Member Survey Helps Guide Communications

Member Survey Helps to Guide WIT Communications

In the past three years, Women In Trucking Association (WIT) membership has more than doubled. To ensure that the organization can best serve the needs of its growing and evolving member base, WIT recently conducted a communications audit.

The research was designed to assess WIT members’ communication needs and preferences, gauge the effectiveness of current communication channels, and identify editorial topics of greatest interest for the future. An online survey was distributed via email to WIT members and prospective members in late September. A total of 216 respondents completed the survey, including Drivers, Corporate Leadership, Operations/Safety/Compliance, Sales & Marketing and Human Resources/Talent Management professionals. While all the communications channels rated quite well among readers, the most popular are WIT e-News, Redefining the Road magazine, social media and the WIT website. However, respondents’ preferences vary significantly by job function, signaling a need for multiple channels.

Topics of greatest interest to members include: Industry News (40%), Leadership (36%), Safety (35%), Regulations (32%), Staying Healthy/Managing Stress (32%) and Professional Development/Advancement (31%). “We’re grateful to everyone who participated in the survey. Understanding the communication needs and preferences of WIT’s audience will enable us to develop the right content in the right channels to improve the member experience,” explains Brian Everett, Publisher of Redefining the Road magazine. n

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