2016 look twice for motorcycles campaign...2016 look twice for motorcycles campaign. 2 situation...
TRANSCRIPT
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2016 Look Twice for Motorcycles Campaign
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Situation
440,000+
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455deaths
Situation
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Marketing Strategy Overview
HOW?Statewide multimedia campaign
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Strategy: Target Audience
AllDrivers More often at fault in a collision with a motorcycle.
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Strategy: Key Insights
‣ Remind drivers that they don’t want to take a
life.
‣ Humanize the motorcyclist – they’re dads, vets,
mom’s …
‣ Riders are exposed and vulnerable.
‣ Motorcycles are hard to see, especially at
intersections.
Branding
TV PSA
New Radio
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Billboards
Campaign Ads
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Gas station advertising (111 gas stations)
Campaign Ads
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Digital Ad
Campaign Ads
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Mobile Ads
Campaign Ads
On average, a motorcyclist is killed on Texas roads every day.Remember to look twice for motorcycles, especially at intersections. Every motorcycle carries a life.
There’s a liferiding on it.
MOTOR-0708_Poster_11x17_BIL_v5-R2.indd 1 3/17/16 4:30 PM
Poster
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Travel Card GameCollateral
Information Card
Sticker
P U B L I C R E L A T I O N S
& M E D I A E V E N T S
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Campaign media kit‣ Press Kit
Statewide news release
Media advisory
Fact sheet
‣ Talking points for PIOs and TSSs
‣ Video b-roll
Public Relations & Media Events
More motorcycles than ever are on Texas roads.
As of 2014, the state of Texas had 437,949 motorcycle registrations,
a 116 percent increase over the past 13 years (Texas DMV 2015).
Learn more at LookTwiceTexas.com
Motorcycle-riding season starts early in Texas. May is National Motorcycle Safety Awareness Month and many
Texas cities issue proclamations to observe it. During this period, the Texas Department of Transportation’s
statewide “Share The Road: Look Twice for Motorcycles” safety and public awareness campaign urges Texas
drivers to look twice for motorcycles every time they get in a vehicle. The campaign will make stops at baseball
games and festivals in six Texas communities, where attendees can participate in activities that highlight
motorcycle safety. They’ll learn fir
s
t hand wh at it me ans to look twi ce for mo t or cycl es.
Fact Sheet
“SHARE THE ROAD: LOOK TWICE FOR MOTORCYCLES” CAMPAIGN, MAY 2016
Motorcyclists are vulnerable to serious
injury or death in a crash.
• Motorcyclists are nearly fiv
e
time s mo r e likel y
than a passenger car occupant to be injured in
a crash and 26 times more likely to die in a crash
(NHTSA May 2015).
• On average, a motorcyclist is killed on Texas
roads every day. In 2015, 455 riders lost their
lives and 1,867 were seriously injured in
motorcycle crashes (TxDOT 2016).
Driver Safety Tips:• Look twice for motorcycles, especially at intersections.
• Use your turn signals.
• Don’t follow a motorcycle too closely.
• Check your mirrors before changing lanes.
• Always assume motorcycles are closer than
they appear to be.• Give motorcyclists a full lane.
Information contained in this report represents reportable data collected from Texas Peace Officer’s Crash Reports (CR-3)
received and processed by the Texas Department of Transportation as of Mar. 4, 2016.
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Media & Outreach
‣ Kickoff press conference
‣ Six media and outreach events
Public Relations & Media Events
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Public Relations & Media Events
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Public Outreach & Events
Customized
photo
experience
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Public Outreach & Events
Customized
photo
experience
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Educational and
promotional items
Public Outreach & Events
S O C I A L M E D I A
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Social Media
promoted
posts
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Statewide Media
promoted posts
Custom “Twibbon” profile
pictures
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Social Media
Shareable
graphics
for partners
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Social Media
Shareable
graphics
for partners
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Social Media
P A R T N E R S H I P S &
G R A S S R O O T S E F F O R T S
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Involve motorcyclists
Partnerships
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Motorcycle
Coalition
Flyer
Partnerships
P A I D M E D I A
‣ Statewide
‣ High fatality markets
‣ Media mix: Multiplatform
Emphasis on out-of-home and in vehicle
‣ English and Spanish
‣ Timing: Safety Awareness Month (May)
Paid Media Strategy
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‣ El Paso
‣ San Antonio
‣ Austin
‣ Waco
‣ Dallas/Fort Worth
‣ Houston
Six high fatality markets
Fatality Markets
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Statewide media plan
‣ Pandora digital radio
‣ Mobile
‣ Pre-roll video
‣ Facebook ads
‣ Television PSAs
Statewide Media
R E S U L T S
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Results
3.1 million reached
16,479 likes
1,255 comments
9,452 shares
Outreach Events (5)Total Interactions: 2,562
Photobooth: 1,464
Pandora RadioImpressions: 1.8 million
Total Clicks: 2,583
Click Rate: .14%
TV PSAs (May)Airings: 101
Audience Reach: 275,784
Ad value: $11,510
Paid RadioAverage Reach: 60%
Average Frequency: 5x
GRPs: 300/market
Impressions: 28.7 million
BillboardsLocations: 18
Impressions: 44.1 million
Gas StationsPumptoppers: 111
Impressions: 26.1 million
Digital
Impressions: 10.3 million
Total Clicks: 227,815
Click Rate: 2.21%
TOTAL IMPRESSION
S:
114.4 Million
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Thank you!