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Baxter Freight

Cartwright Communications worked with Baxter Freight to deliver a truly integrated communications plan, which included press, social media, design work, SEO, video creation, internal comms and much more.

13,300,000 audience reach
Delivered a full rebrand
28 minutes of airtime

Background

Baxter Freight is a customer service-driven logistics provider based in the UK with a global reach. Founded in 2014, the Nottingham headquartered firm works with a network of long-term partners, preferred suppliers and the wider freight market to ensure the most suitable products are supplied at a competitive price.

Approach

We supported Baxter Freight with a multi-channel, integrated communications strategy to position the company as the go-to firm for freight and haulage.

This included a range of tactics, beginning with a full rebrand. Not only did we work with the Baxter Freight team to update their logo and marketing material, but we also designed, developed and wrote the copy for their new website. We also created a full messaging house, tone of voice document and brand guidelines, as well as designed brand-new email signatures and customer collateral documents for all of the account managers.

Additionally, we supported with the firm’s internal communications. We produced quarterly staff newsletters to keep the team up to date with key business information. We also produced a set of designs for the internal screens around the office – these keep the sales team up to date with all jobs and sales figures, so we worked closely with the team to design suitable graphics.

We also handled all the external comms for Baxter Freight. We produced regular content for all the relevant social media channels, including LinkedIn and Twitter, and handled all press activity. This included regular scheduled content around business milestones and CSR, as well as reactive comments and media interviews from Ian Baxter, chairman of Baxter Freight, on a wide range of topics from general business news to Brexit.

Furthermore, we filmed and edited many videos with the team. These were predominantly used for social media, but a number also formed the basis of our electronic marketing campaigns. We produced quarterly – sometimes monthly – electronic direct mailers (EDMs), which were sent to the Baxter Freight database. These featured a variety of different topics including the announcement of Baxter Freight’s AEO status and the promotion of offers on domestic consignments.

Results

Overall, our strategy was a success. We created a website, branding and marketing materials, and design work that the client was really happy with. We also boosted the firm’s profile through our press and social media activity and increased their visibility with existing and potential clients with the EDMs and direct marketing.

  • Reached more than 13,300,000 people
  • 88 pieces of coverage secured
  • 50% of coverage was national and trade
  • Radio and TV coverage included BBC Breakfast, ITV Central, BBC Radio 5 Live, BBC Sunday Politics and more
  • Print and online coverage included The Times, Logistics Manager, Daily Express, New Statesman Business, ContentLive and more
  • 28 minutes and 19 seconds of airtime
  • Full re-brand including website, marketing materials, logo, messaging house and tone of voice documents

"Three years after set up, Baxter Freight needed to update the company’s vision and narrative to align with its evolution. We worked with Cartwright to update our PR and social media communications strategy to amplify the new company image and messaging to relevant audiences. Cartwright also developed a new website and assisted with refreshed branding. Cartwright worked with our team through every step of the process, while coming up with new ideas for helping to communicate our messages. We were really impressed with the company’s professionalism and guidance and would confidently recommend them to businesses with similar requirements."

Ian Baxter

Baxter Freight

A multi-channel, integrated communications strategy

Cartwright Communications worked with Baxter Freight to deliver a truly integrated communications plan, which included press, social media, design work, SEO, video creation, internal comms and much more.

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