Andrew Johnson

RAM Mounts markets over 5,000 items to both B2B and B2C customers within various segments. Led web developers in a site overhaul and created digital marketing role to implement digital marketing programs. Within two months of deployment increased conversions 33% and online revenue 19%.

Competition in the commercial telematics industry was intense and Zonar had not changed it's branding in over 10 years. We needed to refresh the brand to promote the company as a technology leader with a contemporary look and feel. I began by working with the founders to define Zonar values. After defining 6 core traits, I moved to brand principles. We evaluated competitors and benchmark companies. I then crafted a positioning statement and brand principles. Based on these principles, I changed… Show more

Competition in the commercial telematics industry was intense and Zonar had not changed it's branding in over 10 years. We needed to refresh the brand to promote the company as a technology leader with a contemporary look and feel. I began by working with the founders to define Zonar values. After defining 6 core traits, I moved to brand principles. We evaluated competitors and benchmark companies. I then crafted a positioning statement and brand principles. Based on these principles, I changed the tagline from "Inspect. Track. Know" to "Connected". We then utilized the principles as a design guideline to develop a new website. Concurrently, I crafted brand guidelines to ensure all of our materials were consistent with the new brand. We redesigned trade show booths, printed material, landing pages, newsletters and advertising for consistent brand expression. Show less

As a B2B SaaS technology company with extended sales cycles, Zonar needed to improve the marketing process to track target customer interactions through web properties and social media. The goal was to automate prospect education and shorten the sales cycle. We implemented a automation system to monitor all marketing campaigns and online activity. This resulted in two primary benefits:
1. Increased analytics to help improve marketing campaigns. This included email performance and A/B… Show more

As a B2B SaaS technology company with extended sales cycles, Zonar needed to improve the marketing process to track target customer interactions through web properties and social media. The goal was to automate prospect education and shorten the sales cycle. We implemented a automation system to monitor all marketing campaigns and online activity. This resulted in two primary benefits:
1. Increased analytics to help improve marketing campaigns. This included email performance and A/B testing, SEO optimization and website usability through visitor behavior, comparisons of social media activity with competitors for benchmarking, landing page conversion rates and campaign ROI including identification of attribution activities.
2. Identified buyer stages based on interaction on the site and content. We were then able to score and segment visitors to offer content based on individual interests moving prospects further through the education process. Show less

Zonar's customer base was growing rapidly and spanned multiple industries. We were quickly becoming the leader in SaaS transportation telematics and wanted to leverage our customer relationships to solidify that position. We needed to devise a way to engage customers and build interaction between customers and prospects across industries. In 2013, I developed a yearly user conference, The Zone. The conference was centered around building relationships with customers and between peers. It… Show more

Zonar's customer base was growing rapidly and spanned multiple industries. We were quickly becoming the leader in SaaS transportation telematics and wanted to leverage our customer relationships to solidify that position. We needed to devise a way to engage customers and build interaction between customers and prospects across industries. In 2013, I developed a yearly user conference, The Zone. The conference was centered around building relationships with customers and between peers. It included entertainment events, keynotes and days filled with educational breakout sessions. There was a tradeshow hall with suppliers, a computer lab and new product development display. The entire planning process took a year and involved working with A/V companies, video production, entertainment agents, hotel managers and travel consultants. We attracted 350 attendees and with great reviews. It was covered heavily by industry media. In addition, Zonar sales staff reported new sales and on-the-fence prospects signing contracts after attending the event. Show less

Zonar spent 2-years developing a transportation tablet for use by commercial drivers in the cab. Marketing's objective was to launch the product to the industry. I developed a communications plan that included product naming, sales support materials and announcement communications. We decided to launch the "2020" tablet at the American Trucking Association tradeshow. We placed full page ads in all of the trucking industry publications featuring closed curtains. We created a launch event on the… Show more

Zonar spent 2-years developing a transportation tablet for use by commercial drivers in the cab. Marketing's objective was to launch the product to the industry. I developed a communications plan that included product naming, sales support materials and announcement communications. We decided to launch the "2020" tablet at the American Trucking Association tradeshow. We placed full page ads in all of the trucking industry publications featuring closed curtains. We created a launch event on the show floor with food, music and unveiling countdown. The event included executive speeches and photo ops/media interviews. In conjunction with the unveiling, we activated all of our product web pages and keyword advertising programs associated with the tablet. We utilized social media and email campaigns throughout the process to support the event and support post launch product inquiries. Show less

PacLease needed a better way to track the sales process and the effectiveness of marketing activities. I began a project to evaluate and implement a CRM system. I worked with sales leadership and the IT department to define the needs and budget within a project scope. Once approved, I was tasked with leading the project. We selected Salesforce.com based on accessibility of the data for remote employees and the company's market leadership. I served as the system administrator, creating fields… Show more

