Toll Marketing Planning by Hien Pham

Global Forwarding

We do our best for the same reasons you do

CAPSTONE 2015

Pangaea

PRODUCED IN SUMMER 2015

Welcome to Pangea Limited. We are an independent, creatively driven marketing and advertising agency that creates strong and provocative relationships between good companies and their customers. We believe that it doesnâ&#x20AC;&#x2122;t matter where, how or in what medium an idea lives in, as long when you express yourself fully. Any idea can become a great idea. Our independence is reflected through our dedication to create a cultural impact on behalf of the brands our trusted clients rely on.We hope that youâ&#x20AC;&#x2122;ll come along for our journey as we navigate this great big amazing world.

MEET OUR TEAM

Executive Committee Media Planning

EDDIE Stubbs

Account Management Creative Management

Hien Pham

Account Management Reseach Management

Sarah Tamburelli

Louise Huang

“I am the calm one”

“I am a chef”

“I am a vegan”

Account Planning Advertising & PR Promotion Planning

Noura Alsadoun

Research Management Creative Management “I am a passionate perfumer”

“I sleep like a puppy”

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Content Executive Summary 1 Situation Analysis 5 Overview 6 Website Analysis 8 Social Media Analysis 10 SWOT 11 Competitive Issues 12 Overview 13 Competitorsâ&#x20AC;&#x2122; Websites Analysis 15 Competitorsâ&#x20AC;&#x2122; Social Media Analysis 17 Audience Selection 18 Overview 19 User profile 20 Secondary Target Audience 21 Buying Decision Making 22 Marketing Communication Planning 24 Recap 25 Positioning 26 Marketing Objectives & Strategies 27 Communication Objectives & Strategies 27 Creative Brief 28 Implementation 29 Media Objectives, Strategies & Rationale 30 Media Planning 31 IMC Mix 33 Overview 34 IMC Deliverables Demo 43

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Media schedule & budget 82 Budgets & Financial Forecasts 86 Evaluation Plan 93 Recommendations 95 CSR 96 Strategic Partnership 97 Branded house 98 TGF Internal Enhancement Program 99 Disruptive innovation 100 References 101 Appendix 109 Research Plan Competition Scorecard Presentation Slides

Journey of a Cargo

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EXECUTIVE SUMMARY

CHALLENGE The task Toll Global Forwarding America (TGF-A) charged Pangea Limited with was to increase brand awareness among their target audience in addition to creating and maintaining a unique position in the logistics provider market. In order to carve out a niche demographic of consumers who are able to see though claimed made by competitors. Pangea Limited’s team of creative and researchers have devised a marketing communications plan centered around highlighting TGF-A’s Superior products and services.

RESEARCH Through extensive secondary research regarding trends, customer concerns and regulations affecting the American freight forwarding and logistics industries Pangea Limited was then able to create a base for our marketing communications. Armed with these key insights, Pangea Limited conducted primary research in the form of one on one interviews with individuals currently working in the logistics and forwarding fields in order to discover further concerns TGF-A consumer’s have.

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EXECUTIVE SUMMARY

TARGET MARKET The target market of this marketing communication campaign is comprised of many individuals. Importers, retailers, supply chain managers, pharmaceuticals, IT managers, procurement managers, foreign investors and Toll â&#x20AC;&#x153;TGFâ&#x20AC;? employees are all among the selected segments this marketing plan caters to.

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POSITIONING Providing a safe and trusted partner for external and internal global logistics clients, TGF-A combines a century long history with adaptable and innovative service to deliver the safest and most personalized solutions.

EXECUTIVE SUMMARY CREAtive The creative forms of this marketing plan are based off of research findings highlighting the fact that clients need to feel that they can trust their logistics provider to have the experience,knowledge and network to develop the most cost effective and efficient logistical plan. From this knowledge we created the tag line “We do our best for the same reason you do.” We believe this tag line is an all encompassing phrase which harks back to the reasons TGF-A was created. It also reminds customers of their company’s original mission statements, fostering a moment in which clients can imagine TGF-A’s mission and see that we are all working to archive our definition of the American Dream.

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EXECUTIVE SUMMARY Media This Marketing campaign will utilize both traditional and nontraditional forms of media in a holistic manner by tailoring each means of media to fit a specific audienceâ&#x20AC;&#x2122;s consumption habits. This type of media approach shows consumers that a company has taken the time to research the needs, wants and demands of a specific industry.

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Conclusion In order for TGF-A to stand out from competitors, it will need to show all of its stakeholders that it is dedicated to providing a safe, innovative and adaptable experience which will take into consideration clients needs while building a relationship. By moving beyond just being a freight forwarding and logistics company, TGF-A will be able to show clients that it understands both their industry and personal concerns regarding logistics. Through these relationships TGF-A will be able to position itself as a leader within its industry.

Situation Analysis

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OVERVIEW

Key Highlights “Today’s global forwarding companies must be able to offer value-added services to their mix, as a way of remaining competitive.”

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Currently, the freight forwarding industry in the United States is fragmented, causing many companies to form acquisitions and mergers in order to stay competitive. Successful companies are expanding into fast growing geographies and profitable market niches. The U.S. economy is recovering and trade is continuing to prosper in both Asia and the Americas. Lower oil prices and increased industry capabilities have caused shippers to demand lower prices. Leaders in the industry are experts in efficiency optimization, adaptation, and consolidation. Today’s global forwarding companies must be able to offer value-added services to their mix, as a way of remaining competitive. Without such tactics they may be forced to rely on price cuts for differentiation. Global forwarding companies are chosen by a bidding process that allows customers to reach out and compare various companies at once. Bidding is a long and complex matchmaking game that involves a team of decision makers evaluating the costs, benefits, and capabilities of a each competitor. Decision makers are busy, analytical, and afraid of choosing the wrong company. This leaves newcomers a challenge as the status-quo bias could be creating inertia in favor of past clients and against trying new ones. Increasing global population and increased trade with East and Asian countries havebeen causing major congestion at some U.S. ports particularly on the west coast of California. There have been several trends within the industry that have been pointing to the use of Big Data and IT solutions as the future of forwarding and logistics. Many competitors are moving into the parcel and delivery industry as ecommerce continues to grow in popularity. The rising popularity

of ecommerce, which requires logistics providers to get creative with last mile delivery. Furthermore, technology threatens the future of the industry as disruptive innovations are on the horizon. The most threatening of which is Uber as they recently paid Cargomatic 8$ Million to create an “Uber for truckers”. Toll Group, founded in 1888, is now Australia's largest Transportation and Logistics company, headquartered in Melbourne, Australia. Global Forwarding America (TGF-A) currently faces low levels of awareness in an industry built on personal relationships and word of mouth (WOM). TGF-A’s parent company, Toll Holdings has a strong 125 year history in Australia, but the brand equity does not seem to be translating in the United States. With no marketing budget,TGF-A is currently relying on business connections and personal recommendations as a marketing plan. Due to the B2B nature of the global forwarding industry, TGF-A must make a name for itself within the U.S. market before it can begin to acquire new clients who have been accustomed to working with its competitors. Additionally, the TGF-A web page is hidden within the Toll Holdings website, which makes TGF-A difficult to differentiate from Toll and Toll’s other subsidiary branches. As a global forwarder, the current webpage lacks sufficient engagement and the content offers minimal opportunities for TGF-A to interact with the brand. Furthermore, the web page provides an unappealing interface with a vague persona and tone. The website often plays an integral role in the sales process by opening the door for communication and consideration, therefore this weakness could be adversely affecting the performance of the TGF- A salesforce. Now is a critical time for TGF-A to establish their role within the U.S. market in order to ensure survival as mergers and aggressive competitors continue to consolidate the industry.

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OVERview

Key Highlights “Due to the B2B nature of the global forwarding industry, TGF-A must make a name for itself within the U.S. market before it can begin to acquire new clients who have been accustomed to working with its competitors.”

Website Analysis

Key Highlights “With updated visual design and integrated online marketing communication strategies, TGF-A website could rebuild its online presence, and further increasing brand awareness in logistics sphere.”

http://www.tollgroup.com/

implement content marketing tactics on its website related to

tollglobalforwarding needs an overall optimization in terms of visual

industry keywords. This will enhance organic search ranking on

design, content creation, color scheme, and structure redesign.

search engines such as Google, Yahoo and Bing. This will also assist

Visual design helps establish the TGF-A brand image and consistent

in TGF-A’s website in establishing itself a knowledgeable brand in

color scheme further strengthening the corporate persona and

the online logistics sphere. The current website’s complex site map

voice. Content creation with targeted keywords could increase the

offerers an unfriendly user experience and decreases site traffic as

TGF-A’s website organic search engine ranking and generate traffic.

well as the duration time spent on the website.

