PACCAR cross-media B2B copy: high standards for a venerable account
For five years I was the lead copywriter on the FCB’s PACCAR accounts, encompassing Kenworth Parts & Service, Peterbilt Parts & Service, and TRP® Parts, plus social work for PACCAR Powertrain. PACCAR has a long relationship with FCB, and both teams know how to work together to get the most out of their spend for regular high-volume sales campaigns.
We employed a complex mix of targeted email and traditional in-store flyers and signage to reach loyalty program customers and prospects in the essential trucking and transportation industries. The tone was direct, positive, and professional.
Web: revise, renew
Over the course of two years we scoped, designed, wrote, built, and deployed completely revamped websites for Kenworth and Peterbilt Parts & Service. I was in charge of UX copy, content conversion and messaging, with maybe a tiny side of content architecture.
CRM: billions in email-influenced sales
As an established FCB client, PACCAR was always curious about incorporating agency innovations, including a personalized recommendation engine we dubbed the PACCAR CRM Accelerator. Along with evolving audience targeting and a reach across five major markets of North and South America, this resulted in a high-volume, high-variation copy requirement for each of the two to three monthly email sends. We responded with workflow innovations that made high-volume, multi-collaborator email production pipelines possible.
Retail Print: reaching the customer at point-of-sale
The Kenworth and Peterbilt dealership in-store campaign for aftermarket OEM parts and the TRP® Parts authorized retailer in-store campaign have been running on a monthly cadence for decades. Throughout my tenure, we continued to develop and roll out new in-store print tactics with PACCAR. The program covers three brands in five market areas from Canada to Argentina. The main retail asset is a deals flyer, and the posters, sell sheets and other assets follow from the chosen themes and designs.
Social: direct and effective
In 2023 FCB established a social presence for the PACCAR Powertrain division, beginning with a social playbook. I led content ideation from the creative side.
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PACCAR conducts quarterly paid social campaigns, often utilizing i.e. Facebook’s dynamic ad platform. Here’s an example of the paid social campaign for 2021’s All-Makes All-March annual sales event.
During the work-from-home days of 2020, I pitched in with more than just copy for our social campaign. I mean, I do play a little guitar. Sound on.
Branding: from brainstorm to rollout
I led numerous naming and tagline projects for PACCAR, including naming the Performance Marketing World Data and Insights US Award-winning PACCAR CRM Accelerator, and creating the TRP® Parts 2021–2023 tagline, Keeping You on the Road, chosen by the client after an extensive exploration. Most recently PACCAR rolled out a new name I created for the Kenworth Parts & Service loyalty program, Kenworth Select™. Ask me about the inspiration!
Early in my work on PACCAR, we conducted a thoughtful, extended campaign to redefine the TRP® Parts brand. This included a comprehensive digital and print book, the TRP® Social Playbook.
