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Social Media Advertising Campaign to Support Corporate Business Initiatives

Challenge:

To develop a marketing strategy and recruit delivery drivers for openings across Diligent locations nationwide.

With the shortage of drivers in the trucking industry, many locations were in desperate need of qualified driver associates for daily delivery routes and on-demand transport.

Creative Solution:

I) To generate inbound leads, a social media advertising campaign was developed for the operations in need.

To maximize reach and build awareness for the intended demographic, a social media strategy was developed and focused around a defined target audience with detailed interests. Once the core base was identified, the concentration then shifted to the strategic mode of communication for the local and regional geographic areas involved.

II) A multichannel inbound system was designed to gather driver data over mobile text messages, web forms, and phone hotlines.

By engaging the target audience using a multi-channel inbound marketing technique, the intended group was presented with three call to action options, allowing them to choose their preferred method of communication.

III) An online driver database was invented to immediately funnel, store, and filter all supplied driver information.

Establishing an online driver database allowed site managers to easily access their local facility and search through the collection of driver submission to retrieve specific vehicle types, driver certifications, licenses, area of residence, and contact information.

Final Results:

I) The social media advertising campaign recruiting strategy was effective and utilized for one year.

Month to month drivers were evaluated, screened, and quickly recruited, alleviating the driver shortages for customers.

II) Setting the groundwork to collect driver data via text messages, online site forms, and phone voicemails produced a wealth of data.

By giving the audience a variety of options for contributing their data, participants selected the technology they felt most comfortable operating. Objectives were met and desired results were successfully achieved.

III) Intermittenly over the course of a year the driver database received 21,058 driver contributions.

The following findings were determined according to their level of popularity:

1. Web Forms Submissions
2. Phone Call Submissions
3. Mobile Text Submissions

Expertise:

I) Marketing Direction
II) Visual Design
II) Content Development

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