Work Completed for Capstone Logistics

Promoting the Launch of a New Payment Solution

Introduction

QuickPay+

In November of 2019, Capstone Logistics’ launched QuickPay+, an innovative payment solution designed to expedite next-day payments for its truck driver partners. I was asked to handle the promotion of the product launch, including the development of a case study spotlighting the firsthand experience of a trucking company with QuickPay+.

The Opportunity

QuickPay+ was developed in response to a critical challenge facing the trucking industry: in that year alone, hundreds of trucking companies went out of business due to insufficient cash flow. Capstone’s QuickPay+ put forth a real solution to help its carrier partners access the quick payments they badly needed. This presented several opportunities from a marketing perspective.

Ethical & Partner-Centric Approach

Showcases Capstone as an ethical company that prioritizes the well-being of its partners and actively seeks solutions to improve their financial stability and operational efficiency.

Differentiation

Positions Capstone as an innovative leader in the logistics sector, enhancing its reputation and competitive advantage in the marketplace.

News-Worthy and Timely

Addresses a timely and significant issue within the trucking industry, which captures media attention and generates interest among industry stakeholders, driving awareness and engagement with Capstone Logistics and its offerings.

Positive Public Perception

By proactively implementing solutions like QuickPay+ to support its truck driver partners, Capstone Logistics enhances its reputation as a socially responsible company that cares about the well-being of its employees, partners, and the communities it serves. This positive public perception fosters loyalty and trust among customers and stakeholders, ultimately driving long-term business growth and success.

Marketing Message Alignment

QuickPay+ aligns with Capstone Logistics' broader marketing message of innovation, efficiency, and customer-centricity. This initiative reinforces the company's brand identity and value proposition, strengthening its position as a trusted and forward-thinking partner for trucking companies seeking solutions to their operational challenges.

Case Study Creation

After working with the carrier department to identify potential candidates for the case study, I reached out to the owner of the selected trucking company, explaining the purpose of the case study and requesting his participation.

I conducted a comprehensive interview to capture firsthand experiences and insights from the trucking company regarding QuickPay+.

I authored and formatted the case study document, emphasizing key findings and outcomes.

The Final Product

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Case Study Promotion

Website

Set up a page on Capstone’s website explaining the QuickPay+ program, sharing the case study, and providing instructions on how to enroll.

Email

Developed a targeted email campaign to Capstone’s carrier partners sharing the case study and encouraging them to explore the benefits of QuickPay+.

Social Media

Developed a campaign to share the case study across social media along with ongoing social posts to encourage signups before each monthly deadline.

Sales

Set up a page on the website explaining the program and providing instructions on how to enroll

PR