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CASE STUDY
Page 58
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Trailer advertising can bring increased revenue, but not all companies use their trailers' potential as a money spinner. Ramage Distribution in Lanark is allowing its vehicles to be used by charities to advertise, and its not charging them a penny (CM 31 August). Chairman Neil Cunningham says the company has been heavily involved in the local community for a long time, including buying shirts for the local boys' football team and employing staff from the area. This year it decided to give charities a chance to boost their profile.
For haulage companies there's a limit to what you can offer,"
.........
says Cunningham. "But one of the things is the opportunity for charities to take space."
Six Ramage Distribution vehicles are advertising the cancer charity Maggie's Centres; the Arthritis Research Council; and the Children's Hospice Association of Scotland; it has approached other charities to offer free trailer space. Graphics company OPG, which designs the company's livery, has produced the transfers.
Cunningham is well aware of the money to be made by advertising other companies' products, but the fact the company was in the process of updating its livery this year and all the vehicles are brand new meant the Scottish business incurred no incremental costs. It also meant downtime was very short.
Some companies will do a lot in terms of social responsibility," he concludes. We have chosen to do the corporate social responsibility in a certain way."