Engagement Marketing – Solutions that move that needle

ENGAGEMENT
MARKETING
SOLUTIONS THAT
MOVE THE NEEDLE.
Team Run Smart - The keys to building a successful and sustainable social
community for the trucking industry
Project Case Study | Fall 2012
Prepared and submitted by:
BURNS MARKETING COMMUNICATIONS
Rob Bean
Vice President/Interactive Director
Phone 970.776.1780
robb@burnsmarketing.com

WE ARE
Experts in branding, creative marketing strategy,
and solutions for technology-focused companies.
_ Colorado-based with 36 full-time employees
_ Full-service agency for some; special forces for others
_ Extensive technology and life sciences expertise
_ Celebrating 40 years in business in 2012
_ Local, regional, national, and international clientele
_ Nimble, responsive, and proven

2 | BURNS | Copyright All Rights Reserved

OUR CLIENTS


KENTICO CMS SPECIFICS
_ Gold partner
_ Certified developers
_ Deep Kentico experience across the entire organization
_ Types of Kentico development:
_ Frontend content management (CMS) needs
_ Community and intranet portal development
_ Backend applications and systems
_ Enterprise Marketing Solution (EMS)
_ Marketing automation, landing pages,
lead generation, and site personalization


OUR KENTICO CMS CLIENTS


THE OPPORTUNITY YOU CAN SEIZE
We help you identify your “sweet spot” as the basis for
creative marketing, strategy, and solutions:
_ Mine for critical customer and
market insights
_ What users want most
_ What competitors struggle to offer
_ What your company does best

_ Kentico helps us deliver on our clients
needs with pre-built tools and a highly
flexible development framework.

PROJECT OVERVIEW
Burns Marketing worked with
Freightliner Trucks to develop a robust
Kentico EMS-based community portal
that delivers business-focused content
to the U.S. trucking industry.
_ Rebuild their community
_ Help them be relevant every day

_ Connect them with their customers
in a modern way
_ Connect it all with their brand


STRATEGIC PARTNERSHIPS DRIVE SUCCESS
Leader in manufacturing.
Delivers industry experts, information about trucking
technology, and the resources to drive the community,
expand product awareness, improve brand preference, and
promote total cost of ownership.
Leader in industry intellectual property.
Delivers the industry business expertise, industry insights, and
the community content, and manages the marketing plan.
Experts in creating online communities.
Delivers experience in social media, community creation,
brand development, and online promotion.


CLIENT SITUATION
In recent years professional drivers have experienced reduced
incomes due to regulatory and cost pressures.
_ Managing a complex and mobile business

_ Long hours and time away from home and family

_ Variable cost increases of fuels and maintenance
_ Fuel is 45% of revenue
_ 2011 vs 2012: +11.9% up $0.07 to $0.66
_ Fixed cost increases in insurance and equipment

_ Decreased productivity due to regulations
Relevant information and
112,000 miles/yr down from 140,000
_
continuing education are
_ Personal health as part of CSA keys to long-term survival.

PROJECT PROCESS
_ Client research
Gain a deep level of audience understanding through surveys,
interviews, and competitive review.
_ Brand/community strategy
Develop a comprehensive community strategy, with relevant
content, fueled by a multi-channel marketing approach that is
tuned for social engagement.
_ Technical approach
Develop key metrics and requirements, define the architecture, and
divide projects into components to be produced.
_ Design, production, QA, and training
Work with a mixture of internal and external team members to
produce an end product with a high level of quality.

By the way, please have that ready in three months 

CLIENT RESEARCH
Completed 37-question, multi-part survey of 1,023 owner/operators
_ 66% spend a minimum of one hour/day on the Internet
_ Major shift to mobile (69% prefer Android) Mobile
_ 91% of smartphone users download apps
_ 90% believe apps help them be more successful owner/operators
_ 72% actively engaged in social media Social
_ 95% regularly use Facebook, 56% regularly use YouTube
_ 37% regularly use load boards
_ 90% regularly check email Email
_ 83% use SMS text messaging
_ Top three business issues that “keep me up at night:” SMS
_ Equipment issues, bad economy, tax/IRS issues
_ 68% believe it is necessary to discuss driver health issues
Blog/forums


BRAND/COMMUNITY STRATEGY
_ Freightliner Trucks are known as reliable business tool.
_ Daimler Trucks North America leads the industry in:
_ Technological advancement
_ Engine and drivetrain efficiency
and durability
_ Truck safety
_ Freightliner is uniquely positioned to make a powerful connection
between the core Freightliner brand and the content delivered
through the new community.
_ With “Run Smart” as the overall brand promise, the community
delivers topic centers that align with the audience’s core
business interests.


