New KAG Website Focuses on Family Culture First
The Kenan Advantage Group (KAG) approached WRL Advertising to completely redesign their website, www.thekag.com – the third revision we have had the pleasure of overseeing throughout eleven years. To begin the project, we held a series of focus groups with all levels and tenures at the company to find out what employees wanted to see represented in the latest update to their website.
Using that key information, we determined their objectives and communications needs, created the strategy and key messaging, and developed a new branded look and feel. It was all hands on deck as WRL pulled a designer, writer, developer, photographer, video producer and project manager together and the team got down to work.
Creating the Redesign Roadmap
Kenan Advantage Group is North America’s largest tank truck transporter and logistics provider, delivering fuels, chemicals, specialty products, food products and industrial gases to all 48 contiguous states, Canada and Mexico. With a shortage of truck drivers nationwide, it was important to reach that key target audience and show those potential new employees the KAG way of life in hopes they would “Join our Family.”
KAG wholeheartedly believes its people are the company’s greatest strength. Their work revolves around great purpose – to revolutionize transportation and logistics within the liquid bulk industry. Their employees’ passion for the business and compassion for each other are the keys to KAG’s growth and success.
“Creating a better life for all who call KAG Home.”
Bruce Blaise / President and CEO
Conveying the company culture and telling their story became the primary focus of the refresh and providing sales materials and increasing leads was a secondary goal. With that in mind, the design featured the family atmosphere they have as a company, showing the people of KAG in action and keeping the Apply Today button easily accessible. Our WRL video experts shot all new video at KAG headquarters and on the road, capturing background B-roll along with numerous candid, unscripted employee interviews. These visuals clearly depict that KAG is a great place to work based on their company culture and values of safety and security, scale and trust to take every load, deliver it on time, without incident.
“We used client input all along the way and kept the web site’s project goals and objectives at the forefront during each step of the process,” said WRL President Jeff LeBeau.
New Features Drive Traffic
In addition to adding new photography and easy-to-read and search engine optimized copy, the following innovative features and advanced functionality were included in the new site:
– Streamlined Navigation
– Video Sliders to create movement
– Visual Secondary Navigation Buttons
– Facebook Feed Integration on the Homepage
– Expanded Leadership Profiles
– Community/Event Involvement Gallery
– New Division Pages and Connect with KAG Floating Call Outs
– Used Equipment Inventory with Advanced Filtering
– Expanded Contacts for Sales
– Expanded Video Section with new videos
Where the Rubber Meets the Road
The site launched in June and was publicized through social media promotions, the customer newsletter and internally to employees. Business lead traffic to the six main platforms increased so much in the first week that the system backend was changed to triage the messages rather than deluging individual sales departments with emails. A good problem to have!
“The feedback has been tremendously positive,” said Molly Hane, Marketing Coordinator. “In fact, as proof that the culture-first messaging of the website is working, a recent prospective job seeker working at another transportation company told President and CEO Bruce Blaise that he applied for a position at KAG because of the new website. He told Bruce he saw the website and said, “I want to work there”.