Atlas Amplifier PDF - Atlas Van Lines

Cover Reorganization Story Story“The role of marketing is to give our agents the powerto become more successful selling Atlas,” says Ryan. “Ifirmly believe in the three E’s: energize, educate, enable.These are how we equip our agents to achieve theirsales and marketing goals.”Ryan says a revitalized marketing effort is needed toopen new opportunities; he sees synergy among peopleas crucial. “We recently brought Internet Sales andMarketing physically into the Marketing area for greatercoherence in our total marketing effort,” says Ryan.“We’re making Internet marketing more accessible foragents, and making it easier for customers to find Atlasand interact.”Ryan’s team is bringing a more proactive approachto RFPs. As well, they are building new connections viasocial media. “We’re meeting clients where they areapt to interact, whether it be on Facebook, Twitter, orLinkedIn,” says Ryan. “We’re also making events morefocused on usefulness. At the Atlas Convention andForum, for example, we’re strengthening the emphasison education.”When Senior Vice President of TransportationServices Administration Dennie Lynn is away fromwork, he enjoys time with the family, the gym, and golf.Members of the Atlas family appreciate the time Denniehas devoted to them; he has been on the job at Atlassince 1970. So, it’s reassuring that a seasoned Atlas leaderwho knows Operations inside and out now assumesresponsibilities for Smart Move.In simplest terms, Dennie sees his newest taskas integrating Smart Move into the fold of theTransportation Services Group.“Smart Move Operations had been residing inTransportation Services, but working somewhatindependently,” says Dennie. “The goal is to bring themin as a natural extension of the successful operationalreorganization that we accomplished a couple of yearsago when we combined RSG and STG Operations. Thisway, we can utilize all of our Corporate Operationsstaff and resources to provide them significant servicesupport, and further extend our commitment to serviceexcellence for all customers, across all product lines,including Smart Move.”Dennie wants agents to think of Smart Movewith the same level of confidence they have in AtlasTransportation Services Group Operations. “OurOperations team has developed many long-termworking relationships with our agency family, havingearned their confidence over many years of provenservice excellence and support. In my view, ourestablishing that same level of agency family confidencein Smart Move will result in both expanded sales andstronger service capabilities.”David Coulter admits to a love for sports, especiallygolf (he regularly oversees the golf tournament at theAtlas Convention). No doubt his competitive naturesuits his new role as Vice President of STG Sales. Davidbrings fresh drive to increase shipment volume forelectronics, exhibits, store fixtures, and fine art. Heleads with an ambitious agenda: to double revenuein five years.“The reorganization brings resources and focusesattention on the STG business to help it grow,” saysDavid. “This is critical since the economy has madethe market extremely competitive. We’re seeing a hostof new names, including third-party providers, enterthe market.”David says Atlas will use all the tactical advantagesat its disposal to pursue competitive gains. As well aspricing methodologies, these include leveraging thestrengths of the Atlas brand–especially its extensiveagency network.“We’re looking to create more opportunities forexisting agents and to get more agents involved inthe sales effort,” says David. “This includes helping ouragents acquire and cultivate sales people.”Creative thinking is key; new approaches are neededto counter rising fuel costs and the industry’s ebbof Professional Van Operators. One such idea: thepotential of regional distribution. David is starting thediscussion on this and other ideas as he gathers forces.Dennie LynnSenior Vice Presidentof TransportationServices AdministrationDavid CoulterVice President of STG Sales8 Atlas Amplifier • Summer 2011Atlas Amplifier • Summer 2011 9