Strategic Communications - CR England Trucking

CASE OF THE TROUBLED TRUCKERS

The Case of the CR England Troubled Truckers Shelbi Anderson Alyssa Chard Mia Do Andy Williamson

October 22, 2013

CASE OF THE TROUBLED TRUCKERS

RESEARCH: 1. Background In the following pages, we will examine the current facts regarding CR England, the regulations it faces, its comparison to the broader industry, and its current safety record in order to better understand the core opportunity CR England has in implementing a long-term campaign focused on restoring corporate integrity. General Info CR England is a family-owned trucking business that started in 1920. It is headquartered in Salt Lake City, Utah where they also have five driver training schools (C.R. England, n.d.). It is the largest temperature-controlled carrier in the world (Oquirrh News, 2011). CR England was one of thirty companies awarded a Communitas award for their efforts to be socially responsible and pass green initiatives in 2010 and 2011 (Allred, 2011). In addition, the company was recognized in 2011 with the Governor’s Economic Legacy Award “for its significant economic contribution” to the economy of Utah (Oquirrh News, 2011). It has also been involved in many other community projects, including donation of school supplies (Refrigerated Transporter, 2013), the creation of a multi-million dollar building at the University of Utah campus (C.R. England, n.d.) and partnerships with dozens of non-profit companies (C.R. England, n.d.). Some of those partnerships include the American Cancer Society, the American Diabetes Association, Junior Achievement, the Primary Children’s Medical Center, the Utah Food Bank, and the YMCA. All of these

CASE OF THE TROUBLED TRUCKERS socially responsible community projects are a strength in the company’s overall corporate integrity.

As far as public relations goes, highly qualified PR professional, David K. Allred, manages the company image. The department regularly sends out press releases of their recent accomplishments. It appears to have strong charitable connections with other businesses and the community in Utah. C.R. England provides a large range of services, but they primarily ship food, pharmaceuticals, and other less-than-truckload (LTT) items nationally as well as to Mexico. According to its website, the main focus of C.R. England is ensuring that every customer’s needs is met and that they are met in a safely and timely manner (C.R. England, n.d.). The company is family owned. Chad England is the CEO, and he is backed by nine other family members on the board of directors whose duties range from executive vice-president to chief operating officers. (C.R. England, n.d.). Current Regulations Regulation agencies within the government include the following: the Motor Carrier Division, the United States Department of Transportation's (USDOT), Federal Motor Carrier Safety Administration (FMCSA), the Hazardous Materials Regulations (HMRs) and the Utah Highway Patrol (UHP). In order to be successful, CR England will need to understand these administrative offices and their enforcement on the commercial motor carrier industry. In conjunction with FMCSA, Motor Carrier Division Transportation Safety Investigators conduct on-site investigations, inspections and reviews of interstate/intrastate carrier and shipping records to ensure that the carrier or shipper has adequate safety controls in place.

CASE OF THE TROUBLED TRUCKERS

Table 1: Summary of some regulations Overview of Regulations Motor Carrier Division Conducts on-site investigations of Transportation Federal Motor Carrier

shipping records and safety controls Operating authority. Issues USDOT

Safety Administration numbers International Registration Must register in each state a truck Plan operates in Unified Carrier RegistrationAdministrates interstate commerce between all types of vehicles Driver License Division Checks national database for driver violations. Controls issuance of

Utah Dept. of

commercial licenses. Requires a driver take a 30-minute break

Transportation after 7 work hours Internal Revenue Service Max number of on-duty work time is 14 hours. Driver must take min. two-hour break during shift. No more than 60

California Dept. of Transportation

hours in a week Requires all trucks have CARB filter by 2015

To be able to operate legally and abide vehicle safety standards, CR England must abide by lengthy registration and procedural processes from different state and federal departments. Those registrations and procedures cost CR England money and time. For example, CR England must register with FMCSA to obtain a USDOT number and operating authority (UDOT.utah.gov, n.d.). If CR England participates in interstate commerce, it must

CASE OF THE TROUBLED TRUCKERS

follow a different procedure with the FMCSA in order to haul across states. CR England is required to notify each state of the operating regulation with the International Registration Plan (IRP), and International Fuel Tax Agreement (IFTA). Utah collects the fees for CR England’s interstate commerce and distributes a portion of those fees to the other states. In addition to these fees, CR England must pay a fee to the Unified Carrier Registration. The UCR administers interstate commerce between all types of vehicles. This example is just one of the hundreds of procedural regulations CR England must abide by in order to operate legally. In addition to administrative regulations, the number of work hours has been tightly regulated. Due to complaints from the public, the National Transportation Department, in 2012, advised states to limit the number of hours a commercial truck driver can drive (ABC 4 News, 2011). The proposal suggested that a trucker should work no more than 10 hours in a single day, although currently the state of Utah allows 11 hours a day. The state of Utah requires that a driver take a mandatory 30-minute break, after seven consecutive hours of driving, (Utah Department of Transportation, 2007). On January 4, 2004, the IRS imposed new regulations that apply to CR England. The maximum number of on-duty work time is now capped at 14 consecutive hours. A truck driver must also take a minimum two-hour break in a sleeper during this fourteen hour shift. The IRS also mandated that drivers cannot work more than 60 hours in a workweek (DOT). Further restrictions from individual states have negatively impacted CR England. A new restriction in California requires all trucks to install a new CARB filter by 2015 in order to provide more environmentally friendly transport in California. While this is a positive

