AWARD WINNER INSIGHT

2022 IMTA IMAGE AWARD WINNER Panama Transfer, Inc.

It is an everyday effort to showcase and highlight the value of trucking and remind people why we love and appreciate the industry so deeply. Because of the importance of these pro-trucking efforts, IMTA proudly recognizes an IMTA member for their outstanding commitment and efforts in helping the public gain appreciation for value of the trucking industry.

What are some things that IMTA members could do to raise awareness about the industry through public relations without spending a lot of money?

We feel that by educating people about the industry we allow them to better understand the issues our drivers face when moving their products across the nation. Anytime we can get this message out to the public, the more we can change the public perception of our industry. We feel every dollar we spend is well worth the investment.

What are some things that IMTA members could do to raise awareness about the industry through public relations without spending a lot of money?

As an industry we should all promote safety, and perhaps show a softer side to trucking. With the softer side of trucking, we feel employing women is a great step in the right direction to help our industry. One other thing we have found effective is the Share the Road program we have started at our company. We have also entered our equipment into parades and other community events. This puts a face to the truck driver they see and gives us a chance to change the perception of many individuals that the industry touches.

What is the most popular program that you do as part of your public relations efforts? Why is it so popular?

Panama Transfer is a family owed LTL company located in Panama, Iowa, that has been in business since 1957. The company was founded by Jim and Rita Kloewer with the help of Jim’s brother Don in 1957 shortly after Jim’s return from Korea. Jim was a driver in a transportation unit during the War. Jim and Don started with 2 trucks and moved freight at night with them backed up together. Don was killed in a car accident in 1963. Jim and Rita operated it until the company was purchased by Jim’s son Dean Kloewer and son-in-law Mark Crall in 1991. Today we have over 300 employees and service over 5 midwestern states. We still have the same great overnight service Jim and Don had over 60 years ago, but we have stopped backing trucks together to move the freight.

Hands down it is the IMTA show trailer and driving simulator. This is the most important tool we must use to showcase our profession to the public. We have received great reviews from individuals that have participated in it or have seen it. For us it has led to 3 individuals in our area trying to move into the industry to find a driving job.

If an IMTA member committed to one public relations effort - what would you suggest they do?

A campaign to change the image of drivers is the most effective campaign we should focus on. I think we can all agree the public image of a driver in that big rig is tilled in a negative light. We need to make it a more personal thing with the motorists and individuals we interact with daily.

Any other advice on implementing a public relations effort?

Make it a team effort with your employees. A great example of this was the State Fair this year. We ran the simulator for a whole day and had great participation from our employees from different terminals around the state. Fairgoers got to meet a real-life driver or an individual that works in our industry to see what we do.