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Strategy / Creative / Technology

Increasing Traction for ArcBest Corporation

When Arkansas Best Corporation changed its name and corporate structure to ArcBest, we built a digital strategy – and a new website – that spanned multiple online destinations.

Imaginuity first delivered a new digital marketing strategy for ABF Freight, a leader in Less Than Load transportation. So, when it came time for its parent company ArcBest to launch its own website, as well as an additional website for a positioning campaign called “the Skill and the Will,” company leaders again reached out to Imaginuity.

Timing was critical for the launch of both sites, with new branding already being created and a new stock ticker initiative already underway. We jumped in with concurrent project plans and a cross-functional team dedicated to the tight deadlines. Both responsive websites where live, on time and on budget, to support the new brand and new stock nomenclature.

When building the new ArcBest corporate website we created a navigation bar system locked into the top with tabs for each subsidiary. Not only did this build awareness for the corporate structure, it created one click access to get in depth information for each subsidiary.

A sliding hero area on the home page granted prime real estate to promote the new global corporate campaign, and real time streaming content below it allows for more search engine traction.