Advertising Memo for EquipFi

EquipFi is a finance company that consists of Conserv Capital and TruckerFi. Conserv Capital focuses on Heavy Construction Equipment, some of the most common machines include, Mini Excavators and Skid Steers. TruckerFi finances Semi-Trucks. Both focus on finance options for Owner/Operators who have been in the field for over 3 years. In the past, both companies were start-up and first time buyer friendly, but issues with payments made them currently focus on more experienced buyers.

Contractors and Trucker Owners that are looking to expand their fleet Direct to consumer focus Objective: Raise brand awareness (Buyers recall our name when they are in the dealership) Mostly focusing on contractors/truck drivers who have not yet worked with EquipFi, as we want to expand our reach.

Why choose EquipFi over others?

Why Choose EquipFi again and again?

Dealerships Objective: Raise brand referrals to customers (we will see applications from those dealerships rise) We want them to prefer doing work with EquipFi Currently, most of our secondary audience outreach is performed by our sales team, but we believe that some marketing benefits will also persuade them to lean on EquipFi more often.

1. EquipFi's primary competitors are other Truck Financing companies Compass Equipment Finance 15+ Years in business Same day credit decisions One stop shop business model Affordable financing plans Similar credit philosophy Truck Lenders USA Best for fair credit Promote that the only financial information needed are bank statements 24-60 month terms

Commercial Fleet Financing "Individualized and flexible" Option for a financing expert to call me Best for fast funding Approved as little as 2 hours

CAG Truck Financing Commercial truck financing: Featuring truck financing for startup, bad credit, and more. Onstaff certified diesel technicians and truck experts to help guide you through every step.

Testimonials with pictures on their website Best for bad credit

2. Banks and big finance corporations.

3. Other Equipment Financing companies United Capital Group Finance construction equipment at rates as low as 3.5% Approval within a few hours 90 day deferred payment 15 years in industry

Equipment companies like John Deere also offer loans and leases for their equipment.

Strengths of EquipFi TruckerFi: Same-Day Funding Company Culture No AI or Automation Niche Focus on Semi-Trucks Flexible Financing Options

Conserv Capital: Operated by Equipment People No AI or Automation We Finance a Large Range of Equipment

Both EquipFi companies specialize in their respective industries. With Conserv Capital, our key differentiator is that our employees have a background in the construction sector. On the other hand, while TruckerFi may not have former truck drivers on their team, they have over 15 years of combined experience, making them industry experts.

A business account is able to choose a goal, we would choose profile visits, create an audience, we can set their interests as Construction or Trucking, and decide how long the campaign should be and the reach number.

Popular Keywords to Focus on TruckerFi Truck Financing Semi Truck Financing Truck Financing Deals Commercial Truck Financing

Conserv Capital Construction Machine Financing Heavy Equipment Financing Specific equipment types with the word "Financing" or "Loan" afterwards According to Google Trends Data

We have been updating our website and with that we need to come up with keywords and phrases that we want our website to come up for. Here are some of the most common phrases used when trying to find finance options for trucks/construction equipment.

We can also used email marketing as a way to give something exclusive to our current dealerships. We will have raffles that are for current dealership partners only, called "EquipFi Raffle". If they fill out a form, sent by email, they will be entered into different raffles.

(Winning things like Airpods, Gift Cards, etc.)

Print efforts should focus on industry newspapers and magazines, for example Transport Topics for TruckerFi and Engineering News-Record for Conserv Capital. Not only will we reach a new audience through these established magazines, but within this new reach will be well established contractors/truck drivers which may lead us to more stable deals in the future.

$178 per column inch ($18 per line with 6 line minimum)

We also want both companies to place advertisements on radio. Truckers are in their trucks all day listening to the radio and construction workers listen to radio while working on site.

Both of them cannot skip advertisements so we believe if they continue to hear our names it will be beneficial to our brand recognition. To do this, we will go through iHeartRadio.

Conserv Capital would benefit from a billboard off a construction site in Nashville with the intention of increasing brand recognition for Conserv Capital among construction companies, workers, and contractors who might be in the market for a new machine within the following months.

Benefits of billboards: there is no way to avoid billboards, you can’t skip it like a commercial.

42% used an online search after seeing a billboard 32% visited an advertiser’s website after seeing a billboard

Our thorough research has shown the power of event sponsorships, evident from TruckerFi's success at MATS. These wins elevated TruckerFi's image in truck finance. Conferences play a key role in boosting brand visibility and fostering real connections in our target group. Using this insight, we propose a similar approach for Conserv. Though Conserv is new to conferences, we believe emulating these sponsorships can elevate brand recognition and establish Conserv's trustworthiness in truck finance. Face-to-face interactions at these events let our audience connect with our values, building trust in our full range of services.

Conserv Capital has already begun to partner with Bobcat online, with a link to our financing application, as well as sponsoring local events together. Continuing this sponsorship and possibly partnering with others will link the name to well known brands in the Construction industry.

1. Social Media (Free and Paid) a. Remain active on social media posting advertisements, testimonials, office culture, spotlights, etc. b. Invest in Instagram marketing to reach a wider audience with our posts 2. Search Engine: Optimization and Marketing a. Update the website and use keywords in titles b. Use Google advertising apps to get a sponsored link for specific keywords 3. Magazine Advertisements a. Transport Topics 4. Email Marketing a. Keep our dealerships up to date b. Monthly newsletters for customers/dealerships to know what we are up to c. Offer prizes to know for being in the "EquipFi Family" 5. Event Sponsorships a. MATS 6. Radio a. IHeartRadio Country station 7. Influencer Marketing a. Begin a conversation with Larry Cotharan

SEM (1 Week): $2,868 Radio/Podcast (12 Weeks): $5,000 Magazines (1 Issue): $572 Event sponsorships: $6,000 Social Media (30 days): $180 Influencer Marketing (one post): $500 TruckerFi Raffle: $1000

=16,120

1. Social Media (Free and Paid) a. Remain active on social media posting advertisements, testimonials, office culture, spotlights, etc. b. Invest in Instagram marketing to reach a wider audience with our posts 2. Search Engine: Optimization and Marketing a. Update the website and use keywords in titles b. We are not pushing SEM unless absolutely necessary because of the high rate 3. Magazine Advertisements a. ENR 4. Email Marketing a. Keep dealerships in the know b. Update our customers and dealerships on important things to know c. Offer prizes to know for being in the "EquipFi Family" 5. Billboards a. Design and purchase space on a billboard in Nashville near a construction site for 3 months 6. Radio a. IHeartRadio Station: Talk to representative for data aout their audiences 7. Event Sponsorships a. World of Concrete conference 8. Brand Partnerships a. Continue to work with Bobcat and stay in good standings with them

Radio/Podcast (12 Weeks): $5,000 Magazines (1 Issue): $572 Billboard (12 Weeks): $5,970 Social Media (30 Days): $180 Conserv Raffle: $1,000 Event Sponsorships: $6,000

=$18,722

What should we see by the end of this?

Increase in Instagram and LinkedIn Followers More clicks on website More applications submitted

In turn... More accounts and an increased profit

Stagger campaigns to track what brings in more business We are trying to reach out to new clients that have never heard of us before A few extra thousand left in each budget to allow us to decide what strategy is working the most for us Any questions?