TRANSFORMING A DECENTRALIZED BRAND INTO AN INDUSTRY POWERHOUSE

PUBLIC RELATIONS
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The Challenge

Bringing Together a Decentralized Brand

Serial entrepreneur David Kiger built Worldwide Express from the ground up into a successful third-party logistics business without any help from an organized marketing or public relations effort. Although the company’s decentralized franchise structure had allowed the business to thrive, Kiger had a bigger goal in mind: acquisition. He knew that if he wanted to grow at a pace that would attract potential buyers, he’d need to centralize the company’s brand and messaging and consistently communicate it to the market through proactive content marketing and public relations. He turned to Idea Grove for help.

The Solution

Building a Brand for Rapid Growth

Idea Grove kicked off our relationship by meeting with Kiger and the Worldwide Express management team to hone a unique story the company could tell, and then incorporated that story into a formal messaging guidebook to help shape everything from marketing collateral, blog posts, ebooks, media outreach, and everything else in between.

The Idea Grove team then embarked on a multi-year effort of consistent blogging, email marketing, website design and public relations efforts designed to help bring in new franchises, attract sales recruits, reach potential customers and shape the transportation industry’s perception of this growing powerhouse, while the Worldwide Express executive team continued to work to streamline operations and build a stronger company.

The Results

Successful Acquisition and Exit 

How successful was this branding campaign? So successful that Kiger was actually able to sell the company twice. After engaging with Idea Grove and growing Worldwide Express to more than 115 franchisees, Kiger was able to sell the company to an investment firm in 2013.

Kiger was later brought back to guide the business to its next stage of success, and Idea Grove continued to help Worldwide Express tell its compelling story to the market. By 2016, WWE had consolidated its franchise network and more than quadrupled its earnings, reporting more than $750 million in earnings in 2015.

Shortly after that, Kiger was able to make his second exit from the company when it merged with another freight brokerage provider to form one of the largest 3PLs in the country.

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