Design and Marketing Examples - From Concept to Execution

Situation:

In 2001, following the reintroduction of the Autocar Truck brand as LCF (low cab forward) heavy-duty work trucks, ProAct was called upon to develop and implement all corporate and dealer marketing programs. Mostly configured as a truck for the refuse/sanitation markets, the Expeditor line of vehicles was primarily sold through a national network of truck dealers to private truck fleets, municipalities, larger national accounts and truck body builders.

Action:

Launch the product and and revitalize the brand by developing and implementing comprehensive strategies for image, communications and promotions for the company and dealers in the U.S. and Canada. Position the company as the best supplier of heavy-duty LCF trucks with the most responsive dealer network. Initiatives included:

• National training seminars for product introductions
• National advertising plan, ads and media placement in leading national waste industry publications
• Company web site
• Corporate capabilities video
• Complete dealer interior and exterior signage and identification program
• Dealer Operating Guide including dealer policies and procedures manuals
• Autocar "cool stuff" logoed merchandise program and fulfillment to dealers
• "Xpress" quarterly newsletter program to dealers and fleets
• Corporate press releases and press relations development
• Graphics Standards Guide for dealers and corporate use
• Product literature and brochures
• National trade show consulting, graphics, traffic builders and communications
• Dealer salesman sales incentive program
• Annual dealer calendar program
• Dealer quarterly parts promotions through "PartsLink"
• Advertising and direct marketing "tool box" for dealers