As part of a re-branding effort that began earlier this year, Fikes Truck Line, a flatbed carrier based in Hope, AR, and with terminals in Texas, Colorado and Kentucky, has launched a new corporate website at www.fikes.com.

Fike’s website features new design and navigation, a homepage with rotating promotions that refresh each time a user hits the page, an expanded “About Us” section with stories and photos of people at Fikes and sections for targeted groups.

The website redesign is a two-phase initiative. Phase one focused on the front-end user interface and content development. Phase two will address password-protected functionality for customers and contractors, including the ability to view paperwork and access supplier discounts.

“We’re moving forward on many fronts to grow our business,” said senior vp & COO Gary Salisbury, “and we’re putting the pieces we need in place to support those goals. All of our marketing efforts are aimed at communicating a stronger message about our company. We know we’ve got something special going on here and we want to send that message out into the industry. We want to attract the right people and get them interested in talking to us.”

The overall branding campaign, which kicked off with a new logo and slogan: “Connecting People with Purpose,” also included a revamped company newsletter and advertising initiative for recruiting owner-operators, agents and fleets.

Fikes’ director of recruiting, Max Campbell, said, “In recruiting, there is so much emphasis on the details of the deal, which can confuse contractors who are trying to make a good choice about where to lease. Our new website gives Fikes a unique voice because it conveys the personal relationships that make this company special. We’ve walked a mile in their shoes; we have executives who started out by leasing their truck to Fikes.”