Table of Contents Agency Name………………………………………………………………………..3

o Mission………………………………………………………………………...3

o Past Clients………………………………………………………………….3

Biographies…………………………………………………………………………..4

Executive Summary………………………………………………………………5

Client Background………………………………………………………………..5

S.W.O.T………………………………………………………………………………….7

Situation Analysis…………………………………………………………………8

Informative Secondary Research………………………………………….9

Key Publics and Audience Analysis…………………………………….10

Primary Research……………………………………………………………….11

Proposed Additional Primary Research……………………………..12

Overall Campaign Goal……………………………………………………….13

Objectives / Strategies / Tactics…………………………………………13

Creative Element………………………………………………………………..14

Calendar……………………………………………………………………………..15

Budget………………………………………………………………………………..17

Evaluation…………………………………………………………………………..18

Appendix…………………………………………………………………………....19

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Agency Name: JJAM Public Relations

Our Mission: It is our mission to provide results-oriented marketing, advertising and public relations developed to meet our clients’ needs by delivering strong communications ideas and exceptional customer service. We are determined to provide each individual with a unique and creative experience. We strive to build long lasting relationships with our clients and customers as individuals.

Past Clients: Jacksonville Sherriff’s Office, AAA and Florida Highway Patrol

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Agency Staff Biographies:

Jeffrey Beltran- Jeffrey Beltran is a public relations professional with over 30 years of experience currently living in Jacksonville, Florida. He is a retired combat and production controller in the United States Air Force. He currently serves on multiple advisory boards, K9s For Warriors and the AP Stylebook in reference to new changes.

Jen Cialfi- Jennifer Cialfi earned her bachelor’s degree from the University of North Florida in Communication with a concentration in Public Relations. She received her master’s degree in Music Business from New York University. Cialfi went on to work as the head of the public relations department for Columbia Records in New York. She then came back to Jacksonville to work as the Communications and Marketing Director for the American Heart Association, where she helps with the promotion of local events.

Amelia Morrow- Amelia Morrow has worked as an event planner for 33 years. She began her work with One-Spark in Jacksonville, Florida and then moved to Washington, D.C. to work as an event planner for the White House. For 10 years she was the executive coordinator of White House events. Three years ago she moved back to Jacksonville to take care of her family. She settled down and began her own event planning business, Amelia Events, where she puts together campaigns and events all over Jacksonville and the greater Jacksonville area.

Monica Moya- Monica Moya is the Media Liaison at JJAM Public Relations. Moya earned her bachelor’s degree in Communication with a concentration in Public Relations at the University of North Florida and her master’s degree in Communication at Florida State University. She went on to work as an event planner for Young At Art Museum, a non-profit children’s museum in South Florida, before coming to JJAM.

Executive Summary:  

Distracted driving is responsible for thousands of fatalities and injuries a year, mostly from texting while driving. It is especially problematic in younger drivers. The goal of this campaign is to educate our target audience about the risks of distracted driving and make them aware of their driving

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habits.

The campaign targets young drivers between the ages of 16 and 22 years old living in the Jacksonville area. We will be hosting real-life driving scenario courses sponsored by Progressive and the Jacksonville Sherriff’s Office. These courses will test the reaction time of distracted drivers by allowing them to participate in various drills throughout the course while recording live results. We will be implementing a social media campaign to encourage the importance of putting your phone away and paying attention to the road while driving. We will also incorporate guerilla marketing tactics by partnering with car air-freshener distributors. We will be placing a Progressive logo with a no texting and driving message on them. We will also be hosting a 5K to raise awareness of the importance of safe driving.

JJAM has conducted primary research and utilized secondary research to customize this campaign to the appropriate publics. We will study pre and post survey results to help measure the success of the campaign after it has finished.

JJAM wants to raise awareness of the importance of safe driving. Following safe driving habits is the best way to prevent fatalities and injuries from occurring due to distracted driving. Following safe driving habits will help keep the roads safer and lives spared.

Client Background:

According to Progressive’s website, Progressive Mutual Insurance Company was founded by two young lawyers, Joseph Lewis and Jack Green, on March 10, 1937. They wanted to provide vehicle owners with security and protection, and they thought an insurance company was a good investment for two lawyers just starting out. 

