Canada could experience a shortage of 25,000 to 33,000 for-hire truck drivers by 2020. This shortage could have a huge impact on the Canadian supply chain, resulting in driven-up prices on store shelves. This is concerning. All of Canada, and especially Saskatchewan as a land-locked province, moves by truck. The trucking industry is also made up of more than truck operators: dispatchers, mechanics, administrative staff, and more, are all parts of the greater supply chain.

There are two main goals that the STA is aiming to achieve with this campaign. The first goal is to change the image of the trucking industry in Saskatchewan to a more positive one with the goal of increasing industry entrants. The second goal is to provide STA Members with the tools to join the effort.

Marketing Campaign

This will be a marketing campaign. The STA is developing messaging and collateral (such as images for social media, videos, etc.) that will be made available to Member companies that can be distributed to help shape the image of trucking in Saskatchewan.

This campaign will target several key demographics: career pivots (individuals who will be ready for a change by leaving a current position, retired and wish to continue working or recently unemployed), new Canadians, youth, and women. These are previously untapped demographics that have probably never looked to the trucking industry as a career option.

New Opportunity

By working together, the STA and its Membership has the opportunity to change public perspective of the industry and attract new industry participants.

As proactive trusted advisers, the STA is a knowledgeable membership association that represents the collective interests of the truck transport industry through authentic advocacy and education, representing the trucking industry in Saskatchewan since 1937.