Confidential — Prepared by Fortitude° Virtual Professionals for H&N Hauling LLC — Not for Public Distribution
Strategic Marketing Plan — 2026

H&N Hauling LLC

Two Brothers. One Legacy. 70 Years of O'Neil Hauling.

Owner  James A. O'Neil Jr.
USMC Veteran
Backed by  Shawn C. O'Neil, Disabled Combat Veteran
Location  Red Hook, NY 12571
Companion to  H&N Business Plan
Section 01

The Story — Our Unfair Advantage

Every competitor has trucks. Very few have a story. The O'Neil family has been hauling in the Hudson Valley since the 1950s — a legacy that spans more than 70 years and two generations of United States Marines.

“We don’t just haul equipment. We carry a legacy.”

— The O'Neil Brothers, USMC Veterans

The O'Neil Brothers

James A. O'Neil Jr. — Owner & Operator. USMC veteran, Cold War era (late 1980s–early 1990s). James runs the trucks, manages the routes, and puts his hands on every job. He is the face behind the wheel — the brother who inherited the family trade and never stopped.

Shawn C. O'Neil — Strategic Partner & Backer. Disabled Combat Veteran (USMC, then Army). CEO of Black Haus Capital and founder of the Fortitude Ecosystem. Shawn built the empire behind the trucks — the strategy, the brand architecture, the business systems. He served his country in combat, and now he serves his community through enterprise.

Together: James runs the operation. Shawn builds the machine. Family business. Not corporate. Not franchise. Family.

Why the Story Sells

In a market flooded with faceless towing companies and corporate logistics firms, H&N Hauling stands apart because of who we are. This story is not manufactured marketing — it is three generations of American work ethic, military discipline, and Hudson Valley roots.

Veterans

22+ million veterans in the U.S. actively prefer veteran-owned businesses. The USMC brotherhood is a trust network that opens doors no ad campaign ever could.

Blue-Collar Workers

Contractors, tradesmen, and operators respect family businesses that have been in the game for decades. Longevity equals reliability. Period.

Patriotic Americans

The veteran-owned, family-operated narrative resonates across political and demographic lines. It is authentically American — and it cannot be faked.

Hudson Valley Community

Red Hook is home. Dutchess County is the backyard. When the O'Neil name shows up, it carries weight — because this family has been here for generations.

Strategic Insight The story is the lead in every ad, every mail piece, every email, every conversation. It is the unfair advantage that no competitor can replicate. Lead with story. Close with service.
Section 02

Brand Positioning

H&N Hauling is positioned as a premium, scheduled, professional transport service. We do not compete on price. We compete on trust, reliability, and legacy.

What We Are Not

  • Budget / lowest-price operator
  • Emergency-only towing scramble
  • Chaotic, unprofessional service
  • Faceless corporate franchise
  • Available 24/7 for any random call
VS

What We Are

  • Premium specialty transport
  • Scheduled — appointments, not chaos
  • Professional — DOT-certified, fully insured
  • Veteran-owned, family-operated
  • M–Th 7:00–5:00 — structured, reliable hours

“Professional Scheduled Transport — Your Vehicle Deserves More Than Emergency Service.”

H&N Hauling Brand Positioning Statement

Dual Brand Architecture

Two domains. Two audiences. One family operation.

H&N Hauling

HandNHauling.com

Premium specialty transport: RVs, classic cars, boats, construction equipment, oversized loads. Higher ticket. Regional and long-haul. The growth engine.

H&N Towing

HandNTowing.com

Local scheduled towing in the Hudson Valley. Vehicle relocations, breakdowns by appointment, dealer transfers. Steady baseline revenue. Community presence.

Domain Strategy Both domains are purchased with 3-year registrations. HandNHauling.com is the primary marketing domain for premium services. HandNTowing.com captures local search traffic and serves as the community-facing brand.
Section 03

Digital Advertising — $10/Day Start

Start lean. Test everything. Kill losers fast. Scale winners aggressively. The initial investment is $10/day on Google Ads with a parallel $5/day on Facebook/Instagram — growing only when data proves return.

$10
Daily Ad Spend (Start)
$300
Monthly Google Budget
60–150
Est. Monthly Clicks
3x+
Target ROAS to Scale

Google Ads Campaigns

Campaign Target Keywords Est. CPC Monthly Clicks Priority
RV Transport “RV transport NY to FL” • “RV hauling Hudson Valley” • “snowbird RV transport” $2–5 60–150 HIGH
Equipment Transport “equipment hauling Red Hook NY” • “flatbed transport Hudson Valley” • “construction equipment hauling” $3–6 50–100 HIGH
Classic Car Transport “enclosed car hauling” • “classic car transport NY” • “collector vehicle shipping” $3–7 40–100 MEDIUM

A/B Testing Strategy

Every dollar must prove itself. The testing framework is designed to find the message that converts, then pour fuel on it.