Since the beginning, Progressive has taken a pioneering approach to automotive insurance. They wanted to approach auto insurance in a way like no other company had. They offered drive-in claims services before any other auto insurance company and were the first to allow customers to pay their premiums in installments. Progressive’s vision has always been to reduce the human trauma and economic costs associated with automobile accidents. They provide their customers with services designed to help them

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get their lives back in order again as quickly as possible.            The company was moved to downtown Cleveland in 1951, and in 1955 Jack Green became CEO after Joe Lewis died. Peter Lewis, Joe’s son, then began his work with Progressive. Peter immediately began looking for ways to distinguish the company from its competitors. In 1956, Progressive Casualty Company was formed to write auto insurance for high-risk drivers. The Progressive Corporation was brought about through growth and expansion in the 1960s. Peter Lewis became CEO in 1965 and he held the position for 35 years until Glenn Renwick, current CEO and President, took the job.            Progressive continued to grow and innovate throughout the years. The company became public in 1971 and three years later, the company moved its headquarters to the Cleveland suburb of Mayfield Village. Progressive saw steady growth and surpassed $1 billion in premiums in 1987. From the mindset of wanting to approach auto insurance in a way like no other company had, Progressive accomplished many achievements.            According to the Progressive website, the company values integrity, honesty, high ethical standards, and providing timely, accurate and complete financial reporting. They strive to continuously improve in order to meet and exceed the highest expectations of their customers, agents, shareholders, and people.            Progressive was recognized as the largest seller of auto insurance through independent insurance agents in 1992 and it surpassed $2 billion in written premium in 1994. They changed their claims focus in the early 2000s to provide a better overall experience for every party involved in a claim, including the customer and the body shop. This focus helped launch their concierge level of claims service in 2003.             Currently, Progressive is one of the largest auto insurance groups in the United States, thanks to innovations including comparison rates and 24/7 customer and claims services. Their growth continues at a steady pace; between 1996 and 2005, Progressive grew an average of 17 percent per year, from $3.4 billion to $14 billion. Top competitors in the insurance sector include other well-known insurance companies such as Geico Corporation, State Farm Mutual Automobile Insurance Company, and Allstate Corporation.

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S.W.O.T.:

Strengths:

The message of the campaign is something that can resonate with our target audience to capitalize on the Drive Safe Today program. 

Our marketing techniques, via print and social media, will help reiterate safety as a priority and attentive driving habits.

We plan on promoting driver’s safety and how the consequences could have a trickle down effect.

It shows that Progressive is a successful insurance company and that it appeals to the humanitarian and civic responsibilities to society.

Weaknesses:

Target audiences of 16-22 year olds have concerns other than texting and driving. But according to a recent study on CNBC, 40 percent of them use their smartphones while stopped at a red light.

This could potentially not affect the target demographic directly (i.e. parents pay their insurance) so this wouldn't be a real issue with them.

This could be viewed as not trending on social media without a celebrity endorsement. We suggest using Jacksonville native, Tim Tebow, who has participated in various non-profit and charitable organizations. He is viewed as trustworthy and partnering our message with him could deeply resonate with our target audience. 

 

Opportunities:

Our target audience tends to watch a lot of digital media such as, Netflix, Hulu, and HBO GO, so running responsible and resonating ads will reach target audience.

One main objective is to market via social media since our target audience is active on Facebook, Twitter, Instagram, Snapchat, and YouTube.

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We could reach the parents and/or guardians of our target audience to help reiterate our safety message.

 Threats:

Other insurance companies could be pressing the same message that we are trying to market, so it could be viewed as redundant.

Our budget could restrict how far our reach is when it comes to our target audience.

The message could potentially be viewed as disingenuous and strictly a publicity stunt to get people to switch to Progressive.

Situation Analysis:

The situation that Progressive Insurance is facing involves young distracted drivers. According to the American Automobile Association and other Highway Safety Institutions, six out of 10 car crashes result from distracted drivers totalling 3,000 fatalities and 400,000 injuries per year. Distracted driving can be caused by a variety of things but the most common cause of distracted driving accidents is a result of texting while driving. New voice-based technologies are causing concerns about distracted driving also.