Structure redesign could provide an easier navigation for visitors

and a better user experience.

creation with targeted keywords, and a user-friendly navigation

The current logo and color scheme is weak and does not

of the website structure, TGF-A website could rebuild its online

catch visitors’ attention. In order to become a leader in the logistics

presence, and further generating traffic and increasing brand

industry, TGF-A needs to create a stronger, attractive logo with

awareness in online logistics world.

The

current

TGF-A

website

With an updated corporate color scheme and logo, content

consistent colors though out the website. TGF-A also needs to

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HEADER

Confusing Navigation Weak interaction level

FOOTER Information overload

Information overload

Poor Organization

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TGF-A’s social media channels include Facebook, Twitter

and Linked in, but not all are directly from TGF-A and they are not linked to the company’s website.

Facebook

Currently there are five unofficial Facebook pages which

SOCIAL MEDIA Analysis

is causing confusion in terms of information given to clients and also damaging Toll’s corporate image. Traffic

TGF-A’s Facebook attracted 2,047 likes on one of the

unofficial pages but it has low levels of customer engagement (4 people averagely talk about TGF-A). The pages “likes” trend is weak with only 0.01% increase from last week [05/10/15]) There are 3 star reviews with not details and the pages posting scheduled was frequent up until March 30th, but now no new

Key Highlights

content has been posted.

“Too many unofficial social media channels causes difficulties in searching process and reduces the company’s credibility on social networks. ”

Visual and Content.

TGF-A Facebook’s visuals are poor, unappealing and up

low quality. Content does not deliever purposeful messages to the target audience. The Info page is quite updated and wellinformed.

Twitter

TGF-A Does not have an official twitter page and neither

does Toll Group, yet both TGF- Indonesia and Turkey both have Twitter pages with low number of followers (below 300).

TGF-A’s LinkedIn Page has 216 followers and 10- 15 applicants on the career page. 1,876 its employees are on LinkedIn. Its general information is updated and organized. However, the page in general is poor in content and lack of engagement. Most of recent updates are job posts.

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• Company’s website is difficult to navigate and lacks engaging content. • Issues related to employees dissatisfaction • Company is very disjointed due to the centralized management. • Low brand recognition. • It’s a big company, not all values resonate in all markets. • Does not offer a full TGF-A website. • Does not utilize official social media platforms.

• Has more than one century experience in the logistics industry • Possesses a global network • Handles a number of notable clients • Manages a variety of logistical services • Demonstrates vast knowledge of industry • Offers accessible local offices • Promotes safety and brand values

S W O T • Form strategic partnership • New to market - could redefine logistics/the Toll Brand • Technological Advances

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• Strong logistics competitors that have old and long history • Negative public image • Threat from the fast growing logistics companies that are newly founded • E-commerce Trend • Lingering negative public image from employee mistreatment scandal

Competitive Issues

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TGF-Aâ&#x20AC;&#x2122;s competitors operate in the same logistics industry but have different focuses. UPS focuses on businesses and consumer goods and is ranked first by Transforce online magazine as one of the top 50 logistics companies in 2015. Some competitors focuses on the 3PL and are considered the leader in this sector such as C.H. Robinson and Fedex (Bearth, 2015). One dominant

Overview

factor in these big companies is their engaging presence with consumers via social media and company website. The logistics and transportation industry is extremely competitive in the United States and has also been said to be a commodity industry (Lynch, 2015) but some of the big logistics players have differentiate themselves in different ways. Typical logistics companies are providing logistics services for apparel, technological and healthcare industries but some logistics company are serving for different additional industries such as DSC logistics who is serving in the musical intrusments (Top 50 Logistics Companies, 2015) and C.H. Robinson who is serving in the fresh market (Fresh Robinson,

Key Highlights â&#x20AC;&#x153;We now see competitors differentitating themselves through co-creating brand value and identity.â&#x20AC;?

n.d). Competitors such as Hanzo Logistics has a crisis management service that that deals with the last minute and emergency transportation matters (Crisis Management, n.d). Furthermore, Some logistics companies are collaborating with companies such as Cargomatic who invested $8Million dollars in specialized Uber trucks which will increase more affordable options for customers (Lawler, 2015). Another example is USP collaboration with Aidmatrix the non-profit organization that helps more than $1.5 billion in aid each year, which reflects UPS responsibility towards their community( UPS collaboration with nonprofit Aidmatrix, n.d).

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Overview

In order to understand the competitive market for TGF-A we analyse Ryder logistics a similar competitor to TGF-A. Ryder logistics considers itself to be the leading commercial transportation supply chain and logistics service. Ryder has been serving clients in Europe, North America and Asia for 80 years (Making Commerce Flow, 2015). Ryderâ&#x20AC;&#x2122;s official website states their specialized solutions and services very clearly and tailors them to match industry needs. In terms of positioning Ryder focuses on being a safe company emphasizing same attributes as TGF-A . C.H.Robinson is another competitor for TGF-A that is consider as one of the 3PL leaders (Bearth, 2015). C.H. Robinson provide similar services to Toll such as supply chain and logistics services. They have the same global network Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

Tollâ&#x20AC;&#x2122;s have but include South America as a. they also provide collaborative outsourcing and supply management services to well known clients such as Kraft. C.H Robinson also displays customer testimonials on their website in addition to utilizing Social media to engage with consumers. In addition to the current well established competitors, according to Inc list of the fastest-growing private companies in America there are a couple of logistics companies that TGF-A should consider as competitors. JEAR logistics and Legion Logistics who have less than 8 years of logistical experience. The common trend are their rapid growth, emphasis on the value of their employees, and social media usage.

Competitors Websites

CARGO MATIC

Aiming to solve the inefficiency and

DHL

DHLâ&#x20AC;&#x2122;s easy navigation and friendly

fragmentation of the local trucking industry,

interface provides a pleasant user experience

Cargomaticâ&#x20AC;&#x2122;s picture-driven design offers

for visitors. Furthermore, the eye-catching

an efficient

interface for visitors to find

color design of supply chain solution column

information. makes visitors easier to navigate

on landing strengths its expertise in supply

for information. The footer contact info on

chain management and impresses visitors

Cargomatic landing page with customer

effectively.

testimonials increases quality leads effectively.

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As a prestigious and well-established logistics company in the

U.S, UPS Supply Chain Solutions (UPS SCS) website contains resourceful industry solutions for different sectors such as healthcare and retail. UPS SCS also provides clear quick links for air, ocean, and truck freight tracking for customers. Even though UPS Supply Chain Solutions website is text-driven with weak color scheme, UPS SCS is still a strong competitor in online logistics sphere.

UPS

As an industry-leading logistics company with a comprehensive

portfolio of sourcing and transportation. With colorful design style, C.H. Robinson provides a vivid and clear color scheme and easy navigation interface for visitors. C.H. Robinson’s PPC marketing strategy also helps increase their search engine ranking and online presence effectively.

C.H. ROBINSON

Ryder’s consistent color scheme and coordination of red, white and

black design provides a clear and sleek visual user experience. Also, Ryder builds their brand image as an expert in logistics industry by showing their knowledge in safety, supply chain management and transportation solutions on landing page. Furthermore, Ryder’s PPC strategy on search engine helps generate traffic and gain brand impression effectively. Ryder’s overall website presence is a fierce competitor in online logistics sphere to Toll.

RYDER Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

Competitorsâ&#x20AC;&#x2122; Social Media Analysis UPS UPS has been very active on social media with almost 300,000 followers on LinkedIn, nearly 1.5 million likes on Facebook and 130k followers on Twitter. It elaborates interactive visuals and relevant content which drives over 60,000 people talking about UPS related topics.

DHL

C.H.R

DHL America brand image stands out across social media channels with its overall color tones (yellow and red). It has over 350,000 followers on LinkedIn, over 200,000 likes on Facebook and 2,100 followers on Twitter. Its content contains a story, which allows its brand to connect more interactively with the audience.

C.H Robinson Inc. has more than 7000 likes and followers on Facebook and Twitter. It manages over 45,000 followers on LinkedIn. Currently, it is running â&#x20AC;&#x153;Real People Real Impactâ&#x20AC;? campaign to promote their employees across the channels.

R Ryder Inc. has revamped their brand image across social media as a younger innovator with bold visuals and engaging content. It currently has over 3,000 followers on Twitter, more than 4000 likes on Facebook and high increasing new page likes percentage. On LinkedIn, Ryder obtains 2 pages as Ryder Supply Chain Solution and Ryder System, Inc with high number of followers (around 30,000 followers). The content across the platform are clear and bold in what messages it wants to deliver.

