Bennett Trucking was looking to expand into new markets as hauling goods had become a commodity with more competition in the marketplace. They wanted to be known for their ability to haul large, odd or atypical-sized items, while at the same time recruiting skilled drivers for such odd items – from jet engines to steel beams for cell towers and more.
Solution
c21 conducted research, including stakeholder interviews with the owner, drivers, clients and more to learn what made the company unique, and what messages were known. We conducted a SWOT analysis as well as industry research to learn how to differentiate Bennett from its competitors.
We developed our signature One Page Plan – with the goal of growing revenue by 15% and laying out the strategies, objectives and tactics on one large page. After leadership accepted the plan, we created a more detailed marketing and communications plan that included a combination of website updates to reach new audiences, email marketing targeted to customers by industry segment, internal owner/operators and employees, search and display advertising for recruitment, social media and social videos, case studies that described unique hauling/freight jobs, and a podcast.
Results
The One Page Plan was delivered to Bennett Trucking but unfortunately, Covid19 severely impacted the trucking industry due to supply chain issues and c21 was not able to execute the plan.