Our nation’s trucking industry is a critical part of the supply chain and keeps our communities running. Markstein is proud to tell the stories of the professionals working behind the scenes to move our nation forward and help more join them.
Learn more about our trucking workforce solutions and ongoing partnerships with National Tank Truck Carriers (NTTC) and Alabama Trucking Association.
The trucking industry is currently facing a looming driver shortage and aging workforce. These challenges are magnified in the tank truck sector, where efforts to recruit new talent are dampened by lack of awareness and negative career perceptions.
In partnership with NTTC, a trade association representing member companies involved in the tank truck industry, Markstein rolled out an awareness and workforce development campaign designed to shine a much-needed spotlight on the industry and attract a new generation of drivers.
To gain an accurate picture of the trucking industry and our target audience, we collected data from extensive market research, created targeted personas of ideal candidates based on their motivators and developed compelling messaging driving each to act. “See Yourself in a Tank Truck” is a clever play on words not only about candidates imagining their future in trucking, but also physically seeing their reflections in the shiny tank truck’s surface.
We launched the campaign in two pilot markets, Chicago and Houston, targeting CDL drivers and military personnel through Satellite radio, Facebook/Instagram, online video and CTV. The campaign features a mix of video, digital and print advertisements driving traffic to a microsite, gotanktruck.com as well as custom tank truck wraps and a marketing toolkit for NTTC members. The site features career resources such as an interactive map and career quiz and personal stories from real drivers. It also highlights tank trucking’s innovative use of technology, commitment to safety and many services and products.
Markstein unveiled “See Yourself in a Tank Truck” at NTTC’s Tank Truck Week to hundreds of trucking professionals from across the country. In just six months in only two markets, the pilot campaign attracted 170,327 new website users, generated over 19 million impressions and 5,124 leads.
In 2020, the Alabama Trucking Association, a trade organization representing and advocating for the interests of Alabama’s trucking industry, engaged Markstein to address a severe workforce shortage. Through thoughtful research and analysis, Markstein helped develop a recruitment program, implementation plan and fundraising approach named the Careers in High Gear initiative.
This initiative helped recruit a group of donors to fund a workforce solution and dedicated funds created The Real Faces of Alabama Trucking campaign. This campaign, which features testimonials from real drivers and diesel technicians, was used to develop educator toolkits and execute a paid media strategy connecting career seekers with optimal training programs.
Within three months, website visits and new users nearly doubled, and the pilot advertising campaign received over 500 responses to direct training requests, helping rapidly grow a donor base to support a statewide extension of the program. ATA received the American Trucking Association’s 2022 Mike Russell Trucking Image Award for the campaign and surrounding work to elevate the trucking industry.
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