Brand Launch & Marketing Plan
🔹 Challenge
The existing transportation division operated under an outdated sub-brand with minimal marketing support. The goal was to build a cohesive identity for CTS that reflected its value within the larger corporate portfolio, modernize its digital and physical presence, and lay the foundation for scalable marketing strategy.
Multiple legacy brand assets (signage, truck wraps, etc.)
Low digital presence or awareness of CTS as its own brand
Lack of strategic marketing collateral or positioning
🔹 Objective
Launch a refreshed brand that communicates CTS's operational strength, service reliability, and connection to the broader Colonial portfolio.
Position CTS as a trusted, modern logistics partner
Support recruitment, lead generation, and sales enablement
Transition from legacy branding to unified visual identity
Educate internal teams on mission, values, and offerings
🔹 Approach
🔸 Brand Strategy Development
Defined mission, vision, and values
Conducted SWOT analysis to guide messaging and positioning
Developed buyer personas for brokers, ops managers, and dispatchers
🔸 Marketing Plan & Activation
Created 18-page brand and marketing plan across digital, print, and PR
Developed phased asset replacement plan (signage, uniforms, truck wraps)
Outlined budget and vendor needs for launch
🔸 Omnichannel Launch Strategy
Built dedicated CTS website and LinkedIn presence
Defined content calendar and success metrics per platform (e.g., 150+ site views/month, 10% LinkedIn engagement rate)
Created internal training materials to roll out brand internally
🔹 Key Deliverables
✅ Full brand plan and launch playbook
✅ New domain(s) and branded web splash page
✅ Marketing collateral (banners, explainer videos, uniforms)
✅ Press release, safety content, social media updates
✅ Fleet rebranding roadmap (trucks, terminals, signage)
🔹 Results & Milestones
🚀 New brand live across multiple platforms (LinkedIn, splash site, internal signage)
🛠️ Transition plan in place for CFLS retirement
🤝 Cross-functional buy-in from leadership, sales, and operations
📈 Elevated brand visibility and professional presentation of services
🔹 My Role
Co-authored and led strategy across all marketing channels
Collaborated with VP, operations, and designers to align messaging
Led asset transition planning and internal education initiatives
Directed content creation and digital platform rollouts
🔹 Visuals
Proprietary documents
🔹 What I Learned
Launching CTS required navigating legacy systems and gaining cross-functional alignment. It taught me how to lead large-scale internal branding efforts that balance practicality, creativity, and long-term vision—especially in industries less familiar with formal marketing.