Increased Engagement & Lead Capture with
Video Storytelling
Client: TW Transport (Refrigerated & Heavy Haul freight)
Initiative: 2022 Recruitment Advertising / Lead Generation (12 month Campaign)
TW Transport, a refrigerated and heavy haul trucking carrier, engaged LACED Agency for driver recruitment advertising and lead generation services. TWT needed to advertise vacant truck driver roles for various terminals located across the Western United States & Midwest areas.
LACED Agency delivered targeted recruitment advertising and lead generation services – campaigns designed to attract qualified refrigerated van, and heavy haul CDL-A drivers to apply for open positions, get hired, and stay with TW Transport.
Campaign strategy involved utilizing a range of media channels, including online job boards, search advertising, digital marketing, machine-learning, AI-tech, text campaigns, social media platforms, company websites, and traditional print media, to communicate the carrier’s brand, culture, and the specifics of the various job roles.
During this 12-Month Campaign for TWT, LACED Agency focused on revamping VIDEO STORYTELLING and VIDEO TESTIMONIALS to further reduce paid ad costs, increase online branding reach, and engage more qualified CDL-A truck drivers authentically. This included rolling out brand-new video marketing, video advertising, video testimonials, and video landing pages.
DID YOU KNOW? VIDEO MARKETING WORKS!
- 53.4% of B2B marketers use video content for creating brand awareness, generating leads, and deriving sales. Source: Hubspot
- 68% of marketers agree that publishing organic video content has a better ROI than Google Ads. Source: Explain Ninja
- 74% of marketers realized an ROI of 50-500% using video testimonials on their sites and social media platforms. Source: Vocal Video
Driver Recruitment Advertising – Campaign Goals:
- The objective of the 12-month campaign was to reach a targeted audience of experienced CDL-A truck drivers, fill the vacancies with the most qualified and suitable candidates, and retain them.
Video Advertising & Marketing – Campaign Goals:
- Carrier Branding – Expand & Grow the brand’s audience to new users, new viewers of Trans-System’s content (Measured by Organic Reach, Total Reach, Brand Content Impressions, Video Views, Brand Profile Views)
- 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)
- Soft Sales – Build a community of passionate and loyal truck drivers (Measured by Engagement, Brand Content Impressions, & Video Views)
12-Month Campaign Results:
INCREASE IN QUALITY LEAD VOLUME:
- Lead Volume = Increased Lead Volume by +8.6% YOY
- Media Mix = 80% Direct Leads / 20% Hybrid Leads
INCREASE IN # OF HIRES:
- Increased Hires by +23.8% YOY
REDUCTION IN COSTS:
- Cost per Lead = Reduced CPL by -27.1% YOY
- Cost Per Hire = Reduced CPH by -24.3% YOY
VIDEO ADVERTISING & MARKETING 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
REQUEST A QUOTE
I need help with my driver recruitment strategy.
The Results
What our client says...
LACED Agency made video strategy our 12-Month focus for our Driver Recruitment campaigns. Their team were pros - shooting our content on our terminals, talking to drivers and gathering testimonials, and all kinds of updated footage. They edited that video content into numerous marcom pieces that we have used in our advertising, marketing, and social media campaigns - helping to engage with drivers more authentically, produce more hires, and drive down paid ad costs. We got amazing results this year, and we couldn't have done it without LACED Agency's team.
Director of MarketingTW Transport / TWT Refrigerated 
Agency Services Rendered
TW Transport /
TWT Refrigerated
Recruitment Advertising
GENERATE QUALITY & HIGH-PERFORMING CANDIDATES NOW!
