Digital and Content Marketing
Digital Campaigns
I have led numerous omnichannel campaigns for diverse brands and markets, more recently The Precast Show's rebranding and growth initiative. By integrating social, email, SSM, paid search, and display advertising—complemented by call center support and traditional media—the campaign drove a 15% increase in attendance.
Campaign Highlights
Email: Drip campaigns targeting members and non-members drove CTRs of more than 36%.
Google Ads: Geofenced campaign drove ~500 incremental registrations.
Social: Display ads and strategic posts drove 15% of registration page traffic.
Website Architecture
Creating the Digital Ecosystem
A robust digital ecosystem provides the framework for marketing success. With the right combination of technologies, you create a “marketing machine” fueled by valuable content that speaks directly to the interests of the audience – building brands while generating leads and sales.
During my tenure, Wabash acquired 11 businesses. As many of these businesses had common dealer and customer bases, I led the development of a brand and website architecture that supported cross-promotion and cross-selling efforts. Once the architecture was in place, the acquired company websites were converted to a single enterprise CMS platform.
Mobile Apps
Wabash sold through direct sales, authorized dealers, and factory-owned branches. To help drive store traffic and parts/service revenue, I led the development of a Dealer Locator app that enabled drivers to find service locations quickly and easily. We could also promote parts and service specials offered by specific dealerships by geofencing app notifications in the dealer’s territory.
Video Content
I’ve directed numerous video projects as part of integrated marketing campaigns and promotions. Video content was often edited, repurposed, and distributed across multiple channels. Below are a few of my favorites, you can find more on the Wabash National YouTube channel.
Hitting a Home Run with ODFL
This video was created to support Old Dominion (ODFL), a long-time Wabash customer. They had signed on as the "Official Carrier of Major League Baseball" and were running a special promotion - guess the number of baseballs in the trailer to win World Series tickets. Wabash designed and built a trailer with windows, so people could see the baseballs as it was traveling to various ballparks. In addition to generating awareness for ODFL's promotion, the video supported Wabash's position as an innovator.
Tank Trailer Implosion
In order to demonstrate the catastrophic outcome of not properly unloading a liquid tank trailer, we decided to implode one at a customer open house. How awesome is that? Just so we didn't miss anything, we had cameras inside the tank as well. (If you watch the video, be sure to start at the 02:00 mark to skip the extensive disclaimers required by my legal team.)
Customer Testimonials
These videos below were created as part of an integrated campaign that promoted specific Wabash brand attributes. The customer testimonials highlighted the customers' brand experience working with Wabash. The ad creative below the videos ran in print and digital platforms to create awareness and drive traffic to the video content.
Business Value Tools
The effectiveness of B2B selling can be significantly enhanced using business value tools. Working with marketing partner Alinean, a Mediafly company, and Wabash engineering, we developed a “Thermal Configurator” that enabled customers to compare the fuel savings and interior cube space impact of different insulation packages in a refrigerated trailer. This helped customer to optimize their trailer specification and reinforced Wabash National’s expertise in the product category.
Culture Development Content
As Wabash continued to make acquisitions, we knew that creating a common, one-company culture would be essential for success. As part of the acquisition integration process, we developed a series of “One Wabash” culture initiatives. I led the brand strategy, marketing, and communications efforts. Much of the content below was distributed through email, YouTube, company Intranet, social media, and billboards near our manufacturing locations.
