ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 8th Annual Shorty Awards

Coyote: No Excuses

Entered in Twitter Presence

About this entry

In the transportation and logistics industry, Coyote is considered one of the fastest-growing companies on record. The Coyote brand makes a promise no one else in our industry makes: "No Excuses." We do the right thing every time, and that's our approach to service, to communication, to business. We've been energizing the industry since our founding in 2006, but in 2015 we aimed to redefine the social presence of a third-party logistics (3PL) service provider. Check us out @CoyoteLogistics.

The brand that drives our "No Excuses" commitment is powerful, real, and innovative, from our eye-catching Coyote green to our bold visualization and authentic photography to our strong messaging. Coyote's Marketing team is an in-house creative agency: a team of eight with Chief Marketing Officer Jodi Navta at the helm. We're agile, we're lean, we collect our own data, and we imagine and create. This ensures consistency in our brand identity and message.

We bring all of these elements into our social strategy to ensure a strong visual presence and grab the ever-wavering attention of social users. Our messaging on social encapsulates what we believe in and support every day: our people, culture, responsible entrepreneurship and leadership, sustainability, technology, innovation, and philanthropy.

Why does this entry deserve to win?

Coyote's social media strategy is to offer a unique look at the brand that is transforming an industry, changing people's lives, and giving back to the community. Our culture is unique—it's one supported by teamwork, by collaboration, by respect; it's entrepreneurial, it's familial, it's passionate, it's fun. To understand it is to see it at work. We believe in being authentic and in showing—not telling.

To do this, we create powerful visuals and capture authentic imagery within our four walls so we can share our many stories with each other and with others to explain our purpose, support our mission, and drive engagement.

In 2015 we ran several successful social campaigns via Twitter, including promoting Unite on the Ice (here, here, and here), the kick-off event to the 2015 Coyote Hockey City Classic at Soldier Field; live-tweeting during our annual company hockey tournament called the Coyote Classic; recruiting Coyote pups to #jointhepack at career fairs; sharing our sponsorships with the Big Ten Network (here and here, too) and with the Chicago Blackhawks; announcing our big news when we became a subsidiary of UPS; and supporting our fundraising mission to raise $400,000 by December 31, 2015, for St. Jude Children's Research Hospital, for which we've raised $825,000 in the last four years.

Results

We deem 2015 our best year yet in social media. We focused on quality over quantity, yet we doubled our reach from 8.3 million in 2014 to 16.9 million in 2015 by sharing engaging content, by generating trust and building relationships with our audience, and by taking a deeper, more calculated approach to what we post and share. Our audience grew 17.7 percent because of it.

In the months of January and February, during which we actively promoted and then covered the Coyote Hockey City Classic, organic impressions reached 2,860,739 alone. If you remain true to your mission and your brand, you'll be successful every time. Because of social media, Walker Sands recognized us as a top B2B Chicago tech company on social media; the Coyote Den was recognized as one of Chicago's Coolest Offices; and we were a finalist in three categories honoring culture, technology, and CEO Jeff Silver at the 2015 Moxie Awards.

Media

Video for Coyote: No Excuses

Produced by

Coyote Logistics

Links

Entry Credits