Image Movement Nears First-Year Donation Goal

SAN DIEGO — Industry officials said they are more than 80% of the way to raising $1 million during the first year of their “Trucking Moves America Forward” image campaign.

John Conkin of GE Capital and Kevin Burch of Jet Express made the announcement at the conclusion of American Trucking Associations’ Management Conference & Exhibition on Oct. 7.

The campaign launched in late March at the Mid-America Trucking Show, and since then about $850,000 has been raised, they said.

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“We’ve made great strides,” Burch said. “This campaign is re-energizing the industry and reminding us how we take pride in what we do.”

The initial goal was to raise $1 million per year for each of the next five years.

Pilot Flying J is the largest single corporate donor, having pledged a total of $1.25 million over five years, said Wendy Hamilton, the company’s senior manager of sales, marketing and training.

“Thanks for the passion that you have,” she told ATA leaders and thanked them for their passion toward helping drivers.

Less-than-truckload fleet Old Dominion Freight Line and Love’s Travel Stops are each giving $50,000 a year for five years. Jack Cooper Transport and Great West Casualty were among the other companies praised for their donations.

ATA previously announced a $100,000 donation and the Allied Committee for the Trucking Industry said it will donate another $100,000 on top of its initial donation of $100,000.

An advertising play is the next step to telling trucking’s story, campaign leaders said, citing such things as Highway Heroes and educating lawmakers.

They said that story has three prongs: advocacy, to form messaging for Capitol Hill; engagement, to frame the message for and about state associations; and an internal message for industry allies.

Earlier in the conference, component supplier Meritor Inc. announced a $10,000 contribution over two years to the movement.

“This campaign will help maintain and build a positive image for our industry to ensure that the importance of trucking to America’s economy is well understood. This campaign is the right activity at the right time,” said Jay Craig, president and chief operating officer for Meritor.