Volvo Group Portfolio

Volvo Group Portfolio
Luke Ireland
Digital Marketing Co-ordinator
June 2015 – August 2016

Volvo Group Headquarters
Being Digital Marketing Co-Ordinator for Volvo Group UK, this
consisted of supporting the following brands with their digital marketing
and other marketing activities:
 Volvo Trucks
 Renault Trucks
 Roadcrew
 BRS
Marketing, Luke Ireland, Portfolio
2 16/10/16
My Role

3 16/10/16
Quotes…
Luke has a very infectious personality and is instantly likeable and as result he has the
enviable ability to get on with all with whom he works – a true team player.
A very motivated and jovial individual, he has a positive professional attitude towards the task
at hand, with a determination to see it through to the end and deliver on time and to
specification – a conscientious and hard-working individual to the end.
A particularly admirable skill of Luke’s is his ability to know when to listen and learn from the
‘experts in the field’, using his thirst for new found knowledge to develop and further his own
experience – as a result a reliable self-starter rather than someone who requires constant
direction.
Personally, I would like to see Luke back in the Volvo Group business once he has completed
his final year studies at Coventry University. He is a proven and reliable asset with plenty to
offer the Volvo business as it follows its strategic direction into the future.
I wish him the best of luck with completing his studies and look forward to him hopefully
furthering his ambitions and career with Volvo Group UK in the future.
Steve Goult, Product Manager Commercial Aftermarket, Volvo Trucks

I worked closely with Luke at Renault Trucks for 14 months and after
making us laugh in his interview I knew he would fit into the team straight
away, which he did. As well as being very socialable, easy going and great
fun to work with he also works very hard, a combination needed for working
in Marketing. Nothing is too much for him from clearing out the marketing
store room to helping at events to developing a new website with overseas
colleagues. I could trust him to be left alone with projects and knew he
would complete them to deadlines whilst doing a great job. He has worked
closely with our Social Media agency and doubled our followers and
interaction with customers on Facebook and Twitter and he also launched
our LinkedIn and YouTube pages which continues to grow in numbers. He
built up no end of good working relationships with internal departments, the
dealer network and external suppliers. His confidence built throughout the
placement and by the end he was teaching us a thing or two which is no
bad thing! I have absolutely no doubt Luke with go far in whatever career
path he takes and I hope one day he returns to the Volvo Group as he is a
great asset to the team and will be sorely missed.
Natalie Rawlings, Dealer and Events Marketing Manager, Renault
Trucks
4 16/10/16
Quotes…

5 16/10/16
Quotes…
Luke has been an instrumental player in helping with the marcoms for
Roadcrew which is part of the Volvo Group. Luke is very forward
thinking, bringing ideas to the table, a very professional member of the
team. During his tenure he delivered campaigns at a local level and
implemented the website, he always hit deadlines that were set.
Should a vacancy be available, Luke would be very much on my
shortlist.
Chris Freeman, Commercial Manager, Roadcrew

NC Creative Group closely coordinated with Luke for more than a year
during his placement at Volvo Group. He showed an excellent
understanding of our social media strategy and was keen to regularly
share his own ideas and thoughts. Luke has a very likeable personality
and is a real team player. I found him to be extremely helpful and
enthusiastic at all times, with a good understanding of marketing
requirements.
Luke also spent a week working in our office during his placement year
and was keen to understand agency processes and systems. He
demonstrated quick knowledge acquisition and good problem solving
skills. I would have no hesitation in recommending Luke for a role in a
marketing team or agency.
David Leatham, Head of Social Media, NC Creative Group
6 16/10/16
Quotes…

7 16/10/16
Volvo Trucks – Build of new UK market
and dealer site
• Individually built the
majority of the new Volvo
Trucks UK website,
please the see site here
or visit
www.volvotrucks.co.uk
• Set up of the dealer
master, all Volvo Truck
dealers including full build
of four sites.
• Created a training manual
for internal and UK dealer
use. (Slide 8)

 Launched the Volvo
Trucks website via social
media, email and
internal posters, which I
co-ordinated.
8 16/10/16
Volvo Trucks – Launch of website

9 16/10/16
Volvo Trucks – Website training
• Created a training manual, step by step
guide, to build and edit the market and
dealer websites, this was sent out to the
Volvo UK dealer network and for internal
use at headquarters.
• Provided one to one and group training
sessions for specific Volvo dealers.

