U.S. Department  of Transportation  National Highway Traffic Safety Administration

Mid Atlantic Region Delaware, District of Columbia, Maryland, Pennsylvania, Virginia, West Virginia

MARKETING COMMUNICATIONS PLAN

OCTOBER 2003 – SEPTEMBER 2004

Marketing Communications Plan
NHTSA Mid Atlantic Region
October 2003 – September 2004

TABLE OF CONTENTS

Introduction

Situation Analysis

Goals

Communications Strategies

Primary Target Audience

The Plan in Action

Calendar: The Plan in Action




 

 

MARKETING COMMUNICATIONS PLAN FOR NHTSA Mid Atlantic Region
October 2003 – September 2004

 

I. Introduction

While this plan utilizes many accepted consumer marketing approaches, it is in essence a social marketing program designed to influence highway safety behaviors of highly targeted audiences to benefit those groups and society as a whole. The programs that follow are based on research and knowledge of segmented audience perceptions, motivations, and actions regarding highway safety. With this information as the communications foundation, modular strategies for individual audience segments have been developed as a combination of both enforcement and communications outreach. Messages focus on proven appeals to each audience segment. Communication channels include a blend of advertising, public relations, promotions, media advocacy, and promotional partners.

 

II. Situation Analysis

This plan addresses two major highway safety issues: seat belt usage and impaired driving.

ISSUE: SEAT BELTS

Studies prove that the application of standard seat belt laws is accepted by all audiences. The most recent vehicle occupant safety survey conducted by the National Highway Traffic Safety Administration (NHTSA) shows 87 percent of the respondents favor seat belt enforcement and buckle up more often in states with primary laws. In NHTSA Mid Atlantic Region, the two jurisdictions with primary seat belt laws (Maryland and the District of Columbia) enjoy usage rates significantly higher than the national average. The other states (Delaware, Pennsylvania, Virginia, and West Virginia) have secondary seat belt laws and report usage rates at/near the 75% national average.

ISSUE: IMPAIRED DRIVING

NHTSA has set a goal of .53 alcohol-related fatalities per 100 million vehicle miles traveled, which would reduce alcohol fatalities by 1,700 this year. To this end, NHTSA Mid Atlantic Region has developed and implemented Checkpoint Strikeforce, the nation’s first border-to-border sobriety checkpoint initiative. Following its first test year, NHTSA Mid Atlantic Region has decided to expand the concept and encourage more involvement from the states and the District of Columbia.

 

III. Goals

OVERALL MARKETING GOAL

Influence audience attitudes and actions to cause and sustain positive behavior and social norms in compliance with highway safety initiatives, primarily those regarding seat belt use and impaired driving.

COMMUNICATIONS GOALS

• Develop and manage a unified communications structure throughout the region in order to achieve consistency of messages and promotional implementation periods.
• Create regional programs that can be leveraged at the state and local levels during and between mobilizations.
• Generate audience acceptance of highway safety practices.
• Motivate state and local highway safety and law enforcement professionals to embrace and leverage communications messages and activities within their own markets.
• Streamline delivery systems so that all participants at the state and local levels receive communications materials in a timely and efficient manner.

 

IV. Communications Strategies

• Develop regional themes and communications during time periods not heavily covered by national NHTSA efforts.

• Create constant highway safety reminders and motivations for target audiences to follow accepted practices.

• Permeate the cultures and lifestyles of target audiences with highway safety messages/activities constantly at the local, state, and regional levels.

• Identify and utilize local and regional spokespersons who can heavily influence behavior patterns of targeted audiences.

• Develop layers of marketing messages and activities in order to reach key audiences at multiple touch points.

• Develop programs that will impact target audiences where they live, work, and play.

• Develop promotional partnerships to leverage communications resources and message reach.

• Dominate the communications mix with earned media and community relations, which provides credibility, cost efficiency, and opportunities to influence audience behaviors at the grassroots level.

 

V. Primary Target Audience

Risk Takers

• Males, aged 18 to 34
• Single
• Youthful, irresponsible, immature
• Self-assured, immortal
• Job-related drinking with peers
• Drinks to unwind, relax
• Drinking is part of a life routine that offers escape
• Likes pop culture, sports television, country music
• Not likely to wear seat belts
• Low education, low disposable income
• Frequents same places, interacts with same people as in teen years
• Limited life experiences, sees limited opportunity
• Emotional Appeals: Fear of enforcement

 

VI. The Plan in Action

The following communications tactics represent the first year of activity designed to achieve the stated overall marketing and communications goals. They are listed by the month when they will appear in the public sector.




October 2003

HALLOWEEN STATISTICS INFORMATION BLITZ

Issue:  Impaired Driving/Checkpoint Strikeforce
Enforcement Strategy:  Participate in news media interviews, photo opportunities.
Promotion:  Halloween statistics information blitz in October with regional news release, local interviews.




November 2003

CLICK IT OR TICKET MOBILIZATION

Issue:  Seat Belts/Click It Or Ticket
Enforcement Strategy:  Increased enforcement.
Promotion:  Tie in with national mobilization




December 2003

CHECKPOINT STRIKEFORCE: LOCAL MEDIA EVENTS

Issue:  Impaired Driving/Checkpoint Strikeforce and Seat Belts/Click It Or Ticket
Enforcement Strategy:  Sobriety checkpoints; law enforcement officers team up with doctors to participate in media events.
Promotions:  News conference to announce mobilization and launch Cops and Docs support tactics.