Headline Tests

  • A: “Veteran-Owned Hauling Since the 1950s”
  • B: “Family Business — 70 Years Strong”
  • C: “Premium Scheduled Transport”

CTA Tests

  • A: “Request a Free Quote”
  • B: “Schedule Your Transport”
  • C: “Call the O'Neil Brothers Today”

Cadence: Run 2–3 variations per campaign. Weekly review. Kill any ad with CTR below 2% after 100 impressions. Scale any ad with CTR above 5% and positive ROAS.

Scale Triggers

Trigger → $10/day → $20/day

When ROAS exceeds 3x for two consecutive weeks, double the daily budget on winning campaigns. Kill underperformers before scaling.

Trigger → $20/day → $50/day

When the booking pipeline is consistently full (3+ scheduled hauls per week from ads), scale to $50/day. This is the proof-of-concept threshold for aggressive growth.

Facebook & Instagram Ads

Target Audience Demographics Ad Creative Objective
Snowbird RV Owners Age 50+, Northeast, RV interest Fleet photo + veteran story Lead generation
Classic Car Enthusiasts Age 45–65, affluent, collector interest Flatbed with classic car Website traffic + quote
Construction Business Owners Hudson Valley, contractor interest Equipment on flatbed Lead generation
Boat Owners Dutchess/Ulster County, marina proximity Seasonal transport offer Seasonal campaign
Budget: $5/day ($150/month) starting • Retargeting: Website visitors who didn't request a quote
Retargeting Strategy Install the Facebook Pixel and Google Tag on HandNHauling.com from day one. Anyone who visits the site but does not request a quote gets retargeted with a “Still Need Transport?” ad for 30 days. This is the highest-ROI spend in the budget.
Section 04

Direct Mail — The Printed Piece

A physical marketing piece that can be printed and mailed directly from Red Hook. Tangible. Professional. Impossible to ignore in a mailbox full of junk. This is the piece that lands on a contractor's desk and stays there.

Printed Piece — Visual Layout & Design

Format: 8.5” x 11” trifold brochure (folds to 3.67” x 8.5” for standard envelope) OR 6” x 9” jumbo postcard (higher open rate, lower cost). Recommended: start with the postcard for contractor batches, brochure for premium targets (RV/classic car dealers).

Direct Mail Mockup — Front
USMC Veteran-Owned & Operated

Two Brothers. One Legacy.
70 Years of O'Neil Hauling.

USMC Veterans • Family Business Since the 1950s • Hudson Valley, NY

Services

  • RV & Motorhome Transport (Regional & Snowbird)
  • Construction Equipment Hauling
  • Classic & Collector Vehicle Transport
  • Boat & Marine Transport
  • Trailer & Heavy Equipment Moves
  • Scheduled Vehicle Towing

Our Fleet

  • 2022 Freightliner M2 Flatbed
  • 2023 Ford F600 Flatbed
  • 2023 Ram 3500 Crew Cab Long Bed

Hours

  • Monday–Thursday: 7:00 AM – 5:00 PM
  • Scheduled Appointments Only
USDOT 1193145 MC-769606 Fully Insured Veteran-Owned
[QR CODE]
HandNHauling.com
(845) XXX-XXXX Scan to Request a Quote • Mention This Card for Priority Booking

H&N Hauling LLC • Broadway, Red Hook, NY 12571 • HandNHauling.com • HandNTowing.com

Design Specifications

Colors

  • Primary: Deep Navy (#0B1426) — authority, trust
  • Accent: Gold (#C5A55A) — premium, legacy
  • Background: Warm white/cream (#F8F6F0)
  • Text: Near-black (#1A1A1A)

Layout Zones

  • Top 30%: Hero headline + veteran badge
  • Middle 40%: Services grid + fleet + hours
  • Bottom 30%: Trust signals + QR + CTA + phone

Photo area: Use professional fleet photos from existing Facebook page and Google My Business profile. The trucks ARE the credibility — show them clean, loaded, and in action.

