Case Study Creation & Program Launch
Introduction
QuickPay+
In November of 2019, Capstone Logistics’ launched QuickPay+, an innovative payment solution designed to expedite next-day payments for its truck driver partners. I was asked to handle the promotion of the product launch, including the development of a case study spotlighting the firsthand experience of a trucking company with QuickPay+.
Case Study Creation
Recruiting
After working with the carrier team to identify a candidate, I reached out to the owner of the selected trucking company, explaining the purpose of the case study and requesting his participation.
Interviewing
I conducted a comprehensive interview to capture firsthand experiences and insights from the owner of the trucking company regarding QuickPay+.
Copywriting
Finally, I authored and formatted the document. After getting approval from all the key stakeholders, the case study was ready to go live.
The Final Product
The final case study showcasing the power of QuickPay+ can be viewed below or on Capstone’s website.
The key challenge was illustrating the financial benefits in a way that was clear and quickly comprehensible. To achieve this, I used impactful visuals. Large bubble graphics displayed key statistics in both dollars and percentage per transaction. Charts further broke down the numbers, comparing QuickPay+ to traditional methods. This data-driven approach highlights QuickPay+ as the superior option for maximized earnings and improved cash flow.
Promotion
Upon completion of the case study, it was time to promote. I completed the following steps to promote QuickPay+ and the accompanying case study.
Public Relations
Blog
Outlined a blog article discussing the benefits of fast carrier payments and worked with a copywriter to develop a blog on the topic.
Social Media
Developed campaigns to share the news about QuickPay+ across social media (LinkedIn, Twitter, Facebook, and Instagram) and posted about the news in relevant LinkedIn groups.
Collaborated with our email specialist to create an email campaign to be sent to Capstone’s carrier partners to share the case study and encourage signups.
Website
Set up a page on Capstone’s website explaining the QuickPay+ program, sharing the case study, and providing instructions on how to enroll.
Sales Enablement
Collaborated with sales to develop a clear action plan for Capstone carrier representatives to promote the solution to their carriers, creating both internal and external fact sheets.
Key Results
By highlighting how Capstone developed QuickPay+ to address a timely and newsworthy industry issue, we were able to secure coverage by several prominent outlets, including this article by CCJ.
Overall, the goal of the campaign was to generate 20 carrier signups during the initial launch. With 35 signups generated, this goal was exceeded by a whopping 50%.