10 16/10/16
Volvo Trucks – Seasonal Marketing
• Creation of seasonal marketing
web banners for certain occasions
through out the year.

11 16/10/16

 Working with a agency to create
the 2015 Volvo Trucks Christmas
Card.
12 16/10/16

13 16/10/16
Volvo Trucks – Dealer Guide 2016/17
• Creation of the 2016/17 Volvo Trucks Dealer Guide, involved
working with the dealer network to ensure updated information and
refresh of the document design.

14 16/10/16
Volvo Trucks – VTN Christmas Mailer
• Created the
Christmas mailer for
Volvo Truck Nation
(VTN) members,
offering
merchandise
promotions and
competitions.

15 16/10/16
Volvo Trucks – VTN Christmas Email
• Along with the Christmas mailer, a email
with the same content was created and
sent to VTN members offering links to
the merchandise shop for each item on
offer.

16 16/10/16
Volvo Trucks – VTN review
• Reviewed the Volvo Truck Nation membership for 2015, including
membership subscriptions and website performance to see whether the
membership is feasible to continue.
• Results highlighted areas of weakness, which has led to the membership
being considered to be faded out of the Volvo Trucks offering.

 Created a VTN postcard,
stating ticket prices,
times and dates for the
2016 Truckfest events.
17 16/10/16
Volvo Trucks – VTN Truckfest 2016
postcard

18 16/10/16
Volvo Trucks – Social media development
• #MyVolvo is a
personalised model truck
competition which was
run for a week. The aim
of the campaign was to
engage with followers on
a personal basis and
enhance the relationship
between the brand and
followers.
• With the feedback gained
and low cost involved, it
seems this campaign has
been included in the
social media strategy.

19 16/10/16
Volvo Trucks – Social media development
• Provided content to our social media agency, to start
‘Throwback Thursday’ for the launch of Volvo Trucks UK launch
on Instagram.

20 16/10/16
Volvo Driver – Dealer Support
• Volvo Driver is a online tool which allows dealers to create localised
promotional flyers to be printed on demand.
• Part of my role was to support dealers in creating specific flyers to their
satisfaction, further examples can be seen on the next slide.

21 16/10/16
Volvo Driver – Dealer Support

- Created a email for
a dealership to
raise awareness of
the new viral video
‘Iron Knight.’
- Also created a
Truckfest email for
VTN members to
encourage
purchases and
visiting the Volvo
stand.
22 16/10/16
Volvo Trucks – Email Marketing

23 16/10/16
Volvo Trucks – Event Support
• Event support for Volvo Trucks included working at events, in
hospitality and on the merchandise shop, engaging with Volvo Trucks
customers and truck enthusiasts.
• Involved in organising staff uniform (Ordering and distributing)

24 16/10/16
Volvo Trucks - Highway to Handshake
Documents
- Creating a 19 page document for Retail Development, to communicate
standards to dealers for their depots, labelling duties and time frames.

25 16/10/16
Volvo Trucks – Behind the Scenes
- Creating a document for Retail Development, to communicate
standards to dealers for their depots, labelling duties and time
frames.

26 16/10/16
Volvo Trucks – dHub User Guide
- Refreshed the existing Digital Hub User Guide, with the new
features available to the dealer network, for example Print on
Demand (POD)

27 16/10/16
Volvo Trucks – Used Trucks & Trade and
Export web maintenance
- Responsible for the maintenance of both websites, mainly over
the truck stocklist, which was updated fortnightly.

28 16/10/16
Renault Trucks – Email marketing for
events
• Created emails
for Renault
Trucks to raise
awareness of
their presence at
events, offering
information on
vehicles on stand
plus competitions.

29 16/10/16
Renault Trucks – UK Web enquiries
- Logging and distributing UK web enquiries to the dealer network.
- Contributing to the customer service of the brand, to ensure enquiries
are sent efficiently for dealers to take appropriate action.

