The Case of the Troubled Truckers

Stephanie Stewart, Colin Holmes, Alan Abildskov, Anders Piiperinen

Background
CR England is a family-owned business founded in 1920 in Salt Lake City Utah. CR
England currently has five driver training schools around the country, and is largest temperature-
controlled truck carrier in the world.
CR England is well established for the modern times. The company has state-of-the-art
executive and dispatch offices. All CR England trucks are equipped with OmniTRACS two-way
satellite communication systems.
CR England has terminals in New Jersey, Utah, California, Indiana and Texas. This
company believes that quality, integrity, and hard work have been key to their success.
Truck drivers have a very poor standing in the eyes of the public. According to one
opinion on Yahoo Answers, truck drivers have a bad reputation because of a few drivers.
Another opinion says truck drivers were once looked on as hard working people with families to
support. Unfortunately, because of Jimmy Carter and his regulations, the trucking industry has
been going downhill because of regulations that ultimately just affect the consumers
(wvparanormal, 2010).
Some of those regulations have been placed as recent as the past few years. One
regulation makes drivers take longer breaks and cutting their work hours significantly, from 82
hours a week to 70 hours. The trucking industry has sued to have the rules reversed, saying that
they will only affect the prices for consumers in the long run (Schoen, 2013).
The transportation departments analysis shows that more than 85 percent of drivers will
see little to no change in their schedules as a result of the rule, but time-sensitive shipments, like
refrigerated produce, may have to be handed off to avoid delays. Carriers will have to find more
qualified drivers at a time (Schoen, 2013).
Trucking is not an easy way to make a living. Drivers spend days, sometimes weeks, on
the road working irregular hours for a median wage of $39,700 a year or about $19 an hour.
Driver turnover last year topped 100 percent, according to industry estimates (Schoen, 2013).
The new regulations may have the unintended consequence of putting more traffic on the
nation's already congested highways, according to some truckers. The new rules require drivers
to "restart" their week with two consecutive rest periods between 1 and 5 a.m. The goal is to
encourage drivers to get a full night's rest, according to the DOT (Schoen, 2013).
Potential key publics
Potential key publics include highway commuters, city commuters, highway patrol
officers, middle-class families, CR England business clients, Utah-based motorists, Utah-based
and national media outlets and state and federal legislators.
Potential intervening publics
Potential intervening publics include CR England contracted drivers and motor transport
workers unions.


SWOT analysis
Strengths Weaknesses
Family owned for four generations.
Successful company.
Strong corporate citizen.
Important part of the transportation
industry.
Largest refrigerated truck company.
Drivers resent trucks, especially when
they are in the passing lane.
Local residents do not know of CR
Englands social contributions.
Truckers are seen as aggressive,
reckless, low-class citizens who cannot
get a decent job.
Opportunities Threats
There are several trucking shows on
popular TV channels.
CR England has many channels to
increase awareness of its social
contributions.
Increased interstate regulations will
cause financial problems.
The poor economy also provides
financial problems.
Trucks will always be slower than other
vehicles because of their sizes.
There are more residential drivers on
the roads than truckers.
Ill-behaving truckers perpetuate
stereotypes.

Situation Analysis
CR England is a strong corporate citizen, yet its employees are viewed as poor and low-
class. With almost 3,000 CR England semi-trucks and 7,000 trailers on highways and city roads,
the presence in the transportation industry is strong. With trucks seen coast-to-coast, there is a
great potential through broadcast and social media, community events and highway motorists to
change the perception of how truck drivers and CR England are viewed.
Increased interstate regulations, ill-behaving truck drivers and drivers who resent trucks
are problems that CR England and the trucking industry as a whole are facing. CR England has a
strong presence in the trucking community, yet there are thousands more trucks on highways and
roads that contribute to and influence public opinion. Focusing on these issues, and others that
arise, will insure that CR England remains a strong corporate citizen and is viewed more
positively.
Core Problem/Opportunity
Due to the publics negative perceptions of truckers and the the trucking industry, costly
and unnecessary regulations are being put into to place that are hindering CR Englands ability to
operate profitably.

