Client Project Case Study
H.O. Wolding Achieves Growth Objectives, Greater Market Presence With an Integrated Marketing Plan
Client background
H.O. Wolding is a short, regional and long-haul trucking company based in Amherst, Wis. The company employs nearly 450 workers, serves customers over the 48 contiguous states, and maintains a growing fleet of more than 350 tractors and 1,100 trailers. In 2005 it reported $55 million in gross sales.
Challenge
In January of 2006, the management of H.O. Wolding decided that it needed outside assistance to strengthen its market presence as well as to increase its driver hiring efforts. H.O. Wolding then met with Solinger Communications and later hired the firm to help it meet these objectives.
Solution
After several meetings and discussions with the management of H.O. Wolding, Solinger Communications created an integrated marketing communications plan to help the company meet its market presence and growth objectives. The plan has been gradually implemented, and has consisted of the following elements:
- A media release, distributed throughout Wisconsin, announcing the company's plans to hire 50 drivers.
- A lead-generating postcard that was sent to driver prospects in a 10-county area of Wisconsin to promote the company's driver hiring open house event in April 2006.
- A display ad that ran in several central Wisconsin Buyers' Guide publications promoting the open house.
- A media release, distributed throughout Wisconsin and nationally, announcing the company's offer to provide CDL school scholarship assistance to veterans wishing to pursue a career in truck driving.
- Outdoor advertising in the Fox Cities (Wisconsin) to attract driving candidates.
- A wallet card to be used by drivers when referring driver candidates to the company.
- A media release, distributed throughout Wisconsin and nationally, announcing the company's new practical pay program.
- A sales brochure to help introduce H.O. Wolding to prospective customers.
Results
Following implementation of the plan, H.O. Wolding has realized the following accomplishments and benefits:
- Strong attendance at its April 2006 driver hiring open house, which has since resulted in the hiring of additional drivers giving the company greater ability to serve its customers' transportation needs and to pursue new business opportunities.
- Greater market visibility throughout Wisconsin through the combined impact of the company's outdoor and print advertising efforts.
- Improved media penetration throughout Wisconsin as a result of media release and article placement in a number of newspapers and business publications.
- Increased business as a result of its integrated marketing approach.
Client comments
"H.O. Wolding is a trucking company that has been in existence for over 70 years, based in the small central Wisconsin community of Amherst. Even though we employ close to 450 people, very few people in central Wisconsin know who we are. With Tim's help and expertise, we've been able to create an awareness throughout the area of who we are. With periodic press releases and articles, Tim has kept our area and others throughout the country abreast of what's happening with our company. Tim's efforts have helped in the recruitment of new drivers and in the acquisition of new business for our company. I would highly recommend Tim to any business that needs someone in a marketing capacity."
Marc Wolding
Vice President of Operations
H.O. Wolding
Client contact information
Marc Wolding
Vice President of Operations
H.O. Wolding
P.O. Box 217
Amherst, WI 54406
Phone: (715) 824-5513
E-mail: mwolding@wolding.com
Web: www.h-o-w.com