Signature

TruBlu Logistics
In 2008 Supply Chain Solutions was a relatively new logistics company owned by Fresenius Medical Care North America, and handling distribution and delivery of supplies to dialysis patients. The company could leverage existing assets—drivers, vehicles, and space—to make more revenue. Now they were ready to ramp up their business even more, so they talked to Signature.

Supply Chain offered key benefits. They had an enviable track record in the demanding health care arena. Their trucks were “young,” clean, well-maintained, and climate controlled. Drivers were reliable, highly tenured, and specialists in their work. Pricing was very competitive, since backhauls were in place of the zero-revenue option of driving empty.

Signature created the TruBlu brand—clean, reliable, cool. We designed the trucks to be rolling billboards and added the reassuring tagline “Partners for the Journey.” Signature also wrote a communications plan to begin building a logistics network both in and outside of health care. Tactics covered ads, direct mail, public relations, trade shows, and a website that in Phase 2 will become a robust tool for scheduling trips. TruBlu is on the road to great success.