SAFE DIGGING: TARGETING EXCAVATORS Strategic communications - PowerPoint PPT Presentation

SAFE DIGGING: TARGETING EXCAVATORS Strategic communications framework

EXCAVATOR - SITUATION COMMON GROUND ALLIANCE According to the CGA 2014 DIRT Report • Construction activity in the United States increased significantly in 2014; nearly 49,000 more damage events submitted than in 2013. • Excavators accounted for more than 70% of all damage events. • Greatest number of damages involve excavators using backhoes and trenchers. • “Notification Not Made” was the root cause in 25% of the damage events. • “ Contacting 811 remains the single most effective means of reducing damages ”. 2

AUDIENCE ANALYSIS METHOD OVERVIEW EXCAVATORS Online survey with 331 excavators: • 152 excavator owners and 179 laborers (in English Quantitative and Spanish) Research (February 2015) In-depth phone interviews with 20 excavators: • 10 owners and 10 laborers Qualitative • 10 who call and 10 who do not call Research (March 2015) Survey sample size/response is considered statistically significant at a 90% confidence level. 3

RESEARCH INSIGHTS EXCAVATOR OWNERS Concerns They call • Health and safety • Most call some service before digging. They report always (42%) or sometimes (9%) calling • Liability 811 before digging Communicate in person • They communicate with crews in person at the Motivations to call job site, during team meetings or by phone or • Clients text • Convenience • This group’s use of smart phones is more limited than expected • Perks 4

RESEARCH INSIGHTS EXCAVATOR LABORERS Lowest 811 Awareness See their jobs as dangerous • Two-thirds of laborers find their jobs very • Lowest level of awareness of 811 (41%) dangerous (29%) or somewhat dangerous (39%) • Many (88%) consider 811 as a valuable service • Married laborers are slightly more likely than to say their job is dangerous (70% vs. 64%) Lack Training • Most (91%) report having experience working around markings • Only two-thirds (65%) receive any training to help them read markings 5

KEY LEARNINGS PRIMED TO CHANGE Excavators see their jobs as risky – digging is one thing on a long list. • They care about safety. They’re all for eliminating risks. They know they’re not immune to • danger and they know it’s wrong to compromise. After exposure to safe digging messages they are more likely to call – hearing it again was a • helpful reminder. 6

KEY LEARNINGS PRIMED TO LISTEN Excavators rely heavily on industry peers and groups for tips, tricks and reminders. • Peer pressure influences behavior – seeing others do the right thing makes the next guy more • accountable and responsible. And those who are married are even more sensitive to the risk. • They’re open to more conversation about safe digging. They responded favorably to messages • about preventing accidents by calling before digging. 7

STRATEGY LET’S TALK… WHERE WHERE WE’VE WE WANT in terms of what they BEEN TO GO RATIONAL EMOTIONAL value, rather than what we want. 8

WHY AN EMOTIONAL CONNECTION? Harvard Business Review recently published a study of research across hundreds of brands in dozens of categories and concluded that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations. Key “ emotional motivators ” include a desire to: • feel a sense of belonging • succeed in life • feel secure • Making an emotional connection creates advocates • 9

HOW WOULD IT WORK? FROM TO IMAGES OF SHOVELS IMAGES OF FAMILIES THE VOICE OF AN INDUSTRY/GOVT. AUTHORTY THE VOICE OF A PEER WHO CARES ENCOURAGING THEM TO THINK AND ACT TELLING THEM HOW TO ACT – “CALL 811” BASED ON VALUES SHOWING REAL-WORLD EXAMPLES TALKING ABOUT WHAT COULD HAPPEN FROM PEERS 10

2018-2022 ROADMAP 20

WHY IT WORKS… • Adds emotional context to known information, seeing the same scene anew Emotional campaigns consistently produce considerably more powerful long-term effects than o rational persuasion campaigns 1 Emotional campaigns are twice as efficient as rational campaigns 1 o • Provides a means to participate, recognize and be recognized by peers • Consistent with what they value – their work and why they do it • Durable platform – family values are enduring and real-life stories are evergreen, creating ongoing relevant program content SOURCE: International Practitioners of Advertising 18 12 12

MEASUREMENT Establish Interim Program Goals to keep the initiative on target Specific Measureable Outreach Goals Content Development Events Earned Media 3-4 national excavation group Secure 1-2 or more speaking 5-6 excavation/landscape placements briefings and opportunity identification engagements Develop 2-3 case stories in the first Attend, sponsor and/or network at 3-4 Community newspapers and radio year excavation industry events placements Package and provide to damage Secure event-based media coverage prevention industry in print and video through presentations and briefing format meetings • Use survey and benchmarking data to evaluate campaign impacts and audience receptiveness • Trend digging incidents/near misses by target audience over time to evaluate campaign effectiveness in eliciting behavior change 13

Q&A 18 14 14