Transportation & Trucking
Brand Management, Content Marketing, Digital Marketing, Website Design & Development
Commonwealth Capital is a Minnesota-based family-owned business. It provides working capital to hard-working companies. The firm is focused on growing its freight-factoring service, which targets independent trucking owner-operators and helps them with cash flow challenges.
The freight-factoring market is extremely price sensitive. Contract terms can be confusing. Finding information resources on potential pitfalls or a helpful firm who’ll walk a trucker through the fine print can be like finding a needle in a haystack. But Commonwealth’s approach is unique. The firm is genuinely helpful, staffs certified freight-factoring experts and desires to be viewed as the go-to source for freight-factoring education and resources.
Commonwealth knew the value it offered to potential clients, yet was frustrated with the speed of production and consistency in message within its marketing content. With every effort, it felt it was starting from scratch training marketing contractors on their brand.
Fulfilling its new client acquisition goals meant finding a way to solve two problems:
1. How could it firmly position itself as an honest, helpful freight factoring resource in the minds of truckers?
2. How could it best accomplish its positioning challenge while simultaneously speeding up the production and execution of marketing programs?
Over seven months, Commonwealth Capital commissioned MASONKELLY MARKETING to help it overcome its positioning and marketing production challenges. Taking a long list of marketing objectives from to-do to done, we delivered a new brand campaign—built for the long haul.
Charting a course for the open road ahead
Getting Commonwealth Capital’s message above the fray in a cluttered, price competitive environment was critical. Through competitive research, a listening tour, and discovery conversations, we sharpened the firm’s voice and positioning to help its true value shine.
What emerged was a suite of defining messages that would serve as a springboard to conversations with new trucking clients. Along with a custom-made value proposition and a unique selling proposition, we crafted new storylines to communicate the firm’s differentiated offerings.
Engaging Brand tools enabling a smoother journey
Behind every great brand are tools to promote it. All truckers carry their own tools onboard their rigs, to be able to fix them on the road. In that spirit, Commonwealth Capital wanted to present specific and useful tools, targeting truckers, to fine-tune its marketing production.
We began by bootstrapping the Midwest firm with the tools necessary to more efficiently produce marketing campaigns: impactful, recognizable branding guidelines. We created a toolkit of core brand assets for Commonwealth, complete with a polished look and feel for its industry and style. We custom crafted a catchy tagline and a comprehensive set of new key messages for the brand, services and products.
To distinguish the hallmark of its message – informative, helpful service – we produced a guide specifically for copywriters. Its contents included detailed descriptions of buyer personas, tone and voice instructions, along with copy authoring dos and don’ts and tips.
Rounding out the foundational assets needed to build its marketing communications, we created a 30+ page style guide, covering visual styles and cues and customer-centric user flows. With these tools in hand, Commonwealth Capital could now step on the gas and power its marketing communications into overdrive.
The new brand campaign helped Commonwealth Capital better meet its new client acquisition goals. Its marketing communications campaign launched with a treasure trove of content pieces effectively targeted to execute an inbound marketing strategy.
• An eight-part Trucker Education Series email campaign
• New product sales slicks
• An explainer video commercial
• A four-part client case-study series
• custom infographics
• An updated, engaging website interface
Using these tools, the company launched a Fuel Card program, allowing customers to save on diesel fuel at specific stations in the U.S. The program has attracted great interest and use since its launch—because the company can tell that its story easily and engagingly.
The presence of Commonwealth Capital’s new brand communications speed up creative development time and ensures that everything produced coordinates beautifully.
“Having a professional looking brand in our industry is really an advantage.”
Ben Van Zee, President