Roadnet's new brand identity

May 16, 2011
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Roadnet Technologies Inc., Baltimore, formerly UPS Logistics Technologies, announced the launch of its new brand platform and corporate identity package to support its overall repositioning strategy to align with its acquisition by private equity firm Thoma Bravo LLC.

Upon its purchase from UPS this past December, the firm was immediately renamed. Its new brand platform is centered on Roadnet Technologies’ new corporate tagline “How to Deliver,” which encapsulates its core strengths and ability to provide customized transportation solutions for companies that depend on its fleets and mobile resources to achieve profitability and accountability on a daily basis, the company says. This new repositioning strategy will be systematically introduced to Roadnet Technologies customers, prospects, vendor groups, employees and other company stakeholders through a series of tactics including email communication, advertising programs, web-based initiatives, social media vehicles and a new micro-website, www.how2deliver.com.

“The timing of our acquisition created the ideal opportunity to invest time to repackage and reposition the company so our target audiences can more effectively understand our complete suite of fleet management solutions,” said Len Kennedy, chief executive officer of Roadnet Technologies, in a statement. “Our new tagline ‘How to Deliver’ effectively summarizes our corporate approach and touches every aspect of the company by providing more service and solutions to customers through every department within the organization.”

Part of the Roadnet Technologies brand platform includes four pillars of operational intelligence – business profitability, employee productivity, resource efficiency and operational safety. The company addresses each of these subset deliverables by executing services that, among others, solve unique transportation management problems; provide products that achieve real-time tracking and clear performance objectives; reduce fuel expenses by eliminating idling; monitor vehicle maintenance and evaluate driver behavior in real-time, the company says.

“Our new strategic partner, Thoma Bravo, provides us with a complementary array of resources, strategic direction and guidance that will enable us to build upon our success in the short and long term, with the pursuit of new acquisition opportunities as a vital component of this strategy,” Kennedy stated. “It was critical to develop this new brand platform that provides a clear sense of what makes Roadnet Technologies different from our competitors and how we approach and solve complex transportation challenges in an innovative manner.”

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