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Case Study


Our Client

Carter Express, Inc. (Carter Express) is the sister company of full-service supply chain manager, Carter Logistics, LLC. Their cross-docks and driver network span the NAFTA highway; down into Mexico and across the Central and Eastern United States.

Their Challenge

The growing company was and is in constant need of new drivers, and with a truck driver shortage and a competitive mile-based industry pay rates, recruiting was a challenge.

The Advertising Strategy

Carter Express hired Jim Fairfield in June of 2015 as Director of Recruiting.  Fairfield came with over seventeen years of experience in recruiting truck drivers and had the expertise, drive, and vision to push recruiting to the next level.  Fairfield became our contact and we worked together to create and execute the following recruiting strategy:

1) We Made It Easy

This is a vital part of any online strategy, whether for sales or recruiting.  It’s especially important when you’re trying to reach people who spend most of their time on the road, using a mobile device during short breaks or rest stops.

We made it easy by creating an abbreviated application – basically a glorified contact form that collects vital contact and basic screening information in a matter of a few minutes, so that we don’t lose applicants who have a limited amount of time.  After completing this form, the recruiting department has their contact information automatically loaded to the CRM and can follow up with the applicants.  The applicant also has the option to move straight into the full application after the short application is finished.

2) We Made It Appealing

Design, imagery, wording, and more go into creating appealing and effective content.  With a driver shortage and a competitive market, not to mention the general information overload of the internet, clear and simple design and content are vital to your online presence.  Nothing is worse than spending money on an ad that no one gives a second glance.  High-quality visual design and strategic, intentional wording is our specialty.

3) We Made It Visible

Prior to advertising through Element212, Carter Express was utilizing several other advertising providers that charged more and had less reach because they only offered the services of one source or advertising platform.  Not only were the results unsatisfactory, the pricing of these providers was not transparent. As a result, Carter Express could not distinguish overhead costs from advertising dollars spent.

Our recruiting strategy utilized platforms that included Facebook advertising, Craigslist posts and ads, Google Display Network ads, and original, engaging social and website content.  Our pricing is clear and therefore advertising dollars are much easier to match with the results, and can be adjusted accordingly.  The budget is flexible, following the exact recruiting needs of the client and making the most of every dollar spent each month.


Carter Express now spends 36% less as they did in years past on advertising but with greater recruiting success. The Element212 team and the Carter Express recruiting department are able to measure success of individual ad messages, platforms, and campaigns, while constantly adjusting in order to stay relevant in the hiring market.
“Element212 has been involved in all areas of our marketing from website improvements to analytics to associate surveys.  Their creativity and assistance with keeping our brand consistent in all phases of marketing has proved effective. Their advice, direction, and management of our social media marketing campaigns continue to bring us employee candidates. They have been very helpful in analyzing potential marketing campaigns and guiding our company first.  Element212 has been a great partner for Carter Express”.
– Jim Fairfield
Interested in a cost-effective, successful recruiting strategy for your company?  Contact us today for a free consultation. 

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.