How the ELD Mandate & Other Regulations Will Impact the Capacity Crunch

How the ELD Mandate & Other Regulations Will Impact the Capacity Crunch

Within the month, the electronic logging device mandate will take effect. While shippers have known about the mandate for two years, truckers, shippers and carriers are still concerned about how it will impact capacity.

This post comes to us from Adam Robinson of Cerasis, a top freight logistics company and truckload freight broker.

Paired with soaring manufacturing and tightening capacity within the last month, the electronic logging device (ELD) mandate could cause the capacity crunch to worsen. In addition, other regulations, like changing attitudes and backlash at the environmental protection agency (EPA) and struggling infrastructure in Hurricane-affected areas, could cause further capacity problems. To help prevent the worsening of the capacity crunch, let’s take a closer look at how the ELD mandate and other regulations may affect capacity.

What Is the ELD Mandate?

The ELD mandate is a portion of the “Moving Ahead for Progress in the 21st Century” bill, which was passed by the United States Congress in 2012, explains ELDFacts.com. The bill outlines criteria for highway funding and the use of ELDs for use in a trucker’s Record of Duty Status. Today, the record of duty status is used to record compliance with an existing hours of service (HOS) requirements. Although the ELD mandate is a means to tracking HOS requirements, the two laws are completely different. As a result, but the ELD mandate and HOS regulations may have separate impacts on the capacity crunch.

When Does It Take Effect?

The ELD mandate is set to take effect December 18, 2017, and unfortunately, many owner-operator, truckers have not yet completed the installation of ELDs or found an appropriately authorized and licensed ELD vendor, says Jeff Berman of Supply Chain 24/7. However, the Federal Motor Carrier Safety Administration (FMCSA) will not begin requiring inspectors to place commercial motor vehicle drivers without and installed ELD out of service until April 1, 2018.

Even truckers with prior ELDs installed, which may have been installed before 2012, the upcoming ELD deadline has stringent requirements for what type of ELD may be used and who may install it. Truckers with existing ELDs from the pre-ELD mandate period will be automatically grandfathered into the existing list of ELDs at the end of 2019. Therefore, truckers looking to continue driving for the next two years need to have a new, approved ELD installed no later than the April deadline, if not the preferred December deadline. In the interim, politicians are still in debate about if the costs of installing new ELDs is justified under existing regulations, reports Supply Chain Dive. However, part of the reason the FMSCA has not yet rescinded or pushed back implementation revolves around HOS requirements.

What About HOS Regulations and the Capacity Crunch?

The capacity crunch revolves around how much available capacity is being used at any given time in the trucking industry. As a result, capacity is directly tied to the number of drivers which may be operating at any given time simultaneously. According to the FMCSA, the HOS rules are quite specific for property-carrying drivers. These include the following:

  • Truckers have an 11-hour driving limit, and truckers may only drive a maximum of 11 hours after 10 consecutive hours off duty. Considering the amount of time required to park a truck, take breaks and other activities, it is nearly impossible for drivers to get in a full, 11 hours of daily driving while still obtaining the 10 required, consecutive hours off duty.
  • Drivers now also have a 14-hour absolute driving limit for driving after coming on duty, following 10 consecutive hours of off-duty.
  • Drivers must also take breaks and may only drive if eight hours or less have passed since the end of the drivers last off-duty.
  • Perhaps the biggest impact for the HOS regulation is its specification of how many hours a driver may work within an eight-day period. If the driver drives for seven consecutive days, a trucker may not drive more than 60 hours on duty in the same period. Similarly, driver may not drive more than 70 hours with it in eight consecutive days. This consecutive. Can only restart after a driver takes 34 or more hours off duty.

Considering the HOS requirements, think about what this means for driver completing a two-way trip that requires 10 hours each way. The driver may now be limited to only making 14 total roundtrips within a seven-day period. Prior to the HOS requirement implementation, the same driver could have successfully completed an extra two trips by adding 2.5 hours to the daily driving schedule. Under the new HOS guidelines, the number of trips drivers may make is severely limited.

The Big Picture

The HOS requirements directly revolve around the ELD implementation and vice versa. The ELD will be used to track and monitor drivers existing adherence to HOS regulations, so regulations may adversely affect existing trucking capacity. Shippers need to consider how the ELD mandate and HOS regulations will result in a tightening of the existing capacity upon implementation, and even if the impact is not immediate, it will come to fruition within the next year. Shippers forgoing implementation of the ELD mandate within their fleets could face stiff penalties and other setbacks due to enforcement actions taken by the FMSCA.

