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NFI Industries
Company Overview
NFI offers a variety of services to help businesses manage, grow and succeed in today's logistics marketplace. It is a fully-integrated supply chain solutions provider, offering logistics, distribution, transportation, intermodal, global shipping, real estate and packaging services across the U.S. Headquartered in New Jersey, the company owns over 10,000 tractors and trailers encompassing Over-the-Road (OTR) and dedicated fleets. Privately held by the Brown family since its inception in 1932, NFI operates over 18 million square feet of contract and public warehouse space. NFI is a partner in the Environmental Protection Agency's SmartWay program, which is dedicated to increasing energy efficiency and reducing the impact of the freight industry upon the environment. NFI is a one-stop resource for integrated supply chain solutions. For more information visit: www.NFIindustries.com.
Project Highlights
- Industry: Logistics, Transportation, Distribution
- Key Business Challenge: Create a new website to more completely and accurately represent the new consolidated brand for NFI.
- Key Business Solution: New Web Site Architecture, CMS and Design.
- Benefits: NFI now has one web site that reflects their new consolidated brand which more accurately presents their full capabilities and reinforces their leadership position in the industry.
- Results: The new site has created a greater sense of pride within the organization, delivered huge improvements in the number of leads coming in online and they landed a new multimillion dollar customer within 3 months of the site launch.
Business Challenge/Challenges Faced
NFI made a strategic decision to rebrand and reposition the company; from a new logo, to website, to marketing materials. "We had evolved from a 'house of brands' to a 'brand of house' and needed all of our marketing efforts to support and reflect this more accurately," according to Susanne Batchelor, SVP of Marketing. Their current web site was completely inaccurate and outdated for the new company's brand and it did not represent all of their capabilities. This became a hindrance to their sales efforts instead of an asset and it resulted in the salespeople not wanting to refer prospects or customers there for information.
NFI needed a new design, more complete and cohesive content, and easier navigation. There was no underlying content management system so updating the current site was not an option. The other key challenge was that there was no structure in place to leverage search engine optimization on the current site and as a result they were not visible online to people searching for companies with their industry. This was critical, as SEO and SEM were key aspects of their awareness and lead generation efforts for this new brand.
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"Elevated Third has done nothing but impress us. We like the fact that they approach a website with marketing and SEO as the main strategy. Their well laid out website process helps to keep everyone on the same page and keeps you on schedule. The fact that their creative is top notch is just icing on the cake. Every suggestion that they have made that was outside our original RFP scope, we have taken, and we have been delighted with the results. I can't recommend them highly enough. They are currently working on additional websites for our company."
Susanne Batchelor - Senior Vice President, Marketing
Success Strategy
The website would be a central hub for many of their marketing and sales activities. Ms. Batchelor recognized the importance of this project's success and how it would carry over into and support their ongoing lead generation efforts as well as contribute to a cohesive culture internally.
Knowing that the website would be a key cornerstone to their new repositioning and branding strategy, NFI put the web site project out to bid with an RFP to various Philadelphia agencies. They assumed they would be going with one of these agencies. Elevated Third was brought in on the RFP by one of the Philadelphia agencies. When NFI realized that Elevated Third was the brains behind this particular response they approached them directly about taking on this project.
NFI ultimately chose E3 "because they demonstrated expertise and 'blew away' all of the other Philadelphia agencies," according to Ms. Batchelor. E3 clearly stands out because of the process they use when designing a site. It was an integrated strategic marketing approach that used their business and brand goals as key drivers. "Their design was the icing on the cake," said Ms. Batchelor.
Benefits/Results
The results attributed to this new site are numerous and measurable. It has contributed to a greater sense of pride by the employees, especially the sales team. It has also helped everyone recognize the breadth and depth of NFI's capabilities and is an invaluable resource for employees, customers and partners.
NFI has made great efforts to show a Return on their Investment for this project. They can show a direct correlation between the site and increase business as follows:
- Leveraging the site and their 4 white papers, they have generated 200 leads in less than 5 months.
- They have had 122,000 visitors since the site launched 5 months ago.
- SEO/SEM are now direct contributors from both an awareness and lead generation perspective – almost 50% of leads are coming from Search and 30% are coming from direct traffic to the site.
They have had two very strong leads come in by companies who found them through web search efforts. For one of them, NFI is in the final stages of an RFP. The other one has turned into multimillion dollar per year customer within 3 months of site launching. "NFI couldn't ask for better direct business results or better a ROI for this project," said Ms. Batchelor. NFI is so pleased with the results that they have asked E3 to create two new micro sites to support specific aspects of their business.