Activation Guide_V2
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This document provides an overview of Speedco's new advertising campaign called #ROADNATION. The campaign will focus on promoting Speedco's benefits of providing peace of mind and reducing downtime for truck drivers. It will use social media to engage truck drivers and the trucking community. The campaign will include billboards, radio ads, print ads, and in-store promotional materials that feature the slogan "Welcome to #ROADNATION" and position Speedco as advocates and experts for truck drivers.
Activation Guide_V2
- 1. An Introduction Guide to Speedco’s New Campaign Roll-Out The Road Ahead
- 2. Thanks to dedicated teammates like you, we’ve been around for nearly 25 years and have built a solid reputation for providing quality preventative maintenance services to the trucking industry. We’ve been talking about service features for a while – like speed and expertise – but so do our competitors. Our goal is to differentiate the Speedco brand and engage with our core target - the BOSS – in a more personal and compelling way. Thing is, we provide much more than “speed” and “expertise”, we provide peace of mind and less downtime. When we focus on these two benefits, it helps the BOSS be more productive (something he really values) and increases brand loyalty.
- 3. In August 2015, Speedco will roll out a new national advertising campaign. This booklet, and the materials provided with it, include: 1. An overview of the Ad campaign 2. Promotional materials for your store • window graphics • showroom poster 3. Instructions for displaying promotional materials 4. A sneak peek at the campaign creative We hope you find it useful. Any questions about the campaign or materials should be addressed to kallen@speedco.com
- 4. Welcome to #ROADNATION Every day, truck drivers across the nation are online - telling their stories, asking questions, sharing their wisdom and posting photos - in forums, on blogs, and in social media. Speedco will harness the power of these conversations in our Ad campaign and leverage them to communicate our new benefits-driven messaging. Through this campaign, we’ll meet the BOSS where he is – at home, in his cab, in our store, and on the road. We’ll promote conversation and foster engagement. We’ll also extend the conversation to the entire trucking community – dispatchers, fleet managers, truck manufacturers, inspectors, and anyone else who wants to talk about big rigs and the road.
- 5. #ROADNATION is a new citizenship - united around trucking, inspired by stories of the road, filled with diverse voices, fueled by social media. We will rally “citizens” to participate in #ROADNATION as we promote it nationally through social media, billboards, direct mail, events, radio, trade magazines and online advertising.
- 6. #ROADNATION lends Speedco a new voice and a new way to communicate our service benefits. “Keep turnin’ and earnin’.” We’re the BOSS’ biggest FAN. Part advocate, part cheerleader. “They call, I haul.” Everyone needs a FRIEND. We’re here to listen and give the BOSS solid advice, when he wants it. “No time for downtime.” We’re EXPERTS and know all kinds of ways the BOSS can reduce downtime and stay safe on the road.
- 7. Billboards
- 8. Radio Spot Where is Road Nation? It’s where the doers of this great country get things done. Where the rubber meets the road. Where the tough get go’n, cuz if you ain’t turn’n, you ain’t earn’n. And nobody understands that better than Speedco. While preventative maintenance is our specialty, getting you back on the road is our top priority. That’s why we staff every Speedco with enough experts to service your rig in record time. Leaving you free to get on to your destination. Speedco, proud citizen of Road Nation.
- 9. Print Ad
- 11. In Store (window graphics)