The First Word - Beyond Fleet: It’s About D@%! Time!

This week NAFA launched Beyond Fleet, an all-out marketing, communications, and public relations blitz to spread the word about the importance and value of professional fleet managers and the fleet management profession. And as I said in an exclusive interview with Fleet Management Weekly Editor Janice Sutton, "it’s about d@%! time!"

NAFA has long been the association for professional fleet education, certification, and networking. Frankly, there’s no better place to go. However, we fell short in the area of standing up for fleet managers and promoting the profession of fleet management. Sure, we did a few related things a couple of years back, like accepting an offer from Ed Bobit to place free ads about the CAFM program in his FleetFinancials magazine, but we never had a concerted effort to be your advocate. Beyond Fleet is the answer to that.

The best thing about Beyond Fleet is that you – fleet managers – set the direction for the program. Last summer we asked you about the issues you face in promoting yourself to your boss, what tools you need to do this work, and what you want NAFA to do about it. We even asked you about your bosses so we could understand where and how to reach out to them with the appropriate messages. In the fall, we conducted a closed-door demonstration of the Beyond Fleet program to the entire NAFA Board of Governors to get their reactions and feedback. And, as a final step, we held a private webinar for NAFA’s Corporate Fleet Advisory Council to get their input and direction to make some final tweaks.

Based on all of that input, and with the enthusiastic backing of NAFA President Douglas Weichman, CAFM, and the entire NAFA Board of Governors, the NAFA staff created an extensive program that includes:

Ads in publications read by your bosses and the people they report to
Press releases and stories to those same publications about fleet managers and fleet management
Ads in industry publications
Letters to Members’ bosses explaining what fleet managers do and what their value is
Powerpoint presentations Members can use to show their bosses their value
Video and audio testimonials
Presentations at industry meetings
Special events at I&E

For Beyond Fleet to really be successful, it will need the support of public media outlets as well as those that cover the fleet industry or segments of it. We will also need the support of industry suppliers and you – the fleet managers.

To begin this effort, last week I held a press conference to announce Beyond Fleet to the fleet media. Journalists from Bobit Business Media, Automotive Information Network, Inc., and Rousseau Automotive Communication were the first to hear about the program. Combined, these three companies publish more than a dozen publications and have e-media outlets and websites that blanket the entire fleet market. I am pleased that within hours of the press conference all three companies had announced the Beyond Fleet program; I anticipate their continued support will help the program gain even greater momentum.

Next month, we will begin our reach to the public media with an ad in BusinessWeek magazine since that’s the publication the majority of you indicated you and/or your bosses read on a regular basis.

Just as we are reaching out to media, we will also be reaching out to the OEMs, fleet management companies, industry suppliers, and others for their support of the Beyond Fleet program, too. With the cost of media "buys," sponsorships and/or endorsements from these Affiliates would be greatly appreciated and would be a great way to show support for NAFA and the fleet profession.

On the subject of cost, aside from the overall objective of Beyond Fleet, the best thing about the program is that every NAFA Member has free and complete access to all of the resources in the program. The NAFA Board of Trustees made a conscious decision to fund the entire Beyond Fleet program out of the 2012 operating budget, without increasing your dues or fees. As President Weichman said, "this is the right thing to do if NAFA truly wants to live up to its mission statement. We owe this to the membership."

I couldn’t agree more with Doug. As someone who has been around NAFA since 1985, I know how long overdue this program is. In fact, when my staff presented me with the first ad concepts last summer it was such an intense moment of joy, relief, and thankfulness that I teared up. I knew, absolutely knew, that this was the right thing to do, not only for NAFA but for each and every one of you.

I encourage you to visit the Beyond Fleet website at www.BeyondFleet.com and take advantage of all of the resources there. We will continually add new materials and resources, so please let us know if you have items to share. Also, please let us know if you are looking for something particular that isn’t yet on the site.

I am proud to finally be able to say that NAFA is here for you, fighting for you, and standing by you to get you the recognition you deserve.

Sincerely,

Phil

P.S. - You can see part of my exclusive interview with Fleet Management Weekly Editor Janice Sutton by following this link (it’s either the main video, or one of the videos on the right side of the page).

NAFA Fleet Management Association
125 Village Blvd., Suite 200
Princeton, NJ 08540

Telephone: 609.720.0882 Fax: 609.452.8004