In May 2020, leaders from Truck-Lite forged a new company, Clarience Technologies, comprised of eight different brands committing to developing vehicle and fleet management technology innovations for the commercial vehicle, passenger car, recreational off-road machine and pleasure craft markets. To develop its identity, Clarience Technologies sought to increase brand awareness within the transportation industry, highlighting its position as a leader in technology for the transportation industry. The company also established its global headquarters in Southfield, MI to be at the epicenter of the transportation and technology industries.
There were several industry challenges our team encountered, including:
- The ongoing COVID-19 pandemic
- Major industry supply chain disruptions – including a backlog of major shipping channels
- A commercial truck driver shortage
Clarience Technologies reached out to Franco for national and trade media relations support.
We started by conducting an audit of Clarience Technologies’ competitors’ share-of-voice (SOV) among trade and business media. We then established goals to increase Clarience Technologies’ SOV, building a timeline of media announcements leading up to the American Trucking Association’s Technology and Maintenance Council (TMC) event and then supporting additional product announcements immediately after the event.
Our approach included a mix of targeted media outreach, as well as newswire distribution.
Within the first three months of the program, Clarience Technologies’ SOV increased by 75% compared to the previous three-month period.
With more than 30 targeted media placements, along with the wire distribution, the program is continuing to see a month-over-month increase in SOV for Clarience Technologies and its brands.