When it comes to promoting Alabama’s trucking industry’s career opportunities, Alabama Trucking Association leaders have been proactive in showcasing trucking jobs and the training pathways to landing one.
Always looking for innovative ways to bring more attention to the industry, the Association has launched an eye-catching new public relations initiative that turns its members’ truck trailers into moving billboards for the trucking industry and its workforce development efforts. The program, which will feature up to 15 fully wrapped trailers rolling across Alabama roads and highways, is already gaining momentum with two wraps already completed and on the road.
“Trucking is the backbone of Alabama’s economy, and these trailers are a rolling reminder of that every time they hit the road.” – Josh Vaughn
The idea is simple and powerful: use the massive canvas of a semi-trailer to promote the trucking industry directly to the public. Each wrapped trailer carries the message of the ATA Foundation’s My Trucking Future workforce development campaign, driving awareness of the career opportunities available in trucking to anyone who sees it pass by on the interstate, at a truck stop, or in a distribution center parking lot.
“Trucking is the backbone of Alabama’s economy, and these trailers are a rolling reminder of that every time they hit the road,” says ATA Director of Advocacy and Marketing Josh Vaughn, who spearheaded the campaign’s messaging and design elements. “With a fleet of trailers carrying the campaign’s branding, our industry’s message will travel thousands of miles across the state — and potentially beyond.”
Workforce Pipeline
At the heart of the campaign is the My Trucking Future initiative, Alabama Trucking’s dedicated workforce development platform found at www.mytruckingfuture.com. The campaign is designed to recruit the next generation of professional drivers and diesel technicians by connecting job seekers with the resources, training providers, and industry mentors they need to launch a trucking career.
The numbers behind the campaign make a compelling case for the industry. Professional truck drivers in Alabama earn an average annual income of $71,188, while diesel technicians average $85,951 per year. Demand for both professions is strong, with commercial driving jobs expected to increase by 6% through 2030.
MyTruckingFuture offers prospective industry entrants a step-by-step guide to obtaining their CDL license or diesel technician certification, an interactive map of training providers across Alabama, and the opportunity to connect directly with ATA Road Team Captains — experienced trucking professionals who volunteer their time to mentor the next generation.
The trailer wraps serve as a direct pipeline to this resource, catching the eye of curious onlookers and inviting them to explore the opportunities waiting for them in the industry.
Foundational Funding
The trailer wrap program is made possible through the participation of Alabama Trucking Foundation TITANs — the premier tier of members who have answered the call to support this industry-wide image and workforce campaign. By volunteering their trailers as moving canvases, these companies are putting their equipment — and their brand — behind a mission that benefits the entire industry.
For Alabama’s trucking companies, the driver and technician shortage is a very real challenge. By partnering with the ATA on this initiative, Titan member companies aren’t just promoting the industry in general — they’re actively investing in the future workforce that will keep their own operations running.
Wrap Partners
Alabama Trucking officials are working with two Alabama-based companies to execute the trailer wraps with professional-grade quality. Fleet Trailer & Equipment (FTE), based in Brookside, Ala., brings full-service fleet expertise to the project. FTE’s in-house graphics team handles everything from design and printing to installation and post-graphic inspection. As a company built by truckers for truckers, FTE understands the demands of the industry and is a natural fit for a campaign of this scope.
Utility Trailer Sales of Alabama rounds out the wrapping partnership with locations in both Birmingham and Dothan, making them well-positioned to serve member companies across the state. Utility Alabama’s graphics and wrapping services complement their full suite of trailer sales, parts, and service offerings.
Moving Message
Alabama Trucking has long been at the forefront of efforts to strengthen the state’s trucking industry — from legislative advocacy and safety programs to community outreach and scholarships through the ATA Foundation. This trailer wrap initiative is the latest example of the Association’s commitment to not only serving its members but shaping the public’s perception of trucking and actively building the workforce the industry needs to thrive.
Now, with two trailers already on the road and more on the way, the campaign is just getting started. As the full fleet of wrapped trailers rolls out across Alabama, the message will be hard to miss: trucking is a career worth pursuing, and Alabama is a great place to do it.
