TRUX - Richardson Media Group

Client Profile

TRUX Now is a mobile and desktop application designed to connect independent dump truck drivers with contractors and materials producers looking to fill their job-site trucking needs. The TRUX Now app solves three key issues for drivers and contractors: (1) providing automated dispatch of available jobs; (2) handling ticketing and payments; and (3) sending mobile notifications and tracking drivers’ locations. By using the TRUX Now app, drivers find more work and get paid faster and contractors gain easier access to reliable, local drivers.

"It's difficult to find individuals that can blend digital and traditional media tactics to create a cohesive and measurable media strategy. We've been very happy with the results we've seen and I've personally enjoyed working with Richardson Media Group. We're very excited to continue our partnership into the new year."
Chase Huber, Head of Marketing, TRUX

Campaign Objectives

Media tactics are selected to raise awareness of product benefits and encourage user signups of the TRUX Now app by drivers and contractors in selected geographic regions across the United States. Leads come in several forms: mobile app downloads, mobile and web form fills, Facebook lead generation form fills, and phone calls to the sales team. Ongoing data collection and analysis is key to optimizing this buy for greater success along the way.

Media Plan

Through a multi-faceted media campaign targeting drivers, contractors, and materials producers in select markets across the U.S., we gained significant market share and surpassed our lead conversion goals for 2019. Our team combined paid social, paid search, mobile in-app, display retargeting, YouTube, and LinkedIn with select radio and out-of-home buys to achieve ROI. A customized Job Ads program relied on weekly Facebook lead generation ads to alert haulers of work available in their local territory.

Campaign Results

Over the past year and a half, targeted, conversion-based media placements served the dual purposes of building awareness of TRUX Now in new markets and driving leads with new users. Google Ads layered with other lead-building tactics such as Facebook lead generation and YouTube provided increased levels of user engagement. Android and Apple downloads grew month over month, translating to more frequent and active customer use. We’re excited to apply media performance data gathered over the past year to a new media push in 2020.

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