Progressive wants to run a campaign to raise awareness about distracted drivers between the ages of 16-22, not only because of the safety statistics, but also to live out the company vision: to “reduce the human trauma and economic costs associated with automobile accidents” (Progressive.com). Progressive will do this by reaching out to the audience through social and traditional media outlets to inform and educate young drivers about distracted driving, its consequences, and how they can make the best decisions while driving.

Informative Secondary Research:

Distracted driving in young adults is the number one cause of car accidents today. According to the National Highway Traffic Safety Administration (NHTSA), in 2013, there were 3,154 people killed and 424,000 injured in accidents caused by distracted drivers. Those numbers represent “10 percent of all fatal car crashes and 17 percent of all accidents” that cause injuries (End Distracted Driving). Researchers believe that young drivers are the

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most distracted drivers because they are inexperienced. Experts say that inexperienced drivers tend to overestimate their multitasking-while-driving ability (End Distracted Driving).

What is distracted driving? According to NHTSA, distracted driving is “any activity that diverts a driver’s attention away from the primary task of operating a vehicle, such as texting, using a mobile phone, eating, drinking, talking, grooming, reading, using navigation systems, watching videos or adjusting audio devices” (coj.net). Further, there are three different types of distraction while driving: manual, visual and cognitive. A manual distraction is any physical movement, like reaching to change the radio station. A visual distraction is any instance where a driver looks away from the road. A cognitive distraction is when a driver’s mind wanders away from the task of driving (End Distracted Driving).

Drivers who talk on cell phones while driving increase the risk of a crash by four times. This is the same risk drivers take after drinking alcohol. Drivers double that crash risk if they text while driving (End Distracted Driving). Texting is the worst form of distracted driving because it involves all three types of distraction: manual, visual and cognitive. Researchers estimate that sending or receiving a text message while driving distracts drivers for five seconds and about 300 feet. For that time and distance, the car is “essentially out of human control, driving itself” (End Distracted Driving). This is the reality that drivers face while using mobile phones on the road and yet it is estimated that 660,000 drivers use their cell phones while driving during the day. The Progressive Campaign is needed because researchers say that number (660,000) is increasing, which means that drivers don’t take the risks seriously (coj.net).

In a survey by the American Automobile Association for Traffic Safety (AAA), “90 percent of drivers recognized the danger from cell phone distractions and found it ‘unacceptable’ that drivers text or send e-mail while driving. Nevertheless, 35 percent of these same people admitted to having read or sent a text message or e-mail while driving in the previous month” (End Distracted Driving). In addition, 88 percent of drivers found talking on the cell phone to be a threat and yet 66 percent admitted to talking on their cell phone while driving (End Distracted Driving). The ratio of what people claim to believe and what they actually do is shockingly disproportionate. This is why a campaign that promotes safe driving in young drivers is vital to change the distracted driving statistics that our nation, our state, and the

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city of Jacksonville face.

Key Publics and Audience Analysis:

The target audience that the Progressive Insurance Campaign is reaching are young drivers ages 16-22. These drivers are in high school or college and make up the highest percentage of accidents caused by distracted driving. The focus of the Progressive Insurance campaign is on distracted drivers in the Jacksonville area.

Public Name: Young Distracted Drivers (YDD)

Demographics:  

According to the ZIPMAP database, the YDD population for the Progressive campaign falls in the following ZIP codes: 32202, 32204-12, 32216-19, 32221-28, 32246, 32250, 32254-58 and 32277.            According to the DemographicsNOW database, YDD fall just under 27.8 percent of the total Jacksonville population. Female YDD make up 13.3 percent of the Jacksonville population and male YDD make up 14.5 percent of the Jacksonville population. As of 2014, 8.6 percent of Jacksonville is in High school and 29.1 percent is a high school graduate.            According to DemographicsNOW, 88.4 percent of the Jacksonville population owns a vehicle and only 21.7 percent has Auto insurance. In addition, 25.7 percent of the Jacksonville population has visited an auto repair service dealership and 27.2 percent has visited an auto repair service garage in 2014. These visits do not fall under oil change or paint job categories, but are mostly as a result of car accidents.

