Case of the Troubled Truckers

1Running head: C.R. ENGLAND

Preventing Negative Public Perception on Behalf of C.R. England Employees

Darin Brooks, Mackenzie Brown

Veronica Destro, Bobby Moulder,

And Sierra Naumu

COMMS 336

Preventing Negative Public Perception on Behalf of C.R. England Employees


C.R. England is a transportation logistics company committed to providing logistics and

carrier services to retailers, distributors and customers throughout the United States. C.R.

England logistics specializes in temperature-controlled transport of goods through the following

means: national, regional, dedicated, intermodal, and international service between the U.S. and

Mexico. Recently, there has been some concern that negative public opinion will start to effect

lawmakers’ policies for companies like C.R. England. These policies have the potential to

complicate the transportation process and cost companies time and money. This campaign will

endeavor to positively affect key publics’ attitudes towards C.R. England and the business thus

averting unnecessary policy changes.

Background

C.R. England was started by Chester Rodney England in Plain City, UT and has

remained under the direction of the England family since its foundation. C.R. England has over

7,500 drivers nationwide and maintains a fleet of more than 3,500 Freightliner, Peterbilt, Volvo,

and International tractors (C.R. England, n.d.). All C.R. England drivers must complete the

Premiere Driving School, which includes training and certification for a Commercial Driver’s

License (CDL). C.R. England’s commitment to their drivers is unique, providing additional

training in addition to the minimum CDL requirements. Qualified drivers are guaranteed jobs

with C.R. England following the completion of their training and graduation from the CDL

program.

Competitors

The transportation logistics industry is heavily regulated by the government. Other

companies in the trucking industry are subject to the same regulations as C.R. England, and they

all contribute to the overall image of the industry. J.B. Hunt is the top shareholder in the long-


haul trucking industry and the company that C.R. England should look to as an industry trend-

setter. Prime Inc. is C.R. England’s direct competition and the two are neck-and-neck for market

share. An overview of these two companies will help demonstrate industry trends and where

C.R. England should go from here.

J.B. Hunt. JB Hunt is one of the most successful American transportation logistics

companies and is considered to be (as of 2012) the top transportation company in the full-load

division (Hunt, 2014). It is in the Fortune 500 and has an annual revenue stream of over three

billion. JB Hunt is the top dog in C.R. England’s division with over 47,000 trailers, and the

public perception of this company goes a long way toward determining the public perception for

the entire industry (Wikipedia, 2014).

It seems as though the public is about as tolerant of the JB Hunt company as the public

will be about any transportation company. On the JB website, favorable emails from travelers

have been posted such as this one from Wilda Mitchell.

“I travel Interstate 85 between Charlotte, NC and Atlanta, GA frequently by car. I notice

that the J.B. Hunt trucks are always obeying the speed limit laws and practicing safe driving. I

appreciate this very much. I have seen other truck companies that display little regard for safe

driving and I just want to thank your company for your excellent drivers. I just wish there were

more like them. I think the highways would be much safer!”(Mitchell, n/d)

The drivers themselves seem to be less tolerant of the company. They frequently accuse

the company of micromanaging the truckers and misusing their time; however, on the whole, JB

Hunt is a professional company that uses strict regulations and higher pay to convince the drivers

to pay extra attention when they are driving one of the JB Hunt trucks and trailers.


Prime Inc. Prime Inc. is smaller than JB Hunt, but it competes with C.R. England in

number of refrigerated carriers they have (Wikipedia, 2014). Prime Inc. and C.R. England are

competing for much of the same market share, so it is vitally important to identify how they are

perceived in the eye of the consumer.

The public gives less feedback on Prime Inc.’s roadway performance. Primarily the

published perceptions of this company come from the inside. Prime is reportedly one of the most

difficult companies to work for, and one of the most unpleasant. One reviewer said,

“I have seen this company literally run drivers into the ground! They consistently keep a

bad reputation among drivers. A common joke when hearing of a trucker in the ditch is, “was it

a Prime?” The state of Wyoming is considered the “Prime truck burial ground” as so many of

their trucks have been inserted into the ditch there. I suggest you think HARD before going to

Prime Inc. of Springfield, MO,” (n/a, 2014).

This observation is interesting considering that the promotional safety training video

posted on Prime’s website stresses the fact that the staff at Prime Inc. consider safety to be of the

utmost priority and the drivers tell the camera that “you’ve always gotta be looking your 15

seconds ahead,” (Prime Inc., 2014).

