Roadnet Technologies Inc., a former United Parcel Service unit that provides software to manage trucking networks for fresh produce distributors and other businesses, launched a new branding strategy designed to emphasize the company’s “core strengths.”
The strategy revolves around Roadnet’s new corporate tagline “How to Deliver,” which “encapsulates the company’s core strengths and ability to provide customized transportation solutions,” the Baltimore-based company said in a news release.
Previously called UPS Logistics Technologies, the business was purchased from UPS by private equity firm Thoma Bravo LLC for about $72 million in late 2010. The business’ name was changed to Roadnet following the purchase.
“The timing of our acquisition created the ideal opportunity to invest time to repackage and reposition the company so our target audiences can more effectively understand our complete suite of fleet management solutions,” Len Kennedy, Roadnet’s chief executive officer, said in the release.
Thoma Bravo, which has offices in Chicago and San Francisco, provides Roadnet with “a complementary array of resources, strategic direction and guidance that will enable us to build upon our success,” Kennedy said. Potential acquisitions are part of the strategy.
Roadnet’s new strategy will be introduced to customers, vendors and other company stakeholders through e-mails, advertising, social media and a new website: www.how2deliver.com.
Roadnet provides fleet management services for more than 200,000 vehicles in industries including foodservice, beverage and waste management. The company’s fleet management applications provide strategic territory and street-level route plans, real-time wireless dispatch, vehicle telematics and global positioning systems.