| Case Study

Love’s conquers all

Connecting a distributed workforce like never before


Reaching truck drivers: The heart of Love’s

“Our goal is not just to connect every employee but also to build culture,” explains Kyla Turner, communications manager at Love’s. With a distributed workforce and locations all over the country, the intranet was not working well to connect remote workers, especially truck drivers. The drivers felt connected to their division, but not to the larger company. After launching Firstup, which Love’s chose because of the branded mobile app that mimicked the social media usage that employees were familiar with, driver engagement soared. “After the rollout, they were hungry for the connection,” recalls Kyla.


A seamless launch at a critical annual event

Like most communicators, the team at Love’s likes to have months to plan every detail of a new platform rollout. “Everything had to be ready for launch – which was in 3 weeks!” remembers Kyla. Everything the events team had pulled together, from the pre-event comms like the schedule, communication during the event, and the post-event recap, went seamlessly into the app. Launching at the event was a huge success. Engagement soared, and they got leadership buy-in immediately.

Key Insights

Strategies for success

Consumer-style apps require almost no training

To launch quickly, take the time to plan

Connect with an event to get an awareness bump



Love’s Travel Stops & Country Stores is a North American family-owned chain of more than 480 truck stop and convenience stores in 41 states. The company is privately owned and headquartered in The Village, Oklahoma, a suburb of Oklahoma City.

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