After making a number of strategic acquisitions in the dairy-hauling business on the West Coast — and establishing an outstanding service record in the process — Ruan Transportation set out to extend that success into the rest of the country, starting with the Midwest.
Two Rivers Marketing was enlisted to help create two direct-marketing pieces that would encourage both dairy producers and dairy processors to trust Ruan for their hauling needs. We wanted processors to understand they’d be dealing with a high-caliber organization, and wanted producers to see that Ruan offered more options than their current transportation provider.
The underlying message of our campaign was that Ruan Transportation offers timely, efficient delivery that boosts the bottom line. For dairy processors, we used a “cookies-and-milk” theme with the headline “Does your transportation provider complement your operation?” We then backed up the message with key facts about the company’s state-of-the-art data-tracking and reporting, along with their commitment to product integrity.
For producers, we wanted to highlight Ruan’s 50 years of hauling experience in the dairy industry, so we played off the nutritional qualities of milk with the message “Nutritionists recommend taking in three cups of milk per day. We take in nearly 133 million.”
This segmented approach enabled Ruan to more effectively reach varying audiences with the appropriate message. This strategy continues today.