CAMPAIGN DESIGN
Entering a new market with a message built for the people in it.
A four-week integrated campaign designed to position TracxTMS for Canadian livestock haulers — connecting compliance, animal welfare, operational control and profitability.
THE CHALLENGE
Livestock transportation is not simply freight with different cargo. Haulers operate under specialized welfare regulations, rest requirements, border constraints and financial pressure from shrink and delays. Tracx had virtually no presence in Canadian livestock transportation, so breaking into the market meant first understanding it. I researched livestock haulers and industry conversations to understand what mattered to them — and where Tracx could credibly fit.
The result: a campaign unlike anything else we had done, built around the intersection of animal welfare, compliance, operational control and profitability.
MY ROLE
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Campaign lead & creator
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Research & audience insight
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Strategy & positioning
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Concept development & internal pitch
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Messaging architecture
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Copywriting (all assets)
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Channel strategy
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Creative direction
THE BIG IDEA
Every load is alive.
That's why every mile matter.
CAMPAIGN ARCHITECTURE
Establish credibility
Compliance + market entry
Landing page / whitepaper / launch email
Build authority
Welfare + thought leadership
Article / emails / social
Create urgency
Operational risk + control Border delays / shrink / rerouting
Drive action
Profitability + conversion Referral / product positioning / demo CTA
ASSETS
Landing Page
Dedicated livestock campaign page
Thought Leadership
Whitepaper + published article
Email Marketing
4-week segmented email campagin
Social Media
Organic posts + paid advertising
Built for Pressure: What Livestock Haulers Know About High Stakes Compliance
CREATIVE CONCEPTS
One strategy. Different reasons to care.
Each asset approached the core positioning from a different angle — market entry, regulatory, operational or commercial — while reinforcing the same campaign story.