1. An Introduction Guide to Speedco’s
New Campaign Roll-Out
The Road Ahead

2. Thanks to dedicated teammates like you, we’ve been around
for nearly 25 years and have built a solid reputation for
providing quality preventative maintenance services to the
trucking industry.
We’ve been talking about service features for a while – like
speed and expertise – but so do our competitors. Our goal is to
differentiate the Speedco brand and engage with our core
target - the BOSS – in a more personal and compelling way.
Thing is, we provide much more than “speed” and “expertise”,
we provide peace of mind and less downtime. When we focus
on these two benefits, it helps the BOSS be more productive
(something he really values) and increases brand loyalty.

3. In August 2015, Speedco will roll out a new national advertising
campaign. This booklet, and the materials provided with it,
include:
1. An overview of the Ad campaign
2. Promotional materials for your store
• window graphics
• showroom poster
3. Instructions for displaying promotional materials
4. A sneak peek at the campaign creative
We hope you find it useful. Any questions about the campaign
or materials should be addressed to kallen@speedco.com

4. Welcome to #ROADNATION
Every day, truck drivers across the nation are online - telling their
stories, asking questions, sharing their wisdom and posting
photos - in forums, on blogs, and in social media. Speedco will
harness the power of these conversations in our Ad campaign
and leverage them to communicate our new benefits-driven
messaging.
Through this campaign, we’ll meet the BOSS where he is – at
home, in his cab, in our store, and on the road. We’ll promote
conversation and foster engagement.
We’ll also extend the conversation to the entire trucking
community – dispatchers, fleet managers, truck manufacturers,
inspectors, and anyone else who wants to talk about big rigs and
the road.

5. #ROADNATION is a new
citizenship - united around
trucking, inspired by stories of
the road, filled with diverse
voices, fueled by social media.
We will rally “citizens” to participate in #ROADNATION as we
promote it nationally through social media, billboards, direct
mail, events, radio, trade magazines and online advertising.

6. #ROADNATION lends Speedco a new voice and a
new way to communicate our service benefits.
“Keep turnin’ and
earnin’.”
We’re the BOSS’ biggest FAN. Part
advocate, part cheerleader.
“They call, I haul.”
Everyone needs a FRIEND. We’re
here to listen and give the BOSS
solid advice, when he wants it.
“No time for downtime.”
We’re EXPERTS and know all kinds
of ways the BOSS can reduce
downtime and stay safe on the road.

7. Billboards

8. Radio Spot
Where is Road Nation?
It’s where the doers of this great country get
things done. Where the rubber meets the road.
Where the tough get go’n, cuz if you ain’t turn’n,
you ain’t earn’n. And nobody understands that
better than Speedco. While preventative
maintenance is our specialty, getting you back
on the road is our top priority. That’s why we staff
every Speedco with enough experts to service
your rig in record time. Leaving you free to get
on to your destination.
Speedco, proud citizen of Road Nation.

9. Print Ad

10. In Store (poster)

11. In Store (window graphics)

12. In Store (merchandise)