Before you create an ad campaign, you must first determine whom you want to recruit. Sure, you want drivers, but are you targeting owner-operators or company drivers, regional or long haul, flatbed or dry van, men or women?
Men or women? Why should your ad consider the reader’s gender, aren’t all drivers looking for the same thing…pay, home time, equipment, etc? Not necessarily, if you truly want to recruit women you might consider changing your message and your graphic to be more inclusive....More