Having a well-defined brand can help your business become more agile and adaptive in an ever-changing market landscape.

System Transport, the Western Region’s #1 Flatbed Carrier, was growing quickly – and with growth, comes challenge. System noticed that some driver opinions and the perception of their brand were not as favorable as others. This minority brand sentiment was affecting their Driver Recruitment Campaigns in a big way, so a solution was needed quickly. The main sources of negative feedback online was traced back to social media.

LACED  Agency recommended a targeted social media campaign (9-months) focused on re-engaging their core audience while building and growing their brand through ongoing outreach to new audiences. The goals were to cultivate a community of passionate truck drivers online, build brand credibility and reputation, and promote trust and influence within the trucking community for the System Transport brand. LACED Agency launched a Content Marketing Campaign for System Transport utilizing social media marketing, video marketing, blogging, and minimal paid social ads (as needed). 

Campaign Goals:

1. Carrier Branding – Expand & Grow the brand’s audience to new users, new viewers of System Transport’s content (Measured by Organic Reach, Total Reach, Brand Content Impressions, Video Views, Brand Profile Views)
2. Brand Outreach – Attract new customers and drivers by showcasing the brand’s values and key offerings (Measured by Organic Reach, Total Reach, Brand Profile Views, Brand Content Impressions)
3. Soft Sales – Build a community of passionate and loyal truck drivers (Measured by Engagement, Brand Content Impressions, & Video Views)

Campaign Results:

• 375.60% Increase in Organic Reach
• 3,976.80% Total Reach to New Unique Users
• 38,048.10% Increase in Brand Content Impressions
• 523.70% Increase in Community Engagement
• 1154.40% Increase in Video Views
• 2734.50% Increase in Brand Profile Views