The Local Motion of Boston Story

Situation

Local Motion of Boston's original home page before the Better3 redesign. (Click image to enlarge)Local Motion of Boston has served the New England market for more than 15 years with van, shuttle and bus transportation. They engaged Better3 to help them improve the perception of their online presence, but without going through a full rebranding. One of the challenges was to make their website mirror their performance and brand, which it hadn't been accomplishing to date.

The Better3 Solution

We wanted to really understand every aspect of Local Motion, from their personality to customer perceptions, so we took them on the Better3 transformation journey. This included interviews the company's leadership, key team members, vendors and customers. We concluded that LMoB was not positioning themselves properly in the marketplace for their audience's listening, among other actions that were preventing them from truly representing their value proposition.

What we did discover, however, is that LMoB had a solid name recognition in the market, as was evident by their search patterns and customer feedback. In addition, the company was positioned in the customer's mind as a trusted provider for group transportation. In marketing, that's a slam dunk, and great news for them.

We adjusted their content and website architecture to reflect how their customers and prospects found, evaluated and chose group transportation. This included writing entirely new copy, changing the look and navigation of the website, and making their position very clear for what they were actually providing their customers.

To aid the sales effort of Local Motion, we also produced a customizable print brochure which complemented their new online messaging. This brochure now enables sales to effectively present LMoB offerings to prospects and speak directly to a specific niche audience, all the while consistently building the Local Motion brand.

Deliverables

Better3 created the following:

  • Market and customer insight strategy
  • Website redesign
  • Website copy
  • Customizable sales brochure

The Transformation

Result-wise, Local Motion has increased their web traffic 30-35% on average, improving the quality of visitors and "stickiness" of the site. New customers are arriving more educated and when they reserve transportation, reducing the customer service burden and time on calls. In addition, the attitudes and voice of the customer are that the site is much improved, leaving the Local Motion leadership appreciating their improved credibility with their repositioning. Statistically, the company has grown 15% over the last two years, adding nearly half a million to their annual revenue.

See for Yourself

For more details about our engagement with Local Motion of Boston and how we continue to provide communications solutions for them, contact Better3 and we'll share the larger story with you.