Shaping four distinct brands within one fast-moving company.
Each of U.S. Xpress’s 4 brands must acquire and retain thousands of drivers in a market
so competitive, the job posting to available driver rate is 9 to 1 and the churn rate averages
Our challenge is to help them find and covert these drivers more efficiently than anyone in
- Market 4 different brands to 4 different segments of the same audience.
- Provide a platform to cross-sell the appropriate prospects to the other brands.
Define Each Brand’s Ideal Segment
Through ISAC™, our proprietary, multi-touch attribution model, we continuously optimize
to each brand’s most efficient:
- Prospect profile
- Geo targets
- Media platforms
Define Each Brand’s Positioning
The U.S. Xpress sub-brand has its own positioning, featuring the key attributes of that sub-brand while still using the U.S. Xpress brand guidelines.
The Variant brand, although part of U.S. Xpress, has its own identity and brand guidelines to clearly separate Variant as the premium brand.
The CORPORATE BRAND
The U.S. Xpress Corporate brand is positioned as transforming the industry.
The Variant Brand
The Variant brand is positioned to the highest skill, safety and experience level.
The U.S. Xpress Driver BRAND
When drivers do not meet the strict requirements for Variant, they are cross-sold the
U.S. Xpress opportunities. The U.S. Xpress brand is positioned as “U Can Depend On U.S.”
The U.S Xpress dedicated BRAND
If a driver does not want to drive long routes, they are cross-sold U.S. Xpress Dedicated
The U.S. Xpress Dedicated brand demonstrates the unique attributes that allow driver
to “Run Right and Relax”.
The U.S. Xpress team BRAND
The U.S. Xpress Team brand is positioned as a way to “Raise your Quality of Life”. If a
driver will consider team driving they are cross-sold U.S. Xpress Team opportunities.
Full-Funnel Lead Nurturing & Cross-Selling Optimization
Email Lead Nurturing & Retention Optimization
Cross-Selling Optimization Map
VARIANT CREATIVE EXAMPLES
Digital Page-Takeover Launch Ad