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Cerasis talks content marketing and social media

Cerasis talks content marketing and social media

This is the first in a series of blog posts written by Adam Robinson, Director of Marketing at Cerasis.  Founded in 1997, Cerasis is a top freight logistics company and truckload freight broker.

The purpose of this series of blog posts is to give others in our industry and especially those in the manufacturing industry, a guide to create an effective digital, social media, and content marketing strategy which will produce results for your company. If you have followed the Cerasis blog since its launch in March 2013, you have noticed that we work really hard at executing our strategy. The reason we work so hard is because we are passionate about educating the marketplace on information that matters to them. In that way, we want to be the de facto expert in the manufacturing and logistics industries. If we can help those who are our customers and potential customers (manufacturers and distributors) with best practices around logistics and freight, as well as manufacturing industry news, we are continuing our mission of driving long term value (even if we give the information away for free). The result (we hope and have seen) is that people view us as the expert and will want to engage us in a long term relationship as their logistics services provider. We hope this is helpful and you learn something from it!

Background of Cerasis use of Content Marketing and Social Media

  • Company started formal marketing for the first time in October 2012, its 16th year.
  • Little brand awareness, not thought of as a thought leader, but company still grew well by referral.
  • It was important for us to establish our messaging, our target audience, and how we were going to best market the company.
  • We didn’t have any budget for advertising, and with the rise of content marketing, we knew it was important to use social media and content as a way to start marketing and fine tuning the messaging of the company.
  • We finished our market research phase (tips below on how to conduct one), and knew the content and who we wanted to reach.
  • We then looked at all the social media channels and decided which platforms to use and what online communities to join.
  • We built a strategy and started executing our content by simply posting one piece of content every business day.

Digital Marketing Strategy Approach for Cerasis

There is a process to strategic planning in order to lead towards sustainable marketing programs which yield a tangible return-on-investment (ROI). The process starts with understanding where social, digital, content, and traditional marketing fits in the world of inbound lead generation and increased brand awareness.

 social media strategy strategic planning

The goal of any strategic plan should be to find and acquire new customers and to grow existing customer relationships. The map on the next page shows how customer engagements happen online and in general. This map to the left helps us determine Cerasis’s route, analyze where we currently are, and hone in on where we should focus our attention to keep the strategy on track.

So, what are all the results from our social and digital marketing you ask?

Cerasis Quick Stats (Sept 12 to March 14)

  • All Visits to Cerasis.com: 4,476 to 34,461 (669.91% Increase)
  • Blog Visits: 0 to 28,271 (notice how without our content and social media, we would not have grown our website visits to where they are today)
  • Social Media Visits: 4 to 8,546 (214,550% Increase)
  • Search Visits: 711 to 16,275 (2,189.03% Increase)
  • Social Community: 175 users total to 9,635 users total
    • Twitter: 0 to 2,760 Followers
    • FB: 0 to 492 Likes
    • LinkedIn Group Members: 0 to 3,550
    • LinkedIn Profile Connections: 120 to 1,456
    • LinkedIn Company Page Followers: 51 to 529
    • Google Plus Followers: 0 to 662 and over 310,000 views of the Company Page
    • Pinterest Followers: 0 to 188
  • Engagement Numbers:
    • Twitter Mentions/RTs: 14,825/5,721
    • LinkedIn Group Comments: 12,766
    • Facebook Comments, Likes, Shares: 1,484
    • LinkedIn Page Impressions/Interactions/Clicks: 247,359/566/1,560
    • Pinterest Impressions/Repins: 73,698/327
    • Blog Comments: 841
    • Google Plus +1s: 2,976
  • Conversion data (note, leads vary based on industry; 1 sale for us can mean a lot of revenue)
    • Leads From Search Engines: 71
    • Leads From Social Media: 65
    • Leads From Webinars: 52
    • Total Customers Gained: 35

Conclusion

Social media, content, and digital marketing are much like the Pareto Principle: Focus on the platforms and entities which yield the highest results, don’t just do something or be somewhere to do it! It all comes down to strategy! Now, if you have the resources to be on every social media platform, you should, but only if you do it well!