My team included several brand strategists, but I was the sole designer and art director for this project.
Creative Brief
Conduct market research on sustainability initiatives in the B2B trucking industry, separate trucking fleets into different segments depending on their main concerns, present findings, and help Michelin’s sales employees better understand the differences between the fleets.
Research
My team utilized Sprinklr, which is a customer experience management platform that pulls all relevant data on a brand. We used specific keywords to understand how the customer segments are different, along with what they share in common. The data was compiled in Excel spreadsheets and shared with the client paired with the detailed playbook to train sales representatives on the ever-changing landscape of sustainability.
Deliverables
Wrote and designed a 9-page Sales Playbook discussing the segmentation of trucking fleets and detailing how to tailor messaging to each cohort. Including an overview of sustainability efforts in the trucking industry, detailed segmentations of trucking fleets, and tools to help fleets measure their emissions.
