2023 Trailblazer Award Winner: Digital Marketing
ELEVATOR PITCH:
She Drives CFI, a marketing campaign supported by drop & hook, means building a better industry to support women in transportation and logistics. The campaign features two main components: recognizing and honoring the hard work and dedication of CFI's existing female professional drivers through empowering truck wraps and recognitions, and providing resources and guidance to women interested in pursuing a career in trucking. While the campaign is ongoing, Women’s History Month is a time when the campaign shines.
The strategic inbound marketing campaign includes an eBook, landing pages, email marketing, industry leading videography and photography, paid advertising, organic social media, and public relations efforts, She Drives CFI has garnered significant attention and engagement from both the trucking industry and the general public. By highlighting the stories and experiences of CFI's female drivers and providing a valuable resource for those interested in pursuing a career in trucking, the campaign has helped to raise awareness of the opportunities available for women in the industry and break down gender barriers.
The She Drives CFI eBook is a comprehensive guide that includes details on a traveling lifestyle, safety tips, advice from current female professional drivers, and job requirements. It provides a valuable resource for women who want to learn more about the trucking industry and the opportunities available to them. CFI’s truck wraps feature powerful and inspiring images of female drivers that help tell their stories, showcasing their contribution to the industry and empowering women.
Through this campaign, CFI has opened the door to women entering the industry in a traditionally male-dominated field.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
Goal: Lead by example. This campaign should encourage females to enter the transportation industry with a career at CFI and lead the industry in inclusivity.
Achievement 1: 14% of CFI’s professional drivers identify as female, which is above the industry average.
Achievement 2: CFI has been recognized as a “Top Companies for Women to Work For in Transportation” and CFI professional drivers are regularly included in Woman In Trucking’s “Top Woman to Watch in Transportation” annual lists.
Goal: Spread awareness of how a career in trucking should be considered by females across the country.
Achievement 1: CFI’s campaign was featured in local publications like the Joplin Globe and national publications including Heavy Duty Trucking, The Trucker, Four States Homepage, and more.
Achievement 2: Since March 2022, the She Drives CFI eBook was downloaded 589 times. The email campaign, which consisted of four emails about female drivers and life on the road, achieved an average open rate of 29.9%. Overall, the campaign resulted in 1,370 new contacts for CFI.
Achievement 3: We used paid ads to reach new audiences. The She Drives CFI Google Ad campaign resulted in 181.9K impressions and 1,216 conversions, which was 82% of total conversions from Google since March 2022. On Facebook, the campaign earned over 1.7 million impressions.
BLAZING A TRAIL!
Through its innovative and impactful approach, She Drives CFI has demonstrated the power of marketing to drive positive change and support underrepresented communities. By recognizing the contributions of female professional drivers and empowering the next generation of women in trucking, CFI has helped raise the bar for excellence and inclusivity in the transportation industry.
WATCH THEIR VIDEO HERE.
