We helped transform Saia from a logo on a truck to an LTL Freight brand based on relationships and commitment.

National Spot: Driving Business for 95 Years
Social Animations: Connection Through Content
Derivative Content: Increased ROI
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Industry-driving brand messaging across every touchpoint.

DEFINITION 6 provided the upfront research, strategy, UX and website design to establish the framework for the site build and development, to drive leads and brand affinity.​The site design and brand work set the ground-work for additional campaign executions including national broadcast television, radio, OOH, digital, search, and more.​

Approach

Following our 2018 Brand Development and Research, DEFINITION 6 developed a three-month mass media pilot program for five key markets for Saia: Cincinnati, Cleveland, Indianapolis, Louisville, and Detroit. DEFINITION 6 was responsible for the strategy, execution, production, edit, and media planning management.  The final campaign, “Driving Business,” featured a 30-second broadcast spot with corresponding radio cut, as well as a sweep of print and digital banners. Our team further supported the message with YouTube pre-roll cut-downs, paid social assets, and billboards. By showcasing the pride and purpose behind the Saia name, “Driving Business” has changed the way customers perceive LTL freight service.

Outcomes

89.9M Total Impressions

90% Increase in Conversion Rate

2% lift overall from 2020 Actuals compared to the 2020 Covid/No TV forecast

  • A total of $17.4M

1% lift overall from 2020 Actuals compared to the 2020 Covid/No TV forecast

  • A total of 38k bills

4% lift overall from 2020 Actuals compared to the 2020 Covid/No TV forecast

  • A total of 6.9M sessions