Enhancing brand awareness for Global Freight Group

Global Freight Group (GFG) connects independent freight forwarders from every corner of the globe and is a key force in shaping the future of the logistics industry. So, when the Global Freight Group reached out to us, we jumped at the chance to work with them. The role of Carswell Gould stepping in serves more than marketing, but also extends to ongoing business consultancy, being an extension to the global team, strategic planning, and event management. To explore our wide range of solutions you can click here, but our mission was threefold…

  1. Boost the membership to include a representative member from every country on the globe.
  2. Enhance the value for their existing members to ensure they remain part of the GFG family.
  3. Establish GFG as a thought leader in the freight industry and the preferred choice for those seeking a membership group.

Our Approach

With Global Freight Group’s goals in mind and collaborating with 60+ businesses, we crafted a strategy that perfectly works side-by-side with their objectives. We’re re-shaping the Global Freight Group, modernising their approach to membership, and revitalising a brand that’s built on relationships, trust, and a borderless business mindset. We took the reins on a mix of Global Freight Group marketing communications, starting with email communications, the ongoing ‘hum’, and preparing for the landmark event – where the Global Freight Group journey began 30 years ago.

Bringing together a global community isn’t amongst the easiest things, but with the new welcome packs for new members, they’re kitted with everything they need to thrive within the membership. For a warm welcome to the Global Freight Group, they’re gifted with a personal message from the Chairman, social media assets, on-boarding and on-going communications, along with pre-written copy and designs for their own marketing channels.

The Outcome

Freight forwarding is a people business – and so, it was important to put some faces to Global Freight Group. We introduced a new video interview series “Forward Thinking”, in which each member gets the opportunity to shout about their business and their honest thoughts about what it’s like to be part of the membership. This new activity, mixed in with engaging across social media saw a huge success, especially on LinkedIn, following nearly quadrupled in just a few months.

Whenever Carswell Gould brings on a new client, one of the first activities is a general branding maintenance check. So, it means ensuring that the core messages and the general look-and-feel are in place. Now, no matter whether someone discovers Global Freight Group on social media, visits their website, or get the monthly round-up, they’ll have a consistent brand message shared. It’s ever as important for the Global Freight Group to get this in place as they continue to grow awareness.

Man with hi vis and hard hat on telephone
GFG artwork

“We’re delighted to bring the Global Freight Group onboard as one of our newest clients. The work we do with the GFG demonstrates the power of integrated marketing and shows how strategic thinking can bring real success. For the Global Freight Group, we’re working on everything from marketing strategy to event marketing, brand development and content creation – all on a global scale.”

Gareth Miller, Managing Director
Carswell Gould

Global Freight Group rings

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