CASE OF THE TROUBLED TRUCKERS

adjustment for the environment, the regulation puts a strain on the company because of the high costs associated with buying and installing this new part (Coopersmith). Comparison of CR England to the Trucking Industry Today, the trucking industry employs more than 3.2 million drivers and has comfortably held the largest market share of the freight transportation industry for many years. Trucking is the preferred method of shipping in America, due to its flexibility in delivering goods practically anywhere. The trucking industry moved 68.2 percent of domestic freight in America in 2008, compared to 13.4 percent of shipping by rail, 9.3 percent by pipeline, and 7.6 percent by water (Tire Business, 2003).

e Domestic Freight Transportation Industry

In 2010, the freight trucking industry earned $125 billion in revenues. CR England does not release its financial revenues due to the family-owned nature of the company. Although $125 billion seems like a very large sum of money, the trucking industry is actually shrinking slowly, down one percent in revenues since 2005 (Pell Research). Currently, nearly two million trucks and 5.6 million trailers are registered for use in the U.S. These trucks drive

Trucking Rail Pipeline Water

CASE OF THE TROUBLED TRUCKERS about 140 billion miles every year, hauling mainly agricultural and building materials (Berg). CR England’s fleet consists of 2900 semi-trucks, 7300 trailers and 4833 drivers. Although the average American consumer doesn’t feel directly connected or impacted by the trucking industry, semi-trucks across America haul about 60 thousand pounds worth of goods

every year for every American (Berg). Americans enjoy their current quality of life in large thanks to the trucking industry. Many don’t realize or appreciate this. As part of CR England’s commitment to enriching lives and bettering safe transport, it is in our best interest to educate the public of the good that trucking continually does for them. It appears that the reputation of large trucking companies across the United States is largely negative—at least internally. Many employees or former employees of large companies such as Swift Trucking and JB Hunt complain of insufficient training given to new truck drivers and report feeling undervalued as employees. Some truck drivers complain on group discussion threads that they are treated as equipment rather than people. Another common complaint is that truck drivers feel that they are underpaid while still spending long periods of time away from home (Reputation). It is unclear if the complaints are directed at the company or the trucking industry in general, which as a general rule, requires many hours on the road away from home. CR England drivers may have the same sentiments as these other drivers from larger firms. The average salary of a truck driver ranges from $12 to $19 an hour. Truck drivers share ‘best practices’ on the road to help each other make the most efficient use of their drive time. CR England drivers have adopted some of these practices such as avoiding rapid stops

Motor Vehicle Fatalities in the U.S.

CASE OF THE TROUBLED TRUCKERS

Other Motor Vehicle Deaths Deaths involving commercial vehicle, but other driv Deaths due to commerical driver at-fault Deaths due to CR England Accidents

and starts, coasting through traffic, maintaining a steady speed, economizing air conditioning, and using cruise control (Ecodriving). CR England’s Safety Record

CR England, from the start, has been committed to the safety of its drivers and the other motorists on the road. In the U.S., over seven million motor vehicle accidents occur each year, resulting in 41 to 45 thousand deaths annually. Fewer than nine percent of those deaths involve commercial vehicles—and of those 4050 deaths, 80 percent are not fault of the truck driver (TruckInfo.net). Around 800 deaths occur each year as a result of truck drivercaused accidents, nationally. CR England drivers only had 212 accidents in this past year, resulting in nine fatalities. CR England’s safety record far exceeds the national average of highway safety (Quick Transport Solutions, 2013). When there is an accident involving CR England trucks at fault, the driver is suspended one to three days, at a minimum, and put on probation. If the driver was involved in a major accident, he/her will be terminated. (CR England, 2005). Public Opinion about Truck Drivers One main problem affecting the trucking industry is the broken image of truck driving. Publics tend to have a negative view towards truck drivers because of some following reasons. First, because of the large size of trucks, people think trucks get in their ways and cause congestions on the roadways. This negative perception of trucks is understandable. According to a report by Pennsylvania Department of Transportation (PennDOT), Interstate 81 has lost 23 percent of road space to truck traffic, which is the highest percentage of any major roadway in the state. Second, truck drivers are often

