Hare goes International with new ad for Kleysen

August 30, 2013By FrancisCommunications, Neat Ideas, People, THE AGENCY, Trucking, Uncategorized, Work No Comments

In early June, one of my Talking Truckers blog posts earned a Like from Howard Sired, Recruiting Director for the Winnipeg-based trucking company Kleysen. Naturally, I shot him a quick email thanking him for the Like. After a few exchanged messages and a couple of in-depth conversations, Howard hired us to develop an ad for … Read More

Latest Baggett Project A Real Blast

July 16, 2013By FrancisBUSINESS, Communications, THE AGENCY, Trucking, Uncategorized, Work No Comments

Since 1928, the fine folks at Baggett Transportation have been hauling just about every kind of military freight imaginable. With the war efforts overseas gradually ramping down, Baggett’s exploring new opportunities in the private sector. After all, there are plenty of companies with extremely high standards for the carriers they’ll use; companies with cargo requiring … Read More

Baggett’s Seventh Ad: Fish In A Barrel

January 29, 2013By FrancisBUSINESS, General Biz, People, THE AGENCY, Trucking, Uncategorized, Work

Early this month, Baggett‘s recruiting director Daniel Buckhannan gave us contact info for Scott and and Darlene Carter—the husband-wife driver team he wanted to profile in the company’s new print ad.  Although most of our past ads have focused either directly or indirectly on drivers’ earnings potential with Baggett, with the near-unprecedented level of competition … Read More

New Client. New Campaign.

August 15, 2012By FrancisBUSINESS, Communications, THE AGENCY, Trucking, Uncategorized, Work

In mid-June, we started work with WTI—a great flatbed trucking company in Tuscaloosa that needed an overhaul of its driver-recruitment branding and advertising program. To see a typical “pre-Hare” WTI ad, Click Here. DEVELOPING WTI’S BRANDLINE As always, we conducted a lot of background interviews—with everyone from recently-hired drivers to longtime CEO Rendy Taylor. From … Read More

Baggett’s Sixth Ad: Creative Goes Cross-Country

June 20, 2012By FrancisBUSINESS, Communications, People, THE AGENCY, Trucking, Uncategorized, Work

The perpetual challenge to producing testimonial ads for Baggett is that so few of their drivers are ever in town. That was certainly the case with Dennis and Abigail Huggins—a couple who had a story that was not only irresistible from a personal perspective, but which also perfectly matched our core brand-messaging strategy. After our … Read More

Baggett’s Fifth Ad: Personal Experience Meets Market Research.

January 1, 2012By FrancisBUSINESS, Communications, THE AGENCY, Trucking, Uncategorized, Work

I recently met Mark Cubine, the marketing director at McLeod Software—who has conducted research indicating that one of the four most common questions truck drivers have about prospective employers these days is, “Are you a healthy, successful company?” Which makes perfect sense, after a rash of company collapses left hundreds (if not thousands) of drivers … Read More

Bon Voyage, Erin!

August 24, 2011By FrancisBUSINESS, FUN, People, THE AGENCY, Trucking, Uncategorized

Just this morning, Martha put Erin on a plane for the Great American Truck Show in Dallas. She’s really been looking forward to it—since James Hudson (one of our many good friends at Randall-Reilly) was kind enough to send her a snapshot of a Time And Temperature display indicating that the outdoor temperature was exactly 100º. … Read More