HELLO TELOGIS.

Hello telogis.
agenda
1. HMH introduction
2. Telogis introduction and discussion of current market situation
3. Telogis 2014 strategic priorities
a. Platform and/or product emphasis (existing and new)
b. Market segments
c. Greatest opportunities/challenges
4. Next steps
5. Optional, time permitting: HMH work samples/case studies
Let’s talk about HMH
We are experts at understanding customers in the Commercial Transportation
and Technology industries.
Our clients benefit from our deep category experience and integrated mix of
communication disciplines that deliver high-value, creative ideas that
produce results.
commercial transportation experience
COMMERCIAL
TRANSPORTATION
EXPERTISE
150
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256,652
PHOTOGRAPHS TAKEN
THROUGHOUT 3 COUNTRIES, IN 49 STATES, WITH 23 HELICOPTER RIDES AND 5,231 CUPS OF BAD COFFEE
472
ADS
CREATED
784
BROCHURES
DEVELOPED
511
TRUCK MODELS
STUDIED
427
TRUCK MODELS
DRIVEN/SAT IN
986
DEALER
VISITS
608
CUSTOMER
VISITS
CDL
HOLDERS
ON STAFF
:1
35 TO 65%
ADDED VALUE
NEGOTIATED
(EvERyBODy LOvES FREE)
8,212 HOURS OF PROOFING (THAT’S 205 RUNS FROM LA TO NEW YORK)
PROOFING
8,078
X
5,737
5,675
1,021
CONVERSATIONS
WITH:
FLEETS
DEALERS
DRIVERS
INDUSTRY EXPERTS
8,782
TRADE
PUBLICATIONS
READ
(AND 67 PAPER CUTS ENDURED)
WE hAvE ThE hORSEPOWER
TO TAkE yOu WhERE yOu
WANT TO gO.
COMMERCIAL
TRANSPORTATION
EXPERTISE
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PHOTOGRAPHS TAKEN
THROUGHOUT 3 COUNTRIES, IN 49 STATES, WITH 23 HELICOPTER RIDES AND 5,231 CUPS OF BAD COFFEE
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PHOTOGRAPHS
PHOTOGRAPHS
TAKENTAKEN
THROUGHOUT
THROUGHOUT
3 COUNTRIES,
3 COUNTRIES,
IN 49 STATES,
IN 49 WITH
STATES,
23 HELICOPTER
WITH 23 HELICOPTER
RIDES ANDRIDES
5,231ANDCUPS
5,231OFCUPS
BAD COFFEE
OF BAD COFFEE
ADS
CREATED
ADS
CREATED
BROCHURES
DEVELOPED
BROCHURES
DEVELOPED
TRUCK MODELS TRUCK MODELS
STUDIED
STUDIED
TRUCK MODELS TRUCK MODELS
DRIVEN/SAT IN DRIVEN/SAT IN
DEALER
VISITS
DEALER
VISITS
CUSTOMER
VISITS
CUSTOMER
VISITS
472 472
784 784
511 511
427 427
986 986
608 608
:1:1
CDL
CDL
HOLDERSHOLDERS
ON STAFFON STAFF
35 35
TO 65%
TO 65%
ADDED VALUE
ADDED VALUE
NEGOTIATED
NEGOTIATED
(EvERyBODy
(EvERyBODy
LOvES FREE)
LOvES FREE)
HOLDERS
ON STAFF
:1
(EvERyBODy LOvES FREE)
8,212 HOURS OF PROOFING (THAT’S 205 RUNS FROM LA TO NEW YORK)
PROOFING
8,078
X
5,737
5,675
1,021
CONVERSATIONS
WITH:
FLEETS
DEALERS
DRIVERS
INDUSTRY EXPERTS
8,782
TRADE
PUBLICATIONS
READ
(AND 67 PAPER CUTS ENDURED)
WE hAvE ThE hORSEPOWER
TO TAkE yOu WhERE yOu
WANT TO gO.