CASE OF THE TROUBLED TRUCKERS portrayed as scary, rude and ill-mannered people. Third, publics think that truck drivers are the most dangerous and reckless drivers on the road. According to statistics from the Pennsylvania Department of Transportation, commercial drivers represent some of the most lawful, least dangerous drivers on the road. Of 121,242 vehicles involved in Pennsylvania crashes in 2009, only 4.3 percent involved trucks, according to the 2009 PennDOT crash

report (Cooperwood). Truck drivers do not get enough credit for what they do. People do not recognize that trucks provide daily necessities to people, keep grocery stores stocked, and many more things. A research done by Advocates for Highways and Auto Safety asked publics how they feel about safety measures and practices that can improve truck safety on the highway (citizen.org). Table 2: Pubic opinions of trucks 1. Would you oppose or favor mandatory installation of black boxes in big trucks? Favor Oppose Not sure 2. Would you oppose or favor the increase of truck weight limits? Favor Oppose Not sure 3. How do you feel about trucks pulling two or more trailers? Safer Just as safe Less safe Not sure

1996

2004

81% 17% 2%

84% 13% 3%

7% 88% 5%

16% 77% 7%

No data No data No data No data

1% 15% 80% 4%

The research shows that publics do not trust truck drivers and strongly advocate more regulations that do not favor the trucking industry.

CASE OF THE TROUBLED TRUCKERS To fix the stereotypes of truck drivers, a PwC report said “There’s a strong need for a better and ‘sexier’ image for the industry.” The article mentions there’s a strong need for branding in the trucking industry (Rhyno, 2012). Elementary Schools In Utah, there are 500 elementary schools. An overwhelmingly 83 percent of students are white students. 10 percent are Hispanic, and less than seven percent are collectively AsianPacific Islander, American Indian and Black students. (Education Bug, n.d.). Educational Program One idea that came to mind was the D.A.R.E. program, America’s anti drug program, which targets elementary, middle and high school students to prevent drug abuse, violence and other dangerous behaviors (D.A.R.E. website). D.A.R.E are taught by friendly policemen and has reached out to 75% of the nation’s school districts (Reaves, 2001). Starting in fifth grade, elementary students are taught in class how to make right decisions and resist the influences that can affect their decision making process. In sixth and seventh grades, besides lessons students can participate in activities that promote drug abuse resistance. In high school, D.A.R.E. teaches students how to cope with their emotions and feelings that can lead them to wrong decision or can cause harm to others. We believe that this sort of program can also have the potential of being very effective in making the CR England brand name known among children and their parents.

Potential Publics

CR England has many potential publics with which to communicate the message of its corporate integrity of social responsibility and safety. Such publics may include the following:

CASE OF THE TROUBLED TRUCKERS • Drivers on the road o

Suburban families

o

Daily commuters

o

Long-distance travelers

o

Drivers working on the clock

o

Employees of CR England

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Grocery stores

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Elementary school-aged children

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Pharmaceutical companies

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Other companies that CR England services

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Lawmakers

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Other truck drivers (not from CR England)

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Taxi drivers

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Bus drivers

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Stagecoach bus drivers

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Charitable organizations and educational programs, such as D.A.R.E (Drug Abuse Resistance Education)

We feel that our campaign will be most successful in using our clients as intervening publics in reaching these potential publics. Although we may not have much brand recognition to the average consumer, our clients, such as supermarkets and stores, do. With their help, we can educate the broader public about our commitment to corporate integrity and highway safety.

SWOT Analysis

CASE OF THE TROUBLED TRUCKERS Strengths

Weaknesses

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Follows U.S. regulations

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Unsatisfied employees

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Strong social presence in the

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Backlash from former employees that

community •

Largest refrigerated freight service

generate bad reputation for the company •

in the nation

Work moves slower because of trucking regulations.

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Contributes to economic stability

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Very few auto accidents

on their daily lives. No company

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Sustainable

recognition.

Conforms to changes Opportunity

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Many don’t recognize value of company

•

•

•

Threats

Positively impacts daily lives of

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Employee backlash

consumers

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Lower market share

Access to many opinion leaders

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New regulations, new restrictions which

simultaneously •

Opportunity to increase awareness

could harm profitability •

of social responsibility already done •

Great public relations team

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Community-minded

Overall trucking industry has a bad reputation in general public

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Increasingly long hours away from home due to regulation

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Become increasingly disconnected from our consumers

2. Situation Analysis

The trucking industry is the most popular method of transporting goods across the United States. CR England has a strong presence in the trucking industry and is integral to

