By The Lions Agency Flagler College. To reduce the amount of accidents between motorists and...
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Transcript of By The Lions Agency Flagler College. To reduce the amount of accidents between motorists and...
To reduce the amount of accidents between motorists and cyclists within two years in Duval County.
Motorists To increase the number of Duval County drivers who know cyclist/driver laws To change the beliefs among Duval County drivers that following cyclist/motorist laws
are in their best interest To change the behavior of motorists in Duval County by following the cyclist/motorist
laws Cyclists To change cyclists’ beliefs that following cyclist laws are in their best interest To change behaviors in following the rules of the road Jacksonville Sheriff’s Office Increase the knowledge and ultimately change the actions of the Duval County law
enforcement in regards to both motorist and cyclist laws
CAMPAIGN GOAL & OBJECTIVE
Primary Audiences: Motorists
◦ Spread awareness and share knowledge, leading to behavior
Cyclists◦ Persuade and change beliefs, leading to behavior
Tertiary Audience: Sheriff’s Department (JSO)
◦ Inform and encourage them to enforce
TARGET MARKETS
Primary: Surveys and Interviews◦ Cyclists told us they know, but don’t follow, the
laws◦ Motorists told us they didn’t know or didn’t
believe in the laws Secondary: Statistics
◦ Florida has 4th highest number of bicycle/car accidents
◦ Most happen after 4pm◦ Males have a higher rate of incidents than
females
RESEARCH
“One Road” Creative concept Unifying logo on all creatives
Promotes safety and mutual respect Various creatives will be placed in media to
deliver the messages of the campaign
CREATIVE OVERVIEW
Distribute to registrants at events Give away at booth events Sell online with proceeds to support campaign
PROMOTIONAL ITEMS
Kickoff event Jan. 18th
Summer Solstice Ride Booth at NYE @ The Landing event Incorporate campaign promotion into
existing NFBC rides and races Get motorists involved with campaign
through events High frequency of advertisements in print
media
EVENTS & MEDIA SCHEDULE
Billboards◦ High visibility and frequency, cost-efficient◦ Wide age range of exposure, while driving
Magazine ads◦ 18-64 readerships
Newspaper ads◦ 65+ readerships
PSAs on television◦ 18-64 and 65+ viewership, wide exposure
Radio spots◦ 18-64 age range, motorists, during drive time
MEDIA SELECTION
Facebook page◦ Engage audience and post relevant information
Twitter feed◦ Find a niche in posting safety tips, ride
conditions, etc. Instagram
◦ Use a hashtag and engage visually with event photos and photo contests
YouTube◦ Post viral video and PSAs to be shared across
other social media platforms
MEDIA SELECTION:SOCIAL
BUDGET Media Budget
◦ Local Radio ◦ Magazine ◦ Newspaper◦ Outdoor advertising◦ Social Media
Creative Budget◦ PSA
( Radio and Video)◦ Promotional
(T-Shirt, Water bottle and reflective decals)
◦ Posters◦ Flyers
Look at if goal was achieved statistically Analyze changes in attitudes and beliefs Determine behavioral changes that
occurred Engagement with audience: numbers and
tone
EVALUATION