One of the country’s foremost marine transportation management companies, AccuTrans services the waterways of the Gulf South. What started as a family-run business has grown into a large and thriving multi-million dollar operation.
As AccuTrans expanded, there have been growing concerns about maintaining a rich and positive culture and establishing consistent company-wide messaging.
Our goal was to develop a cohesive internal marketing strategy that would boost community morale, promote retention, and establish the core values of the organization. Perhaps the most exciting opportunity, however, was the multi-stage rollout to onboard the men who are the backbone of the business. These men are the unsung heroes of AccuTrans: the tankermen.
At the heart of every great business is a set of values established by the people who began the organization. Sometimes a client comes to us knowing what those values are in their heart, but don’t know how to articulate them on paper or to the team. That’s where we come in.
For AccuTrans, we set out to define what the people of AccuTrans believe in, not tell them what to believe in. We dove into every aspect of the business to understand it inside and out. We then conducted thorough interviews with staff at every level and in every department of the team.
The final product was an elegantly written set of core values that were introduced to AccuTrans through their brand guide, print collateral, and most importantly, a compelling video.
The tankermen, who make up the majority of employees for AccuTrans, don’t need stationary, business cards, and envelopes. Instead, they show support for their organization through wearable merchandise–and they wear it proudly.
Through discussions we were able to find out what the staff wanted and most importantly, what they found fashionable. In other words, we didn’t want to make something that would end up in a donation bag. Hats and shirts of varying styles were designed and manufactured as well as complimentary items like keychains that displayed AccuTran’s core values.
Needless to say, these items were a hit.
AccuTrans is a proud organization that firmly believes in highlighting its people. When they asked us for a website, we knew we had to put their team first and foremost.
When you visit the site, you’ll see faces everywhere. Every department is represented, including families (because after all, an employee is only as good as the husbands, wives, and children that support them).
And in an age of complicated, convoluted, and information heavy industrial company websites, we knew we had to keep AccuTrans’s site short and sweet. If potential clients need more information, they can inquire. But what we really want them to see is how much AccuTrans cares about its people.
Work with AccuTrans is still underway. Today, in the midst of a comprehensive brand rollout strategy,
RAPJAB is on the cusp of launching a full social media plan for AccuTrans and presenting a host of operational
recommendations and employee initiatives. Anecdotal reports suggest that RAPJAB’s cultural
initiatives have been received with great enthusiasm.
