S.O. Creative

Understanding the Situation

FleetPride has been in business for over 16 years and had expanded their reach to include over 250 locations in 45 states. In spite of this, they were still experiencing generally low brand awareness within its target audience. Our objective was to communicate the company’s expertise in heavy-duty truck and trailer parts and services, and to expand their market share within the trucking industry. The target audience was broken into two key demographics: Fleet Owners/Manager with 5 to 500 trucks and Owner/Operators with 3 to 5 trucks. Traditionally this demographic gets most of their industry news and information from trade publications, which meant our strategy needed a strong focus on traditional print media.

Crafting a Solution

Based on an in-depth assessment of the company, we developed an ad campaign to communicate their key brand differentiators such as breadth of product, national footprint and heavy duty expertise. We paired the messages with powerful images of FleetPride employees and products shot in their facilities. To deliver the messages, we developed a media strategy with a heavy focus on print supported by online elements for trusted trade publications. We placed double page spreads and a 4-page insert in the magazines accompanied by animated display ads on the magazine websites and static display ads in the publication mobile apps.

Delivering a Measurable Impact

Within five months the campaign received 2,481,868 impressions. The online and mobile app display ads helped drive traffic to the website, receiving click-through rates that exceeded industry averages. The double-page print ads received over 106 reader reply cards requesting more information about the company’s offering. Additionally, one of the trade publications performed an ad study and found that 26% of the readers visited FleetPride.com as a direct result of viewing the print ads.

Improving Lead Generation in the Petroleum Refining, Gas Processing and Chemical Industries

S.O. Creative conducted an in-depth strategy workshop with the company’s entire executive leadership and sales teams. This process clearly defined the target audience, buyer’s journey and identified the primary content pillars needed to move prospects more efficiently through the marketing funnel. We also performed an online competitive analysis to yield more information. Using the insights gleaned from these efforts, our team crafted a comprehensive strategy playbook for website development, content marketing, and lead generation.

The strategy also defined the company’s competitive advantages. Our next challenge was to take two business units with distinctively different target markets and forge a consistent brand message to highlight three core competencies:

- Proven process technology solutions for the reduction and removal of sulfur and sulfur-related contaminants

- Safe and reliable handling of spent caustic and off-spec chemical products

- The beneficial reuse of waste products to improve the sustainability of product lines and reduce waste reporting

The Results: Dramatic Gains in User Engagement & Lead Generation 

The new brand messaging and improved user experience has lead to an increase in the quantity and quality of leads generated through the website. During the first months, the new website generated...

Continue Reading Below: https://www.socreatives.com/our-work/strategic-brand-messaging-website-redesign/

Marketing The New Brand

To increase brand awareness and generate leads, we delivered industry-specific content in the form of case histories, blogs and a landscape contractor comparison toolkit. The content provided invaluable information that the target audience can use in their own business, such as how Serpico provides ROI, the value of different water-saving services, and how to better serve HOA residents. In this way, the target audience can glean some quality expertise in exchange for their contact information.

We then strategically aligned the content releases with the seasonal needs of HOAs and commercial property owners. We used a combination of the following marketing and advertising channels:

- e-mail blasts

- search engine marketing

- social media marketing
   (organic and paid)

- on-going SEO consulting

How Serpico’s New Brand Is Taking Root

The Serpico Team takes great pride in the refreshed brand look, and the new messaging that more accurately reflects their expertise and commitment to providing quality service.  Another strong point is the website, which deepens their current client’s understanding of their expertise and services, and features images of the landscapes they’ve designed and cared for in the Bay Area. Current clients have responded with requests for additional services and new clients are willing to pay a higher price for Serpico’s premium services rather than going with a lower bid from a competitor.

Within the first 6 months, our digital marketing strategy delivered a 106% increase in number of website sessions and an 80% improvement in bounce rate. The new brand messaging resonated with prospects and generated 21 requests for quotes. Serpico gained 15 new client accounts and saw a 6% increase in annual revenue. Serpico continues to enjoy steady growth from our marketing campaign; 18 months into the campaign they saw a 50% increase in requests for quotes (compared YOY). Prospective clients can clearly see the value in Serpico’s expertise and quality of service. In fact, new clients are willing to pay Serpico up to 2x more than their previous landscaping contractors.