In a highly competitive logistics industry, maintaining a strong presence and effectively communicating with both customers and potential employees is critical. Faced with the challenge of engaging existing customers and attracting qualified drivers, one of Canada’s largest transportation companies recognized the need for a cohesive marketing strategy that integrated both digital and offline efforts. With a fragmented approach to outreach and limited coordination across channels, the company sought a partner to unify their marketing initiatives and drive measurable results.
The company was grappling with:
We initiated our engagement with the company by conducting a thorough audit of their current marketing efforts and resource allocation. This audit included:
BRAND Assessment
Evaluating the brand positioning and messaging across channels to identify stronger points of differentiation.
Market Research
Analyzing market trends and identifying target segments for multi-family developments, dormitories, and senior living facilities.
Strategic Planning
Resource Optimization
We guided the company in reallocating their internal marketing resources effectively. This involved redefining roles, setting clear objectives, and enhancing team capabilities through targeted training.
Establishing Key Priorities and Processes
Key Priorities Identification
We helped the organization establish a list of key marketing priorities. These included increasing brand awareness, generating driver leads, and improving customer engagement.
Process Optimization
We designed streamlined processes for the internal marketing team to enhance efficiency and productivity. This included creating standard operating procedures, implementing project management tools, and setting up regular performance reviews.
Execution and Market Penetration
Recruitment Pipeline Expansion
We supplemented the team’s internal efforts with strategic execution work. Our team focused on recruitment lead generation, campaigns, and strategic partnerships.
Our methodology centered around a structured and collaborative approach
Symbicore has been an invaluable partner for over seven years, overseeing all aspects of our marketing. Their expertise across both digital and traditional channels has helped us significantly increase driver applications and customer engagement, while improving our brand reputation.
Conclusion
With Symbicore’s Predictive KPI Model, the logistics firm experienced improvements in key performance metrics:
1. Lead Generation: Increased driver applications to a peak of 100 per month.
2. Engagement Rates: year-over-year increased by 12% across all channels
3. Net Promoter / Referrals: NPS scores have improved by +2.
4. Cost per Lead: Reduced CPL by 27% through leveraging more digital channels.
5. Marketing Funnel Conversion Rate: Conversion rates average 10%.
