Growth Strategy
Prepared by Colling Media
Tri-State &
RoadMaster
Group
Highly Secured Freight Growth Strategy
Recruitment Continuation + Shipper Expansion
Prepared for
Mike Fisk & Don Welchoff
March 2026 · Confidential
Proven Results.
Now We Scale.
What began in Don Welchoff's office in 2014 has become one of the longest-running agency partnerships in secured freight. In the most competitive hiring category in transportation — hazmat-certified, security-cleared CDL drivers — Colling Media built and optimized a digital funnel that consistently delivers qualified applicants across both Tri-State and RoadMaster Group.
Now we apply the same discipline to a new revenue channel: shipper acquisition, B2B freight growth, and national brand authority through Digital PRPlus.
12
Years Together
2
Brands Managed
24/7
Always-On Funnel
Partnership Timeline
Partnership Begins
First meeting in Don Welchoff's office. Colling Media engaged to build a digital recruitment funnel for Tri-State's hazmat driver pipeline.
RoadMaster Acquisition
RoadMaster Group acquires Tri-State Motor Transit. Colling Media expands engagement to support the combined fleet.
Dual-Brand Optimization
Advanced targeting, retargeting sequences, and conversion rate optimization drive consistent applicant quality.
Performance Milestone
Recruitment engine reaches sustained benchmarks. The system runs reliably with continuous optimization.
Freight Growth Phase
Proven methodology extends into B2B shipper acquisition, CHIPS Act positioning, and national brand authority via Digital PRPlus.
More freight opportunities
More RFP inclusion
Stronger national reputation
Freight Security Is Now a
Board-Level Issue.
Cargo theft and fraud continue to rise across North America, creating increased risk and financial exposure for shippers. Sophisticated theft tactics have made freight security a critical concern at the highest levels of enterprise decision-making.
$0.6B
Annual Theft Cost
Source: ATRI 2025
0%
Strategic Theft Rise
Since Q1 2021 — ATA
0
Incidents in 2024
27% increase YoY — CargoNet
Fraudulent pickups and identity spoofing
Double brokering and load theft schemes
Shippers prioritizing risk mitigation
Secure carriers becoming essential, not optional
Tri-State Already Has
The Advantage.
Tri-State is built for the exact market demand that is rising. The growth unlock is visibility among the decision-makers who control freight awards.
Secure freight protocols and satellite tracking
Hazmat expertise with defense-grade credentials
Trusted operations across 400+ tracked vehicles
Specialized fleet and highly credentialed team
How Freight Decisions Are Really Made
If Tri-State is not visible digitally, they are invisible during the validation process that determines freight awards.
The Colling Media
BDPN Framework.
A proven model that integrates brand authority, demand generation, performance optimization, and long-cycle nurture into a compounding growth engine.
BRAND
Authority + Trust
Establish Tri-State as a nationally trusted authority in highly secured freight through messaging refinement, thought leadership, and third-party validation.
DEMAND
Decision-Maker Targeting
Generate awareness among shipper decision-makers through LinkedIn advertising, programmatic placements, and account-based targeting of high-value organizations.
PERFORMANCE
Measurable Inbound Growth
Drive measurable outcomes with KPIs including freight inquiry volume, qualified B2B leads, RFP invitations, and pipeline influence attribution.
NURTURE
Long-Cycle Follow-Up
Structured nurture systems for longer procurement cycles: retargeting sequences, email workflows, case study distribution, and ongoing thought leadership.
Digital PRPlus:
Press Becomes Pipeline.
Traditional PR means pitching stories to publications and hoping they run. It's hit or miss. Digital PRPlus is engineered. We craft the story, guarantee placement on top-tier outlets, then turn that credibility into targeted campaigns that reach the exact decision-makers you want.
Traditional PR
Digital PRPlus
Example: Press Release
Tri-State Motor Transit Expands Secured Freight Capabilities
to Support $100B Semiconductor Manufacturing Boom in Phoenix
JOPLIN, MO — Tri-State Motor Transit, a subsidiary of RoadMaster Group and one of the nation's premier highly secured freight carriers, today announced expanded logistics capabilities to serve the rapidly growing semiconductor manufacturing corridor in Phoenix, Arizona. With over 75 years of experience transporting defense-grade and hazmat cargo under satellite-tracked, armed-escort protocols, Tri-State is uniquely positioned to meet the specialized transportation demands of chip fabrication facilities...
Guaranteed Placement On
How PRPlus Works
Craft the Story
We write a strategic press release that positions Tri-State as the authority on a timely industry topic.
Distribute Digitally
The story is distributed through our proprietary network, guaranteeing placement on 200-300+ major outlets.