Psychographics:

According to the Mosaic USA details on DemographicsNOW, the majority of YDD are from middle to upper class families that can afford to own more than one vehicle. A minority of the population owns their own vehicle. Most YDD drive cars because they and/or their parents live in suburban neighborhoods in Jacksonville and they need to commute to high school or college. If they don’t use a car during the week, they are found borrowing a

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parent’s car on the weekend to visit friends.            According to the Mosaic USA details, YDD feel carefree at the end of high school and beginning of college years. This carefree attitude makes them feel comfortable in themselves and in their life. In addition to the carefree attitude, their lives have recently gotten busier with college applications and the transition to being in college or working full time out of high school. This change causes them to be tired and in sensitive states of life.

Primary Research:

For preliminary primary research, we created a survey through Survey Monkey asking young drivers between the ages of 16-22 about their safe driving habits.

This will help analyze how distracted young drivers are as they drive, how many are following safe driving habits, how many are not and what the most effective method of reaching them is. 

The survey results were very informative. 63.16 percent said they sometimes text and drive, 31.58 percent admitted to texting and driving and only 5.26 percent do not text and drive. When asked where they keep their phone while driving, 57.89 percent said they always keep their phones within eyesight, 36.84 percent said they keep it on their lap and only 5.26 percent said they keep their phones inside their phone/bag. 78.95 percent said they charge their phones while driving and 73.68 percent said they put on makeup while driving. When asked how often they are likely to answer a phone call while driving, 57.89 percent said they almost always answer a phone call, and only 5.26 percent said they seldom or almost never do. When asked how often they are likely to answer a text while driving, 15.79 percent said they almost always do, 36.84 percent said they answer texts frequently, 31.58 percent said they occasionally do, 10.53 percent said they seldom do and only 5.26 percent said they almost never do. When asked how often they make calls while driving, 36.84 percent said they almost always do, 47.37 percent said they make calls frequently, 15.79 percent said they occasionally do and none said they seldom or almost never do. When asked how often they are to answer texts while driving, 15.79 percent said they almost always send texts, 36.84 percent said they send texts frequently, 10.53 percent said they seldom do and only 5.26 percent said they almost never do. 64.82

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percent notice billboards while driving. When asked what they do if they must be on the phone while driving, 42.11 percent said they almost always keep the call on speaker, 27.78 percent said they almost always use Bluetooth, 22.22 percent said they hold the phone to their ear, 15.79 percent said they keep the phone in their lap while driving, and 15.79 percent said they almost always hold the phone to their ear. 10.53 percent of the young drivers said they almost always drive with passengers in their car while 78.95 percent said they sometimes do and 10.53 percent said they never do. 44.44 percent almost always play music from their own phone while driving, 27.78 percent sometimes do, and 27.78 percent said they never do. The final question, how often do you change the radio while driving, 68.42 percent said they change the radio very often while driving while 31.58 percent said they somewhat often change it.

Proposed Additional Primary Research:

In addition to the survey sent out to the targeted audience, our campaign would also include in-person interviews of our targeted audience. Representatives would be sent out to local universities including UNF, FSCJ, JU and local high schools including Episcopal, Bolles, Providence, and others to collect video footage responses of drivers ages 16-22. Interview questions would include any of the following: Do you text and drive? Do you consider yourself a distracted driver? Do you know someone who has been in an accident caused by distracted driving? Have you been in an accident caused by distracted driving? Do you think it is important to stay focused while driving?              Using these responses and the video footage from the interview would be a vital piece for advertisements on social media because it will create a connection for the audience. For 16-22 year olds watching their peers confirming the information that the company is giving out through the campaign will be extremely more memorable and create more credibility for the audience.

Overall Campaign Goal:

We plan on educating our target audience on the risks of distracted driving and making them aware of their driving habits. With this campaign,

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Progressive will be directly associated with safe driving habits for young drivers in the Jacksonville area.