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AUDIENCE SELECTION

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TGF-A is serving logistics services for different clients that comes from different profession and industry. The target audience for TGF-A are importers, retailers, supply chain managers, pharmaceuticals, IT managers, procurement, foreign investors and TGF-A employees. The industry that those target audience come from are apparel, footwear, technology, pharmacy and other import goods. All of the target audience that hold different positions and come from different industries have common needs regarding logistics and distribution. The most dominant need for them is the safety of their packaging (Questa web,inc. n.d). It is also important to highlight environmental sustainability and workers rights when addressing this target audience. (American Eagle Supply Chain , 2014) Though TGF-A â&#x20AC;&#x2DC;s target audiences share many similar concerns, it is also important to note that they also have vastly different consistence when it comes to choosing a logistics provider. For example, fashion retailers working in a fast pace competitive industry need their shipments to be timely were as TGF-A target audience share the same needs that come from their common concerns but they have different industries.

Overview Key Highlights â&#x20AC;&#x153;Even though package protection is the top need among all customers, different industry sectors still have different needs.â&#x20AC;?

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USER PROFILE MR. MARK

MR. JACK

MRS. RACHEL

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Mr. Mark is a pharmacologist who is importing pharmaceuticals from Europe and the Middle East. He requires to be updated about possible delays stemming from the Holiday shipping rush as well as from severe weather conditions. He is always very conscious about how secure his shipment payments are as well as being provided with the right documentation in order to counteract shipping delays.

Jack is 35 years old and he is the information technology manager at one of the big technological companies. He has high risk avoidance,but he flexible with social media.

Mrs. Rachel is a 42 year old supply chain manager at one of the biggest fashion apparel and footwear brands in the US. She is honest, passionate and detailed oriented. Mrs. Rachel is worried about her shipment not arriving on time, thus not being able to get her apparel on shelves on time. She is constantly checking the latest shipping trends and likes to share her findings with her team. She loves when her shipment arrives on time and knows that if it does not she will be blamed for the delay.

Secondary Target Audience

The secondary target audience for TGF-A is foreign investors interested in exporting to the US. These individuals have similar concerns as the primary audience, but also requires assistance with language barriers and trade differences. Another part of our secondary audience is TGFAâ&#x20AC;&#x2122;s sales force who need to know more about the target audiences we are focusing on so that they can better sell the products and services TGF-A offers.

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BUYING DECISION MAKING

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Buying Decision Making

Company website Personal meetings Trade shows Personal Relationship Cold calls

PROPOSE

DECIDE

Compare cost and benefit between different logistic companies

Team decision

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Marketing Communication Plan

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Recap • Logistics and Supply Chain Solutions are becoming a commodity and there is little variation between services offered or value propositions • Competition is well-established and acquisitions threaten to consolidate the industry - - We are newcomers to the U.S. market, and awareness • Nature of the logistics industry has changed and now most leads come from internet or WOM, and furthermore in this industry, often times the website is the only platform for engaging and inviting visitors to request a quote. • Outsourcing logistics and supply chain management is a high involvement decision that requires trust and personalization, this suggests one-to-one communication, that customers often don’t receive from a website • The TGF-A web page is generic and hard to navigate which makes it difficult for visitors to learn about the company.

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POSITIONING

Providing a safe and trusted partner for external and internal global logistics clients, TGF-A combines a century long history with adaptable and innovative service to deliver the safest and most personalized solutions.

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OBJECTIVES 1. To increase TGF-A brand awareness 2. To develop a plan to keep internal and external stakeholders informed and engaged 3. To establish trust through TGF-A brand communication 4. To motivate all potential clients to perform desired actions. 5. To support the long-term sustainability of the expansion effort

OBJECTIVES 1. To generate 100 more qualified leads than previous fiscal year within 12 months.

Marketing

COMMUNICATION Global Forwarding

STRATEGIES Holistic approach 1. Relationship marketing 2. Content marketing 3. Brand communication 4. Direct Marketing 5. Digital optimization

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STRATEGIES 1. Use profile strategy to increase positve brand perception 2. Use pull strategy to attract current and future customers to TGF-A website

Creative Brief UNIQUE SELLING PROPOSITION Knowledge, experience, global network, reputation, Integration, employees, understanding, patient, kind, safety, adaptive, eager to grow, one -one personal contact, resourcefulness, flexible, size, connectivity.

KEY PROBLEMS 1- Lack of awareness 2- Competitive market 3- Message is generic 4- The nature of the logistics industry become a commodity 5- No face/no personality engaging visitors to the page

WHO ARE WE TALKING TO? 1- Target Customers from every industry 2- External stakeholders: foreign investors, manufacturers, future supply chain professionals 3-Internal stakeholders: employees new and old

BRAND PERSONALITY A wise older gentleman in a brave new world who sees every challenge as an opportunity to learn and acts with integrity in everything

he does.This man is up to date with new changing trends and is able to convey his young spirit. He is cosmopolitan and likes trying new things. He offers complex solutions in a simple way.He also has a no fuss attitude and is patient, calm, sturdy, safe and sociable.

OBSTACLES 1- Competition- red ocean 2- Commodity business 3- Lack of perception & awareness 4- Generic and weak positioning/ communications 5- Internal issues with their employees

WHAT MAKE THIS BELIEVABLE? EXPERIENCE! In addition to personal relationships, global networking and a means to survive in the face of adversity.

WHAT DO WE NEED TO SAY? TRUST US, logistics is a symbiotic relationship and when you succeed - we succeed! Tools are what allowed us to become humans and with Toll you will be provided with the tools to become even better. WIth the help of tools we have gotten to where we are today and with Tollâ&#x20AC;&#x2122;s Tools we can bring

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each other into tomorrow. We know your needs, we are the most expert logistics provider around and we care for the same reason you do.

DESIRED RESPONSE Be an open hand. For humans, the handshake represents a symbiotic relationship between agreements where the connection is intangible; this connection is trust and without it large and complex processes like global logistics could not exist. Highlighting a deep understanding of our target audience and the industry is a powerful way that the brand conjure notions of integrity, trust, understanding, knowledge, and wisdom.

CREATIVE CONCEPTS To show the symbolic relationships which reflect other relationships from human nature. We also wish to reflect the special relationship between TGF-A and their Audiences.

Implementation Media Planning (Objectives, Strategies & Rationale) IMC Mix IMC Deliverables Demo Media schedule & budget

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STRATEGIES OBJECTIVES Reach at least 500 logistics decision makers at least 6 times over the course of 12 months.

Media

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Given the target marketâ&#x20AC;&#x2122;s media consumption patterns and lifestyle, Industry- specific trade publications offer the most cost effective outlets for corporate marketing communication and advertising. Our media strategy, implemented on a period pulse schedule, will blend a 12-month integrated marketing campaign with our content and social media marketing efforts. This strategy is designed to create a consistent, clear, and compelling message about who TGF-A is. To target specific industries both on and offline with a clear and consistent. Traditional & digital media.

In order to create a totally comprehensive media package it is necessary to utilize a variety of media mediums. These mediums will be the devices which will allow for key messages to be disseminated to target audiences as well as secondary audiences. To insure each audience is receiving the correct messaging, we have identified key platforms which will distribute salient, memorable messaging to each customer. Tailoring media messages to specific audiences allows for companies and marketers to create meaningful relationships with customers. This type of media approach shows consumers that a company has taken the time to research the needs, wants and demands of a specific industry. As TGF-A moves forward in creating key messages we recommend a tailored media message be used for all industries. For example in industries where technology and innovations are coveted, the use of social media websites such as Twitter, Facebook, and Linkedin will be used in order to communicate messages. These platforms are where millennial audiences who are more likely to work in these fields consume a majority of their media. It will be imperative for TGF-A to become more verse on these platforms as well as being aware of up and coming platforms. This will allow TGF-A to actively engage with consumers on a deeper more intimate level than previously possible. (Smith, 2011)

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Media Planning RATIONALE

When curating media messages centered around traditional industries who are more hesitant to adapt new media trends, the use of traditional medias such as trade magazines, national newspapers and radio will be utilized. These traditional mediums will raise awareness among the traditional media user populous as well as contribute to driving consumers to the TGF-A website and eventually to a TGF-A sales representative. In addition to conveying key messages though these dedicated channels, the use of Email, white papers, Keyword searches, online videos, and trade shows will be applied since they are the top ranking mediums in which marketers spent money on in 2014.

84%

88%

72%

94% 64%

41%

24% 33%

B2B Content Marketing Social Media Platform Usage 2015 Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

WEBSITE CONTENT MARKETING

MAGAZINE & OOH

COMMUNITY FORUM SOCIAL MEDIA

IMC MIX

VIDEO

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WEBINAR PPC SEARCH DISPLAY NETWORK

E-MAIL MARKETING

WEBSITE

IMC MIX OVERVIEW

Interactive Case Study TGF-A’s new website will feature interactive case studies which will feature real TGF-A clients as leaders in their industries and provide step by step instructions as to how they solved logistical problems with the assistance of TGF-A. In these interactive case studies, employees who worked on these accounts will also be recognized in order to build rapport within the TGF-A community. These case studies will also be in both a video and written format in order to appeal to different learning styles. We believe this would be beneficial because according to Dennis G McCathy author of the loyalty book “businesses that develop loyalty links to their employees will consistently retain loyal customers and gain competitive edge” (McCarthy 1997). Customers Testimonials Testimonials will include target audience concerns and how they can overcome those concerns by using Toll’s expertise. In addition, we will have behind the seen testimonials that show Toll’s employees contribution to consumers success.

