Landstar Agent Marketing Manual

1 Landstar Agent Marketing Manual Landstar Corporate Communications Revised April 2012. Table of Contents Introduction ..3..4. Branding Your Business ..5. Marketing Your Agency ..6. Direct Mail & Print Marketing ..7. Fax & Email Marketing ..8. Agent Websites ..12. Stationery & Business Cards ..14. Telephone-Based Marketing ..15. Public Relations ..16. The Road to Success & ..17. Policies .18. These guidelines have been designed for the exclusive use of Landstar agents. They may also be helpful to various Landstar -approved outside vendors and advertising agencies.

2 For the latest version of the Landstar Agent Marketing Manual , go to or contact Landstar 's Corporate Communications department. Introduction Do you think branding is something only big companies have time for? Think again. Your brand is more than a logo. It's the way you do business. While Landstar is responsible for the protection and use of its trademarked and copyrighted material, legal ownership is only one component of a successful branding program. Landstar agents also play a role in setting the direction of the Landstar brand.

3 Each Agent has a vested interest in the successful delivery of every load. It will also be to your advantage to manage your access to the Landstar brand as permitted in this Manual in the same manner that you would manage access to any other strategic asset. This will maximize your competitive benefits and advantages. Landstar strives to create an environment in which the company's independent business owners can flourish. Our agents benefit from the company's solid safety record, dynamic IT. infrastructure and financial strength. Because of these strengths, Landstar has one of the best reputations in the industry.

4 It's a status we want to protect. To maximize the power of the Landstar brand, in this Manual you'll find rules and guidelines to help you establish a consistent look and feel for all Agent based communications, brand positioning and visual identity. Landstar has also established a web portal at as a tool designed exclusively for use by Landstar agents. As further described inside this Manual , the web portal offers a wealth of information to help your business succeed as a Landstar independent agency. For questions regarding any matters covered in this Manual , please contact Landstar 's Corporate Communications department.

5 Landstar Agent Marketing Manual Page | 3. Revised April 2012. Landstar agents who want to grow their business by Marketing all Landstar services to customers need look no further than The web portal offers a wealth of information, including presentations, electronic sales brochures, Marketing advice, business solutions and more. Learn why it's crucial to take all the freight from customers instead of just a few loads. Enhance your knowledge base and learn the sweet spot for Landstar 's supply chain solutions, air, ocean, truck, intermodal and warehousing services.

6 Learn about trends that can affect the growth of your business and uncover opportunities that you are well placed to exploit. Crack into customer's other accounts intermodal, air, ocean, warehousing and supply chain solutions. Learn how asking questions can help you determine if the services available through Landstar are the best solution for customers. Download sales brochures, freight opportunity profiles and presentations. Listen to top executives on Landstar 's future and why it's important to start a conversation with customers.

7 Check back often for new sales tips and materials. Note: is for the exclusive use of Landstar agents only. Only one password per agency is provided to log into the site. The Agent of record can request additional log-ins for agency employees or satellite offices by contacting Corporate Communications. Landstar Agent Marketing Manual Page | 4. Revised April 2012. Branding Your Business If branding is the art of getting people to know, like and trust you, then the elements of that personality are communicated through colors, graphics and style.

8 Therefore, it's important that your business cards, stationery, signs, website, emails and sales material consistently send out the right image. For business purposes, you should always identify yourself as an independent Agent and use your agency or business name as shown below. The name of the Agent and agency must be the same as the agency of record. Name of Agent (s) of Record Joe Smith Business or Name of Agency Quick Logistics Independent Landstar Agent Independent Landstar Agent You can also link your agency to the powerful Landstar name by using the independent Agent logo on all print and electronic media.

9 In every case, you must state your name or the name of your company and only use the independent Agent logo. Hint: Download the independent Agent logo at Look under the FAQ tab. All Landstar logos, trademarks, etc. are to be used only as approved by Landstar 's Corporate Communications department. Altering any Landstar logo by adding or removing an element or changing the shape is prohibited. Presentation of a Landstar logo in any manner that is inconsistent with the guidelines for the authorized usage of a Landstar logo is in direct violation of Landstar 's rights under its trademark registration.

10 The registration symbol must be included in all uses of registered company logos to give public notice of Landstar 's legal and exclusive rights to them. Misuse of company logos may hurt our ability to protect our trademark rights and may result in monetary fines to agents, BCOs and vendors and the possible cancellation of their contracts. Please refer to the Landstar Agent Policy & Procedure Manual for more information regarding the branding of your business as a Landstar Agent . Landstar Agent Marketing Manual Page | 5. Revised April 2012.