CASE OF THE TROUBLED TRUCKERS the economic success of the country. Although CR England ships goods that citizens around the country use every day, due to a lack of awareness, many do not associate CR England trucks as the means by which people obtain the goods they use on a daily basis, including themselves. Rather they see CR England trucks as a nuisance on the roads, threatening the safety of others. Our opportunity is to adjust the public perception of our company by everyday consumers (people on the roads) from apathetic to positive. We can do this by raising public awareness of (1) how the trucking industry directly affects their day-to-day lives, (2) how CR England actively contributes to the social fabric of their communities, and (3) informing them of the safety measures CR England takes to ensure the security of everyone driving on the roads. Elementary-school aged kids are our intervening public, due to the influence they have on their parents. Our potential challenge is that we may not have sufficient funds and resources to execute this program in a way that will influence our key publics on a national level. 3. Core problem/Opportunity If we market CR England as a socially responsible company concerned with people’s safety on the roads, this will prevent future government regulation and will improve relations with the public through their children. ACTION PLANNING 4. Goal and objectives a) Goal: Our goal is to promote CR England as a socially responsible company that is also invested in the safety of those on the road. We hope to restore corporate reputation internally and

CASE OF THE TROUBLED TRUCKERS externally (with the community) and in doing so prevent unnecessary and overly restricting regulations in the future. b) Objectives •

Reach and inform two million licensed drivers beginning in Utah and then subsequently targeting Arizona, Idaho, and Nevada by February 2018 of the socially responsible efforts of CR England through elementary school children.

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Increase brand awareness by 50% from current levels by December 2018, or by 10% each year.

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Rebuild publics’ perceptions of truck drivers by reaching all elementary schools in 11 school districts in Utah over five years, the west coast in ten years and the whole nation in 20 years.

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Increase employee satisfaction by 20% by December 2014.

5. Key publics and messages: We choose 4 publics for this campaign: Intervening publics: Early Elementary School Children This public includes children between the ages of 5-10, both male and female. The demographic for this public varies from city to city. In Utah, the majority of the children are white, middle-upper class, although there is a significant hispanic demographic as well. They are interested in pleasing adults such as their teachers, parents and other relatives. They have a fairly short attention span, and need a lot of graphics and repeated messages to retain them. This public is primarily concerned with having avoiding pain and enjoying themselves. They are greatly influenced by the opinions of their peers, teachers, siblings, parents, and any other authority figure. They are interested in helping others (for the most part), pleasing others and being well-liked among their peers and friends. They currently have no relationship with CR

CASE OF THE TROUBLED TRUCKERS

England. It is doubtful they would even recognize the brand. They will help us to influence the opinions of their parents, who are the publics that determine the reputation of companies such as CR England. Messages: 1. Without trucks, we would be in a muck! Secondary messages: •

Trucks carry over 60,000 pounds of stuff for every person in the United States. They carry things like food, iPods, toilet paper and toys.

•

Without trucks, we would be in a mess! We wouldn’t be able to buy things in stores or have food at home. We wouldn’t have things like desks or crayons or even paper. We wouldn’t have cars, we wouldn’t have computers, nor movies. Trucks are a must.

•

Trucker Stanley is one of those truckers that gets the job down. He travels all across the country to make sure you and your family have the things you need. He cares so much, Trucker Stanley will be coming to your school soon. He will also send postcards and pictures to share his stories from around the country with you. It will be like traveling the country with him!

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Come follow Trucker Stanley online and see what new adventures are in store! Go to CREngland.com/TStanley

2. We got to do our part to keep roads safe. Secondary messages: •

Buckle up or it’ll be a messup! Lots of things happen on the road that we can’t control, not even mom or dad. We gotta do all in our power to make sure we are doing

CASE OF THE TROUBLED TRUCKERS the safe thing. Listen to mom and dad and buckle up the moment that you get in your seat

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Defensive driving! Like a videogame or a basketball game, we got to have a plan for defending ourselves. Driving a car is like being in your own pod shuttle. We gotta have a plan of attack and a plan of defense. This means knowing the rules and seeing what everyone around us is doing, like spies. We got to have a plan of escape, in case something should go around. Help mom and dad create their own plan. You can be the hero in your family!

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Go to CREngland.com/TStanley for weekly safety tips!