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IMC MIX

CONTENT MARKETING

OVERVIEW

TGF-A should deliver ongoing valuable information to customers and prospects by implementing content marketing through branded blog with Search Engine Optimization (SEO) strategy. Served as a powerful marketing tool, content marketing could expand TGF-A’s influence in logistics industry, position itself as a thought leader and further attract potential customers. Also, SEO strategy helps TGF-A increase website traffic as customers search targeted keywords online. In other words, building quality content with SEO strategy on TGF-A blog improves organic website ranking on search engine such as Google, Yahoo and

Bing. Establishing a TGF-A blog with targeted keywords and makes the content findable, readable, useable and shareable is essential to increase the TGF-A brand impression and awareness online. As a global forwarder that provides international freight forwarding in the U.S, TGF-A could target short-tail keywords such as “global forwarder,” “supply chain solution,” “packaging innovation,” or “global supply chain” by creating SEO content on blog to increase influence online. On the other hand, target long-tail keyword search terms should strengthen TGF-A’s expertise in logistics in order to drive traffic for visitors to learn more and further nurturing prospects.

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Long-tail keywords could be developed to blog topics such as “How Globalization Influences Logistics Industry?” “Fashion Logistics: Delivering Glamour for Fashion Retailers?” “Fine-tuning Your Transportation Management for Tariff, Dispatch and Tracking” “Five Logistics Training Mistakes and How to Avoid Them” “Leveraging Big Data in Your Supply Chain Solution” “Five Steps to Optimize Logistics Process” or “Freight Security: Strategies for Protecting Your Goods.” By creating blog content with these short-tail and long-tail keywords, TGF-A could build a professional brand image in logistics, drive traffic and increase brand awareness in online B2B market.

COMMUNITY FORUM

IMC MIX OVERVIEW

With more than 100 years history in Australia, Toll is unique in relying on employees when comparing to competitors in the logistics industry. Their employee-centered culture makes their employees the greatest brand ambassadors. However, as TGF-A is a new player in North American logistics market, TGF-A needs to increase its corporate reputation by launching a community network forum. Furthermore, as the research “Toll Group: Management Missteps Threaten U.S. Operations and Expansion” (International Brotherhood of Teamsters, 2011) shows how TGF-A’s expansion exploits workers in the U.S market, TGF-A’s negative reputation would destroy the TGF-A brand in North America. The establishment of a community forum would be effective to recreate TGF-A’s brand image. By simplifying registration process and creating topics such as “The Most Valuable Employee of the Month” or “Top 5 Driver of the Month,” TGF-A could interact with members, increase engagement with the and further gaining positive brand reputation.

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E-MAIL MARKETING

IMC MIX OVERVIEW

Providing customizable e-mail newsletter that is relevant to key trend in logistics industry on a consistent basis could help deliver TGF-A’s value to customers. As TGFA’s customers are from various industry such as pharmaceutical, electronics, apparel, footwear and retail sectors, customers would like to know logistics news in accordance with their preferences. For example, TGF-A could customize logistics news for fashion retailers, promoting TGF-A’s expertise in protection of garments. Customization could help TGF-A gain reputation and further generating brand exposure and creating customer loyalty. Moreover, Another usage for the email will be to remind the consumers about TGF-A services and invite them to sign in in order to see the latest feeds. Finally, there will be an E-mail for customer who signed up their contract with TGF-A that have instructions on how to track packages.

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PPC SEARCH DISPLAY NETWORK

Search engine marketing will increase the visibility of TGF-A website in search engine results through advertising Pay Per Click (PPC). PPC involves putting money behind certain keywords in paid search positions on search engine results pages, such as Google, Bing and Yahoo. In order to drive website traffic and boost brand awareness, TGF-A needs to implement PPC strategy and run campaigns to have a higher ad position in long term on both search and display network with targeted keywords. In search network, TGF-A will not only increase brand impression and achieve top of mind awareness but also drive traffic with a higher search results position. According to the

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IMC MIX OVERVIEW

research (Leap, 2013), 55% of B2B buyers spend more time researching purchases online. For display network, TGF-A could gain brand exposure by placing advertisements on popular logistics websites such as Inbound Logistics at http://www.inboundlogistics.com/cms/, Supply Chain Brain at http://www.supplychainbrain.com/content/index.php or Logistics Executive at http://www.logisticsexecutive.com/. With interactive and engaging advertising content, TGF-A will first grab visitorsâ&#x20AC;&#x2122; attention and then drive traffic back to TGF-A website.

WEBINAR

IMC MIX OVERVIEW

Aiming to increase brand value and generate qualified leads, webinar, an interactive real-time online seminar, connecting potential customers and to retaining existing customers. By holding live instructional sessions or workshops over the web regularly, TGF-A will build the image of a knowledgeable expert and a position of key trend resource in logistics through webinar. Furthermore, webinar registrations indicates nurturing quality leads as prospects are more willing to provide accurate contact info for registration. According to the research (Readytalk, 2015), 62% of all B2B marketers use webinars to prospect leads and 40% of their webinar registrants turned into qualified leads. TGF-A could utilize this effective marketing tool to not only booster brand value but also attracts potential customers to TGF-A website and keeps them coming for more (Hailey, 2013).

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SOCIAL MEDIA

IMC MIX OVERVIEW

Social Media has become more and more critical and powerful in Business to Business (B2B) context, particularly in logistics and supply chain industry. Based on a recent study from Content Marketing Institute about social media role in B2B marketing, 91% of B2B business use LinkedIn in their their social marketing efforts, 85% use Twitter and 81% use Facebook (B2B Research 2014 CMI). Most of TGF-A â&#x20AC;&#x2122;s competitors has been utilizing social media to spread their brand image, tighten relationship with their customers and drive sales. Revamping Social Media channels including LinkedIn, Facebook and Twitter is very crutial for Toll especially Toll has not established these platforms at the moment. More importantly, active post schedule is built to keep the channels consistently active and engaged

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VIDEO

IMC MIX OVERVIEW

In order to mark the beginning of TGF-A’s repositioning, an informative video featuring Myles O’Brien will be created to convey TGF-A’s new and improved brand positioning. This video will feature emphasis TGF-A’s key target messages focusing around the company’s long history and expertise in the logistics sector as well as how the company is dedicated to addressing clients needs in order to foster client growth. Any following videos will contain similar messaging in addition to TGF-A’s human to human as opposed to B2B characteristics.

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MAGAZINE & OOH

IMC MIX OVERVIEW

OOH or Out of Home advertising is a type of advertising focusing on marketing to customers when they are in public places. For this campaign we will implement interactive digital projected ads located in elevators in seven cities. Within these seven cities there will be five different elevators which will feature TGF-Aâ&#x20AC;&#x2122;s projected OOH ads. We will feature print advertisements and industry additional in 3 select print magazines chosen to target the logistics makers. Those magazines represent logistics, pharmaceutical and technology industry.

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IMC MIX DELIVERABLES DEMO

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SECLECT CONTINENT

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ABOUT Toll Global Forwarding Think inside the box but out of thisworld

Toll Global Forwarding: Think inside the box, but out of this world. TGF-A services offers comprehensive freightinforwarding services supply management to customers operating the USA With a historyand dating backchain to we have services the to customers in theand USA. a history experience itoperating takes to survive theWith passion it takesdating to thriveback to 1888, we have the experience it takes to survive and the passion it takes to thrive!

