Challenge:

The Competence Development department of Volvo Trucks North America provides training to dealers and dealership employees across North America, Canada, and Mexico. As a communications specialist for the department, I was fortunate enough to be asked to take the lead on developing a training program aimed at developing young professionals into Volvo Trucks technicians. I was given three main points to include - job security, less debt than college, and how the idea of truck technicians has changed over the decades - everything else... up to me

​Solution:

Because DATE is a program and not a brand it was important to retain Mack/Volvo brand integrity and at the same time give DATE its own voice within those parameters. I first decided that in order to appeal to a younger audience, the brand messaging needed to be relatable. I developed the tagline "Let's get real about your future." From there, I developed all writing for scripts and brochures. In order to save money, I designed all brochures and sourced the printing and kitting to a local agency.

​Project Input:

Copywriting, all script writing, creative direction, graphic design, budget and timeline management, vendor procurement, brand guidelines, talent selection, photo art direction

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Team: Cortni Witherspoon of Clever Doodle Design for

Mack Trucks, Union, Graphic Visual Solutions