How Estes Trucking Express Lines Empowered Marketers and Reduced IT Burden
Intro
Estes is North America’s largest privately owned freight carrier. As an asset-based transportation provider with a global footprint, Estes combines nearly a century of regional freight shipping expertise with the resources, reach, and reliability of a national carrier. Backed by its 280+ North American terminals, nearly 7,000 next-day lanes, and a fleet of more than 10,000 tractors, Estes is committed to getting America's freight where it needs to go, when it needs to get there.
Challenge
From Legacy Bottlenecks to Omnichannel Agility: Overcoming Estes’ Outdated CMS Challenge
Estes’ tech stack was composed of a legacy HTML, Java-based CMS built ad hoc to centralize its processes, fleets, and terminals. The company’s old site had an outdated infrastructure, poor UX/UI that was not mobile-friendly, and ran on an on-premise hosting environment that was time-consuming to manage.
Because of the outdated infrastructure, Estes' marketing team struggled to make timely updates to the site. For even the simplest updates, the marketing team had to rely on Estes’ development team, resulting in bottlenecks and long publishing delays. These delays sharply reduced the team’s efficiency and made scaling almost impossible.
The Estes team needed a cloud-hosted, modern CMS that could withstand the traffic and scale to cope with the increasing demands and build a website capable of omnichannel marketing.
dotCMS gives our lean marketing team the ability to make quick, iterative updates to our site without needing to go through a developer. This not only improves our speed to market but allows us to be even more flexible and responsive to the needs of our customers.
Pam Whisenant
Marketing Director, Estes Express Lines
Solution
Headless, Hassle-Free: How Estes Transformed Content Delivery and Freed IT with dotCMS
Using dotCMS, Estes built a new website, which enabled its team to leverage the dotCMS Universal Visual Editor (UVE) to pull content for the My Estes app, where customers can track shipments, request pickups, and more.
With the help of dotCMS' Headless capabilities, the Estes team could now serve content to other third-party applications that weren’t built on the same platform. dotCMS made it simpler for Estes’ marketing team to create content, build new pages, and upload and manage images.
And the reliable, cloud-based environment and managed support freed their IT staff from having to support technical issues, resulting in a 58% drop in the number of internal service tickets.
Results
Empowering Estes: Accelerated Content Deployment and Marketing Autonomy
With dotCMS, Estes has been able to better adapt to the market and respond to its customers' needs. The marketing department is now able to create, test, and deploy new content and campaigns quickly, which translates into time savings, speed to market, and overall content efficiency for the team.
dotCMS’ solution has empowered the Estes marketing team to build its own digital experiences without the IT team.
Now, they can build specific landing pages for every terminal in minutes.
With more visibility over specific pages and segments, the Estes marketing team can monitor the performance of every website, managing its own SEO headlines and metadata, resulting in more effective marketing campaigns.