Roehl Transport’s slogan, “The Power of Red,” had a strong internal presence but it did not connect externally for recruitment. Conversion shifted the message externally into a campaign featuring the people of Roehl with a campaign focused on “The Power in You.” Along with supporting photos of Roehl’s equipment, these campaign pieces convey pride and potential for prospects and links seamlessly to the carrier’s internal message once a candidate is on board.
By focusing on specific home daily/high need job opportunities, Roehl has increased their lead volume and reduced their social CPL by nearly $10.
Messenger Conversations Started
Through a strategic content mix, Roehl kept an engaged social following throughout 2020, racking up 38,842 organic engagements on their social posts.
Organic Engagements in 2020
Video may be king, but don’t underestimate the effectiveness of print advertising. Meaningful messaging and strategic placements allow Roehl to be seen in the moments that matter.