Tri-State &
RoadMaster
Group
Highly Secured Freight Growth Strategy
Recruitment Continuation + Shipper Expansion
Prepared for
Mike Fisk
February 2026 · Confidential
Eight Years of
Proven Results.
Now We Scale.
Colling Media has partnered with Tri-State and RoadMaster Group to build one of the most consistent recruitment engines in the highly secured freight category. Through a proven digital funnel approach, we have successfully attracted and hired qualified hazmat and secure freight drivers in a highly competitive market.
This initiative is an additive expansion designed to support Tri-State's next major opportunity: increasing shipper acquisition and expanding B2B freight growth by positioning Tri-State as a nationally recognized leader in highly secured freight.
More freight opportunities
More RFP inclusion
Stronger national reputation
8+ Year Recruitment Engine
Already Delivering.
Since 2017, Colling Media has been the dedicated marketing partner for Tri-State and RoadMaster Group's driver recruitment operations. In one of the most competitive hiring categories in transportation — hazmat-certified, security-cleared CDL drivers — we built and optimized a digital funnel that consistently delivers qualified applicants.
This isn't a new relationship. It's an extension of a proven system into a new revenue channel. The same strategic discipline, data-driven optimization, and industry expertise that built the recruitment engine now powers the freight growth strategy.
8+
Years Together
2
Brands Managed
24/7
Always-On Funnel
Partnership Timeline
Partnership Begins
Colling Media engaged to build a digital recruitment funnel for Tri-State Transport's hazmat driver pipeline.
RoadMaster Expansion
Engagement expanded to include RoadMaster Group, applying the same proven funnel methodology to a second brand.
Funnel Optimization
Advanced targeting, retargeting sequences, and conversion rate optimization drive consistent applicant quality improvements.
Performance Milestone
Recruitment engine reaches sustained performance benchmarks. The system runs reliably with continuous optimization.
Freight Growth Phase
New engagement extends proven methodology into B2B shipper acquisition and national brand authority via Digital PRPlus.
Continuous Optimization
8+ years of data-driven campaign refinement across both brands
Hazmat & Security Cleared
Specialized targeting for the hardest-to-fill CDL positions in freight
Full-Funnel System
Awareness to application pipeline with retargeting and conversion tracking
Qualified Pipeline
Consistent flow of pre-screened, qualified driver applicants month over month
The Strategic Shift
We've already proven results in the hardest recruitment category in freight. Now we apply the same strategic discipline, data infrastructure, and industry knowledge to build Tri-State's freight revenue pipeline and national brand authority.
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
One placement, short shelf life, limited amplification, minimal measurable impact on pipeline.
Digital PRPlus
Story creation, distribution to 300+ publications, earned media credibility, amplification across LinkedIn and paid retargeting, SEO authority building, and sales enablement.
The PRPlus Pipeline
Strategic Story Development
Freight industry narratives tailored to decision-maker concerns
Pitching & Distribution
Targeted outreach to 300+ logistics and business publications
Earned Media Coverage
Third-party credibility that builds industry authority
Amplification Engine
LinkedIn, paid media, retargeting, and owned channel distribution
SEO Authority Building
Long-term reputation lift and search visibility
Today's procurement professionals validate carriers online before engagement. Digital PRPlus ensures Tri-State is visible and credible during that validation process.
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.
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
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 for 8 years, guiding the recruitment marketing strategy that built the driver pipeline. This expanded engagement extends that trust into freight growth 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.