Success story

Case Study: King Logistics – Owning the Owner-operators’ market.

Client: King Logistics has established its mark in the trucking industry by emphasizing owner-operator partnerships for dry van loads. They don’t see their relationships as mere business transactions but as lasting collaborations.

Challenge: Owner-operators are independent, valuing their autonomy. To partner with them means ensuring not only competitive rates but also a level of trust, reliability, and mutual respect. King Logistics needed to convey their commitment to these values and differentiate themselves in a crowded market.

Solution (here’s how it played out): Understanding the mindset of owner-operators was our starting point. Through focus groups and one-on-one interviews, we gleaned insights into their priorities and pain points. We found that beyond fair rates, they desired partners who provided consistency, open communication, and respect for their independence.

With this information, we tailored a multi-pronged campaign for King Logistics. We created content that spoke directly to owner-operators, emphasizing King’s reputation for reliable scheduling, transparent communication, and understanding the unique challenges of being an owner-operator.

We highlighted testimonials from current owner-operator partners, sharing their positive experiences with King Logistics. These real-world stories offered a compelling case for the benefits of partnering with the company. We also provided resources, like blog posts and videos, offering tips on maximizing profitability, maintaining trucks, and other relevant topics for owner-operators.

To further engage our audience, we organized virtual town-hall sessions where potential partners could interact with the King Logistics team, ask questions, and get a genuine feel for the company’s values and operations.

  • Results: Once the campaign was in full swing, the response was tangible:
  • Total cash spent on ads: $518 in the last 2 weeks.
  • Number of leads gathered: 212 leads.
  • Cost per lead: $2.44
  • Owner-operators: 2 hires, 3 in the pipeline

The leads generated weren’t just numbers; they were engaged, informed professionals keen on building a lasting partnership. King Logistics reported smoother onboarding processes and stronger initial collaborations with these new partners.

Conclusion: In an industry where shifting partnerships are common, King Logistics managed to stand out. Their commitment to understanding and addressing the unique needs of owner-operators not only increased their partnerships but also strengthened their reputation in the trucking community. By fostering an environment of trust and mutual growth, they ensured that their business relationships were built to last.


Success story 

Case Study: Ryno’s Rocking Results – Niche targeting drivers with tanker endorsement.

Client: Ryno Trucking is a pivotal player in the transportation of liquids, relying on a fleet of top-tier drivers. Their vision is clear-cut: recruit adept company drivers who understand and are qualified for hazmat transportation. 

Challenge: While the trucking industry is vast, drivers qualified and willing to transport liquid materials are a rarity. Hazmat transportation demands specialized training, heightened safety awareness, and a particular mindset to handle the associated risks. Ryno Trucking’s challenge lay not in finding just any drivers, but in finding the right drivers who could rise to these unique demands. 

Solution (here’s how it played out): Our approach was multifaceted. Recognizing the value of direct input, we began with roundtable sessions involving current hazmat drivers at Ryno Trucking. These discussions shed light on their motivations, what attracted them to Ryno initially, and what kept them loyal. 

Equipped with these insights, we crafted ads that spoke their language. Highlighting Ryno’s impeccable safety standards, growth opportunities, and a genuine passion for what they do, we took our message to the places they hung out online. 

Results: The culmination of these efforts was evident in the numbers: 

  • Total cash spent on ads: $1,400. 
  • Number of leads gathered: 600. 
  • Cost per lead: $2.3 per lead.  
    But more importantly, the quality of leads was remarkable. Ryno Trucking saw an influx of applications from drivers who were not only qualified but also aligned with the company’s values and long-term vision. 

Conclusion: Ryno Trucking’s recruitment challenge was undeniably complex. However, by adopting a holistic approach that combined targeted advertising with genuine engagement, they succeeded in bridging the gap. In an industry where expertise and safety go hand in hand, Ryno Trucking solidified its position by ensuring it had the right team to carry its mission forward. 

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