Developing the right route for long-haul success

Delivering a robust community portal for the U.S. trucking industry based on an engaging, multichannel strategy

The situation

Burns Marketing worked with Freightliner Trucks and ATBS – a company offering solutions for small business owners and independent contractors – to develop a robust, Kentico EMS-based community portal that delivers business-focused content to owner-operators in the U.S. trucking industry.

What we did

  • Developed a complete end-to-end community strategy based on audience insight gained through surveys
  • Delivered a highly engaging mobile-optimized and traditional website
  • Provided a range of engagement tools (e.g., personal accounts, forums, blogs, member deals, newsletter subscriptions, and polls) for members
  • Offered members integrated SMS sign-up
  • Enabled Freightliner and ATBS to connect with their target audience in a meaningful way across multiple platforms

What we achieved

  • Received immediate recognition in the trucking industry
  • Saw large numbers of owner-operators joining and engaging online, pulling in more than 6,000 new members
  • Matched previous membership levels within a week and reached the six-month goal in four weeks and the 24-month membership goal in eight months
  • Read the full Kentico case study.

Visit the website

Awards and recognition

  • 2012 Site of the Year winner for best Kentico EMS implementation.
  • Featured in two national industry publications: the American Marketing Association Marketing News and CITEworld magazine

Project solution software used


"Burns Marketing has leveraged Kentico EMS to help us engage with our end customers and the broader industry. The solution they developed has helped our community management team be more proactive in the planning, production, review, and posting of content to the website. Through campaign reporting, we have great visibility into how our customers are engaging with the website every day, which helps us stay connected to them with timely and relevant content. The use of Kentico has allowed us to focus on the messages we want to deliver our members and our community building goals – not the management of technical systems and process.“

Mike McHorse
Manager, On-Highway Product Marketing
Freightliner Trucks

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