Dart Puts Heart Into Its Trucking Calendar
Any fleet looking for ways to strengthen relationships with its people might look to Dart Transit Co. At the end of 2002 Dart, among the elite of the big truckload carriers, mailed Year 2003 calendars to its contractors — about 2,000 of them — and other friends. Each calendar came with a letter from President Don Oren.
"So what?" one might ask. Lots of companies send out calendars at the end of the year.
This one's special, starting with a cover that features a fetching photo of a veteran (10 years) Dart contractor's cherubic granddaughter.
Inside the 8- 1/2 by 11-inch format, each of the 12 months is topped with a shot of a rig that pulls for Dart. Another such photo adorns the back cover. The pictures were provided by the leased owner-operators themselves, who compete for $100 for being published. Captions identify the contractor and truck in each picture.
There's a little yellow sticker printed on each calendar page, containing interesting factoids — ranging from safety messages to a bit of soft sell for Dart. Some factoid examples, which all start with "Did you know?":
• 96% of all fatigue-related crashes do NOT involve big trucks.
• People are most sleepy from 2-6 a.m. and 2-4 p.m.
• Dart contractors settled 430,000 bills of lading in 2002.
• Last year, Dart contractors received more than $1 million in paid base-plate bonuses.
• They saved over $1.2 million last year in card fees and fuel discounts with Dart's fuel network.
• 77% of all U.S. communities get 100% of their freight by truck.
• According to AAA, auto drivers cause 75% of car/truck crashes.
There are also two stickers inviting the truckers to enter their own truck picture for inclusion in the 2003 calendar.
The lower right corner of each calendar page features a monthly special offer for Dart contractors from Pro Stop, a maintenance operation affiliated with Dart. The specials include discounts on preventive maintenance work, new tires, batteries and winterizing service.
And for good measure, the company's recruiting offices' 800 numbers appear every month in the calendar.
The calendar, a decade-old tradition, "seems like it gets to be a bigger thing each year," says Steve Gundale, Dart's corporate communications manager. "This year, it's more obvious than ever; people are our most important resource."
Contractors can get extra copies, and the 5,000 press run (cost: about $1.50 per copy) always runs out quickly. Many of the extra copies wind up in customers' hands, delivered by the proud truckers themselves.
The calendar is loaded with attributes to make Dart's people feel like they belong, and to be proud of their chosen careers and the company they work for.
