Andrew Johnson worked on several marketing projects for PACCAR, Inc. including launching a new telematics SaaS service called PacTrac in partnership with PeopleNet. He conducted brand audits and developed brand standards to strengthen the PacLease brand identity. Johnson redesigned the corporate website, implemented lead generation campaigns, and increased annual web traffic 300% and web leads 200%. After noticing high lead volumes but inconsistent sales qualification, he migrated the organization to Salesforce.com and defined a new lead flow process.

1. Andrew Johnson, Marketer
andrewjmarketer@gmail.com
www.branded.me/andrewjmarketer
PACCAR, INC.
In 2007 I was part of a team to
identify and launch a new
telematics SaaS service for PACCAR
lease and rental vehicles. We
partnered with PeopleNet to
develop a PacLease specific
solution. I branded the product
"PacTrac" and developed a
marketing launch plan. We
executed the plan, training
franchise salespeople, developing
sales collateral and customer
testimonials, conducting
educational webinars, and
attaining press placements.

2. Andrew Johnson, Marketer
andrewjmarketer@gmail.com
www.branded.me/andrewjmarketer
PACCAR, INC.
A brand audit including internal and
external surveys determined PacLease
was differentiated based on dealer
service and the PACCAR truck brands.
Dealerships enjoyed local recognition,
at the expense of the national brand.
We developed a brand standard that
reflected quality and customer service,
while highlighting the alignment with
the truck divisions. This resulted in
new sales material, tradeshow displays
and online properties. As a result,
franchise dealerships began to
associate more closely with the
PacLease name and a stronger brand
presence throughout the industry.

3. Andrew Johnson, Marketer
andrewjmarketer@gmail.com
www.branded.me/andrewjmarketer
PACCAR, INC.
I redesigned the corporate
website with SEO
standards and call to
action forms. Resulting
lead volume increased
over 50%. We offered
content through Google
Adwords, Bing ads and
retargeting programs to generate engagement through
optimized landing pages. Targeted email campaigns and social
media activity helped maintain contact with sales targets until
ready for sales engagement. I implemented Google Analytics to
track online efforts and campaign success. Over a three-year
period, we increased annualized web traffic 300% web leads
200%.

4. Andrew Johnson, Marketer
andrewjmarketer@gmail.com
www.branded.me/andrewjmarketer
PACCAR, INC.
After increasing sales lead volume
300%, I noticed that leads were
often held up in qualification and
sales was not managing the
opportunity conversion process
consistently. I migrated the
organization to Salesforce.com and
as part of the implementation
process worked with sales to
define a PacLease lead flow
process. The new process
identified the type of lead, how
assignment was made as well as
the feedback loop.

5. Andrew Johnson, Marketer
andrewjmarketer@gmail.com
www.branded.me/andrewjmarketer
PACCAR, INC.
See more at www.branded.me/andrewjmarketer