launch the service and answer questions We organized and implemented a terminal launch party template and asked terminals to host parties with employees to launch the new service We worked closely with the sales teams and developed a comparison tool and key market identification materials to help sales identify areas where the new service would provide the greatest benefit to customers TERMINAL AND SALES KIT MATERIALS

6 INTERNAL COMMUNICATIONS LAUNCH PARTIES AT TERMINALS

7 EXTERNAL COMMUNICATIONS There were many foundational items that were completed for the launch including additions to the website, new sales materials including a video, collateral, presentations and a merchandise program on our company store In addition to traditional sales materials, each sales representative received 10 giveaways to give to high potential customers. These giveaways were a collection of hot sauces that served as a way for us to introduce our complete portfolio and the message that we can meet any need We launched Accelerated officially at NASSTRAC where we introduced a new tradeshow booth, an activation plan for the booth and sponsorship opportunities. We followed up with customers with customized Accelerated cookies after the show. We also activated a social media campaign. SALES POSTCARD AND GIVEAWAY

8 EXTERNAL COMMUNICATIONS NEW PORTFOLIO OF SERVICES BROCHURE AND TRADESHOW MATERIALS

9 EXTERNAL COMMUNICATIONS PAID SEARCH / REMARKETING : DISPLAY ADVERTISING

10 EXTERNAL COMMUNICATIONS WEBSITE UPDATES AND PERSONALIZED

11 EXTERNAL COMMUNICATIONS DIGITAL MARKETING : WEBSITE UPDATE / EXPANDED MENU / PERSONALIZED

12 EXTERNAL COMMUNICATIONS ADVERTISING

13 ONGOING COMMUNICATION AND FOLLOW-UP CAMPAIGN The Digital campaign strategy was designed to relaunch the service line portfolio targeting new and potential customers while encouraging service reconsideration from individuals previously deterred by price point. The campaign execution included: Website optimization, content and navigation updates Multi-channel ad placement, retargeting and custom remarketing audiences. Paid Search: AdWords Search & Display/Remarketing, LinkedIn, Salespider (B2B Display Network) Segmented announcements to customers most likely to convert on the new service offering. In July, we launched a 6 week Accelerated trial program with service results to targeted customers 21 WEB TOOLS UPDATED MORE THAN 30 CONTENT PAGES UPDATED

14 ONGOING COMMUNICATION AND FOLLOW-UP CAMPAIGN PAID SEARCH / REMARKETING : LINKEDIN

15 ONGOING COMMUNICATION AND FOLLOW-UP CAMPAIGN ACCELERATED TRIAL

16 METRICS/RESULTS Digital Campaign Evaluation & Results: The 3-Month campaign resulted in an ROI of 136%. Remarketing was the highest converting ad-type, helping to convert 17.4% of shippers who initially entered a quote through YRC s on-site form, but did not convert on the initial visit. Remarketing efforts resulted in an ROI of 3,594%. More than 6.2M Total Impressions 236% return on Ad Spend 3% total campaign conversion rate

17 LESSONS LEARNED We learned a lot through the launch of this program, but the biggest thing we learned was to launch all elements at the same time. We wanted to give internal audiences time to learn about the service and feel confident that they could deliver so our plan was to have an internal launch April 4th and then launch the full service to external audiences at NASSTRAC. Unfortunately, media picked up on the information we had shared with internal audiences and forced us to move our launch up earlier. Fortunately, we had materials completed and ready to go but we had hoped to save the announcement for NASSTRAC. SOFT LAUNCH APRIL 4-24 General Awareness Web content and tools Sales/terminal kits Internal s Intranet and internal channels updated On-hold messaging New signature Customer Promotion 4/1 to trial users Direct contact from sales with new materials Driver postcards Media Relations Pre-release story DC Velocity Pre-launch interview requests High Impact Efforts focused primarily on internal audiences April 6th parties Hot sauce gifts and collateral for customers INDUSTRY ANNOUNCEMENT APRIL General Awareness Website banners Social media activation DriveOnTogether posts Customer Promotion Share social media posts Self-serve platform Media Relations Distribute news release via wire Pitch news release to trade pubs Pitch mainstream business publications High Impact Pitch news release to trade pubs Pitch mainstream business publications NASSTRAC APRIL General Awareness New booth Laminated insert in conference bag Prize wheel Ipads in booth to show transit times Remote control trucks New portfolio brochure Buttons Signage Customer Promotion Customer dinners Follow-up cookies to targeted customers offices Media Relations Distribute release in press room High Impact Elevator clings Window Clings Mobile charging station Program sponsorship FULL EXTERNAL LAUNCH APRIL 24-JULY 1 General Awareness Print ads Digital advertising Social media Customer Promotion 2nd round of driver cards sent to terminals 3 dimensional mailer to top prospects Direct mail to 2nd tier prospects Series of s to segmented customers Media Relations Continue pitching, media outreach, story placement ()1 per month) Coordinate press interviews High Impact High-impact print placement New social media/trailer advertising effort