IS THE TRUCK HALF EMPTY OR HALF FULL?

Background

In 2008, Fresenius Medical Care, the world’s largest renal care company, came to Signature with a business challenge. They owned a subsidiary, Supply Chain Solutions, which was expressly created to handle the highly-critical distribution and delivery of supplies to dialysis patients. Supply Chain had an enviable track record in the demanding health care arena — its trucks were “young,” clean, well-maintained, and climate controlled. Drivers were reliable, highly tenured, and specialists in their work. Fresenius saw the opportunity to leverage its trucks empty space – particularly on back hauls – to build the business.

Solution

Signature realized that the key to building Supply Chain’s business outside of the health care arena would require rebranding. As a result, Signature created the TruBlu brand—clean, reliable, cool. We designed the trucks to be rolling billboards and added the reassuring tagline “Partners for the Journey.” Signature also wrote a communications plan to begin building a logistics network both in and outside of health care. Tactics covered ads, direct mail, public relations, trade shows, and a website that would become a robust tool for scheduling trips. TruBlu is on the road to great success.

Results

TruBlu was a resounding success, picking up key customers such as Pepsico and IBM. Signature helped Fresenius turned what was once a cost-center into a profit-center.