Earn Credibility
Tri-State appears on Yahoo Finance, AP News, FreightWaves, and industry publications — instant third-party validation.
Amplify & Target
We take those published stories and turn them into targeted campaigns on LinkedIn, Meta, and programmatic native ads.
Convert Pipeline
Logistics VPs and procurement managers see Tri-State in trusted publications AND in their LinkedIn feed — building familiarity and trust.
LinkedIn Targeting Example
After the press release lands on Yahoo Finance, we create a LinkedIn Sponsored Content campaign using the published article as the creative:
Multi-Channel Amplification
The same published story becomes fuel across every channel:
LinkedIn Ads
Sponsored content targeting logistics decision-makers by job title and company
Meta Ads
Retarget website visitors and lookalike audiences with the published story
Programmatic Native
Story appears as recommended content on industry sites and news platforms
Organic Social
Shared across company pages, employee advocacy, and industry groups
The GEO Advantage:
Future-Proofing Tri-State's AI Visibility
There's a seismic shift happening in how decision-makers find carriers. Beyond traditional Google search, AI platforms like ChatGPT, Gemini, and Perplexity are now where logistics VPs and procurement managers go for recommendations. This is called Generative Engine Optimization (GEO) — and PRPlus is uniquely built for it.
Growth in press release citations by AI tools in just 5 months
Muck Rack Research, Dec 2025
Of AI citations come from earned media — exactly what PRPlus generates
Muck Rack Research, Dec 2025
Weekly ChatGPT users now searching for vendor recommendations
OpenAI, Feb 2025
How PRPlus Feeds GEO
Traditional SEO backlinks from press releases are short-lived. But AI models don't care about the link — they care about the mention. When ChatGPT sees Tri-State referenced on Yahoo Finance, FreightWaves, and LinkedIn simultaneously, it builds what researchers call "multi-source corroboration" — a strong signal that Tri-State is the authority in secured freight.
Press Release → 200+ Outlets
Mass brand mentions across trusted domains that AI indexes
Yahoo Finance, AP News Placement
High-authority source citations (E-E-A-T signals)
LinkedIn + Social Amplification
Platform-specific brand presence AI models track
Monthly Cadence of Stories
Freshness signals that reinforce brand entity over time
The bottom line: Most agencies treat PR and SEO as separate disciplines. With PRPlus, the entire ecosystem — press coverage, social amplification, paid targeting — works together to build Tri-State's visibility not just in Google, but in the AI platforms where tomorrow's procurement decisions begin. This isn't a future promise. It's happening now.
Today's procurement professionals validate carriers online before engagement. When they search for Tri-State — whether on Google or by asking ChatGPT — they'll find authoritative coverage on Yahoo Finance, industry publications, and their own LinkedIn feed. Not a cold pitch, but a trusted brand they already recognize.
Strategic Multipliers
PRPlus Doesn't Just Build Pipeline.
It Compounds Across the Business.
Multiplier 01
Recruitment Cross-Marketing
Every B2B freight campaign we run for shipper acquisition has a residual benefit for driver recruitment. When Tri-State earns national press coverage as a dominant secured freight carrier, it simultaneously raises the company's profile among the exact driver pool you're competing for — hazmat-endorsed, two-year experienced, team drivers.
The challenge in recruitment has always been a limited driver pool. Higher pay gets attention, butprestigious freight contracts close the deal. When a qualified driver sees Tri-State in industry publications winning major semiconductor and defense logistics contracts, the recruitment pitch writes itself. This is the first time freight marketing and recruitment marketing will cross-pollinate — and it's a competitive advantage no other carrier in the market has.
The Flywheel Effect
Multiplier 02
B2B Is Where PRPlus Wins
Colling Media has been running Digital PRPlus campaigns for years. The honest truth: B2B is where we've seen the strongest results. Consumer PRPlus has its place, but the combination of earned media credibility, targeted distribution to decision-makers by job title, and retargeting from engagement creates a pipeline engine that's purpose-built for B2B freight.
With the rise of Generative Engine Optimization (GEO), this advantage is accelerating. AI platforms like ChatGPT, Perplexity, and Google's AI Overviews increasingly index earned media when answering procurement and logistics queries. As we move into 2026 and 2027, PRPlus becomes more valuable — not less — because the content we place today gets cited by the AI engines that tomorrow's supply chain leaders rely on. This is a growing strategic focus for Colling Media, and Tri-State is positioned to be one of the first carriers to fully capitalize on it.
