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A world-wide marketing effort for Global Freight Group

When the Global Freight Group approached us, we set out on an exciting partnership with a global brand to shape up their membership, breathe new life into the brand, and catapult the GFG to the forefront of the freight industry.

Collaborating with the board of this global organisation, serving as an extension of their team, our primary objectives were clear. Firstly, to expand their global membership, with the ambitious goal of having a representative member in every corner of the world. Secondly, to improve member communications and position the Global Freight Group as a thought leader, in turn making them the first choice for freight forwarders seeking a membership group.

Year 2024
Project team Gareth Miller Martyna Cieslinska Ed Gould
Services Outsourced managed marketing services Social media and digital marketing Digital campaign in a box

Our Approach

To tackle the objectives agreed with the Global Freight Group, we pulled together an integrated strategy to align marketing goals with the overarching aims for the membership. This involved a comprehensive overhaul of their brand and communication assets to ensure consistency across all channels, establishing a cohesive and compelling GFG presence.

We took ownership of all marketing communications, empowering GFG with a unified and engaging global outreach. Our team developed marketing activity plans for the upcoming year, spotlighting core campaigns while preparing for a bigger-than-ever Annual Conference in Atlanta, where GFG’s roots began 30 years ago. Recognising the significance of the Annual Conference as GFG’s flagship event, we committed to evolving the program, elevating the event to new heights.

The Outcome

The project’s outcomes have been nothing short of remarkable, and the successful collaboration between our team and the board has been hugely successful. Through our marketing efforts, we’ve welcome new members in the UK, Costa Rica, China, and Japan, on behalf of the Global Freight Group. Plus, through our work, we’ve created engagement across social media like never before, with thousands of impressions and views month-on-month. The Global Freight Group’s LinkedIn platform has a quadruple following, comparing to last year round.

Moreover, we’ve effectively established a cohesive and unified brand presence across all communication channels. Whether individuals start their journey on a social media platform, subscribe to a monthly newsletter, or explore the Global Freight Group website, they encounter a consistently impactful brand message. In addition, new members and existing members now have a toolkit to maximise the benefits of being part of the Global Freight Group, all through a marketing pack with all the assets they might need.

Additionally, we introduced “Forward Thinking”, a dynamic vlog series that provided GFG members with a platform to showcase their businesses and share authentic insights about their membership. To enhance the member experience, we created a welcome pack brimming with key assets for newcomers, while encouraging them to actively participate in and be a part of our marketing efforts.

“Working with Carswell Gould has truly been an adventure. Their positive energy and versatility have made the collaboration seamless and enjoyable. They have consistently provided exceptional content for our social media platforms and equipped our company with valuable tools to enhance our operations. I highly recommend Carswell Gould for anyone looking to elevate their brand presence and effectiveness!”

~ Lynn Sessa, Secretary at the Global Freight Group

“Having the Global Freight Group as one of our newest clients has shown exactly what integrated marketing is and how marketing can work together. For the Global Freight Group, we’re owning everything from event management, consultancy, to strategic content creation – all on a global scale. We’re pleased to represent a global player like the Global Freight Group as one of our clients”

~ Gareth Miller, Managing Director at Carswell Gould

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