Strategic Plan Update

By Kendra Ansley, NATM Executive Director

The NATM Board of Directors adopted the 2019-2022 Strategic Plan with three focus areas: support industry growth; be the recognized leader in trailer safety; and maintain the integrity and raise the value of the Compliance Verification Program (CVP). Prior to 2021, NATM checked off projects and programming such as transitioning the CVP to a digital platform for real-time reporting and photo use, adding a Dealer Affiliate program, creating the Dealer Compendium, hosting the annual Workforce Development Summit, and expanding the reach of Trailer Safety Week, which touched more than 90,000 individuals through social media alone in 2020.

In the first four months of 2021, the Association prepared to launch the Online Store; added a Trailer Dealer Committee to guide dealer programming; expanded the Convention to include dealers; provided additional education to compliance staff with industry experts; and, updated enforcement practices for the Compliance Verification Program related to tire recordkeeping, tire placards, and lighting. With roughly 20 months left in the existing Strategic Plan, much work remains to be undertaken in each focus area, with many new programs and benefits on the horizon.

Support Industry Growth

Develop a dynamic program to support growth of the industry to assist in the success of members, which will include: workforce development, technology, and business services.

In the coming months, NATM members can look forward to several new offerings.

NATM will be releasing instructional materials and templates for creating or improving an in-house Quality Management System (QMS). NATM has long recommended members have a QMS in place. As the industry continues to face workforce retention challenges, having a documented system of policies, procedures, and work instructions in place can help onboard employees more quickly, support consistent output, and increase employee engagement. As the cost of doing business increases, a robust QMS can reduce mistakes, waste, and ultimately order cycle times.

In the next 12 months, NATM will be launching a new virtual educational program for trailer technicians—the NATM Academy. Designed to support workforce development and consistency across technician practices, more than 20 courses have been created by industry experts. Courses will cover various trailer systems, teaching students how systems function as well as proper maintenance and repair techniques, including how to identify areas of concern.

Marketing resources are also on the horizon. NATM will be providing members on-demand webinars to support small businesses in their marketing efforts, as well as creating DIY toolkits for in-house marketing to help members make the most of their resources with ease.

NATM staff are also developing additional programming and resources aimed at students and young professionals—creating opportunities for the industry to recruit, engage, and retain employees.

Be the Recognized Leader in Trailer Safety

Establish robust initiatives that effectively raise awareness of the NATM brand with a primary focus on consumers.

NATM is continuing to expand the reach of Trailer Safety Week with new partners and champions gearing up for the fourth annual event June 6-12, 2021. The Association has also begun working with state Departments of Transportation who are looking to be more involved and engaged during the weeklong

campaign. For more information on Trailer Safety Week, visit www.TrailerSafetyWeek.com/interest. Beyond Trailer Safety Week, NATM will be focusing on enhancing dealer benefits with the new Trailer Dealer Committee and an upcoming survey to help guide dealer programming to best meet affiliate needs. While dealers were invited to participate in the 2021 Convention which was unfortunately cancelled, NATM is already working on the 2022 show, creating specialized dealer events and educational tracks. Outside of these efforts the NATM Marketing Committee and staff have developed and are beginning to implement a Strategic Marketing Plan—highlighting the value of compliance and the NATM decal amongst other efforts.

Maintain the Integrity and Raise the Value of the Compliance Verification Program (CVP)

Establish and execute an evaluation process aimed at maintaining the integrity and raising the value of the Compliance Verification Program. Areas to be studied include: recommended practices, inspection team resources/training, and executing recommendations from legal counsel.

In 2019, the Association focused heavily on recommendations from its legal counsel, bringing the program online with real-time reporting, process clarity, and increased information-sharing with members, accomplishing the objectives of the strategic plan in this area. The Strategic Plan requires an annual review of Recommended Practices and in 2021 that requirement was amended to include a complete and thorough review of every item on the NATM checklist. The Compliance Committee is currently working through additional enforcement expansions to ensure the program is adequately verifying process compliance with federal regulation. Further, the compliance team has scheduled trainings with several industry experts to broaden their own knowledge of component parts and member services. This will provide an even better member experience through both the compliance process and ongoing technical support. The NATM compliance team is committed to, and passionate about, increasing the value of the CVP, ensuring its integrity, and expanding their own knowledge-base.

The NATM Strategic Plan includes a number of initiatives, and many releases are expected in the near future. The Association is committed to continuously improving and evolving to meet member needs. Be on the lookout for more information as these programs are launched! For more information about NATM’s Strategic Plan, contact NATM Executive Director Kendra Ansley at Kendra.Ansley@natm.com.