Daily Commuters and On-the-Clock Drivers Our nation’s highways fill up each day with commuters using the highways as part of their job responsibilities. Whether they are using transportation to get to work, or are traveling as part of their work, this public is essential to the success of this campaign. Commuters tend to drive the same route most every day going to and from work, in the hours of 6-9 am, and 4-7 pm. Those who travel during business hours tend to belong to two types of groups: workers who provide a service to others (e.g., plumbing or cable hookup) or managerial types moving from one location to another. The majority of this working force is middle-aged men due to their tendency to labor in service-related vocations as well as middle-management positions. However, these drivers also include working women. These drivers may have different relationships with CR England. Hourly-wage drivers tend to view our trucks in a neutral or positive light, while salary-paid workers tend to view us in a negative light, either as a nuisance or impediment to traffic. The intervening publics for all of these drivers may include opinion leaders in their profession of work as well as opinion

CASE OF THE TROUBLED TRUCKERS leaders on the radio (news talk stations) which many daily commuters listen to regularly while on their way to and from work. The self-interests of this public are centered

on the need to be safe while driving and also to be able to get from place to place in a timely manner. They want as little risk and interference in their drive time as possible. Messages: 1. Let us do our business and we’ll let you do yours. Secondary Messages: •

Everyone seems to be in a rush these days. Please be courteous while we try to do the same.

•

If we work together, we can all get our work done safely and efficiently.

2. CR England truckers are just as committed as you to keeping the roads safe. Secondary messages: •

Up in this cab is a career man/woman who goes home to a family at night, just like you. Let’s make sure we all get home safely.

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Safety for the one is safety for all

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C.R. England has a great accident-free record. Help us in helping you keep it that way.

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Our drivers are aware of other motorists on the road and are well-trained professionals.

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CR England is committed to the safety of everyone on the road.

3. Trucker Stanley is traveling across America. Check out CREngland.com/TStanley to find out more!

CASE OF THE TROUBLED TRUCKERS Secondary Messages: •

As a way of educating our kids, Trucker Stanley teaches them our nation’s geography as well as how the American transportation industry works

•

•

Real truckers give back to the community by adopting the classroom of a local elementary school.

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Elementary kids get real-world exposure to our vibrant economy and the unique places that make part of the great U.S.A.

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Follow him on Twitter as he hauls loads nationwide.

4. CR England trucks are on the roads to deliver needed goods daily commuters will personally use. Secondary Messages: •

CR England trucks are an integral part of the well-being of the U.S. economy.

•

The goods CR England is transporting is extensive and benefits virtually everyone.

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Because of CR England and other trucking companies, everyday conveniences are available for you to purchase at local stores.

Suburban mothers This public includes female drivers that range in age from 30-60 years old. They are often the primary family members driving secondary streets in the mornings, during the day, and in the evenings. They are on the highways often either to run errands or drive children from one activity to the next, drive downtown to shop, to enjoy entertainment, or to have dinner. These mothers often drive SUVs to accommodate the entire family. This public often has multiple distractions pulling at their attention while driving. This could include children,

CASE OF THE TROUBLED TRUCKERS cell phones, or other distractions. Suburban mothers greatly value family and hold a somewhat negative attitude towards truckers as they are seen as a threat to the safety of smaller vehicles on the road. This public is often composed of middle- to upper-middle class families with anywhere from one to four children. They are interested in the safety of their family while traveling efficiently to the destination. Suburban mothers do not have much of a

relationship with CR England. They are aware of the company, since it is a fairly well-known brand on the road, but are unaware of the many social initiatives CR England is involved in or its commitment to highway safety. They are influenced by the opinions of their friends, family members, their children, and other opinion leaders who influence their children (i.e. doctors, school teachers, community leaders). We want to change the opinions and perspective of this public through their children. This will greatly influence the reputation of CR England as a whole.

Messages: 1. CR England truckers are just as committed as you are to keeping the roads safe. Secondary Messages: •

Report accidents involving CR England’s trucks: (800) 897-1836

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Tell CR England about our truck drivers: (800) 259-8846

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Glassdoor: “Their safety policies are top notch.”

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CR England provides extensive trainings to drivers so they can understand rules and regulations on the road.

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C.R. England has won top safety honors from the Truckload Carriers Association for three straight years.

CASE OF THE TROUBLED TRUCKERS • CR England awards Rookie of the Year Award to encourage new drivers to maintain safety while driving efficiently. •

C.R. England received one of the highest rating in a recent Compliance Review done by The Federal Motor Carrier Safety Administration (FMCSA). The review is based on seven areas including: accident records, equipment and maintenance records, driver qualifications, and drug and alcohol testing.

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We’re all family on the road

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Safety for the one is safety for all

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Be a defensive-driver. We are!

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C.R. England is a part of less than 0.0001% of our nation’s accidents--Now that’s safety you can count on!

2. Trucker Stanley is teaching kids all about America. Check out CREngland.com/Stanley to find out more! Secondary Messages: •

As a way of educating our kids, Trucker Stanley teaches them our nation’s geography as well as how the American transportation industry works

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Real truckers, like Stanley, give back to the community by adopting the classroom of a local elementary school. It’s just one way CR England gives back.

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Elementary kids get real-world exposure to our vibrant economy and the unique places that make part of the great U.S.A.

