Roadnet Technologies Repositions after Acquisition

Roadnet Technologies Inc, the Baltimore-based fleet management technology company acquired by private equity firm Thoma Bravo LLC in late 2010, has announced the launch of its new brand platform and corporate identity.

Roadnet Technologies Inc., founded in 1983, provides fleet management solutions for more than 200,000 vehicles through 3,400 installations worldwide. Specific fleet management applications provide strategic territory and street-level route plans, real-time wireless dispatch, vehicle telematics and global positioning systems (GPS). Roadnet Technologies solutions are used to improve operational efficiency and driver productivity.

The brand platform centers around Roadnet Technologies’ new corporate tagline, “How to Deliver.” The repositioning strategy will be introduced to Roadnet Technologies’ customers, prospects, vendor groups and employees through e-mail communication, advertising programs, Web-based initiatives, social media and a new micro-website, www.how2deliver.com.

“For nearly 30 years, we have been recognized for our ability to consistently develop products and services that provide tangible benefits for our growing list of customers in an assortment of diverse industries,” says Len Kennedy, CEO of Roadnet Technologies. “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. Our new tagline ‘How to Deliver’ effectively summarizes our corporate approach and touches every aspect of the company by providing more service and solutions to customers through every department within the organization,” he says.    

According to the company, an important part of its brand platform includes what it considers the four pillars of operational intelligence: business profitability, employee productivity, resource efficiency and operational safety.

“If you look at our logo, it’s simple, yet complex; it represents just what we do here at Roadnet Technologies. We solve very complex transportation problems, in a simple manner,” Kennedy says.
 
More information about Roadnet Technologies is available at www.roadnet.com or by e-mailing info@roadnet.com.