Case Study: Designed Conveyor Systems Uses UGC Storytelling

Client Overview

Company: Designed Conveyor Systems (DCS)

Industry: Material Handling Integration and Warehouse Execution Software

DCS is a national leader in designing, implementing, and optimizing complex middle-mile and parcel sortation facilities. Alongside their integration services, DCS developed DATUM, a Warehouse Execution System (WES) that delivers advanced visibility and orchestration for facility operations.

The Challenge

While DCS had already begun exploring culture-driven storytelling through its “Day in the Life” series, the approach lacked consistency and scalability. The team wanted to:

• Recruit Top Talent: Give candidates a clear, authentic look at the human side of engineering integration work.
• Support Sales Enablement: Use authentic stories from the field to build trust with decision-makers.
• Differentiate in the Market: Stand apart from competitors who rely on technical specs and static case diagrams.

The Strategic Opportunity

By building a structured UGC program, DCS could:

• Spotlight team members through candid, culture-first storytelling.
• Capture in-the-moment narratives that demystify technical solutions.
• Empower employees to become ongoing content contributors.
• Repurpose footage for multiple channels to maximize ROI.

Campaign Execution

1. Culture-First “Day in the Life” StoriesMarketScale worked with DCS to feature employees like Account Executive Fred Rudolph in unscripted conversations about client projects, problem-solving, and teamwork. These profiles became both recruitment assets and sales trust-builders—highlighting the people behind the engineering.

2. Peer-Led Project NarrativesInstead of heavily polished corporate scripts, DCS team members explained customer challenges in plain language—covering projects like optimizing sortation throughput, modernizing outdated controls, or integrating DATUM into an existing network. This made the solutions relatable to operators and facility managers.

3. Empowering Employee-Generated Content (EGC)MarketScale provided filming kits, a UGC playbook, and coaching so engineers, installers, and project managers could self-capture moments from the field. Clips from commissioning, software go-lives, and daily problem-solving offered rare behind-the-scenes visibility in the integration space.

4. Multi-Channel RepurposingEach “Day in the Life” shoot was broken into LinkedIn posts, recruitment videos, email embeds, and internal training segments—maximizing audience reach without requiring new production.

Impact & Industry Metrics (Observed)

• Authenticity at Scale: DCS produced consistent, high-quality stories directly from the people doing the work.
• Recruitment Advantage: Culture-first videos became assets for attracting engineering and operations talent.
• Sales Alignment: Field stories built credibility with buyers by showing real-world problem-solving.
• Content Efficiency: Single shoots generated assets for multiple marketing, sales, and internal channels.

Competitive Advantage

Competitor ApproachDCS UGC ApproachTechnical specs and static diagramsHuman-first stories from the fieldVendor-led marketingEmployee- and operator-led narrativesOccasional campaign-based contentContinuous, always-on content capture

Lessons Learned

• UGC Brings Technical Work to Life: Complex integration projects resonate more when explained by the people solving the problems.
• Field Teams Are a Creative Asset: Engineers and PMs can become high-impact brand storytellers with the right tools and coaching.
• Content Versatility Drives ROI: One captured moment can serve recruiting, sales, marketing, and training simultaneously.

Conclusion

With MarketScale’s UGC framework, Designed Conveyor Systems turned its “Day in the Life” concept into a scalable, always-on storytelling engine. The result: an authentic, people-first narrative that supports recruiting, builds trust with buyers, and differentiates DCS in a highly technical, competitive market.