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Nationwide Express, Inc. is a privately held transportation and logistics corporation founded in 1981 and headquartered in Shelbyville, TN. It has projected 2010 revenue of $55 million and operates four business units including asset-based trucking, dedicated services, distribution services, and logistics. Nationwide offers a variety of transportation services both domestically and internationally.
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This document summarizes a session focused on using research to build arts audiences. It discusses goals of understanding barriers to success and providing feedback on research plans. Participants shared examples of successfully applying research principles and discussed ongoing challenges. The session provided guidance on translating marketing issues into research questions, choosing appropriate quantitative and qualitative research methods, and structuring the research conversation. It emphasized using research findings to create an impactful marketing plan with innovative tactics and an effective reach strategy.
Recently was invited by Scott Abel and Rahel Baillie to do a workshop at Content Strategy Workshops in Portland, Or. Here's the presentation that helped guide our 2 -1/2 hour work session.
Nationwide Express is a privately held transportation and logistics company founded in 1981 with projected 2010 revenue of $55 million. It operates truckload, warehousing, distribution and logistics services across the United States through various business units and has a fleet of over 200 tractors and 400 trailers. Nationwide Express prioritizes safety and sustainability through programs that improve fuel efficiency and reduce emissions.
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Nationwide Express, Inc. is a privately held transportation and logistics corporation founded in 1981 and headquartered in Shelbyville, TN. It has projected 2010 revenue of $55 million and operates four business units including asset-based trucking, dedicated services, distribution services, and logistics. Nationwide offers a variety of transportation services both domestically and internationally.
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Kevin Driscoll is an experienced sales professional with 18 years of experience consistently growing sales and exceeding monthly goals. He is married with a family including his wife Page and children Kelly, Charley and Elizabeth. He promises that if hired, he will close deals and generate revenue for the company.
Nationwide Distribution Services (NDS) is a warehousing and distribution company founded in 1986 that is part of the larger Nationwide Express corporation. NDS operates facilities across four Southeastern states totaling over 800,000 square feet of space. They provide state-of-the-art distribution, warehousing, inventory management, and other supply chain services to industries such as automotive, food and beverage, electronics, and retail. Key clients over the years have included Kimberly Clark, Peterbilt, John Deere, and Bosch. NDS aims to deliver value through on-time shipping and delivery between global vendors and customers.
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PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
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1. AN INTRODUCTION…
“If I has asked what my
Henry Ford
customers wanted, they
would have said ‘a faster
horse’”.
Henry Ford
2. WHAT TRUFFLENET DOES
Uses both proprietary and best in class technologies to find and collect
opinion from the entire web
Overlays a multi-stage analysis process using analytical software, linguistic
understanding and human analyst teams to ‘root out’ what you need to
know
Delivers understanding and insight in a clear written report to address
your particular business needs
Trufflenet is a custom digital intelligence service which allows us to
undertake all projects, large or small
3. WHAT YOU WILL WANT TO KNOW
Do residents reveal
insights about behaviours
and opinions?
Can those comments Can they be cost- Will that analysis deliver
and conversations be effectively analysed? actionable insights?
found?
5. WITH UNIQUE STRENGTHS
Fast Cost-effective Natural
• No delays in recruiting • No sample fees • Listen to the unprompted,
panel • No incentive fees authentic voice of the
• Ask quick or urgent consumer
• No additional costs for
questions right away • Tap into consumers
low incidence activities
where they are, and learn
• Get responses quickly and niche audiences
from their natural
• Typically twice as fast • Focus group alternative – behaviours
as survey research with sample sizes in the
millions • Enables other strengths
such as speed and depth
• Makes it possible to track
quantity and sentiment of
conversations over time
6. WHAT TRUFFLENET IS FOR
Reputation Management
• Track key metrics over time to inform
communications planning and evaluation:
• Key announcements / issues
• Events
• Perceptions audit
Social marketing
• Perfect for one-off projects and deep-dives
• Understanding behaviours
• Segmenting audiences
• Capture subtleties in attitudes and tone of
voice
7. QUALITY OF ANALYSIS
CASE STUDIES
1. Reputation management
2. Social marketing
3. Realtime evaluation
8. TRACKING REACTION TO SENSITIVE ISSUES
TRUFFLENET TRACKER
How did the public reaction contrast
with media coverage?
• Trufflenet identified
• Which measures received the
most attention?
• Which measures received the
least attention?
• What influenced positive and
negative sentiment
5,000 comments
analysed in 5
hours
• We segmented the data according to
speculation, reaction and round-up
to understand
• What created most concern?
• Who influenced the debate?
9. OPPORTUNITIES FOR RESPONSIBLE DRINKING
TRUFFLENET TRACKER
To what extent could a brewer use
social media to promote responsible
drinking?
• Trufflenet analysed conversations
about drinking too much to
understand when and why the
conversations took place.
• Detailed sentiment analysis
identified tone of voice and language
variations.
150,000
conversations |
40
recommendations
• We identified unmet needs and
possibilities to create content that
appealed to the target audience.
10. REALTIME EVALUATION TRUFFLENET TRACKER
How can the film ‘Dreams of a Life’
reach new audiences?
• Trufflenet tracked conversations
about the film before its general
release.
• We identified unmet needs and
recommended actions to tailor the
marketing to audience expectations.
Revenue target
exceeded by
167%
• Analysis of audiences not engaging
in the film helped target messages at
key influencers
• Weekly reports and an evaluation
report showed the ROI to the film’s
backers.