California Trucking Association
REPUTATION MANAGEMENT EXPERTISE
California Trucking Association
CHALLENGE
Deregulation Demands Industry Facelift
The deregulation of the trucking industry in the mid-nineties drew criticism and concerns regarding safety. The California Trucking Association retained Perry Communications Group to help create a communications campaign to build public trust.
SOLUTION
Make a Very Public Issue, Personal; Show Trucking Companies and Drivers’ Personal Commitment to Safety
Perry Communications Group developed a “Sharing the Road Safely” communications strategy that positioned members of the California Trucking Association to speak directly to public concerns and strategic allies to express their confidence in the Association’s self-regulated safety measures and standards. Extensive market research was conducted to ensure the Association clearly understood perceptions of safety shortcomings and what could be done to build public trust. A key collaboration was solidified with the California Highway Patrol. Public service announcements, highway safety videos and earned media reinforced key messaging, including compelling statistics that showcased a track record of highway safety and personal testimonials conveying the Association’s sincerity and heart.
RESULT
Public Trust Earned; Association Partnerships Expanded
- The Association teamed up with the California Department of Conservation to use the back of trucks as billboards featuring roadway safety and environment protection messages.
- The Association collaborated with Caltrans on a “Slow for the Cone Zone” campaign, which featured joint logos and safe driving messages on Association and Caltrans vehicles.
- The Association created the California Trucking Advisory Board (CTAB) as an enduring body to promote safety messages to the public. The Board was charged with determining a vehicle license fee to help sustain communications funding. This model has generated millions of dollars that have been directed toward fostering safety on California’s roadways.