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FASHION

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“One of our biggest concerns as a footwear company were to

get our

One of our biggest concerns as a footwear company were to get our packag late for our end consumers. ing packaging damaged o rdamaged arrive l ate or forarrive our end c onsumers D ealing w ith T oll Dealing TGF A with Toll TGF-A supply and distribution services, resources and finest expertises supply chain and chain d istribution s ervices r esources and f inest expertises

improved our operation and increased our efficiency in the U.S. market.” Supply Chain Management a t Sear - Supply Chain Management at Sear

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TOLL BLOG 3PLs Put Technology Front and Center Merrill Douglas

LEAN Supply Chain

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What’s the difference between a

third party logistics PL rovider p and a third-party logistics (3PL) provider and a logistics technology vendor Thats not logistics technology vendor? That’s not the setup for a punch line its a straight the setup for a punch line; it’s a straight question have an aneasy easy questionthat thatdoesn doesn’t thave answer Certainly many manyrespected respected3PLs PLs answer. Certainly, use software developed by other firms to

tohelp helprun run their businesses run their businesses, and and run them well.well But some brought the them But 3PLs somehave PLs ha ve brought technology expertise the technology expertise

RECENT POSTS Supply Chain Talent Supply Chain Cultivating Talent Management: a Management Cultivating a Critical Resource Critical DiscoverResource How LEAN Supply Discover How LEAN Supply Chains Improve Efficiencies, Cut Costs Technology Cut Costs can Help Streamline your Oil and Technology can Gas HelpSupply Chain Streamline your Oil and Gas 5 Ways “Integrated” SoluSupply Chain tions Deliver Transportation Ways Integrated Solutions Network Stability

Deliver Transportation Network Stability

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in house reating c their own systems for transportation management business analytics and otherkey functions PLs creating with proprietary systems mainly them within their own four walls in-house, their own systems foruse transportation management, busito support services to customers But some PLs also mar ket their solutions

ness analytics, and other key functions. 3PLs with proprietary systems mainly use them within their own four walls, For smaller shippers licensing technology or more likely subscribingto a to support services to customers. 3PLs alsoproposition market theirAsolutions, cloud based service rfom a PLBut cansome be an attractive either as standalone products or as part of their service offerings. For smaller shippers, technology (or, more likely,asubscribing to a technology gains alicensing solution originally developed to serve large cloud-based service) from a 3PL an attractive proposition. A compasophisticated operation Even can a bigbe shipper might choose this option so it cancan’t focusotherwise resources on functions more to itscutting-edge mission ny that afford to buy andcentral maintain technology gains a solution originally developed to serve a large, sophisticated operaat thechoose center this of a option, PL s value Here s a tion. technology Even a big usually shipperlies might so proposition it can focus resources look at how some PLs to useits technology on functions more central mission. to support shippers goals HOT aDATA MOVES HOT SAUCE software, or some combination of the two, Whether shipper buys services, When the Cholula Food Company went looking for a PL to manage its technology usually lies at the center of a 3PL’s value proposition. Here’s a outbound freight in Echo Glo bal Logistics made a big impression look at how some 3PLs use technology to support shippers’ goals. HOT impressed DATA MOVES HOT SAUCE When the Company went looking forreal a 3PL toin manage outEchoCholula allows usFood to provide customers with more time formationitsthan bound freightsays in 2014, Echo Global Logistics made aand bigoperations impression, before Marlon Bolasingh di rector of finance at thanks in part to its technology. Today, at Cholula remain impressed. Cholula based in Jersey City officials NJ A subsidia ry of Jose Cuervo Cholula variety of hot sauces from warehouses in California and Texas “Echodistributes allows usato provide customers with more real-time information than Bolasingh also likes that Echodirector can use an data interchange EDI before,” says Marlon Bolasingh, of electronic finance and operations at Choluconnection to load invoices directly into Cholula s accounting la, based in Jersey City,itsN.J. A subsidiary of Jose Cuervo, Cholulasystem distributes The information Cholula to updateinitsCalifornia customersand on orders a variety of hot sauces fromuses warehouses Texas.in transit comes from a file that Echo transmits to Cholula every hours Bolasingh also likes that Echo can use an electronic data interchange (EDI) Sometimes in theLTL environment it will show the exact location of our connection to load its invoices directly into Cholula’s accounting system. product Bolasingh says The information Cholula usesato update its customers on orders in transit In addition Echo provides data dashboard to help Cholula analyze its comes from a file that transmits to Cholula everyon 24ahours. “Someshipments WecanEcho see how much weight is shipping particular lane times, in how the LTL environment, it will show the exact location of our prodand much product is shipping to a particular customer Bolasingh says uct,” The Bolasingh says. data also reveals how much Cholula spends to distribute product to each customer Cholulaauses information factor in delivery costsitsas it In addition, Echo provides datathat dashboard toto help Cholula analyze sets prices retail food service accounts shipments. “Weforcan seeand how much weight is shipping on a particular lane, and how much product is shipping to a particular customer,” Bolasingh says. The data also reveals how much Cholula spends to distribute product to each customer. Cholula uses that information to factor in delivery costs as it sets prices for retail and food service accounts.

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INTERACTIVE CASE STUDY

Interactive Case Study SITUATION ANALYSIS

CRITICAL QUESTION

THE TOLL WAY

The company hopes to implement a new strategy to Sears Holdings expects the closures to generate to million ofcash from sales of the inventory as well as additional cash generated from the sale or sublease of the related real estate Thecompany also hopes to reduce fixed costs by up to million

CRITICAL QUESTION

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How Sears can start in order to improve their situation analysis

How can Sears improve their situation? THE TOLL WAY

Champion feature How we as Sears Holdings Corporation have succeeded in our US distribution? Sears staff working hand by hand with Toll TGF-A staff they created 7 years successful relationship, 535,000 square foot facility, fully automated with tilt tray sorter, 85 million pairs shipped annually, and ability to cross-dock 75 containers per shift. Sears decision to cooperate with Toll TGF-A they got with huge benefits. We increased our productivity, reduced labor and footprint costs. We have safer operations, high inventory accuracy, availability, and fast speed to market. The success have extended to our future as well as we have multi-faceted distribution channels, ability to manage growth and future volumes , ability to manage peaks and troughs effectively and reduction in overall supply chain costs

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ABOUT?? It builds hospitals signs eases l and fills hotel rooms It launches new products and improves old ones Itexcites inspires connects and endures And when the stakes are high truth is the only option

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One of our b iggest concerns a s a footwear c ompany w ere to get our packaging d amaged o r arrive l ate for our e nd c onsumers D ealing w ith Toll TGF As upply chain and d istribution s ervices resources a nd f inest e xpertises Supply Chain Management a t Sear

MOBILE FRIENDLY

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DearJohn Mr. Jackson, Dear McCombs Welcome toYou TGF-A! We Miss We Haven t seen in atowhile Choose who you are in Toll Box onyou ouraround website see the latest trends That s why we haveWe collected these special to keep you updated in your industry. are very thrilled toarticles have you in our big globalin your industry family! Sencerely Sincerely, Nick Nick

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Dear Mr.To Jackson, Welcome Toll TGF A We Miss You!

CongratulationWe Nourah Youseen ve Joined Toll TGFinAawebsite haven’t’ you around while. andyou re now a member of the grouparticles to keep you upThat’s why we have collected these special Learn about how to use dated our website feature by reading the intro infographic in your industry within this email Sincerely, Welcome again andwe are very thrilled to have as one of our big global Toll family

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PRINTED ADS

Hands are the tools that shape history Let us be the tool you need to succeed An open hand for the road ahead

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PRINTED ADS

Hands are the tools that shape history Let us be the tool you need to succeed An open hand for the road ahead

We do our best for the same reasons you do

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Hands are the tools that shape history Let us be the tool you need to succeed An open hand for the road ahead

We do our best for the same reasons you do Global Forwarding

Hands are the tools that shape history Let us be the tool you need to succeed An open hand for the road ahead

We do our best for the same reasons you do Global Forwarding

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BANNER ADS

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BANNER ADS

Featured Banner ads on Inbound Logistics

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Featured Banner ads on Pharmaceutical Commerce

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OOH ADS

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VIDEO: HAND MAKES US HUAMAN

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IMC MIX

MEDIA SCHEDULE & BUDGET

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MEDIA SCHEDULE

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MEDIA BUDGET

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MARKETING COMMUNICATION FUNNEL

Our Marketing Plan reaches perspective clients at several touchpoints that work together as a funnel. This funnel highlights 4 key communication objectives and the marketing strategies necessary to achieve them. Together each step bring perspective clients down the funnel that ultimately works to generate leads.

DIG & D ITAL IRE OP CT TIM MA IZA RK TIO ET CO B ING N MM RAN UN D ICA TIO RE N L

MA ATIO RK NA ET HIP ING SE O MA /CON RK TE ET NT ING

TIO AC

T US

E EM

G GA

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S ES

N RE

Budgets & FINANCIAL FORECAST

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KEY METRICS & FINANCIAL FORECAST

• LinkedIn: Reaches 7.9 Million executive decision makers each year and 5.5 Million upper level technology managers. • Wired.com: Reaches 28 million unique visitors each year and 5 million last month. • Retailingtoday.com: Reaches 64,000 unique visitors each month and 190,000 monthly page views. • Pharmaceutical Commerce (print): Reaches 15,588 corporate managers each month. • Our chosen logistics websites alone are expected to make 360,000 impressions 6 times throughout the year. That’s a total of 2,160,000 impressions just on logistics trade websites alone. • Financial Forecast: If we attract 100 qualified leads and TGF-A continues to have a conversion rate of ~23%, then we can predict this marketing campaign to delivery about 23 new clients. If each new client brings in just $40,000 in revenue, than the marketing plan will be paid for in the first year.