Creative Production
- Campaign Ideation & Strategy
- Marketing Message
- Design & Development
- Creative Ads
- Landing Pages w/Data Capture
Video Services
- Video Shoot(s) @ Top Terminals (on location)
- Video Editing
- Motion Graphics
- Voiceover Talent Selection & Recording
- SoundFX
- Sound Design
- Video Optimization
Advertising Tactics
- Digital Display Ads
- Mobile Advertising
- Social Media Advertising
- Job Board Ads
- Search Marketing (PPC)
- Text & Voice Ads
- AI-Tech & Machine Learning
Media Management
- Media Buying, Negotiation, & Placements
- Campaign Management & Tracking
- Media Reporting & Analytics
- Media Analysis
- Strategic Recommendations
Media Reporting
- Daily Pulse Check Reporting
- Weekly Reports by Media Channel
- Lead Quality Reports
- Weekly Client Presentations
- Quarterly + Annual Reports
Campaign Creative
Video Marketing
Driver Recruitment Video
Long-form with VO Talent Track
Driver Recruitment Video
Long-form - no VO
Brand Video
Who is TWT?
Call-2-Action Video
Do You Have A CDL-A? Here's How To Qualify!
Video Marketing
Drive Modern Trucks with TWT!
Video Marketing
Driver Interview: Natheil Charles
Video Marketing
Driver Interview: Louis Devicariis Part 1
Video Marketing
Driver Interview: Louis Devicariis Part 2
Video Marketing
TWT offers Drivers Great Home Time!
Video Marketing
TWT Offers Paid Training & Paid Orientation
Video Marketing
Drive Refrigerated Freight at TWT
Video Marketing
Haul Refrigerated Freight at TWT
Video Marketing
Drive Heavy Haul Freight at TWT
Video Marketing
TWT Heavy Haul Freight
Video Marketing
TWT Maintains Modern Trucks!
Video Marketing
Excellent Maintenance for TWT Modern Trucks
Video Marketing
Happy 4th of July from TWT!
How We Grow Your Fleet.
Driver Recruitment Advertising
Client Value: Full-Service Agency capabilities
Cost: Annual 12-Month Contract
Find the right people to fill your openings fast!
LACED Agency utilizes the power of data-driven marketing, AI technologies, machine learning, social media, video marketing, audio storytelling, and advanced advertising techniques to deliver high-performing, top-quality candidates within 30-60 days.
POPULAR
Social Media
Marketing
Client Value: SMM Team of Experts; Full-Service
Cost: Monthly Retainer
Build a community of passionate truck drivers online!
Our team of social media experts uses paid and organic strategies to showcase your brand, convey your narrative, drive compelling conversations, generate promising leads, and ultimately help you recruit the employees you require to expand your fleet.
Cost: Monthly Retainer
Build a community of passionate truck drivers online!
Our team of social media experts uses paid and organic strategies to showcase your brand, convey your narrative, drive compelling conversations, generate promising leads, and ultimately help you recruit the employees you require to expand your fleet.
POPULAR
Carrier Branding & Reputation Management
Client Value: Full Service Agency capabilities
Cost: Monthly Retainer and/or Defined Project Initiative
People want to work for well-liked companies.
To successfully recruit truck drivers, you must have a strong brand and a well-maintained online reputation. We offer services to help including: Reputation Management Solutions, Brand Building Consulting, Blog Content Writing & Hosting, Press Releases, Editorial/Sponsored Content Pitch Campaigns, Case Studies
and Fact Sheets.
Cost: Monthly Retainer and/or Defined Project Initiative
People want to work for well-liked companies.
To successfully recruit truck drivers, you must have a strong brand and a well-maintained online reputation. We offer services to help including: Reputation Management Solutions, Brand Building Consulting, Blog Content Writing & Hosting, Press Releases, Editorial/Sponsored Content Pitch Campaigns, Case Studies
and Fact Sheets.
Retention
Strategy
Client Value: Full Service Agency capabilities
Cost: Clearly Defined Project Initiative
Retaining top talent is crucial for driving organizational growth.
That's why LACED Agency develops tailored referral, rehire, and retention strategies that align with your company's culture. Programs include training assistance for recruiting professionals, developing a custom curriculum, and much more!
Cost: Clearly Defined Project Initiative
Retaining top talent is crucial for driving organizational growth.
That's why LACED Agency develops tailored referral, rehire, and retention strategies that align with your company's culture. Programs include training assistance for recruiting professionals, developing a custom curriculum, and much more!
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