Objective

PostTag built navigation software for last-mile delivery, more precise than standard GPS. The technology solves a real and expensive problem: the final hundred metres, where a postcode stops being useful and the driver starts guessing.

The commercial problem was different. The buyers, fast-food delivery operations, retailers, courier networks, are a small, specific set of operations people who are not looking for a navigation vendor. Broadcast marketing is useless. You have to reach them by name.

Creative response

Communications and marketing, focused on online activity and social brand awareness. Website management and LinkedIn advertising sat inside the digital and creative function.

• The website, managed live. Kept current against comms and press activity, and search-optimised rather than left static
• LinkedIn campaigns, targeted by criteria. Advertising built against defined audience criteria rather than sector-wide reach
• Environmental proof points. A statistics graphic set, more accurate routing is fewer miles driven, which is the argument that gets a logistics director's attention
• Social asset production. Twitter image sets and campaign visuals

• The website, managed live. Kept current against comms and press activity, and search-optimised rather than left static
• LinkedIn campaigns, targeted by criteria. Advertising built against defined audience criteria rather than sector-wide reach
• Environmental proof points. A statistics graphic set, more accurate routing is fewer miles driven, which is the argument that gets a logistics director's attention
• Social asset production. Twitter image sets and campaign visuals

Results

Engagement with key prospects across fast-food delivery, retail and courier businesses, increased awareness across the target industries, and new-business conversations arising from it.

The work