Target Mailing Lists

Target Segment Geography Why They Need Us List Source
Licensed Contractors Dutchess, Ulster, Orange, Columbia County Every contractor has a trailer problem — they need equipment moved County licensing records
Construction Companies Hudson Valley region They ALL tow trailers and heavy equipment Google Maps, BBB, Yellow Pages
Landscaping Companies Dutchess & Ulster County Equipment transport between job sites Business directories
Auto Dealerships 100-mile radius Vehicle transfers between lots/auctions Dealer association lists
RV Dealerships 100-mile radius Customer delivery, trade-in transport RVDA directories
Classic Car Dealers & Restoration Shops Northeast corridor High-value vehicle transport, shows, auctions Specialty directories, car show lists
Marinas & Boat Dealers Hudson River corridor Seasonal launch/haul-out, storage transport Marina directories, county records

Mailing Strategy & Batches

Batch Target Quantity Print Cost Postage Total Tracking
Batch 1 Contractors & construction — Dutchess County 500 $250–500 $275 $525–775 Unique QR — Code A
Batch 2 RV dealers + classic car shops — 100mi radius 500 $250–500 $275 $525–775 Unique QR — Code B
Batch 3 Marinas & boat dealers — Hudson River 500 $250–500 $275 $525–775 Unique QR — Code C
Printing: $0.50–$1.00/piece • Postage: $0.55/piece USPS bulk rate • Each batch gets a unique QR code to track response rates by segment
Key Insight — Every Contractor Has a Trailer Problem This is the core pain point that drives the direct mail campaign. Contractors waste time, fuel, and CDL headaches hauling their own trailers. H&N solves that problem with a single phone call. The mail piece lands on their desk at the exact moment they are frustrated with their own equipment logistics.
Section 05

Direct Email Campaign — High-Ticket Opportunities

A targeted 3-email sequence designed to reach contractors, construction companies, and property managers who need professional hauling but have never heard of H&N. These are high-ticket, repeat-business opportunities — one conversion can mean thousands in recurring revenue.

Email List Building

Sources

  • Licensed contractor records (Hudson Valley — public data)
  • Google Maps business listings — construction, landscaping
  • Better Business Bureau directories
  • Yellow Pages / Yelp business data
  • Property management company directories

Target Profiles

  • General contractors with trailer needs
  • Construction companies with heavy equipment
  • Landscaping companies (mowers, excavators)
  • Property management firms (multi-site equipment)
  • Masonry, excavation, and site-work specialists

3-Email Sequence

Compliance & Best Practices

  • CAN-SPAM compliant: Physical address in every email, unsubscribe link, honest subject lines
  • Platform: Mailchimp free tier (up to 500 contacts) or ConvertKit ($0–30/month)
  • Personalization: Use first name and company name where available
  • Send times: Tuesday or Wednesday, 7:00–8:00 AM (contractors check email before the job site)
  • Tracking: Open rate, click rate, quote request conversions per email
Section 06

Organic & SEO Strategy

Paid ads bring fast traffic. Organic search brings free, compounding traffic that grows over time. The SEO and organic strategy focuses on Google My Business dominance, long-tail local keywords, and free lead sources like load boards.

Google My Business — The Foundation

Google My Business (GMB) is the single most important free marketing asset. For local service businesses, the GMB listing often appears above organic search results. It is already active with reviews and photos — now we optimize it.

  • GMB listing active with reviews and photos
  • Facebook page active and posting
  • Update GMB name to reflect specialty services
  • Add all specialty service categories (RV, classic car, boat, equipment)
  • Upload professional fleet photos (all 3 trucks)
  • Update service area to Hudson Valley + Northeast
  • Begin weekly GMB posts (completed jobs, fleet, seasonal tips)
  • Respond to ALL reviews within 24 hours

SEO Keywords — Long-Tail, Local, Low Competition

Keyword Search Intent Competition Priority
“RV transport Red Hook NY” Transactional — ready to book Low HIGH
“equipment hauling Hudson Valley” Transactional — contractor search Low HIGH
“veteran-owned towing service NY” Trust-based — veteran preference Low HIGH
“classic car hauling Dutchess County” Niche — high-value customer Low MEDIUM
“flatbed transport Poughkeepsie” Local — nearby city traffic Low MEDIUM
“boat transport Hudson River” Seasonal — spring/fall demand Low MEDIUM
All keywords are local + long-tail = low competition, high conversion intent. These are people actively looking to book.

Load Boards — Free Leads

uShip

Marketplace for RV, vehicle, and equipment transport. Customers post loads, transporters bid. Free to list — commission on completed jobs. High-quality leads from people ready to pay for transport.

