engagement marketing – solutions that move that needle

ENGAGEMENT MARKETING SOLUTIONS THAT MOVE THE NEEDLE.

Prepared and submitted by:BURNS MARKETING COMMUNICATIONS

Rob BeanVice President/Interactive DirectorPhone [email protected]

Team Run Smart - The keys to building a successful and sustainable social community for the trucking industryProject Case Study | Fall 2012

2 | BURNS | Copyright All Rights Reserved

WE AREExperts 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


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

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THE OPPORTUNITY YOU CAN SEIZEWe 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 clientsneeds with pre-built tools and a highlyflexible development framework.


PROJECT OVERVIEWBurns 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 customersin a modern way

_ Connect it all with their brand


STRATEGIC PARTNERSHIPS DRIVE SUCCESSLeader 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 SITUATIONIn 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_ 112,000 miles/yr down from 140,000

_ Personal health as part of CSA

Relevant information and continuing

education are keys to long-term survival.


PROJECT PROCESS_ Client research

Gain a deep level of audience understanding through surveys, interviews, and competitive review.

_ Brand/community strategyDevelop a comprehensive community strategy, with relevantcontent, fueled by a multi-channel marketing approach that istuned for social engagement.

_ Technical approachDevelop key metrics and requirements, define the architecture, and divide projects into components to be produced.

_ Design, production, QA, and trainingWork 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 RESEARCHCompleted 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)_ 91% of smartphone users download apps_ 90% believe apps help them be more successful owner/operators

_ 72% actively engaged in social media_ 95% regularly use Facebook, 56% regularly use YouTube_ 37% regularly use load boards

_ 90% regularly check email_ 83% use SMS text messaging_ Top three business issues that “keep me up at night:”

_ Equipment issues, bad economy, tax/IRS issues

_ 68% believe it is necessary to discuss driver health issues

Mobile

Social

Email

SMS

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 efficiencyand 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 corebusiness interests.


BRAND/COMMUNITY STRATEGYTeam Run Smart supports the business-minded trucking professional with relevant content and professional advice from business coaches.

_ Truck Smart: Maintenance, specs, engineering, etc.

_ Fuel Smart: Maximizing fuel economy

_ 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

“The Team Run Smart community is the definitive

guide to help business-minded drivers succeed.”

TJ ReedDirector of Product Marketing

Freightliner Trucks


TECHNICAL APPROACHA 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 customactivity 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


Banner management

WEBSITE AND MARKETING

Miles, badges, and profile

Content popularity

Tracked sharing

Industry professionals

Content categorization

Integratedvideo


COMMUNITY AND DIGITAL MARKETING

Top members

Active support forums

Campaignlanding 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 DETAILSCampaign 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 DETAILSCampaign views

Number of visitors (goals)

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 DETAILSCampaign 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…MOREEMS-BASED ONLINE MARKETINGKentico EMS provides a fully integratedset of on-line marketing tools.Currently using_ Web analytics_ Campaign management_ Email marketing_ Segmentation/lead scoringFuture use_ Personalization, A/B, and MVT testing_ Lead nurturing and drip marketing_ Contact management


NEXT STEPSContinually 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 BeanVice President, Interactive [email protected]

engagement marketing – solutions that move that needle

Technology

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community creation

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industry business expertise

marketing automation

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