Goal
Improve public perception of CR England contracted truck drivers and the trucking
industry in order to avoid further unnecessary regulation that may hinder CR Englands
profitability.
Objectives
1. Improve public perception of CR England contracted truck drivers by 20 percent by the
end of the first years third quarter, or the end of the fiscal year, and 10 percent each
consecutive year for ten years.
2. Raise awareness of CR Englands social contributions to the Utah Community by 30
percent by the end of the first year third quarter and 15 percent each consecutive third
quarter for ten years.
3. Demonstrate that the majority of state and federal road regulators are against further
regulations that would negatively affect the trucking industry by March 1 of every year
starting in the second year for ten years.
Big Idea
CR England, moving society forward on and off the road.
Key Publics and Message Design
Motorists (City and interstate commuters).
Current Relationship. Motorists do not have a good impression of truck drivers or the
trucking industry. They view trucks on the road as a nuisance and often perceive them as unsafe
drivers who cause traffic problems. Many motorists also view truck drivers as lower-class
citizens who have to drive a truck because they dont qualify for a more desirable career.
Motorists do not view them as fellow motorists with friends and families, but simply revert to
negative stereotypes that cause resentment and misunderstanding.
Influentials. Key influentials of motorists include highway patrol officers, car passengers,
and other drivers. The attitude and actions of motorists are greatly effected by the behavior of
other drivers and comments from those who are also in their own vehicle. They also tend to drive
more safely when they see highway patrol officers or police squad cars on the road.
Self-interests. Motorists are typically interested in getting to their desired destinations as
quickly and as safely as possible. People often travel under time constraints and do not want to
be slowed down by large trucks blocking their way. They also value their own safety and the
safety of their family on the road. They support the safe driving of all other motorists, especially
large trucks considering their size and increased potential of danger if driven unsafely.
Communications channels. Social Media, mobile device interaction (QR codes), public
events, traditional media (newspapers, TV news).
Primary message. Truckers are drivers, just like you.
Secondary messages. Truckers work hard at being safe drivers. Truckers are citizens that
work hard to support their families. Truckers are involved in the community.
Utah metropolitan citizens.
Current relationship. CR Englands relationship with metropolitan citizens includes
families and friends of drivers, local businesses, non-profit organizations, and individuals who
see trucks making deliveries or on the road. CR England partners with Primary Childrens
Medical Center, Granite Education Foundation, Utah Food Bank and the University of Utah
David Eccles School of Business. However, most citizens do not know about these partnerships.
Influentials. The greatest influentials on the Utah metropolitan citizens are the businesses
and nonprofits that partner and are involved with CR England.
Self-interests. Self-interests of the Utah metropolitan citizens are mainly family, church,
education and other community members.
Communications channels. Face-to-face communication, social media and local
television and radio stations.
Primary message. CR England helps the community.
Secondary messages. CR England supports local business. CR England provides many
services to help local businesses. CR England contributes over $1 million to 100 different causes
annually.
CR England drivers.
Current relationship. According to Indeed.com, the current relationship with the
company is mixed. There are many drivers that speak very highly of the company. There are
others, however, that do not speak very highly of the company and recommend to not drive for
them.
Influentials. This public is influenced by other drivers, management, family and
government
Self-interests. Truck drivers care about their family, pay and driving time
Communications channels. Satellite Phone, email, radio and personal contact.
Primary message. You are the face of this company.
Secondary messages. Be mindful of the image youre setting. Kick the stereotype. You
being a safer driver will help everyone be a safer driver.
State and federal legislators.
Current relationship. State and Federal legislators do not have a very good relationship
with the trucking industry. Most of the road regulations have negative effects on the industry by
making it more costly to get a truck from one place to another.
Influentials. The voters are the most influential party on this public. Lobbyists, colleagues
and party loyalty can also influence their decisions.
Self-interests. Their biggest self-interest is being re-elected. They also want to be
respected by their colleagues and their party.
Communications channels. Face-to-face, personal communication through letters, emails
and phone calls.
Primary message. Increased regulations on the trucking industry will negatively affect
your constituents.
Secondary messages. Less regulations on the trucking industry will bolster the economy
through increased tax revenues. Your voters are against unnecessary price increases due to
government regulations.
Strategies and tactics
1. Improve public perception of truck drivers through social media.
a. Create an Im a trucker website featuring videos of truckers telling their stories
and why theyre in the business.
b. Create an Im a trucker blog featuring CR Englands driver and contractor of
the month. Allow other trucking companies to participate.
c. Feature good drivers and trucker stories on Facebook, Twitter and Instagram
pages.


2. Improve highway presence through company regulations.
a. Give each truck a QR code so drivers at truck stops can find out the history of the
truck. The history will include where the truck has been and the drivers history.
b. Improve image of truckers though improved dress code.
c. Make CR England driver standards stricter.
3. Increase awareness of CR Englands social contributions through public events.
a. Host an entrepreneurship fair once a year at University of Utah.
b. Invite all of CR Englands Utah clients to participate in the fair.
c. Promote fair at all colleges and universities in Salt Lake and Utah counties
through press releases and fliers.
d. Use presentation time and booth to promote CR Englands charitable givings and
social contributions.
e. Invite all local media to cover the event through press releases.
f. Promote event through posts on CR Englands Facebook, Twitter and blog.
4. Increase public participation in legislation through personal contact.
a. Use phone calls to inform the public on how regulations affect them and asking
them to talk to their legislators.
b. Send a letter to inform the public in slightly more detail on how regulations affect
them and asking them to talk to their legislators.
5. Increase positive relations with legislation through meetings.
a. Compile a projecting monetary report that can be updated and presented each year
to a group of legislators.
b. Conduct personal meetings with legislators to address their personal concerns.
Budget

