Case study

Using research to win sales for Fleet Source

The brief

Social distancing measures under the COVID-19 lockdown meant the cancellation of a packed programme of classroom-based and on-road courses for Fleet Source, the UK’s largest independent training provider for commercial drivers. The company quickly adapted its offer to focus on online training, support and advice for the fleet operator community, but needed cut-through in a sector which was, itself, responding to the challenges of the crisis.

The delivery

MCG teamed up with specialist research company Absolute Research who took soundings across the fleet manager sector, about the impact of the pandemic on their teams and their business. Absolute Research also took the opportunity to gauge the appetite in the industry for online training and the key factors in that training which would drive sales.

MCG engaged key trade journalists in a comprehensive media relations programme, creating news, feature and website content to capture the research key findings and position Fleet Source as the authoritative industry spokesperson on the issue.

The results

In one month, MCG achieved an audience reach of 563,000 including leading articles in Motor Transport, Fleet News and Trucking Magazine. The research findings also formed the basis of a wider media relations programme, focusing on Fleet Source’s TV-studio based online training provision, taking audience reach to 1.5 million.

Fleet Source received inquiries from existing and brand new customers and scheduled over 100 online training courses.

  • 1.5m
    Total audience reach
  • 100
    online training courses scheduled from interest generated by the campaign

“We’re committed to doing everything we can to support fleet managers through this pandemic and as our industry works to build a future beyond the crisis.

“Working with MCG and Absolute Research enabled us to demonstrate that commitment, by leading the conversation on the impact of the COVID-19 lockdown and driving engagement and sales for our new online offer.”

Fleet Source CEO, Nick Caesari.