SOURCE: RoadLink

November 06, 2007 14:43 ET

RoadLink Introduces New Branding Campaign

ATLANTA, GA--(Marketwire - November 6, 2007) - RoadLink, the largest private independent intermodal logistics service provider in North America, today announced a new initiative to better convey and position the company's expanding capabilities and industry leadership to customers, suppliers and organizations, particularly those with unique supply chain challenges.

The product of a merger of seven regional, privately held companies, RoadLink was founded in 2000. Last fall, Fenway Partners, a New York-based private equity firm with investments in the logistics and consumer sectors, teamed with senior management of RoadLink to acquire the company. Since then, RoadLink has made five additional acquisitions, three in the intermodal transportation space and two in the warehouse/freight handling sector. These additions made the company the largest provider of short-distance, intermodal-focused transportation and freight handling services in North America.

These strategic actions and the resultant size, scope and leadership of RoadLink ultimately led to the identification of a new multi-segment solution within the supply chain, IntermodaLogistics. According to recently appointed RoadLink President and Chief Executive Officer Chris Munro, the new branding campaign reflects the company's focus on providing broader solutions to increasingly complex intermodal transportation and logistics challenges.

"Until recently, various short-term transportation and warehousing activities generally occurring at either the front or back ends of the overall supply chain were where shippers and their customers had the least amount of national consistency. Drayage, local distribution and tactical warehousing services typically had been delivered by literally thousands of small providers who frequently served small geographic areas and/or industries," said Munro. "Our new communications focus will convey RoadLink's market leadership and approach to serving our customers, demonstrating solutions that can be complementary in nature and are scalable across North America. By illustrating the combined efficiency of our business platforms, we can connect with our customers in ways not possible before, keeping aspects of their supply chains moving. This is combined into innovative solutions where we are passing our operational and technology competitive advantages on to them."

Development and acceptance of this enhanced capability called for a comprehensive new branding and communications endeavor to help educate customers about the value of the new, integrated services platform, noted Barbara Levenson, president of the marketing communications firm selected by RoadLink to develop and produce the company's campaign.

"Collaborating with RoadLink leadership and customers, focus was placed on developing a new look and market-driven communications strategies and tactics," said Levenson, president of the Levenson Group of Companies. "Our mandate was to help the company's current and prospective clients better understand how RoadLink can make their individual supply chains more efficient and effective by leveraging solutions that connect end-to-end elements of their supply network."

Key points and direction for both the new IntermodaLogistics offering and the new branding program came from research with present and prospective customers, industry analysts and others familiar with the intermodal transportation and warehousing/freight services spaces. Collectively, the findings clarified and confirmed RoadLink's perspectives on new market opportunities.

As a result, the campaign centers on the tagline 'RoadLink; Solutions That Connect'. By focusing on RoadLink's ability to provide coverage throughout North America, and the world-class service and technology that makes the company different from the competition, the communications program's elements reflect aspects of the seven original regional service providers and the five subsequent acquisitions that RoadLink has made over the past year. This includes value-added warehousing and distribution leader World S.S. Inc. (WSS), non-facilities based warehouse/freight handling services leader Staffworks, and intermodal transportation leaders Transus Intermodal, LLC of Atlanta, Unity Distribution Group from Chicago, and Ohio-based Reserve Transportation Services.

Of particular note, the addition of WSS and Staffworks provides a strategic entry into the warehouse and freight handling services sector for RoadLink. These entities add a critical component into the company's quest to provide national solutions, enabling more efficient, seamless movement of cargo from ports of entry through short-term warehousing facilities and into the North American distribution system.

Joining Munro in implementing RoadLink's expanded marketplace opportunities are six recently announced new members of the company's senior leadership team. Mike Shelton, chief revenue officer; Richard McMichael, chief financial officer; Jeff Larson, senior vice president, Pacific Region; Chris Easter, vice president, South Region; Mark Fornasiero, chief strategy officer; and Mike Stark, president of the new RoadLink Warehouse Solutions organization.

"By joining forces with Fenway, creating a solid track record for acquisition and consolidation of specialty companies and advancing our leadership capabilities, our entire brand is evolving," said Munro. "We believe the fresh, new graphic image we use to represent this evolution and, more importantly, the communications in which it will be used, will further convey the increased customer value that comes from the one company focus that we are pursuing and drive further acceptance of the new IntermodaLogistics segment. Ultimately, our goal is to continually reaffirm the market leadership of RoadLink as the nation's largest provider of intermodal transportation and warehousing/freight services."

About RoadLink

RoadLink is North America's largest, privately held intermodal logistics provider. The company provides customers with a unique combination of value-added services, including capabilities in logistics planning, asset management, intermodal transportation, integrated transportation and distribution solutions, and warehouse/freight handling. RoadLink's resulting "IntermodaLogistics" solutions enable customers to utilize the company's more than 125 service centers, 2,200 vehicles and more than 5,000 Associates and independent contractors to capitalize on market opportunities and solve market challenges. Headquartered in Atlanta, RoadLink is owned by Fenway Partners Inc., a private equity firm based in New York that partners with management to create companies with strong strategic positions and significant opportunities for growth in the Logistics and Consumer sectors. For more information about RoadLink, visit Additional information about Fenway Partners is available at

Contact Information

  • Carla Meadows, APR
    for Levenson & Brinker Public Relations
    Email Contact

    Rebecca Speer
    for Levenson & Brinker Public Relations
    Email Contact