friends we call clients
PORT OF LONGVIEW
{ you’ll be in good company }
we have
43
talented, passionate employees
Charlotte, NC
Portland, OR
Bend, OR
3
and
locations to
hold us all
idea to implementation tools
Brand Development
Crisis Communications
Marketing Strategy
Media
Advertising
PR & Social Media
Design
Guerilla Marketing
Digital Development
Corporate Identity
Community Engagement
Photography
Account Service
Production Management
Direct Marketing
Event Planning
Retail Marketing
Customer Insights
Pu
ONE BRAND, ONE VOICE
i
bl
cR
tio
ela
d
r an
Adv
S tr at e
ert
isi
ng
gy
M e dia
So cial M edia
B
ns
Customer
De
sig
n
D
ta
igi
l
ONE BRAND, ONE VOICE
• Broad reach
• Multi-touch
• Compelling/different
• Paid and earned
• Excellence ranking
• Co-branding
• Social buzz
• Community outreach
• DM/Web/Collateral
• Shows/Conferences
• Testimonials
• Virtual visits
• Downloadables
• Social links
• Links to rankings/awards
• Marketing automation software
• RFPs/Quotes
• Prototypes
• Initial test orders
• Incentives
• Co-branded opportunity
• Early adoption pricing
• Rewards
• Experience
• Economic
BRAND POSITIONING observations
BRAND POSITIONING observations
APPARENT POSITIONING: Smart value
BRAND POSITIONING observations
APPARENT POSITIONING: Fleet visibility for better business
BRAND POSITIONING observations
APPARENT POSITIONING: Easy-to-use
BRAND POSITIONING observations
APPARENT POSITIONING: Informed performance
BRAND POSITIONING observations
APPARENT POSITIONING: Business efficiency facilitator
BRAND POSITIONING observations
APPARENT POSITIONING: Positioning technology innovator
BRAND POSITIONING observations
APPARENT POSITIONING: Actionable fleet intelligence
TELOGIS INTRODUCTION
• Current market situation
• Telogis 2014 strategic priorities
- Platform and/or product emphasis (existing and new)
- Market segments
-Opportunities/challenges
getting started
Engage
Review business
challenge, scope
and objectives
Discover
Develop insights
into purchasedrivers, emotionaldrivers and rational
information needs
Define
Assess and agree
on overall campaign
strategy. Map strategy
to purchase funnel
Ideate
Explore and present
a variety of ideas
and messaging
Develop
Plan and execute
for implementation
Evaluate
Evaluate
performance
capabilities in action
The results our creative
yields and the impact that it makes. We’ve included
The proof, as they say, is in the pudding:
a few case studies that illustrate how our partnerships with clients net great creative and strong results.
We hope you enjoy reading about them as much as we (and our clients) enjoyed creating them.
technology
fluke networks
Challenge
solution
results
Position the Fluke Networks brand to both engineers
Champion the intelligence and forward thinking required
Brand videos and initial product launch materials drew
and small business owners as the leader in
in the network testing industry through videos, trade
enormously positive responses online and at trade
telecommunications testing equipment.
show materials, advertising and an online presence.
shows. The brand video was attached to an initiative to
acquire customer stories with a goal of receiving 500
verified stories in 2013. Over 8,000 stories were received
in just the first 7 weeks.
technology
wacom
Artist 1
Artist 1
Artist 2
Artist 2
Artist 3
Artist 3
Challenge
solution
results
Develop, coordinate and implement a short-term
Create a fast-paced, short-term progressive art parlor
This month-long effort is still in progress, but social
(4 week) social media-focused effort to ultimately drive
game played by influential artists using Wacom’s latest
engagement and interaction is strong; blog posts,
sustained awareness of Wacom mobile products and
mobile product and follow the art’s evolution real-time
social plugs, selfie videos and Google+ Hangouts tout
create exclusive thought leadership content.
on social media outlets.
