Sloan Transportation Strategy & Product Launch

We worked with the Sloan management team to design a sales and marketing strategy, including uncovering Sloan’s USP (Unique Selling Proposition), and to create effective brand imagery and messaging. The launch of a new brand was slated for just 3 months out – at the Mid-America Trucking Show – so design and production had to be fast-tracked, while at the same time based on a long-term, well thought-through strategy.

Developing a premium brand, our team created the MAXXDuty® name, badge and tagline (with Weatherguard Technology®). We also launched TriMAXX plug with a trade show promotion and news conference. A comprehensive PR campaign was supported with selected trade and owner operator media placement, showing significant improvement in brand awareness.

After surveying distributors on best practices, we established a co-marketing program and launched with 2-step and 3-step distributors. The program exceeded the goal of 8% warehouse participation.

The outcome was a proven ROI that supported higher investment in marketing programs. MAXXDuty generated over 25% of sales and 40% of margins. The aftermarket division had 4 years of double digit growth, exceeding the goal by over 46%.

2006 Winner: “MAXXDuty” ad campaign, American Graphic Design Awards, Summit Creative Awards, Davey Awards, The Car Care Council Women’s Board and the Automotive Communication Council Awards.

  • Client:

    Sloan Transportation

  • Live Demo:

  • Skills:
    • Research
    • Strategic Plan
    • Marketing Plan
    • Product Launch
    • Creative Design
    • Collateral
    • Public Relations
    • News Conference