2023 Trailblazer Award Winner: Brand Awareness Campaign

ELEVATOR PITCH:

Last year, A. Duie Pyle announced the opening of three new facilities, expanding its services into Virginia. With locations opening in Richmond, Roanoke and Manassas, the company expanded its industry-leading supply chain solutions to strengthen routes and transport of goods while creating jobs and adding to Virginia’s growing economic infrastructure.

The strategic move into Virginia opened many opportunities for Pyle to offer direct trucking and warehousing services to key points along the Eastern Seaboard supply chain while acquiring direct service to and from the ports of Virginia connecting metropolitan areas like Washington D.C. and Baltimore. Pyle’s cross-dock service center expansion brought 30 service doors and 30 jobs to Manassas, 50 service doors and 25 jobs to Richmond and 16 service doors and 20 jobs to Roanoke. The additional jobs and supply chain support Pyle brought to the area boosted the local economy while strengthening its service commitment to customers along the Eastern Seaboard. From the time Pyle announced its Virginia expansion, the news has carried its weight, garnering coverage across various media landscapes, securing a total of 72 hits, and continues to see coverage trickle in.

From April to December 2022, Pyle published 25 pieces of social media content focused on the expansion. Organic content ranged from posts around the grand opening event to media coverage amplification. The goal of the campaign was to spread awareness of the new locations and connect with the local communities. Pyle saw a 10.5% overall engagement rate, which resulted in 33,041 digital impressions, 3,478 engagements and 1,055 link clicks. Pyle also ran ads designed to spread awareness and drive interest among prospective new customers in the state, resulting in more than 272,000 impressions, 5,900 total clicks, and 3,142 conversions to the website.

MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:

The company slogan, Pyle People Deliver, is a testament to its people-driven and service-first approach when going above and beyond for its customers. Pyle saw a significant opportunity to bring more resources to the Commonwealth that helped strengthen supply chain operations while creating more jobs for the people of Virginia. Through the expansion, Pyle achieved one of its biggest goals to better serve its customers who required overnight and one-day deliveries and enlarge its footprint across new territories.

BLAZING A TRAIL:

Throughout 2022, Pyle’s expansion into the Commonwealth of Virginia was an important and unique piece of news. Pyle was able to amplify the facility opening news from the initial announcement in March until the end of 2022, and it still continues to see interest from the media. Pyle saw a renewed effort with hosting ribbon-cuttings/open house events for each facility, which helped it garner additional coverage with local newspapers and TV stations. Following the opening of the facilities, the news not only spread across the industry but reached local government officials. Virginia Congressman Rob Wittman, whose district includes the Richmond area, reached out about meeting with the Pyle team to learn more about the company and its future plans in the Commonwealth. This was a good opportunity for Pyle to meet and learn more about how local politicians play a role in supply chain operations within their districts and how they can help better serve local businesses.

WATCH THEIR VIDEO HERE.

PDF Attachment from the Award