The Indiana Motor Truck Association was struggling to grow its membership. Many in the industry didn’t see the value in joining, especially since the organization didn’t offer financial perks or discounts. Without a clear benefit, truckers and company owners weren’t biting.
02 — The Solution
I created an email campaign that focused on what the IMTA did offer: strong advocacy and meaningful networking. By shifting the messaging to highlight their role as the voice of Indiana trucking and a place to connect with others in the field, we reframed the offer. The tone stayed professional and respectful, but it was also human and approachable. No truck stop slang, just real talk about real value.
03 — The Result
Within six months, membership grew by 75 percent. Once the IMTA clarified their value proposition and launched a clear funnel to bring people in, the response was immediate. The industry saw their worth, and they showed up.