Detail
Per
Item
Cost
Total
Projected

Sponsored
Credit
Actual
Projected
Key
Public Motorists
Strategy
Improve public perception of
truck drivers.
Tactics I'm a Trucker website
Domain name 1 domain name @ $300/yr
$
300.00
$
300.00 $ -
$
300.00
Website development CR England web developer $ -
$
- $ -
$
-
I'm a Trucker blog PR Firm Employee $ -
$
- $ -
$
-
Social Media posts PR Firm Employee $ -
$
- $ -
$
-

Strategy Total
$
300.00
$
300.00 $ -
$
300.00
Public Total
$
300.00
$
300.00 $ -
$
300.00
Key
Public Utah Metro Citizens
Strategy
Increase awareness of social
contributions.
Tactics Entrepreneurship fair

Building rental at U of U
auditorium 8 hrs @ $50/hr
$
50.00
$
400.00 $ -
$
400.00
Room set up 4 hrs @ $22/hr
$
22.00
$
88.00 $ -
$
88.00
Invitations to Utah clients 500 letters @ $.07/ea
$
0.07
$
35.00 $ -
$
35.00
Fair promotion
Press releases 22 releases @ $.07/ea
$
0.07
$
1.54 $ -
$
1.54
Fliers
1650 quarter sheets @
$.02/ea
$
0.02
$
33.00 $ -
$
33.00
Presentation PR Firm Employee $ -
$
- $ -
$
-
Booth
Banner 1 banner @ $5/ea
$
5.00
$
5.00 $ -
$
5.00
Pamphlets 200 pamphlets @ $.07/ea
$
0.07
$
14.00 $ -
$
14.00
Press Release to media 30 releases @ $.07/ea
$
0.07
$
2.10 $ -
$
2.10
Social Media posts PR Firm Employee $ -
$
- $ -
$
-

Strategy Total
$
77.30
$
578.64 $ -
$
578.64
Public Total
$
77.30
$
578.64 $ -
$
578.64
Key
Public CR England Drivers
Strategy Improve highway presence.
Tactics QR Code stickers
Sticker 10,200 stickers @ $.06/ea
$
0.06
$
612.00 $ -
$
612.00
Strategy
continued
Increase public participation in
legislation. Detail
Per
Item
Cost
Total
Projected

Sponsored
Credit
Actual
Projected
QR Code 10,200 QR codes @ $.00/ea $ -
$
- $ -
$
-
Improved dress code
In-office memos 15 sheets @ $.07/ea
$
0.07
$
1.05 $ -
$
1.05
Email to all drivers 4,833 emails @ $.00/ea $ -
$
- $ -
$
-
CR England hats 4,833 hats @ $6/ea
$
6.00
$
28,998.00 $ -
$
28,998.00
Driver standards
Email notification 5,000 emails @ $.00/ea $ -
$
- $ -
$
-

Strategy Total
$
6.13
$
29,611.05 $ -
$
29,611.05
Public Total
$
6.13
$
29,611.05 $ -
$
29,611.05
Key
Public State and Fed Legislators
Strategy
Increase public participation in
legislation.
Tactics Phone calls 5,000 calls @ $5/call
$
5.00
$
25,000.00 $ -
$
25,000.00
Letters 75,000 letters @ $.07/ea
$
0.07
$
5,250.00 $ -
$
5,250.00
Postage 75,000 stamps @ $.30/ea
$
0.30
$
22,500.00 $ -
$
22,500.00
Strategy Total
$
5.53
$
52,750.00 $ -
$
52,750.00
Strategy
Increase positive relations with
legislation through meetings
Tactics Projecting report presentation
Report 100 copies @ $1.05/report
$
1.05
$
105.00 $ -
$
105.00
Presentation PR Firm Employee $ -
$
- $ -
$
-
Personal meetings PR Firm Employee $ -
$
- $ -
$
-

Strategy Total
$
1.05
$
105.00 $ -
$
105.00
Public Total
$
6.58
$
64,855.00 $ -
$
64,855.00
CAMPAIGN TOTAL
$
389.85
$
83,344.69 $ -
$
83,344.69

This budget can be used every year for the projected 10 years. CR England will save
approximately $66,000 in the first year and $15,000 each sequential year.