Sustained Promotional Activity:

1. Letters to the editor of local newspapers signed by local Cops and Docs.
2. Op-ed pieces bylined by local Cop and Doc teams.
3. Online Cops and Docs column (above op-ed pieces posted one at a time on state DOT, NHTSA Mid Atlantic Region, state medical society, and state law enforcement agency Web sites).
4. Cops and Docs bylined articles (above op-ed pieces) in legislators’ newsletters to constituents.
5. Cop and Doc team on radio call-in shows.
6. Television and radio public service announcement scripts.
7. Pro forma news release
8. Talking points.



January 2004

DESIGNATED DRIVER WALLET CARD

Issue:  Impaired Driving/Friends Don’t Let Friends Drive Drunk
Enforcement Strategy:  Increased enforcement near game sites and sports bars.
Promotion:   Designated driver wallet card provided during football playoff games. Card messages: highway safety on front, designated driver information on back.




February 2004

CHILD PASSENGER SAFETY PROMOTION

Issue:  Child Passenger Safety
Enforcement Strategy: 
Promotion:  Support and leverage the national message when known.




March 2004

"MARCH MADNESS" E-MAILS AND MEDIA TOUR MEDIA ADVOCACY: BROADCAST PERSONALITIES’ PUBLIC SERVICE ANNOUNCEMENTS P/A ANNOUNCEMENTS IN THE WORKPLACE

Issue:  Impaired Driving/Friends Don’t Let Friends Drive Drunk
Enforcement Strategy:  Stepped-up enforcement during "March Madness" games.
Promotions: 

E-mails to students from university sports directors and health services physicians. Media tours with spokespersons from MADD, NHTSA Mid Atlantic Region, and local law enforcement officers.
Promotional partners: universities and MADD/SADD.

Public service announcements recorded by local radio and television personalities.
Promotional partners: local broadcast stations.

Public address system announcements and constant e-mail reminders to workforces at local companies.




April 2004

CLICK IT OR TICKET ANNOUNCEMENTS AT HIGH SCHOOLS FORMALWEAR HANGER TAGS

Issue:  Seat Belts/Click It Or Ticket
Enforcement Strategy:  Increased enforcement during prom season.
Promotions: 

During prom season, public address system announcements by local police officers at the end of the high school day reminding students to buckle up or they will get a ticket. Traffic safety checkpoints at/near local high schools. Violators can lose school parking privileges.

Tags on tuxedo hangers from formalwear shops with a message like, "The most important part of what you wear to Prom may be your seat belt." Promotional partners: formalwear rental shops.




May 2004

CHURCH BULLETIN ANNOUNCEMENTS, SUNDAY SCHOOL FLYERS, BIBLE BOOKMARKS, SERMON REMINDERS BORDER-TO-BORDER TRAFFIC SAFETY CHECKPOINTS TEEN EDITORIALS

Issue:  Seat Belts/Click It Or Ticket
Enforcement Strategy:  Border-to-border traffic safety checkpoints.
Promotions: 

Church bulletin announcements, Sunday school flyers, Bible bookmarks, sermon reminders as part of "Buckle Up America" week. Promotional partners: local churches.

Border-to-border traffic safety checkpoints at state and military base borders.

Editorials written by affected teens and published in high school and college newspapers. Promotional partners: local high schools and colleges.




June 2004

CHECKPOINT STRIKEFORCE AND CLICK IT OR TICKET ANNOUNCEMENTS AT BASEBALL STADIUMS

Issue:  Impaired Driving/Checkpoint Strikeforce and Seat Belts/Click It Or Ticket
Enforcement Strategy:  Stadium PSAs.
Promotion:

Checkpoint Strikeforce and Click It Or Ticket P/A system announcements by local police officers and flash announcements on the scoreboard at minor and major league baseball stadiums throughout the region. Promotional partners: minor and major league baseball clubs.




July 2004

MEDIA COVERAGE OF CHECKPOINT STRIKEFORCE MULTI-STATE TEAMS

Issue:  Impaired Driving/Checkpoint Strikeforce and Seat Belts/Click It Or Ticket
Enforcement Strategy:  Interstate coordination of border-to-border checkpoints.
Promotion: 

Media Event: Checkpoint Strikeforce teams of police from neighboring states enforcing the law at >state lines to illustrate the concept of border-to-border enforcement during National Sobriety Checkpoint Month in July.

Border-to-Border-to-Border Checkpoints -  NHTSA Mid Atlantic Region

Border-to-Border-to-Border Checkpoints - Pennsylvania

August 2004

CHECKPOINT STRIKEFORCE AND CLICK IT OR TICKET PUBLIC SERVICE ANNOUNCEMENTS ON RADIO AND TELEVISION

Issue:  Impaired Driving/Checkpoint Strikeforce and Seat Belts/Click It Or Ticket
Enforcement Strategy:  Broadcast PSAs.
Promotion:

Leveraging the messages heard at the baseball stadiums in July, radio and television public service announcements recorded by local police officers. Promotional partner: local broadcast stations.




September 2004

COLLEGE CAMPUS TRAFFIC SAFETY CHECKPOINTS

Issue:  Impaired Driving/Checkpoint Strikeforce and Seat Belts/Click It Or Ticket
Enforcement Strategy:  Sobriety and/or traffic safety checks at/near college campuses.
Promotion:

E-mails to students from college president. Participation requests to college presidents sent from local MADD/SADD chapters. Promotional partners: college presidents, MADD/SADD.

KELLY MICHENER
A MARKETING, BRANDING, & COMMUNICATIONS AGENCY
333 NORTH ARCH STREET, LANCASTER, PA 17603-2922
P.O. BOX 959, LANCASTER, PA17608-0959
PHONE 717 393-9776, FAX 717 393-0443, www.kellymichener.com

MEMBER: AMERICAN ASSOCIATION OF ADVERTISING AGENCIES, WORDWIDE PARTNERS, INC.