--- title: "LSO Rebranding: Boosting Growth and Preparing for Acquisition — Door No. 3 | Advisory Firm For Challenger Brands" description: Discover how Door No. 3 rebranded LSO, a regional package carrier, to compete with giants like FedEx and UPS, ultimately leading to growth and successful acquisition. --- Austin Business Journal “Best Places to Work” Winner + "Best CEO Awards" Nominee [![Door No. 3](https://www.dn3austin.com/hs-fs/hubfs/raw_assets/public/DoorNo3_November2023/images/DoorNo3-Final-Logo-RGB.jpg?width=1000&height=200&name=DoorNo3-Final-Logo-RGB.jpg "Door No. 3")](https://www.dn3austin.com/?hsLang=en) - [About](https://www.dn3austin.com/about) - [Work](https://www.dn3austin.com/work) - [Capabilities](https://www.dn3austin.com/capabilities) - [Digital Media](https://www.dn3austin.com/digitalmedia) - [Contact](https://www.dn3austin.com/contact) ## **LSO** REBRANDING A CHALLENGER, PREPARING FOR AN ACQUISITION ## **ISSUE** LSO is a regional package carrier with one of the highest on-time delivery and lowest-damage rates. But they were up against giants: FedEx and UPS. With the goal of top-line growth and an eye on doubling market share over three years, Door No. 3 began working with LSO to establish a solid marketing foundation and brand. ![Centennial Bank](https://www.dn3austin.com/hubfs/DoorNo3_November2023/images/Centennial%20Bank_%20Ambition%20Cultivated%20for%20Growth%20%26%20Acquisition%20%E2%80%94%20Door%20No.%203%20_%20Advisory%20Firm%20For%20Challenger%20Brands-1.svg) ![LSO](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO-fleet-v1.jpg?width=1075&name=LSO-fleet-v1.jpg "LSO") ![LSO](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO_action-pics-scaled.jpg?width=1400&height=613&name=LSO_action-pics-scaled.jpg "LSO") ## **ANSWER** Door No. 3 began with market research and analysis of customer data to identify their best customers⁠—those demonstrating consistent, high-volume profitability. The analysis also revealed a high attrition rate. Those insights led to goals and marketing strategies for short-term quick growth of existing customer wallet share, new business acquisition and retention; and increased brand awareness. Brand positioning along with reasons to believe; Personal Attention, Greater Care and Powerful Problem Solving was just the start. A new tagline was also adopted; It’s All In The Delivery. We then renamed Lone Star Overnight to reflect the vernacular (LSO), and designed a new logo to reflect the progressive, accommodating brand. Finally, the key customer-facing elements, packaging (envelopes and boxes) and fleet, were redesigned to showcase a commitment to shipping. To staunch attrition and grow top line revenue, an 8-month marketing plan was executed targeting 10,000 high net worth clients and shipping decision makers. Aside from external branding, we armed LSO’s sales team with onboarding kits. Upon sequential drops of direct mailers and a 3-D direct mail piece, LSO’s sales force was given branded top-of-mind emails, notecards and sales brochures to keep their pipeline flowing. ![line bar](https://www.dn3austin.com/hubfs/DoorNo3_November2023/images/linebar.png "line bar") ![LSO](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO_biz-system-copy-scaled.jpg?width=1400&height=613&name=LSO_biz-system-copy-scaled.jpg "LSO") ![LSO Guidlines](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO_guidelines.jpg?width=1400&name=LSO_guidelines.jpg "LSO Guidlines") ![LSO Packaging](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO-packaging-v1.jpg?width=1400&name=LSO-packaging-v1.jpg "LSO Packaging") ![LSO Banners](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO-banners-v1.jpg?width=1400&name=LSO-banners-v1.jpg "LSO Banners") ## **RESULTS** Door No. 3’s integrated approach allowed LSO to meet its revenue goals, become acquired and continue to be a thriving, regional shipping force. Camo, argyle and tie-dyed vehicles continue to cause rubber necking all across Texas. The [rebranding](https://www.dn3austin.com/rebranding-agency?hsLang=en) of their shipping vehicles won top honors in Commercial Carrier Journal’s Five Flashiest Fleets. ![LSO](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO-uniform-v2.jpg?width=1151&name=LSO-uniform-v2.jpg "LSO") ![LSO T-shirts](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/backgrounds+for+third+door+(4).png?width=1165&name=backgrounds+for+third+door+(4).png "LSO T-shirts") ![LSO Brand](https://www.dn3austin.com/hs-fs/hubfs/DoorNo3_November2023/images/LSO_brand-copy-scaled.jpg?width=1383&height=605&name=LSO_brand-copy-scaled.jpg "LSO Brand") ## [Texas College Savings Plan & Texas Tuition Promise Fund](https://www.dn3austin.com/work/texas-college-savings-plan-texas-tuition-promise-fund?hsLang=en) ## [First United Bank](https://www.dn3austin.com/work/first-united-bank?hsLang=en) ### Growth Marketing For Challenger Brands ### **AGENCY** - [About](https://www.dn3austin.com/about) - [Work](https://www.dn3austin.com/work) - [Capabilities](https://www.dn3austin.com/capabilities) - [Digital Media](https://www.dn3austin.com/digitalmedia) ### **INSIGHTS** ### **INQUIRIES** - [Contact](https://www.dn3austin.com/contact) ### **ADVERTISING** - [Austin Google Ads Agency](https://www.dn3austin.com/austin-google-ads-agency) - [Austin Digital Advertising Agency](https://www.dn3austin.com/austin-digital-advertising-agency) - [Austin PPC](https://www.dn3austin.com/austin-ppc) - [Digital Media Buying Agency](https://www.dn3austin.com/digital-media-buying-agency) - [CPG Marketing](https://www.dn3austin.com/cpg-marketing) - [Paid Media Services](https://www.dn3austin.com/paid-media-services) ### **DIGITAL MARKETING** - [Enterprise Digital Marketing](https://www.dn3austin.com/enterprise-digital-marketing) - [Government Digital Marketing](https://www.dn3austin.com/government-digital-marketing) - [B2B Digital Marketing](https://www.dn3austin.com/b2b-digital-marketing) - [Digital Marketing for Tech Companies](https://www.dn3austin.com/digital-marketing-for-tech-companies) ### **BRANDING** - [Boutique Creative Agency](https://www.dn3austin.com/boutique-creative-agency) - [Branding Agency Services](https://www.dn3austin.com/branding-agency-services) - [Branding Agency Austin](https://www.dn3austin.com/branding-agency-austin) - [Dallas Branding Agency](https://www.dn3austin.com/dallas-branding-agency) - Beauty Branding Agency - [Food and Beverage Branding Agency](https://www.dn3austin.com/branding-agency-services/food-and-beverage-branding-agency) - [Healthcare Branding Agency](https://www.dn3austin.com/branding-agency-services/healthcare-branding-agency) - [Technology Branding Agency](https://www.dn3austin.com/branding-agency-services/technology-branding-agency) - [Business Branding Agency](https://www.dn3austin.com/business-branding) - [Government Branding Agency](https://www.dn3austin.com/branding-agency-services/government-branding) - [Rebranding Agency](https://www.dn3austin.com/rebranding-agency) © Copyright 2024 Door No. 3. 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