Campaign Design
TracxTMS Livestock Campaign
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
Tracx had virtually no presence in Canadian livestock transportation — a market shaped by animal welfare, strict regulation and tight operating margins. The opportunity was to build credibility with haulers by speaking to what actually mattered to them.
The result: a campaign unlike anything else we had done, built around the intersection of animal welfare, compliance, operational control and profitability.
My Role
Led the strategy and creative direction, wrote every asset, and mapped the messaging and channel architecture.
THE BIG IDEA
Every load is alive.
That's why every mile matters.
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.