Wacom’s support of artists around the globe.
commercial transportation
alliance parts
Challenge
solution
results
Create industry media and customer buzz over the re-
Exploit the brand’s tie to automotive racing by sharing
Trade media coverage of Alliance Truck Parts grew more
launch the Alliance Truck Parts brand of heavy-duty truck
the racing experience with key trade editors and
than 300% from the previous year. Media buzz and a
parts and accessories. The low-key label needed an
everyday customers through traditional print and online
growing product catalog together improved Alliance
infusion of excitement and a better focus on the brand’s
social media channels. Infuse run-of-the-mill parts
Truck Parts’ revenue by more than 15% over the year.
value and true all-makes parts promise.
introductions with race-day excitement.
commercial TRANSPORTATION
freightliner
Challenge
solution
results
Launch Freightliner’s newest product – the
Cascadia Evolution – as a game-changer
truck for fleets in an unexpected way.
Promote the Cascadia Evolution as the
pinnacle of efficiency and make the
“evolution” part of the name memorable.
The campaign generated great excitement
among dealers, bolstering their commitment
to the Freightliner brand. Dealer inquires
increased nationwide by 32%.
commercial TRANSPORTATION
Print ad
freightliner
commercial TRANSPORTATION
freightliner
Website
T H E S C I E N C E O F I N N OVAT I O N
GREAT IDEAS EVOLVE
INTO GREATER IDEAS.
At Freightliner Trucks, we view innovation as the
evolution of great ideas. Instead of constantly
“reinventing the wheel,” we leverage existing
technologies and find ways to make them even
better. Over time, this method creates more
consistent quality and greater value for our
customers, resulting in products that offer
the lowest total cost of ownership.
For example, in 2007 we introduced the
groundbreaking Cascadia® Class 8 truck model,
powered by the Detroit™ DD15® engine. The sleek
aerodynamic design and state-of-the-art engine
set a new standard in fuel efficiency. But we
didn’t stop there.
Our engineers continued to research the effects
of improved aerodynamics on a truck’s overall
efficiency. We spent thousands of hours testing
airflow and wind resistance in Daimler Truck North
America’s (DTNA) proprietary wind tunnel, as well
as hundreds of thousands of miles on actual roads
in real-world conditions. And in 2010, we updated
the available aerodynamic features and implemented
BlueTec® SCR emissions technology, Daimler’s
highly efficient emission control technology.
PROVEN PERCENTAGES.
The enormous success of the Cascadia continued
to drive our quest for maximized fuel economy.
Partnering with engineers at Detroit, we developed
the Cascadia Evolution, powered exclusively by a newly
designed DD15 engine. This new model achieves up
to a 7% increase in fuel economy over the firstgeneration EPA 2010-compliant Cascadia model
and a 5% increase over the 2013 model with
next-generation aerodynamic enhancements.
MOVING FORWARD.
Freightliner Trucks has set a clear and deliberate
path of innovation, so we have the confidence to boldly
invest in the future. The technologies we’ve developed
are proven and successful because they address the
needs of customers and the industry. And we will
continue to use innovative engineering to solve
business challenges. That’s why we’re different.
That’s why you can be confident in our leadership.
FTC - 7179 Evolution Truck Brochure-2.indd 2-3
7/24/12 1:17 PM
WHEN COMBINED,
EACH DETAIL MAKES
A BIG IMPACT.
The Cascadia Evolution offers a variety of advanced aerodynamic features that significantly increase efficiency and overall
performance. We installed additional seals and gap closures
to decrease drag. New chassis side fairings streamline airflow
around the vehicle and improve performance in crosswind
conditions. We even re-shaped the mirrors and integrated the
antennae to maximize aerodynamics down to the smallest
detail. Together, these innovations result in better fuel economy,
which is at the core of our commitment to our customers.
