Transport Asset Management Breaks Digital Ground

The Challenge

An operator in transport asset management attained leads and revenue from industry-standard networks, using little digital brand presence or sourcing outside of its traditional ecosystem. To expand beyond this, the brand needed to understand the potential unaddressed market, the infrastructure and resources needed for entry, and the costs and benefits of a new customer acquisition model.

Insights

Arcalea began by assessing the market, determining significant demand existed outside the established industry networks. A large share of both rail and aviation markets operate within a safe and established business model, characterized by legacy operations, sales, and models of customer engagement and acquisition. Adoption of more contemporary tactics in digital required fast, turnkey solutions into an accessible market of significant size and return.

Accessing these needs meant creating a highly visible online identity in a frame of reference relevant to both historical and new customers. Arcalea designed a framework providing an online platform, an introductory investment content strategy, and a digital advertising component that together readdressed the company’s market presence.

The website functioned as a brand platform to drive users who are contextually searching for assets online. Visitors naturally segmented by transport modality, leading to contact forms for each product category. An intent-based content matching strategy of informational posts steered target customers to the site, increasing organic traffic and conversions. Finally, an AI-assisted digital ad campaign drove paid traffic, maintaining targeted acquisition costs and increasing organic traffic through a demonstrated halo effect. Together, the tactical components created a strong content experience and operationalized the strategy to readdress the company’s market presence.