Turn Signal Neglection WVDMV Agenda The Problem Target - PowerPoint PPT Presentation

Instagram 34% of millennials (ages 18-24) use Instagram daily ● according to Forbes. 25% of people ages 25-34 also use Instagram daily. ● Utilizing Instagram's new sponsored ad system could be ● beneficial. We could target IG users that follow a diverse number of car accounts that post everything about cars.

Public Relations Opportunities

The campaign will participate in the following events to raise Event awareness of the dangers of turn signal neglect: Collaboration 1. Food truck festival 2. Mountain music festival 3. World of Wheels A booth will be set up at these events with a promotional wheel. The promotional wheel will ask participants questions about turn signal neglect.

Event The following collateral will be distributed at these events Collaboration featuring the turn signal campaign logo and facts: Koozies ● Flashlights ● Bottle openers ● Hand sanitizers ●

Opportunities Turn signal 5k in Charleston, Morgantown, ● to Create Parkersburg, Huntington WVU Up All Night turn signal awareness event ● Events West Virginia high school events ●

5k Race Give away- Turn signal awareness T-shirt Features- The 5k race will take place in both Charleston, ● Morgantown, Huntington and Parkersburg Those who run will encounter a course featuring many ● turns throughout the run Event staff will be stationed at key turns to observe if ● people are signaling. If they are caught not signaling they will be given a ticket. At the end of the race if you have less than two tickets ● you win a swag bag

Bumper Cars Bumper car activity at WVU Up All Night and High Schools: 1 event at WVU Up All Night ● 1 event at high schools in each of West Virginia’s 55 counties ● 4 hour events, 3 minute rides allowing 800 students to ● participate in “Driving with no rules.” Potential impact of over 44,000 students statewide ● ● Following event drivers will be shown PSA video on the importance of using a turn signal

Publication Opportunities WVU Parents Club Newsletter - Parents who signed up - 31, 442 total students - Published online and in print twice yearly - Parents receive email updates about information on campus and upcoming events - Target secondary audience - Driving to visit students, students are driving

Publication Opportunities Continued WV Department of Transportation - News and Announcements Website - Updates drivers on road closures, construction projects, etc. - On homepage - WV has over 1 million drivers - Also has Facebook and Twitter

Publication Opportunities Continued WV Turnpike - Press Releases - Not visible on homepage - 37 million cash and E-ZPass transactions last year

Publication Opportunities Continued WVU Magazine - Circulation of 170,000 per-issue - Three issues per year - Advertising rates from $600 - $4,240

“77% read most every issue. 69% (7-in-10) keep the magazine a month or more. 61% (3-in-5) spend 30 minutes perusing each issue.” -WVU Magazine

Publication Opportunities Continued GoToWV Travel Guide - WV tourism website - Offers free travel guide - Individuals who visit the state will most likely drive here

Publication Opportunities Continued Blue Ridge Outdoors - E-Newsletter - Print Magazine - 1,500 free distribution sites - Delivered monthly for $21.99 - Outdoor hobbies involve driving

Publication Opportunities Continued UNews Sent to all active WVU Students - twice/week Monday and Thursday - Monday = weekly events - Thursday = weekend events - No cost -

WVU Extension ● Top 5 WV newspapers ● Article Channel Greenbrier Valley Ranger ○ The Herald-Dispatch ○ Ideas The Register-Dispatch ○ Bluefield Daily Telegraph ○ The Journal ○ 100 Days Appalachia ● WV Living ●

Article Content Editorials and Opinion Pieces ● Ideas Personal Story ● Promotional article ● Q and A ●

Creative Strategy

What Are We Selling Common sense - Safety - Protecting others/yourself - Financial Security - Moments - Memories

Using turn signals to communicate on the road is common sense Brand Position and demonstrates my street smarts

Objective Emotionally connect with our target audience to encourage engagement and inspire behavior change. Advertising ● Spotify ○ Emotional approach, “signal clicking” advertisement ■ Radio ○ Same approach as Spotify, unify the two platforms and their messages ■ Video Streaming Services (Hulu specifically) ○ Print ads, billboards, online ads/banner ads ○ Public Relations ● Website (Blog) ○ Events relevant to target audience ○ Host turn signal awareness event ○ Press releases ○

Strategic Direction - To encourage turn signal use by appealing to the audience's’ desire to demonstrate common sense as part of a community - Primary Audience: knows the dangers of turn signal neglect but lack the common sense - Young and Reckless - Multitaskers - Overconfident

Strategic Direction - To encourage turn signal use by appealing to the audience's’ desire to demonstrate common sense as part of a community - Secondary Audience: Parents want to encourage “street smarts” in young drivers - Drive smart - Drive safe - Be aware

Message Strategy Emotionally connect with our target audience(s) to encourage engagement and inspire participation Observing individuals who do not use their turn signals shows us that we do it the right thing

Best Advertising Media Channels Print ● TV Streaming: Hulu ● Radio/Music Streaming: Spotify ● Social Media ● Billboards ●

Best Public Relation Media Channels Magazine/Publications ● Press Releases ● Website ● Events ● Snapchat filters and geo-tags ●

Best Combined Media Channels A campaign website will be promoted on ● all online advertising Advertisements will support public ● relations press releases and publications in print channels

Budget of $30 mil

Budget per Medium Production Cost Total Cost per Medium Radio/Spotify $9,450,000 $1,050,000 $10,500,000 TV/Hulu $5,400,000 $600,000 $6,000,000 Print $4,320,000 $480,000 $4,800,000 Billboard $2,700,000 $300,000 $3,000,000 PR $1,080,000 $120,000 $1,200,000 Collateral $2,700,000 $300,000 $3,000,000 Social/Web $1,350,000 $150,000 $1,500,000

Deliverables

Print

Press Releases

Billboards