Post on 16-Aug-2020
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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Kris Rzepkowski, Executive Director, Marketing
A presentation created for:June 11, 2018
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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ABOUT BENNETT
• Headquartered in McDonough, Ga
• Privately held, family owned business founded in 1974 by current CEO and Owner, Marcia G. Taylor as a motor freight company
• Asset and non-asset logistics provider with 8 affiliated companies and over $430M in annual revenue
Bennett Motor Express, LLCBennett Heavy & Specialized, LLCBennett Truck Transport, LLCBennett International Logistics, LLC
Bennett Distribution Services, LLCBennett International Transport, LLCBennett DriveAwayBennett On-Site Services, LLC (BOSS)
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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DIVERSITY OF SERVICES
Heavy HaulGeneral Freight Manufactured Homes
Drive AwayWarehousing Cranes & Rigging
RV TransportPower Only Freight Forwarding
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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▪ Strong legacy safety culture focused on protecting our drivers and the well-being of the motoring public. Safety practices were benchmark during late 1990’s
▪ Gov’t regulations, industry requirements, overall liability made safety and compliance a major priority
▪ $$$ Bennett faced high claims costs and escalating CSA scores in 2016 $$$
▪ Bennett operations teams needed a solution to make safety a primary business driver in 2017. Communications seen as barrier.
THE SITUATION
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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▪ Reduce claims costs
▪ Lower CSA scores in key BASICs
▪ Build safety message consistency
▪ Elevate the safety culture
GOALS AND OBJECTIVES
TARGET AUDIENCES
3,000+ Drivers 900+ Operational Employees 200+ Frt. Agents
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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PHASE 1: RESEARCH / STRATEGY PRESENTATION▪ SWOT analysis of safety culture
▪ Competitive Analysis
▪ Safety Communications Audit
▪ Audience Segmentation / Persona Development
▪ Executive Summary for Board
▪ Tactical game plan
▪ 18-month marketing calendar
PROJECT SUMMARY
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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PHASE 2: SAFETY BRANDING & MESSAGING DEVELOPMENT▪ Visual brand system: name of campaign and logo
▪ Messaging and hierarchy: tagline, elevator pitch, monthly topics
▪ Sample templates for printed and electronic communication
▪ Brand guidelines
PROJECT SUMMARY
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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VISUAL BRAND SYSTEM
At Bennett, Safety is Priority One. We own and accept our responsibility to take action and ensure the safety and well-being of ourselves and the motoring public. Here, we believe in the importance of our safety culture, working to reinforce and grow it every single day.
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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BRAND GUIDELINES
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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3-TIERED SAFETY COMMUNICATIONS SYSTEM
General reminders of compliance-related information
Inclement weather, road hazards, or instant policy change
Pending policy changes would likely affect the company and/or the truck operator
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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PRINT/EMAIL TEMPLATES
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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INTERNAL PPT TEMPLATE
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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PHASE 3: LAUNCH DELIVERABLES▪ Spread the brand across the company and achieve
immediate adoption
PROJECT SUMMARY
Kris RzepkowskiExecutive Director of Marketing
Bennett International Group, LLC1001 Industrial ParkwayMcDonough, GA 30253
www.bennettig.comOffice: 770.957.1866 ext. 7282Toll free: 800.866.5500kris.rzepkowski@bennettig.com
Email signatureLetter from CEO
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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EXTERNAL DIGITAL
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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PHONE SCRIPTS / ON-HOLD MESSAGES
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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INTRODUCTORY PRINTED POSTERS
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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NEW EMPLOYEE ONBOARDING MANUAL / DIGITAL PLEDGE
Letter from CEO
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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SYMPOSIUM LAUNCH EVENT
https://www.youtube.com/
watch?v=jDK88cuJqrY
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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PHASE 4: ONGOING IMPLEMENTATION OF 18-MONTH CAMPAIGN
PROJECT SUMMARY
Safety Call-in Show / Facebook Live
Weekly “Safety Second”
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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MONTHLY SAFETY TOPICS
Instagram/ Facebook/
Monthly Posters
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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▪ Insurance claims costs – down 15%
▪ DOT accidents and severity of accidents – reduced
▪ Safety message consistency – increased dramatically
▪ CSA scores – remain about the same
▪ Safety culture – number one core value
▪ Facebook engaged users – up 410%
METRICS / RESULTS
“Ya know the old trucker in me kind of scoffed at this program when it all started. I have mentioned to Paul and Dale the gravity that the program has to slowly win you over and follow it which in turn I am sure gravitates the drivers with time to (slowly at least) convert some of their bad habits and drive
safer. My hat is off to all involved in developing this program for sure.” -Russ McGee, Bennett Driver
A presentation created for:
Branding Bennett’s Safety Culture: June 11, 2018
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▪ Branding creates unity
▪ Message delivered from top to bottom
▪ Being honest with yourself is critical
THANK YOUQUESTIONS?
LESSONS LEARNED