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

TW Transport is a successful family-owned business that has been operating since 1973. As their fleet was expanding rapidly, they realized that simply advertising for CDL-A truck drivers was not enough, especially in an economy that was often unpredictable. To address this, TWT aimed to become a trustworthy and influential brand in the western US, while also building a community of dedicated truck drivers online. To achieve these goals, they had two objectives in mind: first, to ensure the happiness of their existing drivers and to connect with them in an authentic way, and second, to engage with prospective drivers and fill openings for new routes across the country.

The TW Transport brand was struggling to engage with their core audience and reach newer audiences. To address the issues, the LACED Agency suggested a nine-month targeted social media marketing campaign to initiate the process, before potentially handing over the reins to a TWT in-house staff member. The primary focus of the campaign was to re-engage with the core audience while simultaneously building and growing the brand by reaching out to new audiences. The ultimate goal was to create a passionate community of truck drivers on digital platforms, establish brand credibility and reputation, and foster trust and influence in the trucking community.

To achieve these goals, the LACED Agency launched a comprehensive content marketing campaign that made use of social media marketing, video marketing, and blogging. They utilized minimal paid social ads as and when required.

Campaign Goals:

1. Carrier Branding – Expand & Grow the brand’s audience to new users, new viewers of TWT’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:

• 158.70% Increase in Organic Reach
• 1,023.10% Total Reach to New Unique Users
• 30,432.50% Increase in Brand Content Impressions
• 216.30% Increase in Community Engagement
• 2,384.90% Increase in Video Views
• 1,427.60% Increase in Brand Profile View