Freeland Logistics - medium-sized logistics operator with headquarters in Moscow and subsidiaries in Saint Petersburg, Novorossiysk, and Nakhodka. The company operates worldwide and their competitive advantage is fast customs clearance and ability to certify and insure a cargo. The founder of the company approached us in order to renew their visual image and redesign their website which became obsolete at that point. The company has conservative business model and style, so we had to comply with those standards. When we met with employees it was apparent to us that the company lacks efficient corporate communications and customer relations; therefore, we had to solve this task. The main challenge was to reinvent their brand in a highly competitive logistics market. The major problem of the company was it lacked new clients since the biggest clients left due to new government procurement procedures. We had to come up with alternative strategies, involving repositioning the business and focusing on a new target client.
Our primary task was to meet with the General director, staff and assess flaws in the working process and gather general information. Due to lack of internal communication and effective customer relations, we decided to integrate CRM system that would unite employees, sort out their tasks and goals, and help them to communicate effectively with customers using several communication channels utilizing their computers, phones, tablets.
The next task was to develop the marketing strategy and present it to the management and employees. After carefully studying the local logistics market and the climate we came up with the idea of focusing on foreign clients rather than domestic ones. This conclusion led us to create English focused website with clear design and easy navigate navigation that would help the company to address new markets. We developed a new brand image with all required marketing assets that had the potential to raise the profile of Freeland Logistics within their new market. During the production process, our team managed to create a new appealing identity, applicable infographic, and an international website.
In the respect to our work, Freeland Logistics increased its market share Turkey and China and managed to open subsidiaries in those countries. Due to new corporate image and marketing strategy the company was able to sustain and increase its customer base. Clear and informative presentation along with narrative infographic helped our returning customers to learn about otherwise non-common services that company provides, increasing overall revenue. The new website helped us to communicate our new marketing strategy where traffic and engagement spiked immediately after launch. As a result, we had 64% in total website traffic, 75% increase in Pages-per-session and 48% increase in traffic from search engine optimization.