Baltimore,
MD (May 16, 2011) – Roadnet Technologies Inc., the Baltimore-based fleet
management technology company acquired by private equity firm Thoma Bravo LLC
in late 2010, has announced the launch of its new brand platform and corporate
identity package to support its overall repositioning strategy. Upon its
purchase from UPS (NYSE:UPS) this past December, the firm was immediately
renamed from UPS Logistics Technologies.
Roadnet
Technologies Inc., founded in 1983, provides fleet management solutions for
more than 200,000 vehicles through 3,400 installations worldwide, working in
diverse industries including foodservice, beverage, waste management, textile,
energy and distribution logistics. Specific fleet management applications
provide strategic territory and street-level route plans, real-time wireless
dispatch, vehicle telematics and global positioning systems (GPS). Roadnet
Technologies solutions are utilized to improve operational efficiency and
driver productivity, saving customers approximately 186 million gallons of fuel every
year.
More than 160 employees work for the company, including 135 in Baltimore.
The
brand platform is centered around Roadnet Technologies new corporate tagline
“How to Deliver,” that encapsulates the company’s core strengths and ability to
provide customized transportation solutions for companies that depend on its fleets
and mobile resources to achieve profitability and accountability on a daily
basis. This new repositioning strategy will be systematically introduced to
Roadnet Technologies customers, prospects, vendor groups, employees and other
company stakeholders through a series of tactics including, email
communication, advertising programs, web-based initiatives, social media
vehicles and a new micro-website www.how2deliver.com.
This website includes video messages from CEO Len Kennedy and several other
Roadnet employees.
“For
nearly 30 years, we have been recognized for our ability to consistently
develop products and services that provide tangible benefits for our growing
list of customers in an assortment of diverse industries,” explained Len
Kennedy, chief executive officer of Roadnet Technologies. “The timing of our
acquisition created the ideal opportunity to invest time to repackage and
reposition the company so our target audiences can more effectively understand
our complete suite of fleet management solutions. Our new tagline “How to
Deliver” effectively summarizes our corporate approach and touches every aspect
of the company by providing more service and solutions to customers through
every department within the organization,” he added.
An
important part of the Roadnet Technologies brand platform includes the four
pillars of Operational Intelligence; Business Profitability, Employee
Productivity, Resource Efficiency and Operational Safety. The company addresses
each of these subset deliverables by executing services that, among others,
solve unique transportation management problems; provide products that achieve
real-time tracking and clear performance objectives; reduce fuel expenses by
eliminating idling; monitor vehicle maintenance and evaluate driver behavior in
real-time.
The
new corporate logo is reminiscent of a complex interstate cloverleaf and was
designed to illustrate this as well as the strong institutional infrastructure
of Roadnet Technologies. “If you look at our logo it’s simple, yet complex; it
represents just what we do here at Roadnet Technologies. We solve very complex
transportation problems, in a simple manner,” Len Kennedy stated.
“Our
new strategic partner, Thoma Bravo, provides us with a complementary array of
resources, strategic direction and guidance that will enable us to build upon
our success in the short and long-term,” Kennedy added, “with the pursuit of
new acquisition opportunities as a vital component of this strategy. It was
critical to develop this new brand platform that provides a clear sense of what
makes Roadnet Technologies different from our competitors and how we approach
and solve complex transportation challenges in an innovative manner,” he added.
The company intends to embark on an
educational effort targeting the various industries it services, current
clients and prospective customers to portray its new brand platform. “Roadnet
Technologies has the products, the systems and the people in place to attract a
more significant share of the fleet management industry,” Kennedy explained.
“We have a strong track record of success in helping our customers achieve
transportation savings, and a clear and refined roadmap on how to attract more
business.”
For
additional information about Roadnet Technologies, visit www.roadnet.com or contact us at info@roadnet.com.
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