H&N Hauling — Sales & Marketing Plan

Commercial Hauling Lead Generation — Dutchess County, NY

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Executive Summary

This plan details how H&N Hauling generates commercial vehicle transport and equipment hauling leads in Dutchess County and the Hudson Valley. H&N Hauling is a marketing shell — Shawn C. O'Neil owns the brand, domain, ads, and customer pipeline. James O'Neil's fleet at H&N Enterprises fulfills the work.

The commercial hauling market in Dutchess County is wide open. No competitor has a dedicated commercial hauling brand. Every towing company in the county markets as a tow truck company. H&N Hauling positions itself as a hauling company — different brand, different keywords, different customer.

Goal: Generate 10-35 commercial leads/month, close 5-8 recurring contracts within 6 months, and add $73K-148K in new annual revenue at $12.7K marketing cost (5-11x ROI).

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Section 1: Marketing Strategy Overview

The Dual-Shell Model

                    DUTCHESS COUNTY MARKET
                           |
              +------------+------------+
              |                         |
     CONSUMER SEARCH            COMMERCIAL SEARCH
   "tow truck near me"     "flatbed hauling dutchess"
              |                         |
              v                         v
     +----------------+       +----------------+
     |  H&N TOWING    |       |  H&N HAULING   |
     |  Red/White      |       |  Green/Black   |
     |  24/7 Emergency |       |  Business Hrs  |
     |  handntowing.com|       | handnhauling.com|
     +-------+--------+       +-------+--------+
              |                         |
              +------------+------------+
                           |
                  JAMES'S FLEET FULFILLS
                  (H&N Enterprises)

Channel Strategy

*Content created in-house
**Shawn's time (not a cash expense)

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Section 2: Brand Positioning & Messaging

Market Position

H&N Hauling is the only dedicated commercial hauling brand in Dutchess County. Every competitor markets as a "tow truck" company. We market as a hauling company.

This distinction matters because:

• Commercial customers don't search for "tow trucks" — they search for "hauling," "transport," "equipment movers"
• Commercial customers want scheduled, professional service — not emergency response
• Commercial customers want contracts and invoicing — not payment at the scene
• Commercial customers evaluate capability (load ratings, equipment) — not speed

Messaging Framework

Messaging by Segment

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Section 3: Google Ads Strategy

Campaign Architecture

Negative Keywords (Prevent Waste)

Exclude these to avoid overlap with H&N Towing and irrelevant traffic:

• "tow truck near me" (goes to H&N Towing)
• "emergency towing" (goes to H&N Towing)
• "roadside assistance" (consumer)
• "jump start" (consumer)
• "lockout" (consumer)
• "accident towing" (goes to H&N Towing)
• "free towing" (unqualified)
• "junk car" (not our market)
• "scrap" (not our market)

Ad Copy Templates

Commercial Hauling Campaign:

Headline 1: Commercial Hauling — Dutchess County
Headline 2: Flatbed & Heavy-Duty Transport
Headline 3: Licensed & Insured | Call for Quote
Description: Equipment transport, vehicle hauling, and commercial towing.
             Dutchess County's dedicated hauling specialists. Same-day service.

Vehicle Transport Campaign:

Headline 1: Vehicle Transport — Same Day Available
Headline 2: Dealer-to-Dealer | Auction Pickup
Headline 3: Professional Flatbed Service
Description: Safe flatbed transport for vehicles. Dealer-to-dealer, auction,
             and private transport. Serving Dutchess County & Hudson Valley.

Equipment/Heavy-Duty Campaign:

Headline 1: Equipment Transport — Heavy Loads Welcome
Headline 2: Skid Steers | Excavators | Construction
Headline 3: Dutchess County Hauling Specialists
Description: Heavy equipment transport. Skid steers, mini excavators, generators,
             and more. Professional flatbed service. Call for quote.

