Michigan Trucking Association

Overview

Known as Michigan’s skid pad, the Michigan Trucking Association Center for Decision Driving teaches professional truck drivers defensive-driving techniques both in the classroom and behind the wheel.

Challenge

Messaging and advertising about the skid pad training program were sparse and struggled to reach the right audiences. Training registrations were at an all-time low. The driving center needed:

• Clear messaging that communicated the unique benefits of the skid pad to key audiences.
• High-impact strategy to maximize visibility and engagement across multiple channels and drive program sign-ups.

Solution

Campaign Messaging

Developed a creative messaging campaign to relate the purpose and mission of the skid pad to key audiences in an engaging way.

Paid Media Execution

Created and executed a strategic paid media campaign through social (Facebook and LinkedIn) and digital display ads.

Results

Digital Display Ads

Paid Social Ads – LinkedIn and Facebook