Long-haul trucking is an industry where keeping safe, professional over-the-road drivers is a significant challenge. Many drivers move from company to company on a regular basis, forcing carriers to turn to new market segments in order to mine talent. Industrium saw a recruitment opportunity with military veterans, due to their focus on duty and diligence. Valued for their reliability and team- and mission-focused mentality, this nation’s veterans are generally seen as ideal candidates for over-the-road carriers, but the competition for veterans is fierce.
Con-way Truckload needed a way to cut through the noise and position itself as the employer of choice for military veterans and current military personnel, winning the hearts and minds of potential veteran drivers, current veteran drivers and the general public.
In response to Con-way Truckload’s needs, Industrium introduced True to the Troops, a military recognition and recruitment campaign featuring paid, earned, owned and shared media elements, whose purpose was to raise brand awareness for Con-way Truckload and strengthen its image among military members.
On May 1, 2015, to kick off Military Appreciation Month, Con-way Truckload and Industrium publicly launched the campaign with a press conference attended by more than 200 people at Con-way’s headquarters in Joplin, Missouri. The event featured the unveiling of two newly designed tractor-trailer trucks; speeches from military members and local dignitaries; a proclamation from the mayor of Joplin, the Honorable Michael Seibert, declaring May 1, 2015, as “True to the Troops Day” and recognition of all current military employees.
Industrium coordinated a multimedia press release that incorporated video and photo assets, including a time-lapse video showcasing the decaling of the new trucks, as well as numerous driver and executive interviews. Since this unveiling, the True to the Troops vehicles have been featured at many customer and charitable events, prompting overwhelmingly positive feedback from drivers and the public. The time-lapse video was viewed more than 24,000 times, and the campaign produced more than 300 million earned media impressions.