Driver Industrial

Driver Industrial: Integrity

Lakota Fischer
Innovative Public Relations Tools and Resources
Full Sail University
07/31/2021
Project Overview
Over the next several months, I will be working with Driver Industrial. Together, we will
be working on a social media campaign for building brand awareness. This campaign will be
called Driver Industrial: Integrity.
Company Background and Information
Driver Industrial was founded on May 11, 2004, by Chantal Berkowitz. Driver is a safety
equipment manufacturer for the mining and construction industries and currently has 30
employees. The company has 1200 skus and does business globally-wherever mining operations
are located. Clients the company serves are of various decent and geographic location, primarily
middle-class men aged 30 to 60. Since its foundation, Driver Industrial has seen 150,000x its
original revenue. The organization operates with a shallow management structure and its
business is 50% distribution and 50% direct. The primary source of funding comes from sales
both internationally and domestically and does not currently work with any investors or non-
profit organizations. Driver has competitors globally including, Checkers Industrial (global), Led
Fleet (Australia), and Naoka (Canada) (C. Berkowitz 2021). The current state of the industry is
positive across the board, with continued growth, as the mining industry has shown little to no
signs of slowing down (Markets 2021). The owner hopes to see continued winning against the
competition with quality products and service as well as expansion of product lines to include
other industries (C. Berkowitz 2021).
PR Work and Campaign Collaboration
The work that I will be doing during this capstone project will help to take Driver Industrial’s PR
to the next level. Expanding their digital footprint and boosting brand awareness is the main goal
for the campaign I will help to create. Utilizing the tools and skills I have obtained thus far in my
masters program, I will help the company to expand their digital reach and make more potential
connections. Post scheduling tools, and various tools to analyze the interactions we are getting
from the campaign will be utilized to ensure progress.
Communications
Driver Industrial’s community is the mining industry. The company is unique in that not many
companies make the products that they do and the quality products they provide are highly
respected. Driver launched ‘Rewards for Reviews’ at the end of 2020. This was a promotional
effort to encourage both employees and customers to leave reviews on the various social media
platforms as well as Google Reviews. Gift cards were distributed to the participants with the
best/most reviews on the various sites (Nicole Myers 2021). The company currently uses
Facebook, LinkedIn, Twitter, and Instagram as their communication channels. There is also a
company catalog that is distributed to customers who come into the facility as well as sent out
with product orders. Currently the social media channels are being utilized to promote product
lines, stay connected with customers, and share content with their followers. Driver has received
a bit of feedback on each of their social media sites and a few reviews on Google. The
company’s current reputation is good, but their digital footprint could be even better.

Campaign Focus
The ‘Driver Industrial: Integrity’ campaign’s focus will be building brand awareness and
solidifying consumer faith in the brand. With the consistency that the brand’s followers and
consumers have come to expect, we will be creating new content to build the company’s digital
footprint and generate new connections. Weekly posts will be created, on various platforms, to
keep followers up to date and encourage new followers to check out the brand. The main
problem we are facing is interactions from followers and we will be working to create the kinds
of content our current and future followers want to reply to. The only pitfall I expect to encounter
when working with this client is the fact that myself and my main partner on this are in 2
different time zones. Also being that I am still a student and essentially learning as we move
through this campaign, there may be improvements to my methods over time. In an effort to
alleviate any communication breaks we will be meeting via video call every week to discuss
plans and expectations. We will also be available to eachother via telephone, email, and text
messaging. To ensure that I am keeping my team informed of what I am currently learning, I will
go over important details from the lessons of my current course.
In collaboration with the company’s owner and brand manager, the company’s PR will no doubt
be taken to the next level with this campaign.
Sources:
Driver Industrial LLC. (2016). Driver Industrial. Driver Industrial.

https://www.driverindustrial.com/

Facebook: https://www.facebook.com/DriverIndustrial

Intellectual Property/Brand Manager: Nicole Myers, 2021

Instagram: https://www.instagram.com/driverindustrial/

LinkedIn: https://www.linkedin.com/company/driver-industrial/posts/?feedView=all

Markets, R. A. (2021, March 5). Global Mining Market Report 2021. Cision-PR

Newswire. https://www.prnewswire.com/news-releases/global-mining-market-report-2021-

301241616.html#:%7E:text=The%20global%20mining%20market%20is,(CAGR)%20of

%2012.4%25.&text=The%20use%20of%20renewable%20energy,control%20emissions%20in

%20the%20mines.

Owner: Chantal Berkowitz, 2021

Twitter: https://twitter.com/DriverIndustria