Discover how an internal themed event created renewed, sustainable employee commitment to a heavy-duty brand.
FleetPride is the nation’s largest independent aftermarket distributor of heavy-duty truck and trailer parts. After 16 years of service and 250 locations across the nation, the company provides hard-to-find parts when and where you need them. They not only have the network to compete nationally, but their local presence has become something fleet owners and operators can count on. However, with a recent large staff turnover, the company decided to team up with S.O. CREATIVE to redefine their commitment and dedication to their employees and drive for success from the inside out. We decided to go big and ignite excitement within their team at the 2015 Kickoff Meeting.
Assembling our audience
With offices in 45 states across the country, FleetPride sales and operations had experienced employee turnover and were primarily made up of newcomers, mostly males ranging in age from 30–65 years old. This event was an opportunity to centralize product training and create team building opportunities. Over 750 eager employees came from every location to attend the 3-day event, learn about the company’s new initiatives, attend product training from national vendors, provide feedback, and interact with their colleagues.
Delivering an authentic message
To recharge their core values and purpose of what it means to be a part of FleetPride, S.O. CREATIVE developed a message to spark personal pride in the workplace with the theme “Powered by Pride”. Additionally, we created a tagline with specific keywords to match the sentiment “We are Transformed by Pride”, supported with slogans such as “I am Dependability,” “I am Dedication,” “I am Commitment,” and “I am Expertise”. To deliver this message, we developed a logo, collateral, environmental graphics, assets for an event social app, and an introductory video.
Authenticity was a critical aspect in creating all communication components used at the event. To achieve this, the S.O. Creative team traveled to FleetPride storefronts and warehouses to photograph and capture video footage to tell a genuine story. Images of the facilities, the parts, and the team gave a voice to the company in a way nothing had before.
To illustrate how dependability, expertise and dedication was woven into the core of what they do, we created environmental graphics that utilized portraits of FleetPride employees with the images of their facilities and team members at work blended into the fabric of the company shirts.
We also created an introduction video, which was the first experience attendees had during the event. The video was an opportunity for the company to introduce the culture to many new employees, and to rally the team behind the unifying notion that together, powered by pride, they could make FleetPride THE choice for maintenance and repair products and related services in the heavy-duty truck aftermarket.
A powerful impact
The impact was astounding and boosted engagement during and after the event. The company reported a growth in sales and capabilities across the nation as a direct result of the knowledge gained from training sessions. One employee reported an $18K sale during the event, further proof that FleetPride’s dedication to their employees translates to better commitment to the customer.
Additionally, the comradery and community that was sparked at the event carried on through the year. The mobile app for the event found sustained success, with more than 800 downloads at the start of the Kickoff, and continued to be used as a communication tool for over nine months after the event. The mobile app helped form an online community that united the FleetPride team from coast-to-coast behind the rallying cry “We are Powered by Pride”. Employees from across the nation are able work together to solve problems in an unprecedented way.