A nearly three-year strategic partnership — how TRA became OneRail’s full-service marketing engine, building SEO dominance, managing paid media with 24% CTR, producing webinars and case studies, and supporting a $42M Series C raise.
Liz Tahawi, Celine Clayton, Gabby Reali, Eric Green, Michael Bogart, and Erica Bell supported product marketing and reporting.
Engel O’Neill (PR/Creative — Jason Louie, Carla Arnone, Anna Ceren, Kevin Seeker), Kevin Kru (messaging consultant, 3-part workshop), Gregory FCA (PR — secured bylines).
PARTNERSHIP EVOLUTION
Julia Grove first brought TRA into OneRail's marketing strategy. Her vision for sophisticated demand generation aligned perfectly with TRA's approach to growth through authentic storytelling and data-driven positioning.
When Julia transitioned from her role, the partnership didn't skip a beat. That's when Lisa Catania—Bill's wife and an accomplished marketing director in her own right—stepped into the leadership role at OneRail.
Lisa Catania seamlessly continued the momentum, bringing her own strategic depth while maintaining the foundation TRA had built. The relationship deepened through Lisa's collaborative approach and shared commitment to thought leadership.
As OneRail evolved, the partnership evolved with it. Lisa's transition eventually led to a direct relationship with Bill Catania himself—OneRail's Founder & CEO and Goldman Sachs Most Exceptional Entrepreneur 2024.
Bill Catania, Founder & CEO, brought the full weight of executive leadership to the marketing partnership. Each transition strengthened rather than disrupted the relationship, a testament to TRA's ability to build trust at every level of an organization.
This wasn't just client retention—it was partnership evolution. From Julia to Lisa to Bill, the relationship deepened because TRA proved its value at every turn.
We started by understanding the pain points of retail operations leaders, fulfillment managers, and supply chain directors managing last-mile delivery in an omnichannel world. Every piece of content, every ad, every email was built on authentic understanding of their challenges: rising carrier costs, driver shortages, delivery speed expectations, and the complexity of coordinating across 3PLs and in-house logistics.
Content earned trust through genuine value: case studies proving delivery cost reductions, research on last-mile trends, educational comparisons of delivery models. Paid media reinforced messaging to decision-makers on LinkedIn, Google, and beyond. Email sequences nurtured relationships. The result: a fully integrated presence that put OneRail top-of-mind before any sales conversation happened.
Unlike siloed marketing teams, TRA ensured consistency. The same messaging framework that informed blog headlines also shaped Google Ads copy, LinkedIn campaign angles, email subject lines, and webinar titles. This unified voice accelerated market positioning and made every marketing dollar work harder.
230 page-one keywords and 3,600 monthly visitors came from content prospects actually wanted to read—research on delivery costs, driver networks, and last-mile scaling.
Weekly blog production via Monday.com covering last-mile delivery trends, omnichannel fulfillment, big & bulky logistics, and delivery technology. Content by TRA writers (Bobby Samuels, Taylor Joyce, Jason Vanover), approved by OneRail marketing via the “OneRail — Content Production” board. Customer case studies including Premier Pet Supply. Bylines in Supply & Demand Chain Executive secured through Gregory FCA.
Google Ads campaigns achieving 24.3% CTR (vs 5% benchmark). LinkedIn Ads targeting B2B decision-makers with company-level engagement tracking and Gartner positioning. ABM email campaigns via HubSpot targeting Wayfair. Furniture World advertising partnership. Connected TV exploration for B2B reach. YouTube advertising strategy for 2025. Matthew Wolfe managed execution; Julia Grove led strategy.
Systematic keyword strategy across last-mile, final-mile, omnichannel, and delivery management clusters. Google Data Studio/Looker Studio dashboards. NPA brand protection (removing “OneRail” from competitor SEO campaigns).
TRA produced and promoted multiple webinars across the engagement including the Tive/IA/OneRail CEO webinar (Adam moderated, featuring industry leaders), the 3PL Resilience webinar with LGI and Zengistics panelists, Retail Dive sponsored webinars, and eTail Canada booth/speaking promotion via LinkedIn Ads.
3-part series with consultant Kevin Kru. Participants: Bill Catania, Jeff Flowers, Eddie Misicka, Neil Ackerman (advisor), Stefany, and Adam. Defined OneRail’s core positioning and messaging framework.
July 27, 2022 — TRA organized a three-client CEO webinar featuring Bill Catania, Krenar Komoni (Tive), and Hannah Testani (Intelligent Audit). Adam moderated. Landing page built by TRA. Rehearsal July 12.
Webinar sponsorship through Industry Dive (Kelly Price). Contract signed by Bill Catania. TRA managed coordination and content delivery for the sponsored webinar series.
Case study interview with Mike Palmer (May 2022). First customer success story by TRA for OneRail.
300+ target account list with LinkedIn titles aligned to OneRail’s ICP in logistics/retail.
Byline on Returns (Gregory FCA, Aug 2022). Bill Catania positioned as industry voice.
Oct 24, 2023: "How to Build Resilience in a Down Freight Market." Lisa hosted, Adam moderated. LinkedIn ads.
eBook (1,200 words), blog post, LinkedIn ads (June 2024). 4+ ad variations.