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EVALUATION

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EVALUATION Evaluation of the marketing plan requires constant updating due to the nature of the ever changing industries in which TGF-A customerâ&#x20AC;&#x2122;s work in. Measuring the return on investment, Sales numbers, customers responses, marketing reach and response, salespeople responses and competitor response will be used to measure the effectiveness of present campaigns. Return on Interest or RIO allows for TGF-A to check whether the money incorporated into the marketing plan accounts for any resulting revenues. This will allow TGF-A to tell exactly which marketing campaigns worked and which ones did not. Measuring the Sales numbers in months prior and after sales campaigns is the quickest and easiest way to determine if a plan is working. If the raw numbers in this measurement state that more business was done in the time after the campaign was implemented there may be some correlation in if the campaign was successful. The downfall of this metric is that the natural expansion of the business in addition to the rise and fall of industry pricing may affect the accuracy of these metrics. Collecting customer responses via telephones, email interviews and other interactive modes allows for direct

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feedback on which campaigns have the greatest impact on consumers. With this measurement TGF-A will be able to pinpoint which initiatives are reaching customers and in what sectors. Through market reach and response the effectiveness of a marketing campaign can be correlated to how much marketing reach is expanding across specified marketing platforms. The more interaction with customers on these platforms showcased how much growth and awareness is being generated through counting reach and response rates. In gathering and measuring responses from salespeople, TGF-A will be able to address the concerns of salespeople regarding the effectiveness of marketing campaigns. These interactions will provide insight into what messages were useful in generating sales as well as in what key messages need to be pushed more in future campaigns. Lastly, how competitors respond or donâ&#x20AC;&#x2122;t respond to a campaign can be very telling when evaluating the effectiveness of a campaign.

FURTHER Recommendations CSR Strategic Partnership Branded house TGF Internal Enhancement Program Disruptive innovation

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

CSR

In order to enhance TGF-A’s brand image as an adaptive and innovative company Pangea Limited recommend that TGF-A create a program which will offer promising students from all around the US pivotal internships roles at varies TGF-A locations. This program will allow for TGF-A to tap into the new ideas regarding supply chain management as well as ways to keep their websites and social media outlets innovative. This program will also show that TGF-A is dedicated to the of communities in which their facilities are located. In addition to this program Pangea Limited also recommends that TGF-A partner with local non profit organizations and environmental groups on various projects. Many of TGF-a’s competitors already have such programs in place. In the future these actions will further assist that TGF-A is positioned as a leader in the logistics industry The budgeting for this this type of social corporate responsibility, which can cost approximately $10,000 US will be through allocating part of the sales revenues in the sponsorship fund”.

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

STRATEGIC PARTNERSHIP

Keeping up with technological advances should one be every industry expert’s main goals. In order to position Toll as an innovative thought leader, steps must be taken to ensure continual progress and a competitive advantage. U.S. based start-up Cargomatic recently received $8 Million to invest in a “Uber” for Truck drivers. By combining predictive analytics and Uber’s revolutionary algorithms Cargomatic is connecting shippers and logistics providers in order to capitalize on access space in order to conserve resources and use time efficiently. We propose that Toll look into forming a strategic partnership with Cargomatic in hopes of bringing this breakthrough technology into the global freight industry.

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

Currently, this solution is only available on a small scale but we see this technology as opportunity too good for global logistics providers to pass up. This business move would require long term planning and significant investment capital, but Pangea feels confident that the ROI would be worth it. Technological capabilities like Cargomatic provide a sustainable growth strategy that could catapult Toll into future well ahead of the competition.

Global Forwarding

Domestic Forwarding

Resources & Government Logistics

Global Logistic

Global Express

BRANDED HOUSE Individually excellent and collectively unbeatable

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

TGF-A INTERNAL ENHANCEMENT PROGRAM

A happy employee is a good employee, because of this Pangea Limited recommends that TGF-A implements an internal communications enhancement program centered around the health and well being of their employees. A monthly anonymous optional survey will be haded out in order to allow employees to voice their thoughts and cancers about TGF-A. Another extension of this program will include free health and fitness programs featuring yoga classes, a gym room and massage therapy sessions for winners of an employee of the month campaign. These programs are important because according to Dr. Mehet â&#x20AC;&#x153;90% of all doctor related visits in the United States are from stress related illnessesâ&#x20AC;? (Rubin, 2011) In order to relieve stress and boost productivity, these programs should be implemented in order to show that TGF-A is dedicated to their employees just like their parent company back in Australia.

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

DISRUPTIVE INNOVATION

Throw your competition a curveball with disruptive innovation! As rising population, port congestion, and demand forecasting continue to frustrate the logistics industry, be the first to provide something better. Todayâ&#x20AC;&#x2122;s demanding omnichannel consumer continues to want more products, at lower prices, and even faster than before. Offer clients exactly what their consumers want- teleportation or the next best thing3-D printing! Experts forecast a future where a wide variety of consumer goods will be mass produced by 3-D printers. We see an exciting opportunity for Supply-Chain solutions providers like Toll, to use their industry expertise and large network to invest in the future of retail. Imagine not having to pass through costumes, brave the harsh elements, or race fleeting trends again. TGF-A could use R&D resources to populate strategically located warehouses with 3-D printers in order to satisfy your costumers and their customers faster than ever before.

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References

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CITATION (APA)

Smith, D. (2011, August 1). Tailor marketing strategies to customer preferences. Retrieved May 11, 2015, from http://www.dmnews.com/tailor-marketing-strategies-to-customer-preferences/article/208054/ Morello, R. (n.d.). 7 Ways to Evaluate Your Marketing Plan. Retrieved May 11, 2015, from http:// smallbusiness.chron.com/7-ways-evaluate-marketing-plan-58331.html Hailey, C. (2013, November 1). Why Webinars: 10 Reasons to Plan Your First Online Presentation. Retrieved May 14, 2015, from http://www.versio2.com/blog/why-webinars-10-reasons-to-plan-yourfirst-online-presentation Why Webinars Produce More Qualified Leads [Infographic]. (n.d.). Retrieved May 14, 2015, from https://www.readytalk.com/resources/webinar-marketing/infographics/webinars-qualified-leads#. VU_VutpViko Charles, J. (2015, March 2). The Fundamental Reason Why Content Marketing Works. Retrieved May 14, 2015, from http://smallbiztrends.com/2015/03/content-marketing-works.html Toll Group: Management Missteps Threaten U.S. Operations and Expansion. (2011, October 1). Retrieved May 13, 2015, from http://grimtruthattollgroup.com/files/2011/10/Toll-Group-Report.pdf Leap, M. (2013, June 3). 7 Expert Tips for a Killer B2B Google Display Network Strategy - OMI Blog. Retrieved May 14, 2015, from http://www.onlinemarketinginstitute.org/blog/2013/06/google-displaynetwork-for-b2b/ B2B Research 2014 CMI. (2013, October 1). Retrieved May 14, 2015, from http://contentmarketinginstitute. com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf Rosehill, K. (n.d.). How Much Does Magazine Advertising Cost? Retrieved May 14, 2015, from http:// smallbusiness.chron.com/much-magazine-advertising-cost-56136.html` Becket, X. (2013, July 30). The Cost of Advertising Nationally Broken Down by Medium. Retrieved May 14, 2015, from http://www.webpagefx.com/blog/business-advice/the-cost-of-advertising-nationallybroken-down-by-medium/ Magazine Advertising Rates. (n.d.). Retrieved May 14, 2015, from http://www.quirks.com/advertise/ print/adrates.aspx

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CITATION (APA)

CW Media Kit 2015. (n.d.). Retrieved May 14, 2015, from http://marketing.computerworld.com/CW_ Media_Kit_2015.pdf Douglas, M. (2015, April 1). 3PLs Put Technology Front and Center. Retrieved May 14, 2015, from http:// www.inboundlogistics.com/cms/article/3pls-put-technology-front-and-center/ Ryder System, Inc. (n.d.). Retrieved May 14, 2015, from https://www.facebook.com/ RyderSystemInc?fref=nf&__mref=message_bubble Logistics Outsourcing - Is it Right for Your Business? - The Progress Group. (2013, March 7). Retrieved May 14, 2015, from http://theprogressgroup.com/white-papers/logistics-outsourcing-is-it-right-foryour-business/ Pontius, N. (2013, October 29). Logistics Strategies for Business: 19 Experts Share Tips on How to Develop a Winning Logistics Strategy. Retrieved May 14, 2015, from http://www.camcode.com/assettags/how-to-create-a-winning-logistics-strategy/ Burnson, P. (2015, April 1). 2015 Air Cargo Roundtable: Reversal of fortune may be for real. Retrieved May 14, 2015, from http://www.logisticsmgmt.com/article/2015_air_cargo_roundtable_reversal_of_ fortune_may_be_for_real/transportation_trends Manners-Bell, J. (2015, January 14). Top 10 Logistics Trends for 2015. Retrieved May 14, 2015, from http://www.koganpage.com/article/top-10-logistics-trends-for-2015 2015 Third-Party Logistics Study. (2014, September 29). Retrieved May 14, 2015, from http://www. supplychain247.com/paper/2015_third_party_logistics_study O’Reilly, J. (2015). Trends—January 2015. Retrieved May 14, 2015, from http://www.inboundlogistics. com/cms/article/trends-january-2015/ O’Reilly, J. (2015, March 1). Rethinking the Global Supply Chain. Retrieved May 14, 2015, from http:// www.inboundlogistics.com/cms/article/rethinking-the-global-supply-chain/ Sell, J. (2015, March 1). How Omni-Channel Commerce Is Changing Traditional Supply Chains. Retrieved May 14, 2015, from http://www.inboundlogistics.com/cms/article/how-omni-channel-commerce-ischanging-traditional-supply-chains/

