Con-way Truckload:
Content Strategy / Content Production / Community Management
According to the American Trucking Associations, the United States truck driver shortage topped 48,000 in 2015. Con-way Freight and Con-way Truckload needed a new direction to address the driver shortage issue. We decided to focus on the opportunity to grow their female workforce, a historically underrepresented demographic in this country. With equal pay, benefits and opportunities, trucking presents an excellent career for women, but traditional stereotypes kept many women from pursuing their Commercial Driver’s License. Our strategy was to educate, dispel myths and make women comfortable with a career in a predominantly male workforce.
Reaching Women Where They Were
Our team came up with the concept for an authentic vlog series called “Women in trucking,” which put the voices of Con-way’s accomplished women drivers front and center and spoke to a new generation of potential drivers on YouTube and across supporting social media channels.
Authentic Voices
For this campaign, I worked on the initial concept, provided light video editing on the driver-filmed episodes, created the social media distribution strategy, and wrote all brand-page social posts related to the series.
Real Results
This campaign helped Con-way earn the 2015 Mike Russell Image Award in recognition of the work to change not just the image of their particular company, but the image of trucking as a potential career in general. Con-way's female driver workforce also grew by 30% while the campaign was active.
The campaign was also recognized by the Ad Club of Maine with a 2017 Broderson Award for excellence in multi-channel or integrated programs.