30 16/10/16
Renault Trucks – Social media
development
- From analysing Renault Trucks’ social media activity from starting
with the company, it was clear there was a lack of awareness of
Renault Trucks’ social media presence. Along with this the social
media content wasn’t exciting and engaging with customers due to a
lack of communication between Renault Trucks and the social
media agency.
- From starting in June 2015, Renault’s social media following has
dramatically grown, as seen below:
Platform June 2015 26th August
2016
%
Facebook 4,050 10, 747 165.4
Twitter 3,384 9,457 179.5

31 16/10/16
development – New Campaigns
• Previous Renault Trucks competitions, were only a cap and keyring
giveaway throughout the year. From this I thought there was a opportunity to
showcase the merchandise range, relating to seasonal events throughout
the year and increase engagement and interaction with larger value prizes.
• Please see the following slides for the campaigns I have implemented into
the social media strategy and have contributed to the significant growth on
Facebook and Twitter.
• In August, working with the social media agency we were able to get the
Renault Trucks Facebook page verified, helping the page by having an
official and professional appearance.

32 16/10/16
development
- #ModelTrucksMonthly is a
competition to win a model truck,
every month. This was trailed for
3 months (Jan, Feb, March) and
is now part of the social media
strategy.
- The graphs on the next slide will
show the impact on interaction
and audience growth over the
first 3 months.

33 16/10/16
#ModelTruckMonthly results
Interactions
January Audience Growth
February
March

34 16/10/16
development
• #ILoveRenaultTrucks was a
campaign designed to raise
awareness of the brand via
a sharing campaign with the
aim to gain positive
comments, below shows
peaks in interaction and
sharing.

35 16/10/16
development
• To relate to the occasion of the clocks
going forward, I decided to launch a
sharing competition to win a men’s and
women’s watch to raise the awareness of
the brand and offer a high value prize,
showing the range offered on the
merchandise shop and boost engagement
and contribute to audience growth.

36 16/10/16
development
• To relate to the demographics and interests
of Renault Trucks social media, and with a
major sporting event, I decided to launch a
Euro 16 competition to interact with followers
over their interests and develop relationships.
• The campaign was ran over the period of the
Euro’s on all England and France games,
along with selected games, with winners
winning a Renault Trucks branded football.

37 16/10/16
Renault Trucks – Social media awareness
• To increase awareness of Renault’s social media, I developed a icon
which has been instructed to be used on majority of future marketing
material, i.e. flyers.
• Developed a social media card, which was handed out at events
and put in goodie bags. (Produced before the launch of Renault
Trucks’ Youtube.)

38 16/10/16
Renault Trucks – Event Support/Graphics
• To raise awareness of Renault
Trucks social media, we
branded the hospitality unit
with the social media links.
• Social media links were also
printed on the truck cut out to
raise awareness, with it being
present at events and visitors
taking images and posting on
social media.

39 16/10/16
Renault Trucks- Event Support/Graphics
• Branded gazebo with
social media and
web links.
• Developed a competition for the
2016 event season, which involved
designing the flyers and posters.

40 16/10/16
Renault Trucks – Event Support/Graphics
• Created posters, entry box and entry form
graphics for 2 events during Euro 16.
• Managed the distribution of prizes with
Renault Trucks’ storage agency.

 Event support included
uniform organisation,
stand set up and
managing on stand
competitions, which
involved working with the
legal department to draw
up Terms and Conditions
for each competition run
during the event season.
41 16/10/16
Renault Trucks – Event Support

42 16/10/16
Renault Trucks – Powerpoint Template
• Refresh of the UK Powerpoint template to showcase the full Renault Trucks’
product range, which is now being used throughout the organisation.

43 16/10/16
Renault Trucks – Network Guide 16/17
• Worked with Retail
Development and the dealer
network to individually update
the network guide and change
the design.

44 16/10/16
Renault Trucks – Digital Display Demo
• Built a digital display demo for
the Renault Trucks dealer
network, to show what can be
offered to them.
• The demo is to be launched in
September 2016 at the next
dealer marketing meeting.