Why B2B PRPlus Outperforms
Newsjacking the
SAFER Transport Act
Source Article — Sent by Mike Fisk, March 2
"SAFER Transport Act Takes Aim at Growing Problem of Cargo Theft"
Truckers News • Sen. Todd Young (R-IN) introduces legislation to reduce freight fraud
The bill addresses $18M/day in cargo theft losses, the 1,500% surge in strategic theft since 2021, and proposes modernizing FMCSA registration, phasing out MC numbers, and strengthening fraud detection.
Mike sent this article yesterday. Here's exactly what we'd do with it within 48 hours.
Three Campaign Angles — Ready to Deploy
"Industry Response"
"Tri-State Applauds Introduction of SAFER Transport Act as Cargo Theft Losses Hit $18M Daily"
Position Tri-State as a thought leader that supports federal intervention. Detail how the SAFER Act's focus on identity verification aligns with the security protocols Tri-State already has in place.
SOCIAL SPIN
"Day in the Life" video showing how Tri-State's tech prevents the exact strategic thefts the bill targets.
"Shipper Liability"
"The Hidden Cost of Cargo Crime: Why Tri-State's Secure Transport is the Best Insurance for Modern Shippers"
Focus on the financial impact on the B2B customer. Choosing a secure-first carrier like Tri-State is a fiduciary responsibility for logistics managers — not just a preference.
SOCIAL SPIN
"Risk Calculator" graphic: cost of a lost load vs. cost of premium secure transport. Targeted to VP Supply Chain on LinkedIn.
"Cyber-Fraud Focus"
"As Strategic Cargo Theft Surges 1,500%, Tri-State Unveils Enhanced Identity Verification Protocols"
Use the shocking 1,500% statistic to grab attention. Focus on the "Invisible Thief" — the cyber-criminal. Highlight Tri-State's tech-forward approach to transport security.
SOCIAL SPIN
"Cyber-Security in Logistics" LinkedIn Live snippet: how digital "chameleon carriers" work and how Tri-State stops them.
What Happens Next — The PRPlus Pipeline
01
Craft Story
Write press release using SAFER Act angle
02
Distribute
Guaranteed placement on 200-300+ outlets
03
Earn Authority
Yahoo Finance, AP News, FreightWaves
04
Amplify
LinkedIn targeting VP Supply Chain, logistics directors
05
Convert
Retarget engaged readers with Tri-State ads
48-HOUR TURNAROUND
This is the power of PRPlus. One article Mike sent us yesterday becomes three national press releases, 600-900+ outlet placements, targeted LinkedIn campaigns reaching the exact job titles that hire carriers, and retargeting ads that follow engaged readers across the web. Traditional PR hopes for coverage. PRPlus guarantees the ecosystem.
Precision Targeting.
Not Spray-and-Pray.
Target Decision-Makers
Activation Channels
LinkedIn Advertising
Targeted by job title, industry, and company size
Programmatic Placements
Within logistics and supply chain digital environments
Account-Based Marketing
Precision targeting of top shipper organizations
Retargeting from PR
Re-engage audiences who interacted with earned media
C-Level KPIs: What Success Looks Like
Freight Inquiry Volume
Qualified Shipper Leads
RFP Invitations
Target Title Engagement
Pipeline Attribution
Phased Rollout.
Clear Timeline.
Foundation
Demand Activation
Scale & Optimize
Strategic Investment.
$20,000/Month.
Every dollar is mapped to a specific function within the BDPN framework. No waste. No guesswork. A disciplined allocation designed to compound results over 12 months.
$0K
Monthly Investment
Fully managed engagement
$0K
Annual Commitment
12-month growth program
0
Investment Pillars
BDPN-aligned allocation
Content Creation & Strategy
$4,000
20% of total
Digital PRPlus Distribution
$5,000
25% of total
Paid Amplification & Targeted Ads
$7,000
35% of total
Agency Strategy & Management
$4,000
20% of total
Phase-Based Allocation Flexibility
Foundation
Heavier on content & strategy to build the foundation
Activation
Balanced execution across all four pillars
Scale
Maximum amplification — scaling what works
Why This Allocation
35% to Amplification is the largest slice because this is where earned media becomes pipeline. Every PR hit gets amplified to the exact decision-makers who control freight awards. The remaining allocation ensures a steady content engine, consistent distribution cadence, and active strategic optimization throughout the engagement.
Dominate Chip Manufacturing
Transportation in Phoenix.
The CHIPS and Science Act has earmarked over $100 billion for semiconductor manufacturing in the United States — and Phoenix, Arizona is ground zero. Only about 10% of that investment has been deployed so far. The window to establish Tri-State as the dominant transporter is wide open.