Geographic Targeting

Primary Zone (25-mile radius):

• Red Hook, Rhinebeck, Tivoli, Pine Plains, Clinton Corners, Stanfordville

Secondary Zone (25-50 miles):

• Poughkeepsie, Kingston, Hudson, Beacon, Newburgh, Fishkill

Highway Corridors:

• I-84, Route 9, Route 44/55, Taconic Parkway

Bidding Strategy

Performance Targets

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Section 4: Google Business Profile Strategy

Profile Setup

Photo Strategy

Upload 20+ photos:

• Flatbed loaded with vehicle (dealer transport)
• Equipment on flatbed (skid steer, excavator)
• Clean truck fleet photos (neon green accents visible)
• Team photos (professional, uniformed)
• Neon green cones at job site
• Before/after of completed transports

Review Generation

Weekly GBP Posts

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Section 5: SEO & Content Strategy

Website SEO Architecture

Blog Content Calendar (2 Posts/Month)

On-Page SEO Checklist (Every Service/Location Page)

• Title tag: "[Service] in [Location] | H&N Hauling"
• Meta description: 155 chars, include phone number
• H1: Service + Location keyword
• 500+ words of unique content
• Internal links to 2-3 other service pages
• CTA button: "Call for Quote" + phone number
• Schema markup: LocalBusiness + Service
• Image alt text with keywords

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Section 6: Outbound Sales Process

Target Account Tiers

TIER 1: EXPAND EXISTING (Highest Priority)

TIER 2: NEW DEALERSHIPS

TIER 3: NEW SEGMENTS

Sales Pitch Framework

For Dealerships:

"Hi, I'm Shawn from H&N Hauling. We handle vehicle transport for [X] dealers
in Dutchess County including North East Ford. I wanted to see if you ever
need vehicles moved between lots, to auction, or from customer locations.

We run a professional flatbed fleet — no dragging, fully insured.

I'd like to offer you a trial: first 3 transports at 10% off. If you like the
service, we can set up a monthly contract at a volume rate. Here's my card."

For Body Shops:

"I manage H&N Hauling — we handle 60+ tow and hauling calls per month in
Dutchess County. A lot of those vehicles need body work. Right now they go
wherever the customer asks.

I want to start sending them to you. Here's the deal: for every vehicle I
bring to your shop, you pay a $75 referral fee. That's a $2,000-8,000 repair
job for $75 in your pipeline.

I'm approaching 3 shops in the county. First to sign gets priority."

For Property Managers:

"Hi, I run H&N Hauling — we specialize in abandoned vehicle removal for
property managers and HOAs in Dutchess County.

Flat rate $175 per vehicle. We handle the legal notice, the tow, and the
documentation. You just point and we remove.

We also offer monthly contracts for properties with recurring issues.
$200/month covers 2 removals."

Sales Activity Calendar

Monthly Targets

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Section 7: Pricing Strategy

Rate Card

Contract Pricing (Volume Discounts)

Pricing Philosophy

• Never compete on price. Compete on reliability, professionalism, and capability.
• Volume = discount. Recurring contracts get better rates — lock in revenue.
• New customers: 10% off first 3 jobs (trial period). Full rate after.
• Rate review: Annual review with each contract account (adjust for fuel/insurance costs).

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Section 8: Referral Partnership Program

The Model

James already delivers vehicles to body shops and dealerships. Right now, he delivers and drives away. That delivery is worth money.

Body shops pay $50-150 per vehicle referral because each vehicle = $2,000-8,000 in repair revenue. James is their supply chain.

Partnership Structure

Target Partners

Revenue Potential

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Section 9: Customer Acquisition Cost (CAC) Analysis

CAC by Channel

*Shawn's time is free — he's the shell owner

CAC vs. Customer Lifetime Value

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Section 10: KPIs & Reporting Dashboard

Weekly Metrics

Monthly Report

Quarterly Business Review

1. Ad performance analysis (spend vs. revenue, CPL trends)
2. Contract pipeline review (new, active, at-risk)
3. Outbound sales activity vs. targets
4. Referral partnership performance
5. Pricing adjustments needed
6. Competitive intelligence update
7. Next quarter strategy and budget

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Section 11: Annual Budget Summary

Year 1 Investment

Expected Return

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Section 12: Launch Week Checklist

Day 1-2

• Verify handnhauling.com is live (neon green + black design)
• Set up CallRail tracking number (commercial line)
• Create Google Business Profile for "H&N Hauling"
• Upload 20+ photos to GBP
• Write GBP description (keyword-rich)

Day 3-4

• Launch 3 Google Ads campaigns ($1,000/month total)
• Set negative keywords (no overlap with H&N Towing)
• Design and order magnetic door signs ($300)
• Print 250 business cards (neon green + black)

Day 5-7

• Visit North East Ford — propose hauling contract expansion
• Visit Ruge's Chrysler — propose regular transport schedule
• Email 5 body shops — referral partnership pitch
• Email 5 property managers — abandoned vehicle removal pitch
• Set up weekly reporting dashboard

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