Central Dispatch

Vehicle transport marketplace used by dealerships and brokers. Connects carriers with auto transport jobs. Free leads — requires carrier registration. Perfect for dealer-to-dealer vehicle transfers.

Free Revenue Channel Load boards are pure margin. No ad spend required. A compelling listing with the veteran story, professional fleet photos, and 5-star reviews creates a competitive advantage over every other carrier on the board.
Section 07

Contractor Ecosystem — H&N Equipment Rental

The long-term vision extends beyond hauling. Every piece of equipment on the homestead is an asset. Every asset that sits idle is lost revenue. H&N Equipment Rental is the natural evolution — monetizing what we own, serving the contractors we already know.

“That’s how we monetize our life.”

— Shawn C. O'Neil, CEO Black Haus Capital

The Three-Phase Evolution

Phase 1 — Now

Haul Contractors' Equipment

Build the relationship. Prove reliability. Every haul is a trust deposit. Contractors learn our name, our trucks, and our professionalism. This is the foundation.

Phase 2 — 6–12 Months

Rent Trailers to Contractors

Contractors who do not own trailers need them. We own them. Short-term rentals: flatbed trailers, enclosed trailers, equipment trailers. Revenue from assets that would otherwise sit idle between hauls.

Phase 3 — 12–24 Months

Full H&N Equipment Rental

Trailers, small equipment, support gear — everything a contractor needs but cannot justify buying. The homestead becomes a rental depot. Nothing sits idle. Every asset earns.

Strategic Advantage By Phase 2, H&N is no longer just a hauling company — it is a contractor support ecosystem. The hauling builds the relationships. The rentals monetize the trust. The ecosystem locks in recurring revenue from the same customer base.
Section 08

90-Day Marketing Calendar

A week-by-week execution plan. No guesswork. No delays. Every action has a timeline, and every timeline has an owner.

Week 1
Foundation Setup
Set up Google Ads account and Ads Manager. Install tracking pixels on HandNHauling.com. Configure Google Analytics and conversion tracking. Create Facebook Business Manager. Audit and update Google My Business listing.
Week 2
Launch Google Ads ($10/day)
Go live with Campaign 1: RV Transport keywords. Set up 2–3 ad variations for A/B testing. Configure negative keywords to avoid waste. Begin daily monitoring of spend, clicks, and CTR.
Week 3
Design & Order Printed Piece
Finalize postcard/brochure design. Order 500 printed pieces (Batch 1). Build contractor mailing list for Dutchess County. Set up unique QR codes for tracking. Compile email list from public contractor records.
Week 4
Mail Batch 1
Mail 500 pieces to Dutchess County contractors and construction companies. Begin tracking QR code scans and inbound calls. Post first GMB update (fleet photo + veteran story).
Week 5
Launch Facebook Ads ($5/day)
Go live with Facebook/Instagram ads targeting RV owners 50+ in Northeast. Use fleet photos and veteran narrative as ad creative. Set up retargeting audience for website visitors. Continue Google Ads optimization.
Week 6
Email Campaign Batch 1
Send Email 1 (Introduction) to contractor list. Schedule Email 2 for Day 4, Email 3 for Day 9. Monitor open rates and click-through rates. List on uShip and Central Dispatch load boards.
Week 7
Performance Review & Optimization
Full review of Google Ads: kill underperforming ads (CTR < 2%). Review Facebook ad performance and adjust targeting. Analyze direct mail QR code response data. Respond to all new Google reviews.
Week 8
Mail Batch 2
Mail 500 pieces to RV dealers and classic car shops within 100-mile radius. Launch Equipment Transport Google Ads campaign. Update GMB with recent completed job photos.
Weeks 9–12 (Month 3)
Scale & Expand
If ROAS > 3x: scale Google Ads to $20/day on winning campaigns. Send Email campaign batch 2 to expanded list. Mail Batch 3 to marinas and boat dealers. Begin weekly GMB posting cadence. Review all metrics and prepare Month 4 strategy.
Ongoing Activities (Every Week) Post to Google My Business weekly (completed jobs, fleet photos, seasonal tips). Respond to all reviews within 24 hours. Monitor ad spend and performance daily. Update load board listings. Track inbound calls and quote requests by source.
Section 09

Budget Breakdown

Total monthly marketing investment starting at $700–855/month. Designed to prove ROI before scaling. Every dollar is tracked. Every channel is measured. Nothing scales without data.