 Creating a document for Retail Development, to communicate standards
to dealers for their depots, labelling duties and time frames.
45 16/10/16
Renault Trucks – Highway to Handshake

46 16/10/16
Renault Trucks – Behind the scenes
• Creating a document for Retail Development, to communicate standards to
dealers for their depots, labelling duties and time frames.

 Working with a creative agency to develop graphics for a new platform.
47 16/10/16
Renault Trucks – dHub Graphics

48 16/10/16

49 16/10/16

 Created a dHub User Guide for the Renault Trucks dealer network,
ready for the launch of the Digital Hub, which was past my time at
Volvo Group UK.
50 16/10/16
Renault Trucks – dHub User Guide

51 16/10/16
Renault Trucks – Private Dealer Site
Review
- Due to a lack of budget for the rebuild of the dealer microsites, a private
site review was conducted to show areas of strengths, weaknesses and
any issues, which would be raised at a dealer marketing meeting.

52 16/10/16
Roadcrew - Email Marketing
• Created emails for Roadcrew to raise awareness of their new
website and tutorial videos on Youtube.

53 16/10/16
Roadcrew – Fast Movers Campaign
• Managed a campaign with the Roadcrew Commercial Manager to
produce marketing material for the Volvo Dealer network, this included
a internal document for the dealers, email marketing, use of Roadcrew
Driver to produce flyers, and offering dealer support over queries and
issues, especially with Roadcrew Driver.
• Please see visuals on the next few slides.

54 16/10/16
Roadcrew Fast Movers Campaign –
Internal Document
• Created an
internal
document for
dealers to
understand the
products before
the offer was
available to
customers.

 This involved categorising products into 3 emails, creating and setting them
up into each dealer account for dealers to edit to their own prices.
55 16/10/16
Roadcrew Fast Movers Campaign – Email
Marketing

 Setting up product blocks and templates and added these into all dealer
accounts for dealer to edit with their own prices. Also managed the printing set
up at Volvo’s printing agency.
 Used this campaign to launch Roadcrew Driver.
56 16/10/16
Roadcrew Fast Movers Campaign -
Roadcrew Driver

57 16/10/16
Roadcrew Fast Movers Campaign –
Dealer Support
• Supporting dealers with editing their templates to satisfy their needs
and requests, this included changing templates and localising
templates with prices.

 Launched this dealer tool via the Fast Movers Campaign.
 Built over 60 product blocks, working closely with the Roadcrew
Commercial Manager to ensure correct information and images were
used.
58 16/10/16
Roadcrew - Roadcrew Driver

59 16/10/16
Roadcrew – Email Signature
-Designed a email signature for
Roadcrew, which is now being
used by the business.

 Updated the Roadcrew website on request with amendments, adding
pages and content. The main job was updating all COSSH data
sheets to comply with legislation.
60 16/10/16
Roadcrew – Website Maintenance

61 16/10/16
BRS – Proposal Document
- Created a 4 page document for the use of the BRS sales team to quote
customers, which offers information about BRS, the services on offer, the
proposal and editing room for salesmen to add personal contact details
and change dates and addresses.

62 16/10/16
BRS – Online Advertising Analysis
BRS campaign - CM.com Oct, Nov & Dec 2015 (+
Jan 2016 foc)
Octob
er November December January (foc)
Format Bkd
Deliver
ed click's Bkd
Deliver
ed click's Bkd
Deliver
ed click's Bkd
Deliver
ed click's
Skyscraper 20,000 20,000 20,000
19,208 17,133 20,001
18 18 23
Skin (RH) 20,000 20,000 20,000
93,584 10,000 10,000 28,078
523 58 36 178
Skin (LH) 20,000 20,000 20,000
93,899 10,004 10,004 39,369
639 60 64 242
Total impressions
delivered
206,69
1 37137 40005 67,447
351,28
0
Total click's 1180 136 123 420 1859
• Analysed BRS online advertising on Commercial Motor to cut
costs and still deliver results. Also organised the next
advertising slots for BRS on the website.

 Created a programme advert for BRS 68th anniversary, this involved
working with the Managing Director of BRS for content and approval.
63 16/10/16
BRS – 68th Programme Advert

 Managed the branding on certain merchandise for BRS for specific
events and general marketing material.
64 16/10/16
BRS – Branded Merchandise

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