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Watch YouTube videos of Trucker Stanley’s adventures at YouTube.com/channel/ TStanley or follow him on Twitter as he hauls loads nationwide.

CASE OF THE TROUBLED TRUCKERS • Look for Trucker Stanley postcards in your tot’s bookbag. Ask your kids what they’ve learned from Trucker Stanley. 3. CR England is part of our community. Its success is based on the community of everyone. Secondary Messages: •

CR England received the Communitas Award for Corporate Social Responsibility in Green Initiatives in 2011.

•

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This year, CR England donated school supplies to the United Independent School District in Laredo TX.

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Everyday truck drivers deliver daily goods to grocery stores and pharmaceutical companies. CR England is committed to provide excellent services to supply stores to meet the demand of the community.

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Partners with over 30 non-profit organizations

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We want to inform your children the ins and outs of being safe on the road BEFORE they are on the road!

4. Together we can make the world a better place Secondary Messages: •

Have you served lately?

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It doesn’t have to be big, but small things. Great things come from small beginnings.

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Pass it forward (letting a driver into your lane which leads to someone getting somewhere on time who compliments someone, who is inspired to take a service vacation, who keeps passing on good deeds…)

CASE OF THE TROUBLED TRUCKERS • We are one as a community. What hurts one of us hurts us all. What benefits one, benefits all. CR England Employees Employees of CR England are essential to the overall success of the company. CR England employs over 4,800 professional drivers as well as several hundred corporate and administrative staff. This public is primarily concerned about their low wages and long hours away from home. This public wants to feel valued and needed as an employee. Although it is not a problem unique to CR England, wage concerns and too many work hours affect the overall health, reputation, and long-term sustainability of CR England. Drivers who are

historically safe on the roads need to be recognized and rewarded so that they stay working for CR England. CR England will uphold a work culture of excellence in service and safety by treating its employees well. After all, on the highways and on the loading docks, they are the face of the company. This public is influenced by family, friends, and other truckers in the industry. They are also influenced by lawmakers who impose restrictions on practices that affect their ability to perform their job. They are also motivated by messages they hear on the radio while driving on the roads. Messages: 1. CR England is creating a new face to the company. His name is “Trucker Stanley,” and his mission is to be the friendly, community trucker that all kids know. Secondary Messages: •

As a way of educating our kids and reaching out into the community, CR England is creating a “poster child” for its brand: Trucker Stanley. Trucker Stanley will be a real trucker, but will also be charismatic and good with kids. Along with hauling, his job

CASE OF THE TROUBLED TRUCKERS is to be the face of CR England, teaching kids about our nation’s geography through the places he travels through. He will also teach kids about the transportation industry and how trucking works. •

Trucker Stanley will do all of this through a Trucker Stanley blog site and also through monthly postcards to elementary school students.

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Trucker Stanley will also be on Twitter. We encourage all CR England employees to “follow” him and talk about him with your friends.

2. CR England employees can be a force for good in the community. Secondary Messages: •

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Trucker Stanley sets the stage for the trucking industry. All employees can be community-oriented individuals who are reaching out to the community on a personal level.

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Elementary school kids will get real-world exposure from you, especially of the trucking profession. Make an effort to be warm and genuine with these kids, really make this “adopted” classroom your own.

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We encourage you to really invest in your classroom. Send postcards to your students. Show up at least twice during the academic school year and talk about your life as a trucker. When you do go, present show-and-tell items from your recent trips.

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All efforts made towards your adopted class, including time spent, postage, and other expenses are reimbursable. Clear all expenses with your supervisor before making purchases.

3. We, as CR England, are committed to follow safe driving practices.

CASE OF THE TROUBLED TRUCKERS Secondary Message: •

CR England provides lessons and training depending on your level of experiences

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Driving safely helps promote the image of CR England which in turn assures you job stability.

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The maintenance team of CR England makes sure that your truck operates safely whenever you are on the road.

4. CR England makes every effort to accommodate your needs. Secondary messages: •

CR England statement: “With C.R. England Dedicated Runs, you can have the career you've always dreamed of:, dedicated routes, a stable income, and predictable home time.”

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Go to http://www.office.crengland.com/ to acess to employee benefits and health benefits.

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CR England provides a variety of career choices from independent contractors to driver mentors.

6. Strategies and Tactics Daily Commuters and On-the-Clock Drivers Strategy One: To inform public of the safety measures taken by CR England to promote the security of drivers on the road through transportation media as well as social media. Tactics: •

Post a phone number on the back of CR England vehicles so drivers on the road can call and report reckless driving to corporate headquarters.

CASE OF THE TROUBLED TRUCKERS • Put a link on company website where drivers can post complaints and compliments associated with truckers driving on the roads. •

Post the training required to become a CR England employee on the company website.