BRAND/COMMUNITY STRATEGY
Team Run Smart supports the business-minded trucking
professional with relevant content and professional advice
from business coaches.
_ Truck Smart: Maintenance, specs, engineering, etc. “The Team Run Smart
community is the definitive
guide to help business-minded
drivers succeed.”
_ Fuel Smart: Maximizing fuel economy
TJ Reed
Director of Product Marketing
Freightliner Trucks

_ Business Smart: Maximizing profits, minimizing taxes,
incorporation, time management, etc.

_ Health Smart: Living healthy on the road including diet, exercise,
psychology of being away from home, sleep apnea, etc.

_ More channels: Including Team video, Live Smart, Drive Smart,
and Motorsports content

TECHNICAL APPROACH
A robust Kentico EMS community
portal focused on user engagement.
_ Mobile-optimized and traditional website
_ Features include:
_ Topical articles, blogs, forums, member deals, newsletter
subscriptions, polls/business forms, personal
accounts/friend management
_ Facebook content management
_ SMS messaging integration
_ Web analytics: Site usage, community engagement, and
campaign management
_ EMS specific
_ Gamification of membership experience – track and
incentivize member engagement with custom
activity points
_ Landing pages and campaigns – manage, track, and
optimize online and offline campaigns

SOLUTION ARCHITECTURE

Top-level project
components and channels


MULTI-CHANNEL MARKETING MATRIX

Communications matrix
- incoming and loyalty
communications


PROJECT WIREFRAMES


WEBSITE AND MARKETING
Tracked sharing

Miles, badges,
and profile
Integrated
video

Banner
Content management
categorization
Content
popularity

Industry
professionals


COMMUNITY AND DIGITAL MARKETING

Top members

Active support
forums

Campaign
landing pages Digest emails


WEEKLY DIGEST EMAIL
_ A complete record of weekly content
_ Bringing people back in touch with the
brand at least once a week
_ The digest contains:
_ Recent articles
_ Posts from our pro drivers
_ Weekly tips
_ Campaign summary statistics
_ List membership: approx. 1,880
_ Views: approx. 360
_ Clicks: approx. 290


CAMPAIGN DETAILS
Campaign tracking Click tracking


DIGITAL ADVERTISING


TRADESHOW PPC CAMPAIGN
_ Targeted search terms related to the launch event, Great American Truck Show, in Dallas, Texas.
_ Examples: “GATS hotels”, “GATS Dallas”, “GATS 2012”
_ Ten ads were developed and launched in the two-weeks before the event.
_ The goal of the PPC campaign was to drive GATS booth traffic.
_ The challenge of these transient event-based PPC campaigns is that we must guide searchers:
_ From their searched term about GATS (where they're typically looking for registration or hotel
information, or something similar)
_ To thinking about Freightliner at GATS
_ To click through to a Freightliner landing page, to
_ To be motivated enough to remember to actually visit the booth when they attend
_ Register for the TRS community (Secondary conversion)
_ Campaign summary statistics
_ Impressions: 1,147,437
_ Clicks: 1,057
_ Cost per click: $1.32
_ Conversion percentage (to membership): 0.6%

CAMPAIGN DETAILS Number of visitors (goals)

Campaign views

Number of conversions (goals)


BANNER ADVERTISING
_ Internet Truckstop
_ Provide general awareness
of the Team Run Smart
brand
_ Campaign summary
statistics:
_ Impressions: unknown
_ Clicks: 180/month


CAMPAIGN DETAILS
Campaign tracking Conversion tracking


SOCIAL MEDIA AND SMS


PROJECT RESULTS
_ Delivered project ontime and within budget
_ Launched with major industry accolades and a little fear
_ Reached membership goals quickly while adding +200 member/week
_ 6-month goal in four weeks
_ 12-month goal in eight weeks
_ Seeing consistent daily online engagement 24/7 with 30 to 100 users
online at all times
_ Experiencing high click-through rates on automated newsletters
_ Excellent visibility into a variety of campaign types:
_ Targeted email
_ Banner placements
_ Tradeshow pay-per-click (PPC)
_ Facebook marketing

NEXT STEPS…MORE
EMS-BASED ONLINE MARKETING
Kentico EMS provides a fully integrated
set of on-line marketing tools.
Currently using
_ Web analytics
_ Campaign management
_ Email marketing
_ Segmentation/lead scoring
Future use
_ Personalization, A/B, and MVT testing
_ Lead nurturing and drip marketing
_ Contact management


NEXT STEPS
Continually adapt based on user metrics and offer new features,
content, and services to drive value and brand preference.
_ Promotion of Freightliner as lowest total cost of ownership
_ Targeted marketing and lead nurturing
_ Content personalization
_ New content and continuing education for drivers
_ The redistribution of existing content as podcasts
_ Integration of image sharing and other social features
_ Expanded mobile, apps, and location-based services
_ Marketing of incentives and partner promotions


HAVE QUESTIONS?
Rob Bean
Vice President, Interactive Director
robb@burnsmarketing.com
970-776-1780


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