The Project
Fill the seats without giving up what makes driveaway worth it.
Norton Transport needed more drivers for its driveaway team, and it needed the right ones. The pitch had to land with people who care about two things at once: earning the most they can, and keeping the flexibility that makes driveaway different from a regular trucking job.
Our job was to build the content that made that case, then put it everywhere drivers would actually see it.
What we didContent · Copywriting · Paid Media · Podcast Production · Strategy · Trade Show Production
The Process
One message, cut for every place drivers look.
Find the message
We started with what drivers care about: how to earn the most while keeping the flexibility of driveaway. That became the spine of everything we made.
Make the case
We built the content and wrote the copy that showed drivers exactly how it works, in their language instead of a recruiting brochure’s.
Run the ads
We cut that content into the ad campaign that put it in front of drivers, and kept it there.
Show up everywhere else
The same story became podcast episodes and trade show assets, so Norton sounded the same at the booth as it did in the feed.
The Outcomes
The campaign worked so well it had to be switched off.
- A recruiting program the CEO describes as having gone into hyperdrive.
- One driver story, working across ads, podcast episodes, and trade show assets.
- Today Norton runs both of our offers: Content Creation and ongoing AI Discoverability.
In their words
Our recruiting program has gone into hyperdrive since we partnered with Heard. They understood our business, created ideas that attracted our driver audience, and helped us scale our team through our ad campaign.