7
9
10
5
1
11
12
Bumper Air Dam
6
7 Integrated Antenna
3 Bumper Closure
2
8 Chassis Side Fairing Enhancements
2 Hood-to-Bumper Fill
3
9 20-inch Side Extenders
4 Cooling Enhancements
6
8
5 Windshield Seal Improvements
6
1 Elliptical-Shaped Mirrors
10 Side Extender Filler Piece
7 Upper Flap Extender (when 1/4 fenders are spec’d)
11
12 Rear Wheel Covers
4
3
2
1
UNDER THE HOOD,
IT GETS EVEN BETTER.
CONFIGURATION
DISPLACEMENT
COMPRESSION RATIO
BORE
STROKE
WEIGHT (DRY)
ELECTRONICS
OIL CAPACITY
HORSEPOWER RANGE
TORQUE RANGE
INLINE 6 CYLINDER
906 cu. in. (14.8 L)
18.4:1
5.47 in. (139 mm)
6.42 in. (163 mm)
2763 lb. (1254 kg)
DDEC®
51.8 qt. (49 L)
455-505
1550-1750 lb. – ft.
Detroit engineers have refined the DD15 engine to
gain in both performance and fuel economy. For example,
new friction-optimized pistons reduce contact pressure
associated with the oil control ring. This not only helps
enhance fuel efficiency, it improves durability.
The new variable speed water pump controls flow
and power consumption based upon engine speed and
coolant temperatures. This reduces load on the engine.
1
We’ve also implemented a next-generation Amplified
Common Rail Fuel System (ACRS™) with higher
injector pressure for optimized combustion control.
And our updated fuel filter module extends change
intervals to up to 100,000 miles, increasing uptime.
Finally, this updated DD15 engine uses a patented
asymmetric turbocharger, which offers proven
performance while reducing mechanical complexity.
And the engine is 100 lb. lighter than before. Working
in concert, all of these improvements help increase
fuel economy tremendously. And it’s available
exclusively on the Cascadia Evolution.
Day Cab*
70” Mid-Roof XT
1
New Variable Speed Water Pump
2 Next-generation ACRS™
3 Updated Fuel Filter Module
4 Asymmetric Turbocharger
5 Optimized Piston Design
5
4
3
2
72” Raised Roof
*113BBC Day Cab with Detroit DD13 and the 125BBC Day Cab with the Detroit DD15.
FTC - 7179 Evolution Truck Brochure-2.indd 1
Dealer kit
Brochure
7/24/12 1:17 PM
FTC - 7179 Evolution Truck Brochure-2.indd 4-5
7/24/12 1:17 PM
commercial TRANSPORTATION
WATCH THIS TRUCK
COME TO LIFE.
Competitive financing available through Daimler Truck Financial. For the Freightliner Trucks dealer nearest you, call 1-800-FTL-HELP. www.freightlinertrucks.
com. FTL/MC-A-1152 Specifications are subject to change without notice. Copyright © 2012. Daimler Trucks North America LLC. All rights reserved.
Freightliner Trucks is a division of Daimler Trucks North America LLC, a Daimler company.
freightliner
Let it snow. The Freightliner 114SD is built for long days of severe duty. For starters, it comes with
either a Detroit™ or Cummins engine, providing excellent power and efficiency. It’s designed for
easy upfit with clean mid-chassis packaging, Freightliner’s proprietary SmartPlex™ Electrical System
expansion and 12-inch or 24-inch frame extensions. A well-insulated cab and interior ergonomics
enhance driver comfort and safety. And snow-specific features like a 2,500 square-inch heated
windshield, winter wipers and an air intake with snow door make it even easier to keep the roads,
the businesses and the schools open. To learn more, visit FreightlinerTrucks.com/WorkSmart.