Calendar
Year 1 Years 2-10

Tactics
Q
1
Q
2
Q
3
Q
4
Q
1
Q
2
Q
3
Q
4

I'm a Trucker website

I'm a Trucker blog

Social Media posts

Entrepreneurship fair

Invitations to Utah clients

Fair promotion

Presentation

Key
Booth

PR Firm
Press Release to media

Phone
Center
Social Media posts

CR England
QR Code stickers

Improved dress code

Driver standards

Phone calls

Letters

Projecting report presentation

Personal meetings
After Year Two of the proposed calendar, the plan can be re-evaluated. If the plan is not
working correctly, the calendar can be changed to better serve CR Englands needs.
Communications confirmation table
Key Public Objectives Strategies Tactics
Motorists 1. Improve public
perception of CR England
contracted truck drivers.


1. Improve public
perception of truck
drivers through social
media.
2. Improve highway
presence through
company regulations.
-- Im a trucker
websites and blogs.
-- Featured drivers and
trucker stories on
companys social media.
-- QR codes providing
truck history.
-- Improved dress code
and driving standards.


Key Public Objectives Strategies Tactics
Utah
metropolitan
citizens
1. Improve public
perception of CR England
contracted truck drivers.
2. Raise awareness of CR
Englands social
contributions to the Utah
Community.
1. Improve public
perception of truck
drivers through social
media.
3. Increase awareness
of CR Englands social
contributions through
public events.
4. Increase public
participation in
legislation through
personal contact.
-- Im a trucker
websites and blogs.
-- Featured drivers and
trucker stories on
companys social media.
-- Entrepreneurship fair at
U of U.
-- Invite all of CR
Englands Utah clients to
participate.
-- Invite media to cover
event.
-- Promote events through
social media and local
colleges.
-- Use presentations to
promote CR Englands
social contributions.
-- Use phone calls
informing public on
regulations and invite
participation.
-- Send letter to inform
public on regulations and
invite participation.
CR England
drivers
1. Improve public
perception of CR England
contracted truck drivers


1. Improve public
perception of truck
drivers through social
media.
2. Improve highway
presence through
company regulations.


-- Im a trucker
websites and blogs.
-- Featured drivers and
trucker stories on
companys social media.
-- QR codes providing
truck history.
-- Improved dress code
and driving standards.
State and
federal
legislators
3. Demonstrate that the
majority of state and
federal road regulators are
against further regulations
5. Increase positive
relations with
legislation through
meetings.
-- Projecting monetary
report to present to
legislators.
-- Personal meetings with
legislators to address
personal concerns


Evaluation criteria and tools
1. 20 percent increase in positive public perception of CR England contracted truck drivers
by the end of the first years third quarter.
Tools. Replication of the initial benchmark survey of motorists after the third quarter of
the first year of the campaign.
a. 10 percent increase in positive public perception of CR England contracted
drivers each consecutive year after the first year of the campaign.
Tools. Replication of initial benchmark survey of motorists after the third quarter
of every subsequent year of the campaign.
2. 30 percent increase in awareness among Utah metropolitan citizens of CR Englands
social contributions to the Utah Community by the third quarter of the first year.
Tools. Replication of the initial benchmark survey of Utah metropolitan citizens after the
third quarter of the first year of the campaign
a. 15 percent increase in awareness among Utah metropolitan citizens of CR
Englands social contributions to the Utah Community each consecutive third
quarter after the first year of the campaign.
Tools. Replication of the initial benchmark survey of Utah metropolitan citizens
after the third quarter of every subsequent year of the campaign.
3. Demonstrate that the majority of state and federal road regulators are against further
regulations that would negatively affect the trucking industry by March 1 of every year
starting in the second year.
Tools. Record number of new regulations affecting the trucking industry enacted by
March 1 of every year of the campaign. Record number of regulations affecting the
trucking industry which are removed by March 1 of every year of the campaign.
















Works Cited
"Community Relations." CR England Trucking Company. N.p., n.d. Web. 3 Nov. 2013.
<http://www.crengland.com/our-company/corporate-responsibility/community-
relations>.
Company History. (n.d.). CR England Trucking Founded in 1920 by Chester Rodney England
History of Trucking. Retrieved November 1, 2013, from http://www.crengland.com/our-
company/company-information/company-history
paranormal , wv. "What do you think about truck drivers?." Yahoo! Answers. Yahoo!, n.d. Web.
5 Nov. 2013. <http://answers.yahoo.com/question/index?qid=20100831233733AA2sndC>.
Shoen, J.W. "Nbc News Business." NBC News. N.p., 30 June 2013. Web. 5 Nov. 2013.
<http://www.nbcnews.com/business/feds-truckers-clash-over-new-safety-rules-6C10489607>.