Objectives / Strategies / Tactics:

Objective 1: To reduce overall texting and driving accidents by 20 percent before the end of summer 2016.

Strategy 1: Create a real-life car crash scenarios in which university students and young people will be able to see the realities of poor reaction time of distracted drivers. Research shows that young drivers tend to overestimate their multitasking-while-driving ability. Providing a mock real-life situation proving the reality of driving distractions and the consequences of driving distractions will provide a more memorable and intense awareness about driving responsibly.

o Tactic 1: Partner with the Jacksonville Sheriffs Office to create a driving course to test reaction time of drivers

o Tactic 2: Take Jacksonville Sheriffs Office driving course to UNF, JU, FSCJ and public high schools around the Jacksonville area

o Tactic 3: Give out flyers, magnets, stickers, and car fresheners to help drivers remember to drive responsibly as they are in their car

          Objective 2: To increase social media awareness about distracted driving by 25 percent by the end of summer 2016.

Strategy 1: Run vivid and educational social media ads that about the dangerous realities of distracted driving and how drivers can prevent distraction while driving. Many young drivers are constantly on social media and on their phones. Running ads daily provides a reliable and consistent way of reaching young drivers with the message against distracted driving.

o Tactic 1: Run educational social media ads on Facebook, Twitter, Instagram and Snapchat daily

o Tactic 2: Create the hashtag #PutItDown to create a social media movement about distracted driving prevention by putting the phone down while driving

o Tactic 3: Create a social media contest in which social media users will post a picture of a loved one that they decided to

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#PutItDown and drive responsibly for

Objective 3: To expand coverage about distracted driving in 5 First Coast media outlets and university publications throughout spring semester of 2016.

Strategy: Many High schools and college campuses have newsletters and magazines advertising what’s going on around campus and around the city. These create opportunities to reach our target audience with the #PutItDown message against distracted driving. The radio is also a great opportunity to reach young drivers with the campaign message as many will listen to music on local stations while in the car.

o Tactic 1: Run distracted driving awareness PSAs weekly on radio and television stations in Jacksonville

o Tactic 2: Advertise for and host a “Have a Heart” 5k run/walk the day before Valentines day promoting the #PutItDown message against distracted driving

o Tactic 3: Advertise the #PutItDown campaign throughout University and High school newspapers and newsletters like the UNF Spinnaker and Folio Weekly

Creative Element:

#PutItDown

Our social media contest will incorporate our hashtag and allow our target audience to show who they “put it down” for. Participants will be able to share pictures of their friends and loved ones to show why they don’t drive distracted.

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Calendar:

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Budget:

Tactics and Materials:Costs Per Item Quantity Subtotal

Driving SimulatorJSO traffic Donation $5,000.00 1 $5,000.00Total Simulator Costs $5,000.005K/WalkPolice security/traffic $20,000.00 1 $20,000.00Set up / Clean up volunteers $0.00 100 $0.00Portable Restrooms rentals $75.00 20 $1,500.00Food/hydration TOTAL $3.00 3000 $9,000.00

-Bananas-Oranges

-Panera Bagels-Waters

T-shirts $3.86 3000 $11,580.00Medals $2.00 3000 $6,000.00Timing $2.00 3000 $6,000.00Entertainment $5,000.00 1 $5,000.00Facility Rental $3,000.00 1 $3,000.00Tent Rental $500.00 2 $1,000.00Table Rentals $8.95 20 $179.00Chair Rentals $1.50 40 $60.00Certification $500.00 1 $500.00Prize giveaway (I-pad Mini) $500.00 2 $1,000.00Bib Numbers $0.25 3000 $750.00Insurance $1,000.00 1 $1,000.00Photographer/Videographer $3,000.00 1 $3,000.00First aid/medicine $1,000.00 1 $1,000.00Cost for individual Racer $15.00 2000 $30,000.00Cost for Group Racers (4) $32.00 250 $8,000.00Total 5K costs $32,569.00AdvertisingMagnet (set of 25 at Vistaprint) $8.36 20 $167.20Social media ads $0.00 150 $0.00PSAs $0.00 150 $0.00Stickers (Roll of 250 at UPrinting) $27.33 1 $27.33Signs (Vistaprint) $12.05 50 $602.50Flyers (Print in house) $0.00 0 $0.00Customized car freshener (epromos) $1.19 500 $595.00