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Post an annual report of the number of CR England accidents on the company website. Also include information about penalties placed on truckers who are responsible for a collision.

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Post tweets that include safe driving practices that can be used by both CR England trucker professionals as well as other drivers on the roads.

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Retweet tweets or news articles relating to safe driving practices

Strategy Two: Connect with this audience as an integral part of the community through transportation media and by investing in companies these commuters care about. Tactics:

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Consider contributing to local initiatives that improve roads and transportation in Utah (company headquarters). One example of this could be MADD (mothers against drunk driving).

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Regularly post tweets about charitable events informing public of special events and activities that will occur as well as how CR England is helping the organization.

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Work with elementary schools in Nevada, Colorado, Idaho, California and Utah where CR England truckers partner with an elementary school class to teach them things like the geography of the United States (their trucking routes) and educating them about what trucking companies do. Keep pen-pal relationship with school class

CASE OF THE TROUBLED TRUCKERS through postcards on a quarterly basis throughout the year. Call this trucker “Trucker Stanley.” •

Print postcards of “trucker Stanley”, but include “messages.” Encourage kids to show their parents the materials and ask their Dads if they have visited where Trucker Stanley has been.

•

Post tweets mentioning which school trucker Stanley has visited everyday.

Suburban mothers Strategy One: Strengthen trust among suburban mothers that CR England follows traffic rules and regulations on the road through intervening publics and transportation media. Tactics: •

Coordinate with our clients (grocery stores especially) to post CR England “feature messages” promoting safety on the roads at check-out counters.

•

Post a phone number on the back of CR England vehicles so drivers on the road can call and report reckless driving to corporate headquarters.

•

•

Include “feature messages” promoting safe driving on Trucker Stanley postcards sent home with elementary school students.

•

Have a CR England truck and representative at elementary schools participating in Trucker Stanley campaign at the school’s Transportation Day event (or carnival, some key school event).

•

Change vehicle wraps for 5 trucks with graphics and slogans of “Trucker Stanley” campaign. These trucks will be specifically used when “Trucker Stanley” come visit elementary schools.

CASE OF THE TROUBLED TRUCKERS Strategy Two: Inform suburban families about CR England’s social commitment and integral role in communities through transportation media, intervening publics and elementary schools. Tactics: •

Include monthly giveaways via the Trucker Stanley blog. Include questions about CR England’s social commitment and have a monthly drawing giveaway including those who got the right answer.

•

Develop a QR code to include on the postcards that will be given to children with the Trucker Stanley campaign. Those who access the code are led to the blog of Trucker Stanley. This trucker is tied to an elementary school classroom in Utah (within ten years will be a national program, see objective). He posts blog entries as he travels the country that are both entertaining but are also providing driving safety tips.

•

Provide elementary school students with a postcard from Trucker Stanley introducing the program with website information for parents and students to access blog.

•

Mass email about the upcoming Trucker Stanley campaign to all parents whose children are parts of the pilot elementary school program in Utah.

•

Have a CR England truck and representative at elementary schools participating in Trucker Stanley campaign at the school’s Transportation Day event (or carnival, some key school event).

CR England Employees Strategy One: Strengthen corporate relationship with trucker employees by improving strength of communication between corporate headquarters and truckers on the roads. Tactics:

CASE OF THE TROUBLED TRUCKERS • Post a CR England “trucking review” on the truckersreport.com website. •

On CR England website, include a page dedicated to employees including a mission statement of the company and CR England’s commitment to its employees.

•

Give link to Trucker Stanley blog on the company website so that all employees can follow the company campaign.

•

Include link on the company website (same place where the comment box where drivers can post complaints and compliments) for employees to give the same feedback to corporate headquarters.

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Feature an “exceptional employee of the month” on company website each month.

•

Through mass email, inform all employees of upcoming Trucker Stanley campaign. Request for potential “Stanley” candidates.

Strategy Two: Improve internal company relations by rewarding and recognizing employees for good behavior and flawless driving. Tactics: •

Team-building activities and retreat with CR England executives to improve internal relations

•

•

Within mission statement emphasize the focus on giving praise and positive feedback to co-workers, within work environment on a regular basis.

•

Newsletter on the first day of each month including safe driving practices, updates on regulations, inspiration on how to be better, company news, employee of the month and administration’s letters to employees.

CASE OF THE TROUBLED TRUCKERS • Employee of the Month program. Each month, an employee will be spotlighted for their good behavior (i.e. lack of accidents) and will have their picture taken to be hung on a Wall of Fame, and receive a free prize ($20 giftcard to Walmart) •

Activities for families of truck drivers such as Family Days, Lagoon getaway, dinner for family members, have some representatives talk about their difficulties as a family member of truck drivers, help families create connections with other families.

