Con-way Inc.
Recruitment Campaign

Facing an industry-average driver turnover rate of more than 120 percent, Joplin, Mo.-based Con-way Truckload needed a campaign that would help them keep up with the pace. KG Partners used commoditized driver benefits in the headlines of these ads to set up a contrasting lifestyle message with the visual. This campaign has not only differentiated Con-way from other carriers, it's led to record recruitment numbers including an all-time company high in January 2008.

This campaign also won the 2008 "Best in Class" Compass Award by the Transportation Marketing Communications Association (TMCA).

Hussey Seating
Brochure

Hussey, a global leader in spectator seating solutions, needed to broaden their market while leveraging their national leadership position. We developed the materials they needed — including product catalogs, sales support materials and a web site.

Old Town
Ad

Developed to support the rollout of OT Sport — a niche product line developed by Old Town® Canoe to reach a younger demographic of outdoor enthusiasts — this ad was placed in national outdoor publications to introduce the brand. As a component of a larger campaign, this effort raised consumer awareness and helped to establish the brand as a viable, credible option in a competitive field.

Schneider National, Inc.
Great Drives Ad

The backbone of Schneider's business is its drivers. But due to several factors, driver turnover is extremely high. The “Great Drives” campaign was designed to communicate a big Schneider differentiator: a respect for drivers manifested in driver benefits, including more time off the road. The ads differentiate the quality of the Schneider driving experience with portraits of drivers' off-road lifestyles, testimonial quotes, and driver profiles that describe their favorite on-the-job places and experiences.

Veritude
Ads

Veritude needed to reach out to two distinct audiences. Corporate human resources professionals needed to become aware of Veritude’s depth of solutions and resources for staffing and recruitment. Job seekers needed a place that would help them find quality employment opportunities. The answer was two ads that at once positioned and branded Veritude as a unique resource for both targets.

Con-way Inc.
Mug Campaign

Con-way Freight needed a campaign that would stand out in the marketplace. KG created a campaign that featured souvenir-style items, in this case a mug, with a twist on a familiar headline. Each piece in the campaign, including print ads, banner ads, and web page, highlighted one of Con-way Freight's core brand attributes. The Mug campaign focused on consistent service and reliability, while referencing other important Con-way Freight benefits to their customers. The campaign has helped the client reach their goals of adding more shipments and increasing their market share.

Schneider National, Inc.
Rhino Campaign

Schneider Dedicated needed to change market perceptions regarding intermodal service, which was seen as a potentially unreliable shipping mode. They also required a creative execution that would break through the clutter of traditional trade print advertising and postcard direct mail. The Rhino campaign — which included print ads, direct mail that featured a branded stress rhino and trade show executions — positioned Schneider's Intermodal service as a surprisingly fast, reliable option for capacity, increasing awareness of the service.

Portland Schooner Company
Re-branding Campaign

Portland Schooner Company needed to stand above its competition in a crowded space: the Portland waterfront. KG developed a brand positioning and created a new marketing campaign for the company. Tactical execution included signage, marketing collateral, ads, environmental advertising and posters. The new branding highlighted Portland Schooner's differentiating features, specifically its classic wooden schooners and the unmatched experience visitors receive. The campaign continues to send customers to Portland Schooner two years after its debut.

Con-way Inc.
Faster Campaign

Con-way Freight needed to promote its capabilities and services with a broader audience to drive sales and build brand awareness. The Faster campaign was created to accomplish both goals by advertising for four consecutive weeks in USA Today, along with an internal campaign to its thousands of drivers. ROI was measured by driving customers to a unique website created in step with the ad campaign that encouraged customers to get a rate quote for their next shipment. The campaign was highly successful, helping the client to double shipments during the time the ads ran.

Watermark
Collateral

The builders of a planned luxury condominium complex, The Watermark, on Portland's historic waterfront wanted a marketing piece to tap into Portland's cosmopolitan culture while also paying homage to Maine's distinctive lifestyle — the two key selling points of the project. The brochure KG created combined these themes and served as the centerpiece of material used at The Watermark's groundbreaking event that KG planned and managed.

Apothecary By Design
Pharmacy: Back to the Future

KG Partners was tasked with increasing brand awareness for Apothecary by Design, a first-of-its-kind pharmacy that puts patients' health back in the center of the retail pharmacy business. KG created a series of ads to run in the local market. Collateral for distribution to both physicians' practices and consumers, as well as a prescription transfer incentive, were developed. A public relations campaign around the launch of the concept rounded out KG's work.