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CITATION (APA)

CarrierDirect predicts 2015 trends in the transport and logistics industry in market perspective. (2015, February 16). Retrieved May 14, 2015, from http://www.ajot.com/news/carrierdirect-predicts-2015trends-in-the-transport-and-logistics-industry Hothem, S. (2014, December 31). 3PL in the New Year: Fulfillment and Logistics Trends for 2015. Retrieved May 14, 2015, from http://www.barrettdistribution.com/blog/3pl-in-the-new-year-fulfillment-andlogistics-trends-for-2015 Elliott, C. (2015, January 19). 2015 Trends in Supply Chain and Logistics - Blue Horseshoe Solutions. Retrieved May 14, 2015, from http://www.bhsolutions.com/news/blog/2015-trends-in-supply-chainand-logistics/ BY THE EDITORS OF INC. (2014). Retrieved May 15, 2015, from http://www.inc.com/inc5000/list/2014/ industry/logistics-transportation/ Top 50 Logistics | Transport Topics Online. (n.d.). Retrieved May 15, 2015, from http://www.ttnews. com/top50/logistics/ Leading logistics companies in U.S. - net revenue 2014 | Ranking. (n.d.). Retrieved May 15, 2015, from http://www.statista.com/statistics/184538/20-leading-us-logistics-companies-by-net-revenue/ Verberne, M. (2013, February 19). Three Trends for the Ocean Container Freight Industry. Retrieved May 15, 2015, from http://www.elemica.com/logistics-and-transportation/3-trends-for-the-oceancontainer-freight-industry/ Kavas, S. (2013, December 6). The Future of Ocean Container Shipping Industry. Retrieved May 15, 2015, from http://morethanshipping.com/the-future-of-ocean-container-shipping-industry/ Burnson, P. (2013, September 1). Top 25 Freight Forwarders: Top 25 prevail despite market divergence. Retrieved May 15, 2015, from http://www.logisticsmgmt.com/article/top_25_freight_forwarders_ top_25_prevail_despite_market_divergence New Report Claims 3.1% Growth in Freight Forwarding Market is Greatly Misleading. (2013, July 17). Retrieved May 15, 2015, from http://www.prnewswire.com/news-releases/new-report-claims-31growth-in-freight-forwarding-market-is-greatly-misleading-215801661.html

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CITATION (APA)

Knigget, R. (2013). Freight Forwarding and Logistics: What the High Performers Know. Retrieved May 15, 2015, from http://www.accenture.com/us-en/outlook/Pages/outlook-online-2013-freight-forwardingand-logistics-what-high-performers-know.aspx Supply Chain Management and Warehousing Solutions with UniGroup Logistics. (n.d.). Retrieved May 15, 2015, from http://www.unigrouplogistics.com/logistics/?utm_ source=inboundlogistics.com&utm_medium=display&utm_content=300x250_b2b&utm_ campaign=inboundlogistics&referer=inboundbanner Why hire a 3PL. (n.d.). Retrieved May 15, 2015, from http://www.barrettdistribution.com/why-hirea-3pl?__hssc=&__hstc=&hsCtaTracking=147e7a2d-3d4a-4a0c-80fe-61d52ceb37f7|bb6c72bb-bae04884-92e8-b4d2f5275782 FORWARDERLAW.COM. (n.d.). Retrieved May 15, 2015, from http://www.forwarderlaw.com/ Tonn, B. (2015, March 31). 3 Ways to Become an Attractive Shipper to Carriers. Retrieved May 15, 2015, from http://blog.chrobinson.com/freight-services/3-ways-to-become-an-attractive-shipper-tocarriers/ Channel, D. (2015, April 17). C.H. Robinson Worldwide Becomes Oversold. Retrieved May 15, 2015, from http://www.forbes.com/sites/dividendchannel/2015/04/17/c-h-robinson-worldwide-becomesoversold/ Focus: Transportation Management. (2015, April 1). Retrieved May 15, 2015, from http://www.scdigest. com/ontarget/15-04-21-1.php?cid=9223 L., E. (2014, December 8). Why the oil price is falling. Retrieved May 15, 2015, from http://www. economist.com/blogs/economist-explains/2014/12/economist-explains-4 Analysis: C.H. Robinson reaches forwarding big leagues. (2012, September 27). Retrieved May 15, 2015, from http://www.americanshipper.com/Main/News/Analysis_CH_Robinson_reaches_forwarding_ big_league_51359.aspx?taxonomy=#hide The opportunities and challenges of the future. (n.d.). Retrieved May 15, 2015, from https://www.dhldiscoverlogistics.com/cms/en/course/services/tts/tts_future.jsp

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CITATION (APA)

In the News. (n.d.). Retrieved May 15, 2015, from http://www.chrobinson.com/en/us/About-Us/ Newsroom/In-The-News/ Hornick, M. (2015, March 16). C.H. Robinson tackles congested ports. Retrieved May 15, 2015, from http://www.thepacker.com/news/ch-robinson-tackles-congested-ports C.H. Robinson Worldwide Declares Quarterly Cash Dividend. (2015, February 3). Retrieved May 15, 2015, from http://investor.chrobinson.com/mobile.view?c=97366&v=203&d=1&id=2013230 How Much Does Professional Web Content Writing Cost? (2011, April 24). Retrieved May 15, 2015, from http://www.contentfac.com/how-much-does-professional-web-content-writing-cost/ William Craig, W. (2013, March 8). 13 Inspiring Testimonial Pages. Retrieved May 15, 2015, from http:// www.webpagefx.com/blog/web-design/best-testimonial-pages-inspiration/ C.H. Robinson Supply Chain Consulting Services. (n.d.). Retrieved May 15, 2015, from http://www. chrobinson.com/en/us/Logistics/Supply-Chain-Consulting/ Package Forwarding Company Comparisons. (n.d.). Retrieved May 15, 2015, from http://www.usapackage-forwarding-comparison.com/ Brown, J. (2013). Logistics Leadership: Secrets to Success. Retrieved May 15, 2015, from http://www. inboundlogistics.com/cms/article/logistics-leadership-secrets-to-success/ Transportation and Logistics in Dallas / Fort Worth. (n.d.). Retrieved May 15, 2015, from http:// www.1tradelogistics.com/ Logistic Dynamics, Inc. | Nationwide Freight Broker & Logistics Provider. (n.d.). Retrieved May 15, 2015, from http://www.logisticdynamics.com/ The Logistics and Transportation Industry in the United States. (n.d.). Retrieved May 15, 2015, from http://selectusa.commerce.gov/industry-snapshots/logistics-and-transportation-industry-unitedstates.html UPS collaboration with nonprofit Aidmatrix accelerates technology for humanitarian relief. (n.d.). Retrieved May 15, 2015, from http://www.mnn.com/money/sustainable-business-practices/ sponsorvideo/ups-collaboration-with-nonprofit-aidmatrix LinkedIn Ads Campaign Pricing - Overview. (2014, September 8). Retrieved May 15, 2015, from https:// help.linkedin.com/app/answers/detail/a_id/7431

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CITATION (APA)

Lawler, R. (2015, January 29). Cargomatic Gets $8 Million To Build An Uber For Truckers. Retrieved May 15, 2015, from http://techcrunch.com/2015/01/29/cargomati Abramson, M. (2012, January 25). How to select a shipping or logistics firm. Retrieved May 15, 2015, from http://www.bizjournals.com/bizjournals/how-to/growth-strategies/2012/01/how-to-select-ashipping-or-logistics.html?page=all Sales, careers, search jobs. (n.d.). Retrieved May 15, 2015, from http://www.ryder.com/career/ opportunities/sales/sales-info.aspx Senior Manager Sales & Logistics Applications. (n.d.). Retrieved May 15, 2015, from https://www. smartrecruiters.com/MarcJacobs/78712403-senior-manager-sales-logistics-applications Waters, P. (2010, October 1). Do Big Retail Companies Still Need Distribution Center Space? Retrieved May 15, 2015, from http://www.google.com/ u r l ? s a = t & r c t = j & q = & e s r c = s & s o u r ce = w e b & cd = 3 & v e d = 0 CC 4 Q F j A C & u r l = h t t p : / / w w w. mwpvl.com/DoBigRetailCompaniesStillNeedDistributionCenterSpace2ndQuarter2010. pdf&ei=9CJMVbnbG5GsoQSD9YGwCQ&usg=AFQjCNG3UpwqeAyKwxLnrUrBAEtc645XKg&sig2=PHgu Import Software and Import Compliance. (n.d.). Retrieved May 15, 2015, from http://www.questaweb. com/sln-importer.aspx# Concerns of Retailers (2015). From Retailing Tutorial. KnowThis.com. Retrieved May 15, 2015 from http://www.knowthis.com/retailing/concerns-of-retailers Unal, C. (2014, June 9). Problems Importers Face With Their Shipments. Retrieved May 15, 2015, from http://morethanshipping.com/most-common-situationsproblems-importers-face-with-theirshipments/ Manage foreign Suppliers. (n.d.). Retrieved May 15, 2015, from http://www.infoentrepreneurs.org/en/ guides/manage-foreign-suppliers/ Woodward, K. (2015, February 11). Retailers Rank Security As Top Concern, While More Than One-Third Plan to Add NFC. Retrieved May 15, 2015, from http://digitaltransactions.net/news/story/RetailersRank-Security-As-Top-Concern_-While-More-Than-One-Third-Plan-to-Add-NFC

