OVERNITE TRANSPORTATION
Overnite Transportation, the sixth largest transportation company in the US was faced with an attempt by organized labor to unionize its work force. An extensive labor and employee communications program to thwart this effort was designed, a key component of which was an immediate research effort into understanding the employee culture of the company. It was discovered that workers at all levels had overwhelming pride in their status as Overnight employees. Using this universal theme, the "Spirit of Overnite" campaign was created using a specifically tailored "slice of life" video , media training, dynamic senior management site tours and Q&A documents. Overnite stemmed the attempt to unionize its employees and grew to the second largest freight shipper and most profitable in the industry.