Bender Transportation

Transforming Their Industry by Creating a Company Focused on People

The Challenge

Bender Transportation, formerly Jim Bender, Inc., has disrupted the transportation industry since 1984 by delivering top-quality service and treating professional operators with respect. In 2018, led by Barrett Bostick, a group of experienced managers acquired the company, expanding its services and geographic reach, resulting in over 500% growth.

However, the new Jim Bender, Inc. struggled with brand recognition, an outdated website, poor photography, and no social media presence. To compete with industry leaders like Werner Enterprises and NFI Industries, they needed a complete rebrand, a new website, and an inbound marketing strategy to boost their brand awareness.

Since launching in February of 2022, Bender Transportation has seen an 80% increase in organic traffic and an overall increase of 360% in website sessions, mainly due to the implementation of Google Ads. Targeting potential Bender employees through paid advertising and organic hiring posts on social media has brought in over 2000% more website users from social media. Facebook employment advertising has proved to be a consistent and reliable funnel of employment leads for the Bender team.

Their website now effectively communicates their freight shipping services and supply chain solutions and lets professional operators and owner-operators know exactly how they’re redefining the driving experience. PHOS is proud to work with and support Bender Transportation, and we are excited to see what the future holds for their team!

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Overall increase in website sessions

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Increase in organic website traffic

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Increase in website traffic from social media

Our Vision

The PHOS team aimed to reposition Jim Bender in the market with a history-honoring and forward-leaning brand identity (nostalgia and modernity) while also implementing a marketing strategy that captured their target audience.

Bender Transportation distinguishes itself from typical asset-based logistics providers by building meaningful relationships and delivering exceptional service to customers. We developed a B2B-focused brand identity that positions Bender as a trusted advisor, combining their people-first culture with industry expertise to instill trust in clients like Publix, Coca-Cola, and Bacardi.

Bender Transportation stands out with its people-first culture, treating their team like family and valuing each professional operator by name. To attract top-caliber drivers, we created a powerful, engaging recruitment tool through their new website and developed a messaging strategy that supports the entire brand system.

Bender Transportation has always focused on delivering top-notch service and treating their professional operators with respect. To reflect their motto, "We do transportation differently," the PHOS team crafted a data-driven, multi-channel digital marketing strategy that emphasizes leadership, clarity, accountability, and consistency.

Mobile screenshot of Bender Transportation's homepage.

Screenshot of Bender Transportation's company website homepage.

Bender Transportation employee in a white and orange semi-truck.

The Strategy

The Bender Transportation team sought a brand refresh that honored their history while embracing modernity and their mission to care for people and customers.

PHOS rebranded Jim Bender, Inc. to Bender Transportation, Inc., creating a new logo, website, and marketing plan that emphasized their people-first culture with a blend of nostalgic and modern design elements.

The Solution

Strategic Consulting

We met with the Bender Transportation team to hear, in their own words, their “why.” Bender Transportation’s mission is “to do transportation differently.”

We helped their team clarify their mission and vision to create a strong brand system.

Two team members from Bender Transportation.

The Branding

We developed a new brand identity for Bender Transportation, updating their name from Jim Bender, Inc. to better represent their growth.

The refreshed logo, colors, and graphics blend nostalgia with modernity, reflecting the company's history while positioning them for the future.

The Web Design & Development

Bender Transportation's outdated website lacked quality visuals and video, prompting the need for a complete brand rejuvenation.

We created a modern, user-friendly site that not only visually captured the heart of Bender's team and mission but also functioned effectively to drive new leads and conversions for both customers and professional operators.

Bender Transportation’s website sets a new standard in the transportation industry. At the 2023 AAF-NCFL American Advertising Awards, Bender Transportation’s website was awarded the Best B2B Website!

Photography & Videography

Recognizing the importance of branded photography, our team captured Bender’s culture with photos of team members in casual settings and new headshots to create a cohesive, professional image.

We also took on-site photos to highlight their services and quality, while designing new collateral to align with their refreshed brand and enhance their presence both online and in person.

Bender Driver in a neon yellow vest driving a semi-truck

A white Bender Transportation semi-truck

Inbound Marketing

We developed a comprehensive digital marketing strategy for Bender Transportation to promote their new brand, expand into new markets, and grow their team of professional operators.

This strategy encompassed search engine optimization, social media marketing, paid advertising, content marketing, conversion tracking, and campaign development.