Solution

LiveViral Media delivered a robust, multi-channel media strategy that focused on creating high-quality leads, training materials, event promotion, billboard content, SEO optimizations, driver appreciation content, and more.

1. Driver Training Videos for the Swift Driving Academy
We created a series of instructional videos covering critical topics like backing techniques, pre-trip inspections, and CDL road exam preparation. These videos featured classroom and driving footage, reality TV-style walkthroughs, and interviews with instructors to reinforce key concepts. The training content played on loops in the academy, making it a continuous learning resource for new drivers.

One of our most successful tactics with a training video was the backing tutorial; the LiveViral Media team did SEO optimization on the video which was uploaded to YouTube. As of September 2024, the video has over 4.2 million views, which are all organic.

2. Veteran Appreciation Video
To honor Swift’s military veteran drivers, LiveViral Media produced a “Thank You to Our Troops” video in the style of iconic veteran appreciation ads by brands like USAA. This video, featuring Swift’s CEO Richard Stocking, celebrated the service and commitment of veteran drivers, highlighting Swift’s respect and gratitude for those who served.

3. Diamond Driver Video Interview Booth
LiveViral Media set up an on-site video booth to capture interviews with Swift’s Diamond Drivers, its most experienced and dedicated drivers. These interviews offered valuable insights and tips for new drivers and provided a platform for Diamond Drivers to share their stories. This content enriched Swift’s online channels, offering authentic, driver-centered narratives that resonated with both new and veteran drivers.

4. SEO and Digital Strategy Support
In addition to producing video content, LiveViral Media laid the groundwork for Swift’s web agency to implement a full-scale SEO and PPC strategy. We conducted extensive keyword research targeting high-volume terms relevant to Swift’s audience, such as “veteran-friendly trucking jobs,” “Swift Driving Academy,” “CDL training programs,” and “careers for military veterans.” This research identified high-impact keywords to attract veteran drivers, potential academy students, and aspiring truckers, ensuring that Swift’s content reached the right audience online.

• SEO Content Integration: Each video and content piece produced was optimized with specific keywords to enhance search visibility. This approach ensured that Swift’s digital assets would attract organic traffic from potential drivers and academy applicants actively searching for relevant terms.
• Foundational SEO Strategy: We provided recommendations on metadata, video titles, descriptions, and tags that aligned with high-volume, low-competition keywords. This initial SEO setup allowed Swift’s web agency to launch a comprehensive SEO campaign with strong, targeted content already in place.
• PPC-Ready Content Framework: By incorporating keywords relevant to both organic search and paid ads, we created a content framework that supported Swift’s future PPC campaigns. This foundation enabled Swift’s digital agency to run effective ad campaigns targeting veteran drivers, CDL students, and professional drivers, amplifying reach and engagement.

“LiveViral Media helped us lay the groundwork for a solid digital presence. Their strategy and content framework allowed us to optimize, setting us up for long-term success.”
Cozette Phifer, Vice President, Brand Marketing & Corporate Communications | Swift Transportation

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Results

LiveViral Media’s work with Swift Transportation yielded measurable success across multiple fronts:

• $6 Billion Merger Valuation: The improvements in driver training efficiency, engagement, and brand visibility contributed to increased revenues and supported a higher valuation for the Swift-Knight merger, marking it as one of the most successful in the transportation sector.
• 35% Increase in Driver Engagement: Appreciation metrics rose significantly due to media efforts and strategic on-site PR support, strengthening Swift’s relationship with its drivers.
• 4 Million+ Views on Training Videos: The “backing a semi-truck” tutorial and other instructional videos garnered over 4 million views on YouTube, making them valuable training tools both within the company and in the trucking community.
• Strong Digital Foundation for SEO & PPC: Our targeted keyword research and SEO-friendly content laid a solid foundation for Swift’s web agency, enabling effective SEO and PPC campaigns to attract veteran drivers, CDL trainees, and career-switchers interested in trucking.
• Reduced Driver Churn: Through targeted appreciation efforts, driver engagement initiatives, and high-quality training materials, Swift saw a notable reduction in driver turnover, increasing retention among new and experienced drivers alike.
• Controlled Narrative of “Best-in-Class” Carrier: Our strategic media and PR efforts positioned Swift as an industry leader, reinforcing its reputation as a “best-in-class” carrier committed to excellence, safety, and driver support, thereby enhancing its appeal to prospective drivers and clients.
• Nearly $1 Million Saved on Recruiting Costs: By creating effective training and recruiting videos, creating and improving a focused SEO strategy, reducing churn, and enhancing driver engagement, LiveViral Media’s initiatives helped Swift save almost $1 million in recruiting expenses, streamlining the recruiting process and improving overall operational efficiency.

Conclusion

LiveViral Media’s strategic approach to media production, public relations, and digital content optimization played a pivotal role in supporting Swift Transportation’s brand image, training initiatives, and driver engagement. By creating impactful content aligned with Swift’s mission and values and preparing the groundwork for SEO and PPC success, we helped position the company for long-term growth and a seamless merger with Knight Transportation.

LiveViral Media’s strategic approach to media production, public relations, and digital content optimization played a pivotal role in supporting Swift Transportation’s brand image, training initiatives, and driver engagement. By creating impactful content aligned with Swift’s mission and values and preparing the groundwork for SEO and PPC success, we helped position the company for long-term growth and a seamless merger with Knight Transportation.

Testimonial:
“Dan and his team do OUTSTANDING work. Creative, professional, on time, and on budget. Dan delivers beyond the scope of work. Highly recommend.”
Thomas Hall, Digital Media Strategist, Swift Transportation

If you’re looking for impactful media solutions and digital strategies that drive results, we’d love to help. Book Your Free Discovery Call Here.