Case Studies

Travel Centers of America (TA) - Customer Communications

Client
Travel Centers of America (TA), a nationwide network of 160 travel centers primarily serving professional over-the-road truck drivers.

Challenges
Strengthen relationships with TA’s core customers. Encourage participation in customer loyalty program, the Road King Driver’s Club.

Solution
Parthenon developed an integrated communication program utilizing print and digital media to strengthen communications with customers across multiple media. Parthenon undertook a complete overhaul of TA’s Road King magazine, transforming it from a trade publication into an award-winning business and lifestyle magazine for truckers. The magazine, which has a circulation of 225,000, is distributed through TA’s travel center network. The publication offers readers relevant and intriguing stories by some of the top writers in national consumer publications as well as valuable articles by experts in the trucking field. A section devoted to TA news lets customers know about new products and services that they can find at TA and serves as a guide to the benefits offered by Road King Drivers’ Club loyalty program.

The Road King website (www.roadking.com), gives truckers another route to content from the magazine, promotes magazine contests and provides additional means for reader interaction. The bi-monthly Road King e-news and monthly Road King Drivers’ Club e-newsletters enable TA to communicate with customers on a timely basis, offering valuable business information and highlighting TA initiatives and promotions.

Parthenon’s management of TA’s customer communication vehicles is turn-key – handling creation, production, distribution and information integration of all communications vehicles. Parthenon also manages advertising sales for the magazine, website, enewsletter, in-store kiosks, and other place-based media, generating positive net income for the publishing program.

Parthenon does amazing work. Road King’s ability to stay both relevant and appealing to its readership has been recognized in multiple venues by its peers in the trucking industry. The magazine has never been healthier. The enewsletters created by Parthenon enable us to communicate with customers on a more frequent basis and play an important role in the building of our loyalty program. Working with Parthenon is seamless and the way they work feels as though the entire Parthenon staff is right down the hall in the next set of offices rather than a separate vendor relationship.

-- Tom Liutkus; Director of Advertising and Public Relations, TravelCenters of America

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