$0B+
Earmarked Investment
CHIPS & Science Act total
0%
Deployed So Far
~$90B+ still in pipeline
0
Major Fab Projects
TSMC, Intel, Samsung in AZ
Why This Matters for Tri-State
STRATEGIC POSITIONING
Highly Secured Transport Required
Semiconductor wafers and equipment are extraordinarily valuable, fragile, and sensitive. Manufacturers need carriers with proven security protocols — exactly what Tri-State delivers.
Hazmat Expertise Transfers Directly
The same security clearances, satellite tracking, and chain-of-custody protocols used for defense freight apply directly to chip manufacturing logistics.
First-Mover Advantage
With 90% of CHIPS Act funding still undeployed, the carrier that establishes relationships now will be the incumbent when the real volume hits.
Phoenix Is Home Turf
Tri-State already operates in the Southwest corridor. TSMC, Intel Chandler, and future fabs are in the backyard — no new infrastructure needed.
Phoenix Semiconductor Ecosystem
ACTIVE & PLANNED FACILITIES
Fab 1 operational, Fab 2-3 building
Expansion underway
Evaluating AZ sites
Equipment, chemicals, materials suppliers clustering around fabs
How We Position Tri-State
Through Digital PRPlus, we will create targeted content and media placements that position Tri-State as the premier secured carrier for semiconductor logistics:
The carrier that owns the semiconductor logistics narrative in Phoenix before the remaining $90B+ deploys will be the default choice for every fab, supplier, and equipment manufacturer in the corridor.
Tri-State is already built for this. Now we make sure the market knows it.
The People Behind
Your Growth Engine.
This engagement is led by a dedicated team with deep expertise in PR, social media, digital marketing, and freight industry positioning.
Rebeca brings a rare combination of broadcast journalism instincts and digital marketing precision to every campaign. A University of Arizona Journalism graduate and former TV news producer at KVOA, she understands how to craft stories that cut through noise and land with impact. At Colling Media for over 3 years, she has risen from PR Strategist to leading the agency's social media and PR operations.
Voted "Humbly Confident" by the entire Colling Media team — recognized for embracing diverse ideas, leading with expertise, and helping teams win.
Rebeca Owns
Mary combines strategic thinking with client-focused leadership across every account she manages. With 5+ years of marketing experience at Arizona State University's EdPlus — rising from Marketing Assistant to Campaign Manager — she brings deep expertise in campaign execution, cross-team alignment, and performance optimization. At Colling Media, Mary leads strategic client relationships, aligns media and creative teams, and ensures campaigns execute seamlessly.
Mary Owns
A former radio personality and stand-up comic turned brand strategist, Jordan knows how to read a room, land a message, and make people feel something. With 9+ years at Colling Media, he brings real sales experience, consumer psychology expertise, and the kind of strategic clarity that builds brands which convert — not just impress. He’s led branding workshops, messaging architecture, and positioning for brands across industries.
Jordan Provides
Recently promoted to Creative Director, Ty has spent 4+ years at Colling Media rising from Copywriter to Associate Creative Director to his current role. A University of Arizona Communications graduate, he brings sharp copywriting instincts, creative direction expertise, and a deep understanding of digital advertising. His background spans content creation at Woz U and copywriting management at Envida Social.
Ty Provides
Brian founded Colling Media with a mission to help brands and people succeed through strategic advertising, branding, and performance marketing. Under his leadership, Colling Media has grown into an Inc 500 agency and Premier Google Partner recognized for driving measurable results. Brian brings executive-level strategic oversight to every engagement.
Brian has personally overseen the Tri-State and RoadMaster Group relationship since 2014 — a partnership that began in Don Welchoff's office and has grown into a 12-year engagement. This expanded initiative extends that trust into freight growth, CHIPS Act positioning, and shipper acquisition.
Brian Provides
Recruitment Builds Workforce.
Authority Builds Pipeline.
In a market where cargo risk is rising and supply chain accountability is increasing, the most trusted secure carrier wins.
The Goal
Position Tri-State and RoadMaster Group as a nationally recognized leader in highly secured freight and a preferred partner when security and compliance matter most.
Questions for Discussion
A few things worth talking through together.
Beyond semiconductor and defense, which freight verticals should we go after first? Pharma, chemical, government?
Are there specific shippers or accounts you want us targeting with account-based marketing in the first 90 days?
With TSMC and Intel ramping up here in Phoenix, is Tri-State already talking to their logistics teams or would this be a cold start?
How are your recruiters currently positioning the freight side of the business to driver candidates? We want the PR messaging to reinforce what they are already saying.
What does success look like at the six-month mark for you? Freight inquiry volume, RFP invitations, brand visibility, or something else?