Buckle Up & SOAR Coordinators &

Transcription

1 Buckle Up & SOAR Coordinators & DUI Task Force Groups

2 It is imperative that MDT finds a way to increase exposure and frequency of its campaign messages beyond the statewide media campaigns typically run. The short bursts of paid and earned media that MDT receives during the two annual mobilization periods are not enough to keep top of mind with this difficult-to-reach target audience. While the media dollars have decreased from year to year, the number of messages and distractions that confront our audience every day is increasing. Therefore, the opportunity to change audience behavior is slim. After having several conversations with existing Buckle Up coordinators and DUI task force leaders, PartnersCreative makes the following recommendations: page 1 of 12

3 Ad College To kick things off, PartnersCreative would like to meet with all Buckle Up and SOAR coordinators, DUI task force leaders and applicable MDT staff as soon as possible for a full-day Ad College. During this session, PartnersCreative staff will provide education and resources on key message marketing topics: media planning/buying 101, social media boot camp, press release writing and elements of a marketing plan. We will hold open half the day to discuss the 2014 MDT marketing plan and to brainstorm ideas for how Buckle Up, SOAR and DUI task forces might extend MDT work in their own markets. PartnersCreative can certainly host this session in Missoula or we could travel to a location mutually convenient for all parties involved. The location for the Ad College can be determined but PartnersCreative recommends it take place as soon as possible so we can get everyone involved from the beginning and armed with the education and resources they will need to be successful. page 2 of 12

4 We can do paid media now, and I could use some help in knowing what I should and shouldn t be doing on the paid media side. -- Buckle Up coordinator page 3 of 12

5 Creative Database In listening to the Buckle Up coordinators, the one thing we heard over and over again is that they have no good way to access the work that has already been done by MDT. Many of them mentioned box.net but stressed that it wasn t robust enough to handle what they believed would really help them. Partners researched several options for storing work and offers a solution: PartnersCreative will set up and program a section of our website (partnerscreative.com) to store the work we create for MDT. This area will have a secure login and password that can be distributed to whomever MDT determines needs it, primarily Buckle Up and SOAR coordinators and DUI task force members. The work will be arranged by category (i.e., seat belt, impaired driving) and organized by medium. All work will have a thumbnail visual and a downloadable PDF option for easy reproduction. Broadcast materials will be provided as MP3 or.wav files. page 4 of 12

6 PartnersCreative also envisions providing media flowcharts in this space so coordinators know when campaigns are happening and what type of media activity is taking place. This will give them the opportunity to run their local efforts in conjunction with the statewide efforts or to extend the statewide efforts longer by running their local campaigns just prior to or just after the statewide campaign. This online database is also a valuable tool for sharing public relations resources with DUI and Buckle Up task force coordinators and others. By making these resources readily available, coordinators can more easily execute their own public relations efforts, building continued awareness of traffic safety issues locally and with local media outlets. We recommend that we include the following public relations components: page 5 of 12

7 Press release templates for STEP and mobilization periods. Sample press release with instructions on how to write your own release. Sample media alert with instructions on how to write your own alert. Sample talking points. Downloadable graphics: logos, images and video. Traffic accident statistics for seat belt usage and impaired driving to be updated during peak enforcement / mobilization times, enabling all coordinators and MDT to use the same statistics for a clear statewide message. PR / Media 101 guide: Press event ideas for local community engagement and media awareness. Recommendations on how and when to contact media to maximize coverage. When to send a press release and a media alert. How to build a media list. How to write talking points. Engaging community with social media. page 6 of 12

8 By creating and maintaining such a robust resource for the many individuals responsible for spreading the word at the local level, we / MDT will provide local leaders with tools they are asking for and need. This resource will promote consistency to the message because all groups will be using the same materials. It will increase efficiencies because local leaders will not be recreating the wheel (which many of them stressed they don t have time to do). And, it will strengthen all work as local groups are better informed about the statewide efforts local groups will be able to time their efforts accordingly and they will feel genuinely part of a much bigger effort. Having one website with all the materials in one place with PDFs I can download and take to a printer would help me immensely. -- Buckle Up coordinator page 7 of 12

9 Team Conference Calls In order to provide synergy and increase overall communication among all parties (PartnersCreative / MDT / Buckle Up coordinators / SOAR and DUI task force groups), Partners would like to be part of the monthly conference calls currently held every third Thursday. This will promote a team approach allowing Partners to provide marketing and public relations guidance as needed, to facilitate idea brainstorming if necessary and to help in determining budget spend at the local level. The Buckle Up and SOAR coordinators and DUI task force leaders are critical to us achieving zero vehicle crash-related deaths in Montana. They are the eyes, ears and legs on the local level and the key to increasing the reach and frequency of our messages. We must find ways to sync what they are doing with what MDT is doing, to be proactive in helping them determine appropriate spend and when to spend, to facilitate ideas for them to draw from, and to provide the resources for them to do what they need to do at the local level. We are excited about the firepower we can create by joining forces. page 8 of 12

10 The lack of sharing is my biggest frustration as a coordinator, we need a structured agenda for these calls and a process for sharing ideas, I think it would be helpful if Partners were on this call. I also wish we could go back to meeting in person and quarterly. -- Buckle Up coordinator page 9 of 12

11 Mobilizing Coordinators and Task Force Leaders Because PartnersCreative will be on the monthly conference calls we can better inform the coordinators and DUI task force leaders about public relations events and activities going on in their markets. For example, if we decide to do the Twisted Metal Sculpture idea described in both the Direction Two and Public Relation sections of this proposal we will want the help of the appropriate Buckle Up coordinators. These local leaders can help coordinate the event, invite local press, provide interviews with the press if needed and synchronize other local efforts with the PR event taking place in the market. page 10 of 12

12 If we produce the Shattered or Saved campaign, we can solicit the help of the Buckle Up and SOAR coordinators and DUI task force leaders to secure stories of shattered or saved lives using the #lifeshared; and they ll be collected on a single website page. At the end of the year all stories will be compiled and used to craft arguments for stronger seat belt and DUI laws with the Montana legislature. It all comes down to keeping all of the team informed on the media placement, creative resources, PR and social activity that is taking place around road-place safety, whether it be impaired driving or seat belts. The more people we have working together, the stronger our message will be and the more times it will be seen. The greater the ability to change audience behavior. page 11 of 12

13 the Thank you for reviewing proposal. We look forward to implementation. page 12 of 12