Situation

AAA Cooper, a regional less-than-truckload (LTL) freight hauler with 5,200 employees, needed a way to manage referral and retention of their remote employees and to promote safety consciousness throughout the organization.

Solution

All Star assisted AAA Cooper by creating and managing a customized, branded program, Take Action Rewards, that combines an online awards web site with a printed awards catalog. Employees receive points for safety actions such as tenure without preventable accident or injury, qualified corrective and preventative action requests and successful re-weighs, as well as for obtaining new sales opportunities. An array of awards, including logo products, gift cards, electronics, kitchen ware and Amazon media products, was identified and sourced to motivate employees. To engage employees in the new program, All Star and AAA held a slogan contest that received 360 entries. Outreach efforts are underway to employees in the field to increase awareness of the program.

Results

AAA now has 94% of employees— 4,899 active participants— participating in this new safety program. Recent employee surveys showed that 82% of respondents say they work more safely because of the Take Action Rewards program and 71% complete more reweighs. Employees are engaged and redeeming awards on a daily basis, with GPS units, T-Fal® cookware sets and AAA logo products among the most popular choices.