PHOENIX — The U.S. Bureau of Labor and Statistics says the demand for truck drivers will double over the next decade — from 1.44 million on the road in 2014 to 2.76 million in 2022.
In light of this industry demand, Swift Transportation Co. says it is initiating “Swift’s Driving Force,” the company’s 2017 strategic creative campaign.
Aimed at highlighting Swift’s unique culture, size and emphasis on people, the campaign’s ultimate goal is to reach men and women looking to join the next generation of Swift drivers. Partnering with digital marketing agency iCrossing for creative and digital strategy and execution, Swift’s Driving Force campaign aims to reach new drivers, as well as celebrate the important role Swift drivers play in the lives of Americans every day.
“Through conversations with our drivers and others in the industry, we were able to work alongside iCrossing to develop a campaign that truly reaches key driver personas and relays how Swift creates opportunities for thousands of drivers and their families across the country,” said Tom Hall, Swift’s digital media strategist. “We hope this campaign communicates Swift’s commitment to drivers and reaches those that may never have considered trucking, educating them on a career opportunity that is critical to America’s economy.”
The inspiration behind Swift’s Driving Force is drivers, their families and the role that Swift plays in communities across the country, Hall said, adding that the campaign encourages new and potential drivers to become a part of a culture of growth, opportunity and family-centered work with Swift.
By reaching a younger group of potential drivers, Swift plans to increase its strong driver base, and allow individuals to start quickly building a career with a company that is dedicated to the longevity of its employees, he said. To reach drivers where they are, Swift will employ various digital marketing executions, including social media, display ads, paid search, digital radio and industry-specific channels.
“We live in a digital age, where people of all ages, backgrounds and walks of life are living their lives through online channels and connected devices. Truck drivers are no different,” said Lori B. Wilson, executive creative director at iCrossing. “After doing in-depth research into “what drives drivers,” we are working with Swift to engage, educate and connect individuals across the country to the brand. We are deeply passionate about celebrating the everyday heroes of American life and fueling the growth machine at Swift. We believe the integrated Swift’s Driving Force platform will move the needle in inspiring and attracting a new generation of drivers.”
Swift’s Driving Force will be used to recruit current and new truck drivers, as well as current and future employees and customers, Hall said.
“Through powerful messaging and dynamic creative applications, Swift’s Driving Force plans to stand out amongst the crowded recruitment advertising environment in the trucking industry,” he said.