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Donation to the Tim Tebow Foundation $250.00 1 $250.00Total Advertising Costs $1,642.03Campaign OfficeOffice Space $2,000.00 1 $2,000.00Equipment and furniture rentals $800.00 1 $800.00Supplies and Printing $2,000.00 1 $2,000.00Transportation/Gas $1,000.00 1 $1,000.00Total Offices Costs $5,800.00Percentage Agency Fee

0.1 10% 1 $4,501.10TOTAL CAMPAIGN COSTS: $45,011.03TOTAL LEFTOVER COSTS: $4,988.97

Evaluation:

Objective One: To reduce overall distracted driving accidents via texting by 20 percent before the end of summer 2016.

Using real-life driving scenario courses to test reaction time of distracted driving by participating in various drills while recording live results to determine the number of participants

Courses will be staged throughout the city at multiple times during the day

Campus visits to local high schools and universities to determine how many students are being reached

5K to raise awareness

Objective Two: Increase social media awareness by at least 25 percent on a trending basis by the end of summer 2016.

Use Twitter analytics to track weekly engagement Use Facebook analytics to track weekly impressions Use Snapchat analytics to track weekly engagement Utilize the hashtag #PutItDown to monitor the exposure of the

campaign

Objective Three: Expand coverage by 10 percent in 5 First Coast media outlets and university publications during peak primetime television periods throughout the critical days of summer 2016.

Use UNF’s Spinnaker and Folio Weekly to advertise cell phone car magnets and a coupon for a cell phone accessory

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Use the guerilla marketing tactic to advertise cell phone accessories with a Progressive logo and a message to not text and drive

Record a public service announcement pledging not to text and drive Analyze the reach of the PSA on First Coast media outlets

Appendix:

Works Cited Page:

Campbell, E. (2014, August 6). Simulator shows dangers of distracted driving. Retrieved October 10, 2015, from http://www.news4jax.com/news/simulator-to-show-dangers-of-distracted-driving/27104456 Hogan, W. (2015, April 3). Mayor Brown Takes Actions To Curb Distracted Driving. Retrieved October 10, 2015, from http://www.coj.net/mayor/headlines/mayor-brown-takes-actions-to-curb-distracted-drivi.aspx Learn the Facts About Distracted Driving - EndDD. (2015). Retrieved October 10, 2015, from http://www.enddd.org/the-facts-about-distracted-driving/

Progressive Auto Insurance - An Introduction. (n.d.). Retrieved September 17, 2015, from https://www.progressive.com/progressive-insurance/core-values/ Teen Driving Statistics. (n.d.). Retrieved September 17, 2015, from http://www.rmiia.org/auto/teens/Teen_Driving_Statistics.asp Teenagers. (n.d.). Retrieved September 17, 2015, from http://www.iihs.org/iihs/topics/t/teenagers/topicoverview

Progressive Auto Insurance (n.d.). History. Retrieved September 18, 2015, from https://www.progressive.com/progressive-insurance/history/ Progressive Auto Insurance (n.d.). Core Values. Retrieved September 18, 2015, from https://www.progressive.com/progressive-insurance/core-values/ 

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Yahoo Financial. (n.d.) Progressive Corp. Competitors. Retrieved September 18, 2015, from https://finance.yahoo.com/q/co?s=PGR+Competitors

Preliminary Research Questions:

1. Do you text and drive?2. When you drive where do you keep your phone?3. While driving, do you charge your phone in your car?4. Do you put on makeup when you drive?5. While driving, how often are you likely to answer a phone call?

Answer a text? Make a call? Send a text? 6. Do you notice billboards while you drive? 7. If on a phone call while driving, how often are you likely to have the

call on speaker? Use Bluetooth? Hold the phone in your hand? Keep the phone in your lap? Hold the phone to your ear?

8. How often do you drive with passengers?9. How likely are you to play music from your phone while driving?10.How often do you change the radio while you drive?

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