Regulations

C.R. England continues to see a lot of regulation from the government, because of the

broad visibility of accidents and drivers on the road. The government regulatory body for the

industry is USDOT (United States Department of Transportation). The private regulatory

organization that sets the rules to comply with US DOT regulations is called the Federal Motor

Carrier Safety Administration (FMCSA). The FMCSA passes rules to comply with US DOT

safety rules by trucking companies, carrier rules, hours of service logbook rules, hazardous


material regulations and how to comply with them, State Hazmat permission, and registration

procedures (legalinfo, 2013).

Current rules for driving are already strict in most aspects. Drivers are issued licenses

after successfully passing both knowledge and skills tests. Recent law changes only allow drivers

one license from their home state. Additionally, drivers that carry hazardous material must pass

further testing.

The physical condition of drivers is also monitored to ensure safety for all drivers on the

road. Every two years, truck drivers are subject to a physical exam, the failure of which would

result in losing driving privileges. The most clearly defined regulations deal with alcohol

consumption and other controlled substances. The regulation states that “no truck driver is

allowed to report for duty with a blood alcohol level of 0.02 or more,” (legalinfo, 2013). Drivers

must abstain from any substance that may affect their driving capabilities for 8 hours before

every shift. Furthermore, no alcohol is permitted in the truck at all, unless they are transporting it

as cargo.

In an effort to reduce the number of truck-related accidents due to driver fatigue, rules

regarding the hours of service have changed. The truck drivers can only drive a maximum of 11

hours in a workday of 14 hours maximum, after which they are required to take a minimum of 10

hours off-duty. Truck drivers are also required to maintain log books of their time spent at work

and behind the wheel. In 2004, more stringent laws were introduced in order to assure the

security of cargo loads, and to avoid the loss of items falling onto roadways. The new regulations

required newer, higher quality securing devices and more effective tie downs procedures.

Most people are unaware of the positive and important role of the trucking industry in

their everyday lives. The Bureau of Transportation Statistics of the U.S. Department of


Transportation recently released a study showing that trucks carried 60.8 percent of the $98.6

billion of freight moved in the month of May 2013 between the United States, Canada and

Mexico. Behind trucks rail transported 15 percent, ships had 9 percent, and air at 4 percent. In

2012 preliminary numbers from the 2012 Commodity Flow Survey showed American

manufacturers shipped almost 11.7 billion tons of goods valued at more than $13.6 trillion. For

the total value of transported goods, private transport was responsible for 49 percent, private

trucking accounted for 32.5 percent (truckinginfo, 2012).

Potential Publics

We are trying to reach publics whose perceptions and views on truck drivers must be

changed and who have an influence to enforce better policies to improve the conditions of these

truck drivers. In order to achieve our desired outcomes, we have to carefully target the

employees and drivers of C.R. England, the consumers of the products carried by these truck

drivers, C.R. England company affiliates, government officials, and other drivers on the road.

SWOT Analysis

Strengths Weaknesses

High revenueHigh growth rate

Strong domestic marketSkilled drivers

Profitability in the future is uncertainDrivers do not have a good reputation

Employees are not fully satisfied

Opportunities Threats

New marketsGrowing economy

Government regulationsGrowing competition

Increasing costs


Situation Analysis

C.R. England needs to reduce the constant perceived criticisms in regards to their drivers’

character and behavior on the road. Because of current negative public perceptions toward

drivers resulting in increased governmental pressure, C.R. England will soon be forced to adopt

new regulations that lengthen and complicate the transportation logistics business. Negative

public comments typically revolve around semi trucks’ slow speed, tailgating behavior and

general disregard of other drivers. This causes further scrutiny from government officials and

other watchdog organizations. Top government officials have publicly criticized the

transportation logistics industry because of a lack of safe driving behavior (Schoen, 2013);

however, this perception often relies on an inaccurate portrayal of driving statistics and the great

majority of semi-truck drivers who are certified and heavily trained before they ever get behind

the wheel.

Failure to improve public opinion of C.R. England’s drivers will result in public pressure

and increasing governmental regulations. An increase in governmental regulations will result in

the increase of cost and time of travel, creating a weakened transportation logistics industry. By

default, this would result in fewer jobs and a less competitive edge not only for C.R. England,

but also for the industry as a whole. Without the ability to quickly and effectively transport

cargo, due to increased governmental regulations, C.R. England will be unable to further develop

the company. We aim to increase long-term positive perception by educating the public on the

value of C.R. England in the economy. The accomplishment of this will allow C.R. England to

continue operating in an environment conducive to the profitability of the company.

