National Tank Truck Carriers

01 — Challenge

Markstein's client NTTC faced a perfect storm: a national truck driver shortage, outdated public perceptions of the job, and little awareness around the safety, stability, and opportunity within the tank trucking industry. They needed a campaign that could both elevate the brand and attract a new generation of drivers.

02 — My role

As lead copywriter for Markstein, my goal was to reposition tank trucking as a smart, rewarding career choice by writing copy that was human, honest, and motivating. I was responsible for:

• Crafting the voice and messaging for the “See Yourself in a Tank Truck” campaign

• Writing all copy for GoTankTruck.com, the campaign microsite

• Creating compelling headlines, CTAs, and ad copy for digital and print placements

• Making technical safety benefits and career pathways feel relatable and relevant to real people

03 — Results

I wrote copy that reframed the tank truck industry—not as intimidating or niche, but as essential, respected, and forward-looking. The tone was direct, grounded, and opportunity-focused.

Key copy elements included:

• Homepage messaging that got right to the point.

• Benefits copy that emphasized competitive pay, safety, and schedule flexibility

• Myth-busting content to address common misperceptions

• A clear, frictionless user journey from ad to site to lead capture

I worked closely with strategists and designers to ensure the copy worked seamlessly across video scripts, landing pages and media placements.

The campaign was named a finalist in PR Daily’s 2024 Social Media & Digital Awards (Employer Branding category).