How Old Dominion Freight Line Uses Jasper to Deliver on its Brand Promise

Old Dominion Freight Line (OD) is one of the largest less-than-truckload (LTL) carriers in the United States, widely recognized for its dedication to high-quality service and operational excellence. At the heart of its brand is a powerful mission, one that guides the company’s focus on delivering innovative, customer-focused solutions, creating long-term value for stakeholders, and supporting the continued success of both the business and its employees.

For OD customers, freight delivery isn’t just logistics; it’s directly tied to their livelihood. A delayed shipment can mean delayed payments, missed opportunities, or lost trust. That’s why OD places such a strong emphasis on delivering freight on time and intact. Driven by a powerful mission and a culture of trust, quality service, and operational precision, this commitment extends to every part of the company, including marketing.

And their content—across every channel, from blog posts to Facebook posts—is no exception. As customer expectations increase and digital touchpoints expand, OD recognized that content needed to play a central role in building and maintaining trust. To meet that need, they set out to modernize and scale their content efforts without sacrificing brand integrity or relevance.

That insight laid the groundwork for a new content strategy built to meet rising demands while preserving the consistency and trust their brand is known for.

Registered service mark of Old Dominion Freight Line, Inc. Used with permission. All rights reserved.

The Challenge: Scaling strategic content amid economic uncertainty

In an economy defined by uncertainty, Old Dominion knew their marketing needed to go beyond promotion; they had to offer real guidance and value to their customers. 

The challenge: producing timely, strategic, and industry-relevant content that builds trust, supports sales, and showcases deep expertise, all while operating with a lean team.

“We work to help our customers navigate the challenges they face by creating content that makes them smarter, faster, and more competitive,” said Dick Podiak, Vice President of Marketing and Communications at OD. “Jasper's been an awesome addition to our team. It gives us the speed we need without compromising on quality.” 

The OD team was also faced with the rising importance of SEO and AI search. To win visibility, they needed to publish quickly and strategically, and guarantee that their brand was showing up across both traditional and AI-generated search results.

The Solution: A scalable, brand-safe content engine 

The OD team knew they needed a marketing AI solution to support their content goals. They chose Jasper because it offered the ability to create high-quality, high-volume content at speed and scale without sacrificing brand integrity or industry relevance.

They trained the platform to understand industry-specific terminology like consignee, bill of lading, and NMFC classifications. Jasper IQ, our proprietary AI context layer, applied OD’s brand voice to ensure every asset felt consistent and trustworthy.

“The benefit of creating content that truly resonates with our industry,” Dick emphasized, “is that it signals to our customers that we understand their world and that we can deliver on what we promise. If our content didn’t align with the realities of the industry, we simply wouldn’t be credible.”

That investment paid off. Jasper now supports OD's content creation across the board: blog posts, social media, SEO, email, internal communications, and executive quotes. It quickly turns agency briefs into long-form content and has helped the team improve search rankings for high-priority keywords.

An added benefit? New team members are ramping faster than ever. Because Jasper is already trained on OD’s voice, context, and company knowledge, new hires can begin producing polished, on-brand content within just a few weeks, accelerating their impact and reducing onboarding friction.

“I have a new team member who was creating strong content within three weeks,” Dick shared. “Because Jasper is already trained to do what we need, she was up and running right away and doing fantastic work.”

The Results: Faster, smarter, on-brand content at scale

Since adopting Jasper, OD has dramatically reduced the time it takes to go from idea to live content. With the ability to generate a high-quality first draft from a brief, team members spend less time starting from scratch and more time refining messaging that resonates. 

As a result:

• Content volume has increased without the need to grow headcount
• New employees ramp up faster, producing polished, on-brand content within weeks instead of months
• Blog traffic is rising, fueled by improved SEO and targeted, relevant topics
• The team is more strategic, spending less time on manual execution and more on high-impact initiatives

Jasper has become a true force multiplier—accelerating output, elevating quality, and reinforcing OD’s commitment to clarity, trust, and consistency across every piece of content.

“We've been able to see a ton of different value from the platform,” Dick noted. “It just helps us get so much more content out the door in a voice true to Old Dominion Freight Line.”

With Jasper, Old Dominion’s marketing team leads the AI charge

In a trust-based industry like transportation and logistics, authentic brand voice matters. Today, OD’s marketing team has fully embedded Jasper into its workflows to act as a core strategic support tool.

Jasper helps the team deliver trustworthy content that reflects the brand’s values, resonates with industry pros, and empowers customers. As a result, the OD marketing team has emerged as a leader in AI adoption, helping set the pace for innovation across the organization.

"Within my team, we’ve really been the key adopters of AI at Old Dominion," Dick shared, "Jasper has been a major part of that, helping us scale content creation while maintaining the voice and standards our brand is known for.”

By embedding AI tools into daily operations and consistently delivering results, the team has proven what's possible when strategic vision meets purposeful adoption, strengthening the Old Dominion Freight Line brand while continuing to serve as a trusted, expert partner to the customers who rely on it every day.