Dear ReloRow Members, Fellow Movers, Vendors, and Industry Professionals:

I wrote the initial draft of this letter on a plane ride to Florida in January. On the trip back to New York I opened Sky Magazine and read an advertisement entitled "Great Steak Houses of North America". This advertisement was paid for by the Independent Retail Cattleman's Association. It references "The Last of the Great Independents...The owner/operators who give not only fine beef, but their hearts as well."

Every time I see or hear such an advertisement paid for by other associations I am reminded that America's moving industry is missing an opportunity to enhance the image and reputation of our industry.

In their advertisements the U.S. Dairy Association encourages consumers to drink milk, "the healthy choice". The Visiting Nurse Association of America encourages patients to seek out registered nurses who "bring compassionate care to patients and their families, in their homes". The American Medical Association are "physicians dedicated to the health of America" who encourage people to be in control of their medical choices rather than allowing insurance carriers to decide what type of care is needed.

These subtle but powerful messages delivered by these associations and their members impact the marketplace in a manner that improves demand and promotes quality in each respective industry. A positive image is created. As a result, most Americans think it is good to drink milk, they seek out a qualified registered nurse, and they participate in a health plan that allows their doctors to determine the care that is needed.

Unfortunately, movers have failed to execute such programs for their industry. In fact, some misinformed movers choose to compete in the marketplace by themselves telling the general public how badly they will be treated by their fellow movers; that furniture will be destroyed, that shipments will arrive late, and that their most cherished possessions will be put at risk by unscrupulous competitors. This problem is exacerbated by a constant stream of media "exposes", each of which delivers the same negative message about the moving and storage industry.

Anyone hearing these tales, or seeing these media presentations, is lead to believe that using a mover is ill-advised. Unfortunately this is the message that a large number of American consumers have come to believe.

I am not saying our industry is void of problems or that all moves will be perfect. Problems are inherent to our business, but ladies and gentlemen; our ship is sinking, yet there are very few of us who have started to bail.

In order to professionalize our craft we need to tell the real story about our industry and its dedication to serving the people who are in need of our services. Whether it is an elderly grandmother who is moving out of her home of 60 years, or an executive and young family transferring to a new city, the stress of any move requires servicing by caring professionals; professionals who have dedicated their lives and resources to our industry.

At one time I had considered entering the medical profession. After I analyzed all the education necessary to become a professional, (4 years of college, 4 years of medical school, and several years as a resident), I decided to build a career in business instead. I have no regrets, with the exception that the basis for my decision was incorrect. To become an expert in the field of moving I invested 4 years of college, 6 years in public accounting, and 10 years working under the guidance of a mentor. It would have taken less time to become a physician. And yet the public perception of our industry is, to a large extent, that of unskilled laborers who cannot be trusted. In truth, our industry consists of many professionals who have dedicated their careers to providing quality moving and storage services. Because of the value of this service, we deserve to be acknowledged by success and profitability within the competitive marketplace in which we operate.

What is the first step?

By virtue of this document, I am asking Mr. Joseph Harrison of the American Moving and Storage Association to institute and coordinate a nationwide "positive image campaign" for our industry. All moving and storage associations and van lines should be lobbied to participate. Each van line should require each of their agents to join and pay a fee to support the campaign. All forms of media should be utilized in every significant marketplace. The message that this campaign should broadcast would be simple:

• Moving is one of the most stressful events in a person's life, so when you move, seek out a professional to assist you.

• Moving is a profession and moves handled by moving professionals are less stressful than doing it yourself or hiring a fly-by-night.

• Promote the image of moving companies as clean and caring; uniformed professionals who instill confidence in the consumer.

• Teach that a professional mover is a trained mover and training is accomplished through many industry wide programs, such as the AMSA's "Certified Mover Program".

The programs slow start must not discourage its creator or participants. The program must be refueled and relaunched each and every year. It must become a crusade which runs year in and year out for a full decade. Only then will the image of "movers as professionals" be infused within the consciousness of the American public.

We must change public perception of the moving and storage industry. We must participate and support the associations that are doing their best to protect our industry. We must mature as an industry and work to become perceived by the American public as the professional industry that we are. We must support the creation and maintenance of a positive image campaign for all movers.

In order to prosper we need to attract dependable, quality, family people into our industry, but we must be able to afford to pay professional wages and offer competitive benefits to attract such employees. In order to pay and provide these benefits we must raise the fees that are associated with both the intra and interstate segments of our industry. This need will be much easier to accomplish if our industry is perceived as a profession by the American public. Therefore, we must protect our industry from all forms of negative publicity. We must nurture the image of movers as professionals.

I encourage everyone reading this letter to take a moment to write to Joseph Harrison at the American Moving & Storage Association to let him know that you would be willing to contribute to a positive image advertising campaign. I personally would be willing to pay $1,000.00 in the first year and $500.00 in each year thereafter toward the maintenance of a positive image campaign for our industry. Perhaps these numbers discourage you, and if so I ask you this; what is the cost of the continued decline of the reputation of the industry in which you have invested your family's well being?

Sincerely,

Verity Van Lines

Michael A. Maffucci
President
Verity Van Lines
385 Merrick Road
Seaford, New York 11783
(516) 785-7620 Voice
(631) 785-7645 Fax

P.S. This document is available on the World Wide Web at the address http://208.228.83.238/SupportThePositiveImageCampaignFormovers.html

Please take a moment to write Joe Harrison at
the American Moving & Storage Association
to support this campaign...

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-Date-

Mr. Joseph Harrison
President
American Moving and Storage Association
1611 Duke Street
Alexandria, VA 22314

Dear Mr. Harrison:

I support Michael A. Maffucci's call for a national advertising campaign for a "positive image campaign" for the moving and storage industry.

I urge you to institute and coordinate a nationwide positive image campaign for our industry. All moving and storage associations and van lines should be lobbied to participate. Each van line should require each of their agents to join and pay a fee to support the campaign. All forms of media should be utilized in every significant marketplace.

We must change public perception of the moving and storage industry. We must participate and support the associations that are doing their best to protect our industry. We must mature as an industry and work to become perceived by the American public as the professional industry that we are. We must support the creation and maintenance of a positive image campaign for all movers.

I would be willing to contribute to the establishment and yearly maintenance of such an endeavor.

Very truly yours,

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