PacLease needed a better way to track the sales process and the effectiveness of marketing activities. I began a project to evaluate and implement a CRM system. I worked with sales leadership and the IT department to define the needs and budget within a project scope. Once approved, I was tasked with leading the project. We selected Salesforce.com based on accessibility of the data for remote employees and the company's market leadership. I served as the system administrator, creating fields and workflow processes. We worked to standardize sales processes and utilized a change management approach to gain support and system use. As a result, Salesforce.com became a foundational tool for PacLease sales and marketing. Show less

Until 2008, PacLease engaged in mostly traditional marketing activities that leveraged direct mail, tradeshows, sales support material and partner co-promotion campaigns. After proving the viability of online efforts, I developed a plan to generate online business leads within a limited budget. I worked to redesign the corporate website with SEO standards and call to action forms. Resulting lead volume increased over 50% as a result of optimized form accessibility. We offered content through… Show more

Until 2008, PacLease engaged in mostly traditional marketing activities that leveraged direct mail, tradeshows, sales support material and partner co-promotion campaigns. After proving the viability of online efforts, I developed a plan to generate online business leads within a limited budget. I worked to redesign the corporate website with SEO standards and call to action forms. Resulting lead volume increased over 50% as a result of optimized form accessibility. We offered content through Google Adwords, Bing PPC and retargeting advertising programs to help generate web leads with optimized landing pages. Targeted email campaigns and social media activity helped maintain contact with sales targets until ready for sales engagement. I implemented Google Analytics to track online efforts and campaign success. Over a three-year period, we increased annualized web traffic 300% web leads 200%. Show less

As a sales-driven organization within PACCAR, PacLease relied on truck division branding to differentiate itself in the marketplace. Larger competitors including Penske and Ryder had greater market share and brand name recognition. We needed determine the existing brand and how to position ourselves in the increasingly competitive market. I conducted a brand audit to determine if there was any consistency with current marketing materials and to help define competitive values in the market… Show more

As a sales-driven organization within PACCAR, PacLease relied on truck division branding to differentiate itself in the marketplace. Larger competitors including Penske and Ryder had greater market share and brand name recognition. We needed determine the existing brand and how to position ourselves in the increasingly competitive market. I conducted a brand audit to determine if there was any consistency with current marketing materials and to help define competitive values in the market place. This included internal surveys with salespeople and external customer surveys and interviews. We determined that customers differentiated PacLease based on the quality of the dealer network service and the established Kenworth and Peterbilt truck brand names. Customers identified with dealership names and branding, but did not typically recognize PacLease as a distinct brand identity. We developed a positioning statement and through the creative design process, developed a brand standard that reflected quality and customer service, while highlighting the alignment with the truck divisions. This resulted in new sales material and presentations, tradeshow displays and online properties. We also created a sales portfolio to better display PacLease benefits and quality. As a result, franchise dealerships began to associate more closely with the PacLease name and we developed a stronger brand presence throughout the industry. Show less

In 2007 there was no unified, brand-specific telematics solution in the truck leasing marketplace. I was part of a new product group focused on locating and launching a new telematics device for PacLease lease and rental vehicles. We needed to evaluate viable solutions and create a plan to sell the solution through our franchises. We worked together to evaluate industry solutions and partnered with PeopleNet to develop a PacLease specific solution. After negotiating an exclusivity, I branded… Show more

In 2007 there was no unified, brand-specific telematics solution in the truck leasing marketplace. I was part of a new product group focused on locating and launching a new telematics device for PacLease lease and rental vehicles. We needed to evaluate viable solutions and create a plan to sell the solution through our franchises. We worked together to evaluate industry solutions and partnered with PeopleNet to develop a PacLease specific solution. After negotiating an exclusivity, I branded the product "PacTrac" and developed a marketing launch plan. We executed the plan, training franchise salespeople, developing sales collateral and customer testimonials, conducting educational webinars, attaining press placements. PacTrac sales exceeded first year goals and helped position PacLease as a technology leader in the leasing marketplace. Show less

After working at Morse Industries for a while I noticed employee frustration with work and leadership. I wanted to understand the reasons for the employee frustration and if there were deeper organizational issues underlying the problems. I volunteered to conduct an internal culture and employee satisfaction analysis. I conducted surveys of managers, owners and employees and held employee focus groups. I then analyzed all of this data and plotted culture survey results. With multiple owners at… Show more

After working at Morse Industries for a while I noticed employee frustration with work and leadership. I wanted to understand the reasons for the employee frustration and if there were deeper organizational issues underlying the problems. I volunteered to conduct an internal culture and employee satisfaction analysis. I conducted surveys of managers, owners and employees and held employee focus groups. I then analyzed all of this data and plotted culture survey results. With multiple owners at the company, there appeared to be a disconnect between owners, managers and employees. Notably, employees saw the company as a "Clan" culture while managers saw the company as a "Market" culture. The three owners each had a different idea about the company culture and had very different management styles. Culture starts at the top of the organization and with different personalities in leadership the company was not working with a cohesive vision. With discussion throughout the management team, I developed a culture alignment plan with tactics and objectives that would help shift the culture environment to a "Market" culture. The plan also helped to address immediate employee concerns that would help employee retention and improve customer service.
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