Core Problem


Because of the persistent criticisms based on the stereotype-driven view of C.R. England’s

drivers, damage to C.R. England’s reputation may occur, resulting in increased government

regulations and involvement.

Goal

In order to increase public support and decrease government regulations and involvement, we

must reduce negative perceptions among publics in regards to C.R. England’s drivers.

Objectives

1. Increase awareness of truck drivers’ contribution to everyday way of life from 20 percent to

55 percent within 8 months.

2. Increase positive public perception of C.R. England drivers from 34 percent to 48 percent

within 10 months.

3. Increase awareness among our key publics that C.R. England proficiently trains their drivers

from 25 percent to 40 percent within six months.

4. Increase awareness among our key publics that C.R. England is concerned with the

environment from 20 percent to 35 percent within 10 months.

5. Reduce negative complaints about C.R. England drivers from motorists by 35 percent within

12 months.

The Big Idea

C.R. England drivers are highly-trained professionals who provide for the everyday life of the

consumer.

Key Publics

Drivers of C.R. England


Current relationship. Drivers are the face of the organization, interacting directly with the

clients and customers of C.R. England. They are responsible for transporting products to

customers and represent the company image to the general public. Currently, drivers feel that

working conditions and employee benefits could be improved. Generally, employees are

satisfied as C.R. England drivers, although many have expressed concerns about C.R. England’s

operating practices.

Influentials. Federal, State and Local government; C.R. England Executive Board, union

administrators, trainers, supervisors/mentors, commuters and motorists

Self-interests. Drivers are primarily concerned with safety, providing for their

families/lifestyle (salary and employee benefits), and how they are perceived by others motorists

on the road. Drivers want to be respected by management and other employees of C.R. England.

Objectives. 1,2,4,5

Primary message. As drivers, you are an integral and respected member of the C.R. England

family and without you, C.R. England couldn’t succeed.

● Always be safety-minded. Never compromise your safety or the safety of others.

● Go the extra mile to meet the customers’ needs to provide quality customer service.

● Look for opportunities to make a difference.

Strategy 1. Increase interaction and build trust between C.R. England executives and drivers

through annual, company-wide conferencing and “England Family Reunions.”

Tactics.

● Print & distribute flyers to be displayed in offices; stickers to be placed in each truck

cabin to remind drivers.


● Monthly e-newsletter to employees which includes safety tips, event information and

truck stop & restaurant reviews.

● Employee video conferences using webinar program to update drivers on company

information and respond to concerns or questions from over-the-road operators.

Strategy 2. Increase the efficiency of C.R. England’s driver training and mentoring

programs by 20 percent by the end of 2014.

Tactics.

● Monthly e-newsletter featuring a “trainer of the month”

● Distribute trainer evaluation surveys after each trip to measure trainer efficiency.

● Increase the required training hours from 20,000 miles to 25,000 and minimum time from

30 to 40 days.

Homemakers

Another important group is the consumers of the products carried by C.R. England truck

drivers or, more specifically: the “homemaker.” As a consumer, the main focus of these

homemakers is on the products that they buy and use for themselves and their family. They have

particular wants and needs, and many of them can be satisfied by products purchased at locations

near them. They are interested in good, quality products at convenient locations. In order to

improve this public’s outlook on the drivers, it is important for them to realize just where these

products and necessities come from. They need to realize that the drivers deliver these goods at

all days of the year, and the drivers sacrifice much to bring the goods to the consumer. This key

public includes mothers living both in urbanized and suburbanized areas where access to basic

necessities and even not-so-basic necessities are available at their local convenient grocery

stores.


Current relationship. The drivers provide goods and services for these mothers.

Influentials. TV media, spouses, children, family, peers, friends, neighbors

Self-interests. These consumers are people who are looking to purchase good quality

products that they need at decent price in a convenient location for the well-being of their

families and loved ones.

Objectives. 1, 2, 3, 5

Primary message 1. C.R. England drivers leave their families all day so that you can make

dinner for yours at night.

● There is a lot of behind-the-scenes work that goes into your everyday conveniences.

● C.R. England excels at customer service, and they bring you the goods you need.

● All the easily accessible commodities you enjoy must have been brought to your store by

truck drivers.

● These truckers will travel through the day and night to bring enjoyed goods to a store

near you.

● One of C.R. England’s mission statements is to “exceed the expectations of our

customers by delivering exceptional service that surpasses their ever-changing

transportation needs.”

● C.R. England strives to implement policies of prompt delivery and quickly responding to

the unique needs of the customer.

Primary message 2. C.R. England drivers are people just like you who work to provide for

their families.

● You have families, so do they. You have jobs, so do they.


