A Truckload of Competition: Freight Link’s Revamped Business Strategy
Updated: Feb 19
Failing to adapt was not an option for second-generation trucking company owner Simon Michael and first-generation American citizens. So, he hired advisors to develop a COVID-proof business plan and brand distinction to drive life Into the business.
The Client.
Freight Link is one of the Pacific Northwest’s most reliable Intermodal & general freight transportation companies. They prioritize their customer relationships, routinely going out of their way to provide the best possible services for those they work with.
The Challenge.
Freight Link struggled to operate profitably in a competitive market of legacy trucking businesses and large logistics outfits. To add more salt to the wound, the decline in intermodal trucking contracts and the financial feasibility of the remaining bids removed all foreseeable options for the business. Simon, who piloted the gigantic trucks and managed the company, was like many owners/operators in his sector. The impossible dilemma: driving the trailer forward while building it.
As you may suspect, the arduous and transient nature of professional trucking created a base of scattered pandemic holdouts and embedded trucking outfits. Since many owners/operators are immigrants seeking financial autonomy, predominately white male brokers gatekept the more lucrative contracts. Simon's generational knowledge of the trucking sector and English proficiency granted Freight Link a competitive advantage the firm sought to expand.
The Deliverables
Business Development
Business Plan, Revenue Chart, Financial Projections
Capability Statement
Sales & Marketing
Lead Generation Campaign (including Sales Copy, Lead List, and LinkedIn Optimization)
Logo & Brand Identity Guidelines
Website Redesign
Niche or Die. Business Service Model Expansion.
Initially, we conducted a thorough analysis of the existing business development plan. This approach enables organizations to plan for continuous growth strategically.
We commenced our engagement with Freight Link by providing targeted business coaching. This included the creation of a comprehensive five-year financial protection spreadsheet and an estimated revenue and profit chart. These tools significantly enhance the organization's ability to secure funding from potential donors with whom we facilitated introductions. Additionally, we supplied a business plan template to assist in formulating their final business plan.
In collaboration with KDBC, Freight Link developed a capability statement that serves as a business resume. This document is instrumental in attracting partners, B2B clients, and government contracts. To continue differentiating the brand amid their behemoth trucking competitors, advisors instructed the owner to integrate a broker service into the business model- reducing their most costly middleman and margin strainer.
If You Can't Beat Them, Then Build You: Website Redesign.
For Freight Link to best establish their brand identity, we did an entire brand overhaul with new logos, mood boards, and brand guidelines. To ensure the organization could continuously put its best foot forward, we also redesigned its website, optimizing it for better SEO and user experiences.
To our surprise, the renovation worked instantly, and Freight Link quickly saw increased traffic and engagement.
Creating Gravity: Sales & Marketing.
We focused on identifying target audiences and optimizing outreach methods to establish Freight Link's long-term marketing strategy.
Our team began by defining Freight Link’s unique value proposition and developing ideal buyer personas. This foundational work enabled us to launch a successful LinkedIn lead generation campaign, achieving a notable initial connection rate.
The Results.
Our team at KDBC successfully revitalized Freight Link's brand, enhancing its visibility in the market. This transformation enables the company to attract partners and secure substantial hauling contracts through improved financial projections and a comprehensive capability statement.
Furthermore, our efforts yielded immediate results: website engagement surged following our site redesign and optimization, while our inaugural LinkedIn campaign achieved a noteworthy 7% connection rate.
Of course, we never end a project without providing practical next steps. Before the conclusion of our engagement with Freight Link, we made several recommendations on how to keep the momentum going, including:
Securing a working capital loan and exploring a brokerage service opportunity
Maintaining an active LinkedIn presence for lead generation
Samaria Johnson writes many things, hopefully none of which you consider boring. She loves taking complex information and breaking it down into engaging, understandable content. Samaria’s goal is to only use her words in ways that help make the world a better place.
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