10. Evaluation criteria and tools: Objective 1

CASE OF THE TROUBLED TRUCKERS Reach and inform two million licensed drivers beginning in Utah and then subsequently targeting Arizona, Idaho, and Nevada by February 2018 of the socially responsible efforts of CR England through elementary school children. Tools: Track overall reach of campaign messages. Estimate figures of perception and selective retention on the part of publics exposed to CR England trucks/signs. Track social media progress and online chatter about CR England, including hits on its website. Also estimate figures of total reach intervening publics contacted by asking them. Objective 2 Increase brand awareness by 50% from current levels by December 2018, or by 10% each year. Tools: Outsource a national opinion research company to survey a stratified sampling of American consumers of their awareness of CR England. They will also survey to what extent the general public knows of CR England’s role in (1) the US economy, (2) social responsibility and community projects, and (3) safety on the highways. Objective 3 Rebuild publics’ perceptions of truck drivers by reaching all elementary schools in 11 school districts in Utah over five years, the west coast in ten years and the whole nation in 20 years. Tools: Track progress schedule of school participating, including number of individual students affected. Make adjustments as needed. Objective 4 Increase employee satisfaction by 20% by December 2014. Tools: Measure current employee satisfaction through anonymous internal survey. Re-survey after time period.

CASE OF THE TROUBLED TRUCKERS

Works Cited

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CASE OF THE TROUBLED TRUCKERS C.R. England. (n.d.). About Us. Retrieved from http://www.crengland.com/our-company/ company-information/about-us C.R. England. (n.d.). Community Relations. Retrieved from http://www.crengland.com/ourcompany/corporate-responsibility/community-relations C.R. England. (n.d.). Leadership. Retrieved from http://www.crengland.com/our-company/ company-information/leadership CR England (2005). Policies and People, p. 32. CR England. Retreived on October 3, 2013 from https://www.crengland.com/pdf/training_modules/10.%20OTR%20Training%20Mod %20D,%20Booklet%209%20-%20Policies%20and%20People.pdf DOT, (n.d.). Summary of Hours-of-Service (HOS) Regulations. Federal Motor Carrier Safety Administration. Retrieved September 30, 2013 from https://www.fmcsa.dot.gov/rulesregulations/topics/hos/index.htm DMV.ORG. (n.d.). Applying for a new CDL in Utah. Retrieved from http://www.dmv.org/ututah/apply-cdl.php EcoDriving. (n.d.). EcoDriving USA. Pepperdine. Retrieved September 30, 2013 from http://www.pepperdine.edu/sustainability/services/ EcoDrivingUSA_EcoDriving_Practices.pdf EGC: Eisenberg Gilchrist and Cutt, Atorneys at Law. (n.d.). Will new big-rig rules make Utah safer from semi-truck accidents? Retrieved from http://www.egclegal.com/Articles/WillNew-Big-Rig-Rules-make-Utah-Safer-from-Semi-Truck-Accidents.shtml Glass Door (2013, September 6). C.R. England Reviews. [Consumer and Employee Reviews]. Retrieved from http://www.glassdoor.com/Reviews/C-R-England-ReviewsE9061.htm

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Isaacson, Sarah. (2013, August 31). Southern Utah's trucking industry on "Heavy-Duty" regulations. St. George News. Retrieved from http://www.stgeorgeutah.com/news/archive/ 2013/08/31/sai-southern-utahs-trucking-industry-on-heavy-duty-regulations/ Oquirrh Times. (2011, March 31). C.R. England to receive Governor's Exonomic Legacy Award. [Blog post]. Retrieved from http://www.oquirrhtimes.com/?p=2408 Pell Research (2012). General Freight Trucking. Pell Research. Retrieved on October 3, 2013 from http://www.pellresearch.com/General-Freight-Trucking.htm Public Opinion on Truck Safety. Citizen.org. Retrieved from http://www.citizen.org/ documents/publicopinion.pdf Quick Transport Solutions (2013). CR England Inc. Crash Reports. Quick Transport Solutions Inc. Retrieved on October 14, 2013 from http://www.quicktransportsolutions.com/ crashreports/c-r-england-usdot-28406.php#.UlwpNVCsiG5 Reaves, Jessica. (2001, February 15). Just Say No to DARE. Time Magazine. Retrieved from http://content.time.com/time/nation/article/0,8599,99564,00.html. Reputation. (2011). JB Hunt Reputation. Truckers Report. Retrieved September 30, 2013 from http://www.thetruckersreport.com/truckingindustryforum/jb-hunt/134834-jb-huntreputation.html Refrigerated Transporter (2013, July 26). CR England donates school supplies to Texan community. [Article] Retrieved from http://refrigeratedtransporter.com/carriers/c-r-englanddonates-school-supplies-texas-community

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