Channel Monthly Cost What It Buys Expected Output
Google Ads $300/mo $10/day • 60–150 clicks/month 3–8 quote requests/month
Facebook/Instagram Ads $150/mo $5/day • Brand awareness + retargeting 2–5 quote requests/month
Direct Mail $250–375/mo 500 pieces/month • printing + postage 5–15 inbound calls/batch
Email Platform $0–30/mo Mailchimp free tier or ConvertKit starter Email sequence delivery
Print Design $0/mo Designed in-house by Fortitude —
Load Boards $0/mo uShip + Central Dispatch listings 2–5 leads/month
GMB / Organic SEO $0/mo Weekly posts, review management Compounding organic traffic

Monthly Budget Visualization

Google Ads
$300
$300/mo
Direct Mail
$250-375
$250-375/mo
Facebook/IG Ads
$150
$150/mo
Email Platform
$0-30
$0-30/mo
Design / Organic
$0/mo
$700–855
Month 1–2 Total
$1,500–2,000
Month 3+ (If ROI Proves)
3x+
Required ROAS to Scale

Scaling Budget (Month 3+)

Scale Condition → ROAS > 3x for 2 Consecutive Weeks

Month 3 Budget: Google Ads $600/mo ($20/day) + Facebook $300/mo ($10/day) + Direct Mail $375/mo + Email $30/mo = $1,305/month

Scale Condition → Booking Pipeline Consistently Full

Month 6 Target Budget: Google Ads $1,500/mo ($50/day) + Facebook $450/mo ($15/day) + Direct Mail $500/mo + Email $30/mo = $2,480/month

Section 10

Metrics & Tracking

If we cannot measure it, we do not spend on it. Every marketing dollar flows through a tracking framework designed to answer one question: is this channel making us money?

Key Performance Indicators (KPIs)

Metric Definition Target (Month 1–2) Target (Month 3+) Source
Cost Per Lead (CPL) Total ad spend / total leads generated < $50 < $30 Google Ads, Facebook, QR tracking
Cost Per Booking (CPB) Total marketing spend / total booked hauls < $150 < $100 CRM / booking log
ROAS Revenue from marketing / marketing spend > 2x > 3x Revenue tracking
Quote-to-Booking Rate Booked hauls / total quotes issued > 25% > 35% Quote log
Direct Mail Response Rate Responses / pieces mailed per batch > 1% > 2% Unique QR codes per batch
Email Open Rate Opens / emails delivered > 25% > 30% Mailchimp / ConvertKit
Email Click Rate Clicks / emails opened > 3% > 5% Email platform
Google Review Count Total reviews on GMB listing +5/month +8/month Google My Business
Website Traffic Monthly unique visitors to HandNHauling.com > 200 > 500 Google Analytics
Quote Form Submissions Online quote requests per month > 10 > 25 Website form tracking

Tracking Infrastructure

Google Analytics

Installed on HandNHauling.com and HandNTowing.com. Tracks all website traffic, page views, bounce rates, and conversion events (quote form submissions, phone clicks).

Google Ads Conversion Tracking

Tracks which ad clicks result in quote requests. Links ad spend directly to revenue. Enables smart bidding optimization over time.

Facebook Pixel

Installed on day one. Tracks website visitors for retargeting campaigns. Builds custom audiences of quote requesters for lookalike targeting.

Unique QR Codes

Each direct mail batch gets a unique QR code linking to a tagged URL. Tracks response rate per batch, per segment, per geography.

Call Tracking

Dedicated phone number per channel (or ask “how did you hear about us?” on every call). Tracks which marketing channel drives phone inquiries.

Weekly Dashboard

Every Monday: review all KPIs. Identify winners, kill losers, adjust budgets. Marketing decisions are made weekly, not monthly. Speed wins.

The Rule Every channel gets 30 days to prove itself. If a channel cannot demonstrate a clear path to 3x ROAS within 30 days, the budget is reallocated to a channel that can. No sentimentality. No sunk cost thinking. Data decides.

Revenue Attribution Model

Every booked haul is tagged with its lead source. Over time, this builds a clear picture of which channels drive the highest-value customers. The attribution model is simple:

  1. First touch: How did the customer first hear about H&N? (Ad, mail piece, email, referral, load board, organic search)
  2. Last touch: What was the final action before booking? (Phone call, quote form, email reply)
  3. Revenue value: What was the haul worth?
  4. Repeat indicator: Did this customer book again?

This data feeds back into the budget allocation. Channels that produce high-value, repeat customers get more budget. Channels that produce one-time, low-value leads get cut.