Uncover & Understand
Travero is a national freight brokerage and logistics company. When it comes to getting something from point A to point B, they’re the experts. As they looked to grow their business, they needed a way to engage with decision makers across specific industries to raise awareness of their services and increase qualified leads.
After evaluating the market, key competitors, and Travero’s goals, we identified a list of key stakeholders in identified industries—agriculture retail, industrial equipment, and manufacturing—to target with a focused campaign. Now, we needed to figure out how to capture and hold their attention.
Ideate & Implement
Travero simplifies logistics. We wanted to say AND show that.
Our team chose a direct mail piece, both for its tactile nature and ability to add personalization. But let’s face it: direct mail can be boring. So, we set out to create a piece that people wanted to open, read, and revisit.
Enter Unraveling Logistics.
The use of a string and pulleys offered a unique way for recipients to interact with the piece while conveying how Travero straightens out a process than can often be complicated with twists and turns.
We segmented the piece with sections that aligned with each of our target audiences. This allowed us to address aspects and pain points specific to each industry, further adding to the piece’s personalized feel.
Refine & Refresh
In addition to direct mail, we also created a targeted digital strategy. This included segmented ads and emails to further engage stakeholders in our three identified industries. Our goal was to be as targeted as possible, maximizing the budget to get in front of the right people with a message that directly applied to their needs. The multifaceted campaign created multiple touchpoints to keep Travero top of mind.
The Refreshingly Meaningful Part
Great work gets noticed. Unraveling Logistics won a Gold from the Hermes Creative Awards—one of the oldest and largest creative competitions in the world.
Sponsored by the Association of Marketing and Communication Professionals, the annual international competition honors the best in the creative industry from around the globe.
In addition to the shine, the piece also helped Travero Logistics increase their awareness, engage with better leads, and support their sales goals.