● Truck driving can be a difficult job at times, but it is a job that must be done. These C.R.

England workers are willing to do this job for you.

● C.R. England donated over $1 million in total contributions to the community in 2012.

Strategy 1. Increase the understanding of just how much homemakers rely on C.R. England

truck drivers to bring them the goods they need.

Tactics.

● 30 second TV spots showing the duties of a trucker and encouraging those watching to be

mindful and “Share the Road.”

● Billboards with the slogan “Share the Road.”

● Website with monthly track record of the places where these truckers made their

deliveries and what was delivered.

● Sponsorship of coupons and advertisements of certain products with C.R. England logo

located somewhere on the coupon or advertisement (i.e; X product happily brought to

you by C.R. England).

Strategy 2. Create a friendly relationship between the consumers and the truck drivers

Tactics.

● Facebook/Twitter page with monthly giveaways (gas cards).

● Sponsor county fairs and set up booths to outreach to the consumers through popular fair

trucks rides.

● TV cover stories featuring “A Day in the Life of a Trucker”.

● “A Day in the Life of a Trucker” Blog/Website where the truckers can check in at

checkpoints, and customers/families can follow the trucker along their journeys.

American Trucking Association


The primary advocate for the trucking industry is the ATA (American Trucking

Association). They primarily work with legislators and other people who pass laws concerning

truckers. The ATA was founded in 1933 and many of its members lobby members of the

congress, courts, regulatory agencies, and the executive branch. Thus, it works as the advocates

for the truckers in front of government officials. According to their official website, “ATA is

committed to developing and advocating innovative, research-based policies that promote

highway safety, security, environmental sustainability and profitability.”

Current Relationship. Currently, C.R. England is a member of the ATA but has never

earned any prizes of trucker of the year.

Influentials. The ATA is influenced by the members of the trucking community and the

states’ trucking associations and by policies of the different companies.

Self-interests. The ATA is concerned with safety and the environment. They want to

keep the roads as safe as possible and free from accidents. Also, they try to keep the environment

as clean as possible.

Objectives. 3 and 4

Primary message 1. We at C.R. England give special training on safety to our drivers.

● All drivers need to pass through special safety training before they start working at C.R.

England.

● This safety training includes various road tests, knowledge of road laws and what they

would do in emergency situations.

● Truck drivers at C.R. England are prepared to drive safely for long hours.

Primary message 2. We keep our trucks safe with constant inspections.

● We constantly check our tires, oil, mirrors, motor, battery and other engines of the trucks.


● We have special trained mechanics that take care of our trucks.

Primary message 3. We are concerned with the environment.

● We try to diminish the emission of carbon by prohibiting our drivers to drive over 65

miles per hour and we put special equipment in some trucks that will notify us if someone

breaks that rule.

● We signed an agreement with Shell to increase the number of trucks that use natural gas.

Strategy 1. Increase awareness among ATA leaders that C.R. England has training for

our drivers through a brochure and the participation of some of our drivers in a competition done

by ATA.

Tactics.

● Print and send the ATA a brochure with details on the training all drivers go through

before they start working at C.R. England.

● Nominate our best drivers (the ones with the least number of accidents and other

incidents) for Professional Truck Drivers to be part of the 2015-2016 America’s Road

Team.

Strategy 2: Increase awareness among ATA leaders that C.R. England tries to keep

carbon emissions low.

Tactics:

● Prepare a video that shows our trucks and some employees talking about the environment

and how it is important for us to keep it as clean as possible.

● Send the video to ATA members.

● Send a press release on the contract with Shell that continues the integration of natural

gas trucks.


Business and Working Commuters

The public’s perception of the truck drivers is overwhelmingly stereotypical, with the

drivers seen as incompetent by taking up space on the road or as being unhygienic. The business

commuters who travel to work every day most come into contact with truck drivers. These

stereotypical perceptions are largely perpetuated by this public. Business commuters are

interested in getting where they want to go quickly, and truck drivers are seen as standing in the

way of their commute. They see these truck drivers driving slow on the roads and see them

stopping at pit stops or gas stations. In their mind, they see all truck drivers as one person, and

they do not give them a second glance. They also want to ensure that the route that they are

taking is a safe one. Many motorists associate truckers with danger or car accidents, and this idea

needs to be changed. Another issue that these truck drivers face among this key public is the idea

that the truck drivers are tearing up the road.

Current relationship. These drivers are in contact with truck drivers on an everyday

basis. Because of this, it is important to make an immediate and long lasting impact on these

people.

