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Branding Bennett’s Safety Culture: June 11, 2018

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Kris Rzepkowski, Executive Director, Marketing

A presentation created for: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)



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DIVERSITY OF SERVICES

Heavy HaulGeneral Freight Manufactured Homes

Drive AwayWarehousing Cranes & Rigging

RV TransportPower Only Freight Forwarding



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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



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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



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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



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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



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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.



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BRAND GUIDELINES



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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



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PRINT/EMAIL TEMPLATES



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INTERNAL PPT TEMPLATE



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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: [email protected]

Email signatureLetter from CEO



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EXTERNAL DIGITAL



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PHONE SCRIPTS / ON-HOLD MESSAGES



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INTRODUCTORY PRINTED POSTERS



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NEW EMPLOYEE ONBOARDING MANUAL / DIGITAL PLEDGE

Letter from CEO



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SYMPOSIUM LAUNCH EVENT

https://www.youtube.com/

watch?v=jDK88cuJqrY

https://www.youtube.com/watch?v=jDK88cuJqrY



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PHASE 4: ONGOING IMPLEMENTATION OF 18-MONTH CAMPAIGN

PROJECT SUMMARY

Safety Call-in Show / Facebook Live

Weekly “Safety Second”



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MONTHLY SAFETY TOPICS

Instagram/ Facebook/

Twitter

Monthly Posters



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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



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▪ Branding creates unity

▪ Message delivered from top to bottom

▪ Being honest with yourself is critical

THANK YOUQUESTIONS?

LESSONS LEARNED

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