Challenge
solution
results
Launch a line of tough and rugged
HMH examined the unique needs of each segment, and created an overall launch theme to
Since this launch, the
trucks, and position them as a true
showcase the real ruggedness of these vehicles. We created ads, online banners, dealer kits,
Freightliner vocational
contender in the vocational market when
billboards, show signage, posters, videos, a manifesto, all new collateral and a wall calendar. We
market share has grown
Freightliner traditionally had been known
created ads with QR codes, and when scanned with a smartphone, the ad comes to life in an visually
from almost 17% in 2009 to
for its on highway trucks.
appealing, yet educational way based on what is important to the audience.
currently over 25%.
commercial TRANSPORTATION
Print ad
freightliner
commercial TRANSPORTATION
Print ad
freightliner
commercial TRANSPORTATION
Detroit
Challenge
solution
results
Evolve the Detroit Diesel brand to meet changing
marketplace dynamics like vertical integration; to
pave the way for new products and technologies in
the future.
Understand how customers across multiple
segments relate to the brand. Embolden the brand
and support it throughout the channels. Tap into
the emotional side of the truck.
Immediate acceptance of the
brand identity and a client who
considered the re-branding an
out-of-the-park success.
commercial TRANSPORTATION
Trade show booth
Detroit
commercial TRANSPORTATION
Spec sheets
Detroit
commercial TRANSPORTATION
daimler trucks north america
IN N OVAT
IN N ION
OVAT ION
F RO MF RO
T H EM CO
T HRE
E CO RE
Thesynergyofinnovation
andintention.
DTNAdominatestheNorthAmericantransportationindustrywithmarketleadershipinNAFTA
andU.S.Class6-8.
Freightliner.WesternStar.FreightlinerCustomChassis.ThomasBuiltBuses.DetroitDiesel.
DetroitDieselRemanufacturing.Familiarnames.Iconicbrands.Eachendowedwiththeglobal
resourcesofDaimlerandDaimler,inturn,benefitingfromtheexpertiseofeachofthese
successfulcompanies.
Thepotentialforexchanginginnovationsthatwillbenefitourcustomersisunlimited.Forexample,
telematicsapplicationsdevelopedbyDaimlerallowenginesonDTNAtruckstobemonitoredby
servicetechniciansfordiagnosisofproblemsbeforetheyreachtheservicecenter.Andin2010,
DaimlerannouncedastrategicplatformforitsMercedes-BenzActrostrucksthatincorporates
state-of-the-art,fuel-efficient14literdiesel
engines,whichweredevelopedintheU.S.by
DetroitDiesel.Advancesinthistechnologywill
allowDTNAtobecomethefirstNorthAmerican
truckmanufacturertoachievetheEPA’s2014fuel
economystandardsof7.9MPG.
Corporate brochure
Tofurthercapitalizeonourexceptionalresources,
wearerestructuringDTNAbest-in-classpowertrain
solutionsfortheglobaltransportationmarket
undertheDetroitname.
Intoday’schallengingeconomy,wherefuel
efficiencyandservicecostsareanincreasingly
importantfactorinpurchasingdecisionsand
customersupport,DTNAisinastrongposition,
withbest-of-industryfuelefficiencyandlower
totaloperatingcostsoverthelifeofthevehicle.
Computermodelingofyearsofdataontruckuseprofilesandpartsdemandscontributesto
designengineeringforproductimprovementand
providesreal-timedatatodrivepartsproduction
andinventory.InnovativeDTNAserviceprograms
minimizeexpensivedowntime,ensureparts
availability,speedserviceandhelpkeepDTNA
customersonthejob.
commercial TRANSPORTATION
Website
thomas built buses
What HMH brings to the party
Our commitment is getting you noticed.
And getting you results.
The end. Or maybe a new beginning.
We hope the end of this presentation marks the beginning of something
Ed Herinckx
new. The advent of new ideas. New possibilities. A new relationship with an
President
agency passionate about discovering a brand’s truth and developing ideas
edh@hmhagency.com
that drive businesses forward. Together, we can create relevant, effective,
503.973.9231
engaging communications programs that move people — and the
proverbial needle.
Sally Auguston
Vice President
We’re ready to put the full measure of our talents, skill sets and enthusiasm
to work for you.
Let’s build something great.
sallya@hmhagency.com
503.973.9223
hmhagency.com