Challenge
It’s estimated that our nation’s driver shortage will surpass 160,000 by 2030. Negative perceptions around the tank truck industry include that tanking is dangerous and the job takes drivers away from their families. These factors combined with a lack of awareness around tank trucking’s focus on safety and its critical role in our supply chain have created significant workforce challenges for the industry.
Solution
Member organization National Tank Truck Carriers (NTTC) partnered with Markstein to develop a national branding campaign to directly address these challenges. Through extensive research and interviews with current drivers, our team identified what motivates professionals to join and stay in the tank truck industry. “See Yourself in a Tank Truck” serves as a hybrid workforce development and brand awareness campaign, driving traffic to a microsite, gotanktruck.com. It highlights the essential services and products tank trucks provide, shares the steps to start a career in the industry and features an interactive map where candidates can explore career and training opportunities in their areas. Additional assets include video, digital, and print advertisements, a campaign toolkit for members and custom tank truck wraps.
Results
Markstein unveiled the campaign at NTTC’s Tank Truck Week 2023. Within 24 hours of launching, gotanktruck.com received over 5,000 site visitors. Within weeks, the site received 22,000 + new visitors, and our campaigns generated a combined total of 2 million impressions.
