The United States has a massive shortage of truck drivers. According to a recent study, more than 80,000 drivers are needed to make up for the shortage. It is believed that by the year 2030, there will be a shortage of 160,000 truck drivers. Put simply, fewer drivers means longer delays in the shipping of goods. New Hampshire was poised to buck this trend. So, the NH Department of Transportation and Department of Business and Economic Affairs decided to take action, engaging wedü to develop a program to attract CDL drivers within the state.

wedü crafted a dynamic campaign to revolutionize the commercial driving landscape in New Hampshire. Our mission was clear: boost awareness and significantly expand the state’s pool of commercial drivers. We set out to create a cohesive and powerful brand identity for the New Hampshire DMV/CDL, ensuring it resonated with potential drivers across the state.

At the heart of our strategy was a comprehensive communication plan designed to demystify the CDL application process. We took on the challenge of explaining complex federal law changes and their impact on licensing requirements, making this information accessible and engaging for the public.

Recognizing the importance of supporting aspiring drivers throughout their journey, we developed a suite of innovative resources. These tools were carefully crafted to guide candidates from their initial application through education, testing, and ultimately to success in obtaining their CDL. Our approach was designed to minimize dropouts and maximize the number of qualified commercial drivers entering the workforce.

This energetic campaign not only aimed to increase the number of CDL holders but also to strengthen New Hampshire’s transportation industry as a whole. By combining clear communication, strong branding, and supportive resources, we created a pathway for aspiring commercial drivers to turn their career aspirations into reality.

wedü launched a digital-first campaign that targeted three distinct driver profiles: Long Haul road warriors, Regional/Local champions, and dedicated School Bus operators. Our advertising strategy funneled potential drivers to a dynamic landing page, serving as the campaign’s nerve center. This landing page quickly became a powerhouse of engagement, featuring compelling content that not only educated but ignited the passion of aspiring CDL drivers. We implemented dynamic content, ensuring that each visitor received a tailored experience based on their entry point. The page came alive with interactive elements, including comprehensive information on the driver’s journey, downloadable resource guides, an innovative earnings calculator that brought potential salaries to life, and a robust FAQ section addressing every conceivable question.

To elevate the learning experience, we produced two training videos that became the gold standard for CDL exam preparation. These were designed to be immersive experiences. We captured every detail of a full truck walkaround, featuring an official state inspector demonstrating proper techniques. The videos seamlessly complemented the training manuals, creating a cohesive and powerful learning tool.

Our approach ensured that aspiring commercial drivers had access to top-tier resources at their fingertips, empowering them to confidently pursue their CDL license. By combining hyper-targeted advertising, interactive elements throughout the landing page experience, and easy-to-consume video content, we created an ecosystem designed to transform interested individuals into qualified commercial drivers ready to hit the road.