Shaping the future of a sustainable transport industry
Transport is one of the largest emitting sectors in the UK. Almost 30% of trucks on the road in the UK are running empty without goods, normally on the return leg of a journey. In 2020, these empty trips totalled almost 5,000 million kilometres in the UK alone. Back-office processes, such as booking transport, delays and tracking also contribute to inefficiencies.
With the need to reduce the industry’s environmental impact, there is a significant opportunity to find ways to solve the inefficiencies and better connect shippers and hauliers.
DigiHaul is leading the way to a greener future by using technology and data to solve the industry’s biggest challenge – empty-running trucks. They are thinking long term, to the future, for our planet.
Finding the
right words
Following an initial launch in 2019, DigiHaul needed to make a shift from benefit-led, tech-first communications to solution-focused, purpose-led industry experts on a mission to reduce supply chain waste.
As a start-up business with cutting-edge technology, DigiHaul needed to build trust and credibility. They faced several challenges – the industry is full of jargon and largely driven by traditional, analogue processes. Furthermore, with audiences having different requirements, the approach needed to have the flexibility for certain messages to be dialled up or down.
DigiHaul needed support to re-position brand messaging, become thought leaders in sustainable logistics and ensure all communications aligned with their overall mission of reducing supply waste.
Building a value-led content approach
We supported the launch of DigiHaul, with a focus on creating a strong brand and value proposition, a comprehensive website and an initial social presence.
Our initial content strategy included a mix of blog posts, videos, case studies and thought leadership articles. As they evolved, we redefined the positioning to align with DigiHaul’s vision of being the company that will revolutionise sustainability in the transport industry.
Driving a behaviour shift in the industry to sustainable, digital solutions requires considerable education, so developing a tone of voice that is credible and authentic was crucial. Working with key stakeholders,
we focused on helping them optimise their personal profiles and drive thought leadership to further increase brand credibility.
We tested key messages throughout the launch, using the insights to determine how well a message resonated with the audience and if it successfully addressed known pain points in the industry. The insights we gained helped to shape the ongoing content strategy.
By implementing a comprehensive brand and communication strategy, we were able to establish a strong presence for DigiHaul in the market and help set them up for long-term success.
Making a meaningful difference
As the leading company in digital transformation, it was key we treated the brand’s transformation with great care. Our new positioning not only helps ensure DigiHaul has a clear and sustainable future that is relevant to its customers’ needs, but it offers stability and direction to employees after a transitional period too.
To make a meaningful difference on your next project, get in touch.
