Problem
- Increasing municipal and commercial contract wins; driver recruitment in a tight labor market. As a public company, Advanced Disposal faced constant earnings pressure. Vital to earnings growth was more new contracts, and, critically, retaining current ones. ADS sought out High Reason to strengthen its creative, improve proposal efficiency and drive better marketing outcomes.
Solution
- More robust campaign creative, re-imagining the proposal format for more success. After heavy exposure in the field and listening to both sales and operations teams, we sharpened all communications to be more resonant and energetic. During a national driver shortage, we used social media and focused digital advertising to attract record applicants.
Impact
- 10% average annual increase in web traffic; 26% average annual increase in page views
- 24% average annual growth in social media followers
- 41% decrease in distracted driver events after distracted driver campaign
- 37% increase in new driver hires after driver recruitment campaign