Influentials. Family, coworkers, peers, government, media

Self-interests. These commuters are concerned with safe driving conditions, getting to

work in a timely manner, their jobs and finances, and the ability to have easy access among roads

and freeways.

Objectives. 1, 2, 3, 5

Primary message 1. Don’t mind us, we’re just like you!

● We all have the same goals in mind: We want to get to we are going and accomplish our

daily tasks.


● We can work together to make the daily commute more bearable and accessible.

● There are many drivers on the road, and it will take effort on both sides to be able to get

where we are trying to go.

● We know that our trucks take up a lot of space, but we have a lot of goods to pack and

deliver so that it arrives safely at a location near you.

Primary message 2. Your safety is important to us, please make our safety important to you.

● Truck drivers must be certified through C.R. England’s driver training program.

● We are just as concerned as you are about road safety.

● There are many things out there that are damaging our roads, but we want you to know

that we are cautious and willing to do whatever we can to ensure your safety.

● One of the company’s mission statements is to“operate so safely and courteously that we

enhance the image of the trucking industry with the public and make safety our

competitive advantage.”

Primary message 3. We are here on the road to make sure that you get your basic needs.

● Our main goal is to transport goods and necessities to a convenient location near you.

● Most of your everyday goods and conveniences are brought to you by a truck driver.

● C.R. England cares about those who are affected by the products they carry.

Strategy 1. Educate the people on the road to the dangerous situations truck drivers face,

and teach them how they can help in these situations.

Tactics.

● Pitch news stories to highlight drivers’ heroics on the road.

● TV/YouTube PSA on driving safety for drivers and truck drivers.


● Spread knowledge of policies regarding driving safety and truck driving regulations

through company website/blog.

● Update company website/blog monthly to include safe driving records for the month.

● Billboards sponsored by C.R. England which target driving-related issues such as texting

and drunk driving and encouraging safe driving sponsored by C.R. England.

● Partner with anti-texting and driving organizations to encourage driving safety.

● Radio PSA on the importance of safe driving.

Strategy 2. Lower the frustration among drivers on the road regarding these truck drivers

Tactics.

● “A Day in the Life” TV cover story.

● Two part documentary airing two Sundays in a row in the month of June “National

Safety Month” about the C.R. England company and the truck driving industry.

● 30-second YouTube stories on featured truckers.

● Place a call number or a website address on the side/back of trucks so that drivers on the

road can call and report their encounter with a specific truck.

● Radio PSA of C.R. England and their promise to the customers.

● Radio announcement encouraging drivers to “like” or “follow” on Facebook/Twitter for a

chance to win monthly prizes.

Evaluation

Objective 1

Criteria: 55 percent of key publics are aware of truck drivers’ contribution to everyday

way within eight months.


Tool: Replication of national survey eight months after campaign launch.

Objective 2

Criteria: 48 percent of public having positive or favorable perception of C.R. England

Drivers within 10 months.

Tool: Replication of national survey 10 months after campaign launch.

Objective 3

Criteria: 40 percent of key publics aware that C.R. England proficiently trains their

drivers within six months.


Objective 4

Criteria: 35 percent of key publics aware that C.R. England is concerned with

environment within 10 months.


Objective 5

Criteria: 35 percent decrease in negative complaints about C.R. England drivers within 12

months.

Tool: Analysis of complaint data with customer service department 12 months after

campaign launch.

Reference

About. (2013). Retrieved from http://www.truckline.com/About.aspx

England, Z. (2014, February 12). C. r. england signs multi-year lng fuel agreement with shell to

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http://www.prnewswire.com/news-releases/c-r-england-signs-multi-year-lng-fuel-

agreement-with-shell-to-support-lng-truck-deployment-in-north-america-245169361.html

Hunt, J. B. (2014). Mission statement. Retrieved from http://www.jbhunt.com/company/about/

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https://ww2.jbhunt.com/appl/publicpraiseinternet.nsf

n/a. (2009). Company warnings. Retrieved from http://www.thetruckersreport.com/company-

warnings/

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http://www.legalinfo.com/content/truck-accidents/federal-trucking-laws-and-

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move-more -than-70-of-all-manufactured-goods-in-2012.aspx

Prime Inc., (2014). Prime values. Retrieved from http://www.primeinc.com/prime-values

Schoen, J. (2013, June 30). Truck drivers not revved up about new safety rules. Retrieved from

http://www.cnbc.com/id/100852239

Wikipedia. (2014). J.B. hunt. Retrieved from http://en.wikipedia.org/wiki/J._B._Hunt

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Documents

Case of the Troubled Truckers