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CITATION (APA)

Burnson, P. (2014, September 9). U.S. retailers remain concerned about unresolved labor issues at West Coast ports. Retrieved May 15, 2015, from http://www.logisticsmgmt.com/article/u.s._retailers_remain_concerned_about_ unresolved_labor_issues_at_west_coast Analyst, Global Supply Chain. (n.d.). Retrieved May 15, 2015, from https://www.smartrecruiters.com/ MarcJacobs/79919264-analyst-global-supply-chain American Eagle Supply Chain Sustainability 2014. (n.d.). Retrieved May 15, 2015, from http://www.ceres.org/investornetwork/resolutions/american-eagle-supply-chain-sustainability-2014 AE Better World. (n.d.). Retrieved May 15, 2015, from http://www.ae.com/web/corpResp/supply_chain/green_ supply_chain.jsp AE Better World. (n.d.). Retrieved May 15, 2015, from http://www.ae.com/web/corpResp/supply_chain/index.jsp AE Friends & Family: Meet the IT, Safety, Transport and Supply Chain Interns. (2013, August 9). Retrieved May 15, 2015, from http://blog.ae.com/2013/08/09/ae-friends-family-meet-the-it-safety-transport-and-supply-chain-interns/ Burris Logistics. (2014, February 1). Retrieved May 15, 2015, from http://www.burrislogistics.com/News/PressRelease/2014/Feb/Executive-Insights-Retail-Leader-Create-Value-in-Outsourcing-Your-Refrigerated-Supply-Chain Challenges of global fast fashion supply chains (Part I). (2014, February 21). Retrieved May 15, 2015, fromhttp://www. supplychainmovement.com/challenges-of-global-fast-fashion-supply-chains-part-i/ Classified Staff Job Description. (2009, May 1). Retrieved May 15, 2015, from http://www.hr.arizona.edu/cs_view_ jobdesc?jobcode=073060 Retail Pharmacy Trends. (2013.June.). Retrieved May 15, 2015, from http://www.google.com/ url?sa=t&rct=j&q=&esrc=s&source=web&cd=7&ved=0CFQQFjAG&url=http://betterpharmacyhealth. com/wp-content/uploads/2013/06/McKesson-Retail-Pharmacy-Trends.pdf&ei=avZMVdPsEcW0ggTRYDIDw&usg=AFQjCNGH7LP3MvQ9-eGjX51l-BCo_9GOa Case Study: Creating a Website for a Cycling Legend. (2012, July 4). Retrieved May 15, 2015, from http://www. awwwards.com/case-study-creating-a-website-for-a-cycling-legend.html 8 Tips For Creating a Great Case Study. (n.d.). Retrieved May 15, 2015, from https://blog.kissmetrics.com/creating-agreat-case-study/ Supply Chain Case Study - Cisco Systems, Inc. (n.d.). Retrieved May 15, 2015, from http://www.ryder.com/supplychain/case-studies/cisco.aspx

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APPENDIX Key Findings Research Plan Competition Media Chart Presentation Slides

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109

RESEARCH PLAN

• We devided our research plan into 9 sections. • Competition analysis focuses on competitors trends and their point of differentiation in comparison to TGF-A. • Public relation research examine whether TGF-A obtains positive or negative brand image. • External analysis focuses on the nature of the logistics industry and its trends • Social media analysis analyzes TGF-A social media platforms and compares it with other competitor’s. • We conduct TGF-A website SWOT analysis and compare it wiht other competitors’. • Internal analysis providesTGF-A history and its SWOT analysis • Target audience selection analyzes the different needs depending on the industries. This section also includes the secondary target audience analysis. • Strategic partnership section focuses on the opportunities and threats surrounding TGF-A. • Toll’s differentiation section highlights all the unique attributes that TGF-A has over their competitors.

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

S • Recognized as one of the 3PL leaders (Bearth, 2015) • Global network and office • Different technological usage in their supply chain management solutions • Big customer names that are well known such as Kraft • Their revenues increased at the end of 2014(C. H. Robinson Reports Fourth Quarter Results, 2015) • Long experience in the logistics sector since 1905

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

W • Low engagement in their social media accounts • Negative online comments from former employees • They have high expenditure for partnering with other logistics, which increase their dependence on them (C.H. Robinson reaches forwarding big leagues, 2012)

• Advanced technological solutions that can be used for transportation and logistics services • The increase raise in globalization (The opportunities and challenges of the future, n.d) • The increase demands of important customer items (The opportunities and challenges of the future, n.d)

• Logistics sector is a commodity business that is hard to differentiate • Fast growing newly logistics companies • Language barrier between them and the foreign investors • According to DHL website that the” average length of transport distances has been growing longer and longer”( The opportunities and challenges of the future, n.d)

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

• • • •

Regular emails for customers in order remind them to log into the UPS e-services They are concentrating on B2C and B2B UPS Improving their client’s relationship with its customers UPS are showing social responsibility toward public causes such as “ Safety Roads” video, mother day and environmental sustainability.

• Technological development, which improve the logistics services. • E-commerce sales are growing (UPS Earnings Preview, 2014) • Decline in oil price (Why the oil price is falling, 2014).

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

W • Negative feedback from online users • UPS revenue per package are drop (UPS Earnings Preview, 2014)

• Increase in the non- premium services orders (UPS Earnings Preview, 2014) • Harsh weather conditions all over the globe, which increase the operational costs (UPS Earnings Preview, 2014) • A rise in the cost of the new trucks(Supply Chain News, 2015)

SCORECARD

CATAGORY

TGF-A

UPS

RYDER

C.H.Robinson

Traffic

<50,000*

20,000,000

142,000

85,000

Testimonials

Yes

Case Studies

Yes

Social Media Content Easy to Use Visual Appeal

Team Pangaea - Toll Global Forwarding, GMCA Capstone 2015

presented by

Eddie Stubbs, Noura Alsadoun, Sarah Tamburelli, Hien Pham & Louise Huang

MEET OUR TEAM

PANGAEA LIMITED

We are an independent & crea%vely driven agency that creates strong and provoca%ve rela3onships between good companies and their customers.

“

We do our best for the same reason as you do

”

BUYING DECISION Process

Facebook

Banner Ads

Twitter

Safety Temperature

Pharmacist

Safety Cost

Procurement

AUDIENCE SELECTION

Supply Chain Manager Safety Cost

TARGET AUDIENCE Target Audience & Needs Importer Safety Time Damage Cost

IT Manager

Safety Damage

Digital Marketing

SEO

Forum

MEDIA PLANNING

Blog

Newsletter

Retailers

Safety Time

Webinar

PPC

COMMUNICATION TACTICS

FORUM

To build the exper/se image

WEBINAR

Digital Strategies

To increase corporate reputa/on

BUDGET Comparison

I n -‐ h o u s e M a r k e . n g O n l y ( N o p a i d M e d i a )

I n -‐ h o u s e M a r k e . n g P l u s M e d i a

F u l l C a m p a i g n W i t h A g e n c y

BUDGET

Print Magazine $284,124

Elevator $24,500

In-house Marketing Plus Media

Research & Development $100,000

Digital Banner $28,947

$138,00

$632,571

$984,571

SEO Website Webinar $135,000 Digital Pre-‐Reel $60,000

$632,571

BUDGET

Digital Pre-‐Reel $60,000

$3,000

Elevator $24,500

Digital Banner $28,947

$138,00

SEO Webinar Produc&on

In-house Marketing Only (No Paid Media)

Marke&ng Recruitment Website Redesign $135,000

SEO $192,000

BUDGET

Print Magazine $284,124

Full Campaign with Agency

Research & Development $335,000

Website Redesign $60,000

$984,571

Global Forwarding

We do our best for the same reasons you do