Milestone – New vs. Refurbished

Advertising, Marketing & Public Relations

The Client

Milestone is one of the largest and fastest growing transportation equipment lessors in the United States, operating a diversified fleet of approximately 85,000 pieces of equipment, including:

  • Highway and intermodal trailers
  • Storage and convention trailers
  • Marine and domestic chassis
  • Domestic containers
  • Refrigerated trailers and containers
  • Flatbed trailers
  • Other specialty equipment

Milestone is headquartered in St. Charles, Missouri, with an operational center of excellence in Chicago, Illinois and approximately 70 locations across the United States. Over the past 20+ years, they have built one of the most seasoned teams of commercial, operations and support professionals in the transportation leasing industry.

The Challenge

In order to effectively communicate the benefits of modern chassis to Milestone’s audience (motor carriers, BCOs, 3PLs, trucking companies, etc.) shark&minnow developed a direct marketing campaign New vs. Refurbished to dive deeper into the details of new chassis vs refurbished chassis. The campaign communicated that new chassis are better than refurbished chassis (an industry standard) from not only a monetary perspective, but also in terms of saving time as well as an increase in driver safety.

The Solution

New vs. Refurbished Campaign

shark&minnow developed an integrated Advertising, Marketing & Public Relations campaign that focused on content creation, featuring articles, infographics and case studies.

This content was used on Milestone’s website to highlight the various aspects of the campaign: saving customers money while using new equipment, showcasing the shortcomings of industry-standard tires when compared to radial tires and providing an overview of the new chassis features compared to old, refurbished ones.

Marketing Tactics

  • Content Marketing: Articles, Infographics, Case Studies
  • Paid Media – Trade Publishers: Print & Digital
  • Social Media: LinkedIn
  • Native Media: LinkedIn
  • Search Engine Marketing
  • Email Marketing
  • Public Relations & Outreach

The Outcome


Website YoY:

  • Users: 100% increase
  • Sessions: 85% increase
  • Pageviews: 45% increase
  • Leads Generated: 100% increase

Awards & Accolades

Transportation Marketing & Sales Association (TMSA) 2019 TMSA Compass Awards: Award of Merit – Events