Attracting & Retaining
CDL-A Truck Drivers
During a National Pandemic
Client: Trans-System
Initiative: Recruitment Advertising / Lead Generation
In January 2020, LACED Agency launched a new brand campaign called “MAKE A MOVE IN 2020”. The aim was to attract and encourage driver applicants to choose Trans-System’s fleets for employment. To achieve this, LACED Agency implemented Recruitment Advertising in targeted areas in the Pacific Northwest & Southwest, as well as regional hotspots, for Experienced CDL Drivers and Owner/Operator Drivers.
Campaign tactics used included utilizing job postings, job boards, PPC, Social Ads, search aggregators, lead partners, job search sites, display banners, call centers, email blasts, voice blasts, text blasts, short-form landing pages w/responsive design, and more.
However, in February 2020, the COVID-19 pandemic hit, and LACED Agency had to quickly adapt Trans-System’s messaging to respond to the significant changes. They created a “THANK YOU” video featuring both the office and executive staff of TransSystem Headquarters, to express their gratitude for the fleet truck drivers. The video acknowledged the drivers’ enormous responsibility and unwavering commitment to drive their routes and deliver crucial supplies across the US during a very uncertain and dangerous time.
LACED Agency also changed the campaign creative for all Driver Recruitment Campaigns and marketing within two weeks. We moved away from “MAKE A MOVE IN 2020” because it no longer resonated with drivers seeking work during the pandemic. Instead, we rebooted the campaign with a more appropriate message, “DRIVING AMERICA FORWARD. COME DRIVE WITH US.” This change brought in a massive influx of eager truck drivers, ready to drive for Trans-System’s fleets during one of the most challenging times in US history.
12-Month Campaign Results:
INCREASE IN QUALITY LEAD VOLUME :
- Lead Volume = Increased Lead Volume by 65.7%
- Media Mix = 80% Direct Leads / 20% Hybrid Leads
INCREASE IN # OF HIRES:
- # of Hires = Increased Hires by 47.5%
REDUCTION IN COSTS :
- Cost per Lead = Reduced CPL by -8.9%
- Cost Per Hire = Reduced CPH by -24.3%
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The Results
What our client says...
Agency Services Rendered:
Recruitment Advertising
GENERATE QUALITY & HIGH-PERFORMING CANDIDATES NOW!
Creative Production
- Campaign Ideation & Strategy
- Marketing Message
- Design & Development
- Creative Ads
- Landing Pages w/Data Capture
Advertising Tactics
- Digital Display Ads
- Mobile Advertising
- Social Media Advertising
- Job Search Aggregators
- Job Board Ads
- Search Marketing (PPC)
- Text & Voice Ads
- AI-Tech & Machine Learning
Media Management
- Media Buying, Negotiation, & Placements
- Campaign Management & Tracking
- Media Reporting & Analytics
- Media Analysis
- Strategic Recommendations
Media Reporting
- Daily Pulse Check Reporting
- Weekly Reports by Media Channel
- Lead Quality Reports
- Weekly Client Presentations
- Quarterly + Annual Reports
Campaign Creative
COVID-19
PANDEMIC HITS
- COVID-19 Pandemic
National / Worldwide Emergency
Discovery + Strategic Assessment + Evolving Circumstances
The COVID-19 pandemic brought about unprecedented challenges for both the US and global economies, causing disruptions across various sectors. The imposition of lockdowns, social distancing measures, and travel restrictions severely impacted supply chains, halted manufacturing, and led to significant downturns in consumer spending. This resulted in widespread job losses and economic contraction, with many businesses closing down. The IMF described the economic downturn as the worst since the Great Depression of the 1930s, and economies worldwide entered recessions.
The trucking industry, which plays a vital role in the movement of goods and essential services, faced its own set of challenges due to the pandemic. While there was initially a surge in demand for freight services as retailers and consumers stocked up on essential goods, the decrease in economic activities and the reduction in operations of many industries led to a significant decline in the demand for freight transport.
Trucking companies had to respond quickly and adapt to the changing market demands, health and safety regulations for drivers, and disruptions in international trade – or get left behind.
The Pivot...
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Smart Strategy
Under Pressure
Adjusting Messaging to Meet the Need Quickly
Branding + Creative Production (Imagery + Video)
LACED Agency was able to quickly adapt Trans-System’s messaging to respond to the significant changes brought about by the COVID-19 pandemic. We created a “THANK YOU” video featuring both the office and executive staff of TransSystem Headquarters, to express their gratitude for the fleet truck drivers. The video acknowledged the drivers’ enormous responsibility and unwavering commitment to drive their routes and deliver crucial supplies across the US during a very uncertain and dangerous time.
LACED Agency also changed the campaign creative for all Driver Recruitment Campaigns and marketing within two weeks. We moved away from “MAKE A MOVE IN 2020” because it no longer resonated with drivers seeking work during the pandemic. Instead, we rebooted the campaign with a more appropriate message, “DRIVING AMERICA FORWARD. COME DRIVE WITH US.” This change brought in a massive influx of eager truck drivers, ready to drive for Trans-System’s fleets during one of the most challenging times in US history.
Campaign Creative *Re-Worked*
Campaign Creative
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