Gartner webinar notes (Feb 2024), symposium panel positioning, Market Guide campaigns.
November 2024 — Dedicated landing page at onerail.com/furniture-delivery/. Google Ads + LinkedIn Ads. 712 visitors, 80% from ad source, 41-second avg session. Furniture World advertising and email partnership.
ABM email campaigns targeting enterprise retail decision-makers. TRA developed sequences, managed HubSpot automation, and ran targeted outreach for key accounts.
July 2024 — Content strategy around Distributed Order Management (DOM) capabilities after OneRail acquired Orderbot. Julia brainstormed new content angles with TRA.
TWO automated weekly marketing dashboards sent every Monday: “OneRail Marketing Dashboard” and “OneRailDriver Dashboard.” Julia actively reviewed and requested deep-dives on performance data.
November 2024 — Julia forwarded CTV research to Matthew Wolfe for B2B demand gen via Hulu, Apple, Amazon. YouTube advertising strategy planned for 2025. Main topic of Dec 2024/Jan 2025 paid meetings.
TRA compiled comprehensive marketing impact data for OneRail’s investor due diligence process — growth metrics, content portfolio, and channel performance. OneRail closed a $42M Series C.
| Keyword | Position | Volume | Traffic | Category |
|---|---|---|---|---|
| last mile delivery | 7 | 8,100 | 178 | Last Mile |
| last-mile delivery | 6 | 1,600 | 14 | Last Mile |
| last mile sorting and distribution center | 9 | 1,600 | 35 | Distribution |
| delivery management software | 5 | 1,000 | 24 | Delivery Software |
| last mile delivery service | 5 | 880 | 26 | Last Mile |
| lowes same day delivery | 8 | 720 | 1 | Lowe’s Partnership |
| last mile delivery solutions | 10 | 480 | 2 | Last Mile |
| handed over to last mile | 10 | 320 | 6 | Last Mile |
| lastmile delivery | 9 | 260 | 2 | Last Mile |
| last mile facility | 8 | 210 | 1 | Distribution |
| omni channel distribution | 7 | 210 | 1 | Omnichannel |
| ecommerce delivery management software | 5 | 210 | 9 | Delivery Software |
| delivery management platform | 8 | 170 | 4 | Delivery Software |
| ecommerce delivery management | 7 | 170 | 2 | Delivery Software |
| on demand delivery management software | 7 | 170 | 3 | Delivery Software |
| last mile delivery platform | 4 | 170 | 4 | Last Mile |
| rail logistics software | 9 | 170 | 3 | Logistics Tech |
| ecommerce delivery management solution | 5 | 140 | 3 | Delivery Software |
| how to manage 3pl performance | 6 | 140 | 3 | 3PL |
| one rail billing | 3 | 140 | 11 | Platform |
Account 650-383-4060 under TRA manager account. 24.3% CTR on high-intent search. Campaigns spanning furniture delivery, last-mile solutions, and Lowe’s partnership keywords. HubSpot Google Ads integration. Matthew Wolfe managed execution.
Multiple campaigns: eTail Canada booth/speaking promotion (Sep 2024), Gartner Market Guide positioning, Trend Candy eBook promotion (4+ ad versions by Anna Ceren), B2B decision-maker targeting with company-level engagement tracking.
Lead scoring system (MQL/SQL definitions). Lisa Catania pushed back on sales team claims about marketing generating no leads.
PAID MEDIA STRATEGY
High-intent search campaigns targeting last-mile logistics, supply chain optimization, and delivery automation keywords. Brand campaigns protecting OneRail's market position against competitor keywords.
B2B demand generation targeting supply chain directors, operations managers, and C-suite logistics leaders. Account-based marketing campaigns for enterprise logistics companies.
Exploratory connected TV campaigns to reach decision-makers through premium video inventory. Testing brand awareness and thought leadership positioning across logistics and supply chain audiences.
Planned YouTube campaigns for 2025 focusing on logistics education, industry trends, and OneRail's last-mile delivery innovation. Pre-roll and discovery campaigns for webinar promotion.
CREATIVE EXCELLENCE
TRA's creative team produced a comprehensive suite of marketing assets for OneRail, all centered around the last-mile logistics story. From thought leadership content to campaign creative, every asset reinforced OneRail's position as the automation leader in last-mile delivery.
Full-production webinars on last-mile delivery optimization, supply chain automation, and logistics technology trends. TRA handled concept development, guest coordination, technical production, and promotional campaigns.
LinkedIn thought leadership posts, carousel graphics, video clips, and infographics about logistics innovation. Consistent brand voice highlighting OneRail's technology differentiators across platforms.
Authored articles, research reports, and industry commentary positioning OneRail as an authority on last-mile automation. Content distribution through industry publications and owned channels.
Ad copy, landing pages, email sequences, and conversion-focused creative for Google Ads, LinkedIn, and CTV campaigns. Data-driven iterations based on performance metrics and audience feedback.
Every creative asset reinforced the core narrative: OneRail automates last-mile logistics, reduces delivery costs, and transforms supply chain efficiency for enterprises at scale.