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Action Transportation Action Team Your Move Pilot ODOT and ODH - - PowerPoint PPT Presentation
Action Transportation Action Team Your Move Pilot ODOT and ODH - - PowerPoint PPT Presentation
Action Transportation Action Team Your Move Pilot ODOT and ODH joint initiative Action Transportation Action Team Targeted pilot - 5 counties September mid October Franklin Columbus Richland Mansfield Your Move Pilot Summit
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Action Transportation Action Team Your Move Pilot
ODOT and ODH joint initiative
2 Components
- Ads
- Experiential Learning
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Action Transportation Action Team Your Move Pilot
ODOT and ODH joint initiative
Tested designs and messages
- General
- Pedestrian
- Bicycle
- Transit
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Action Transportation Action Team Your Move Pilot
ODOT and ODH joint initiative
Integrated, Multi-Channel Broadcast
- Digital
- Spotify
- Pandora
- Terrestrial
- “Traditional”
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Action Transportation Action Team Your Move Pilot
ODOT and ODH joint initiative
Integrated, Multi-Channel Broadcast
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Action Transportation Action Team Your Move Pilot
ODOT and ODH joint initiative
Integrated, Multi-Channel Print
- Bike Share stations
- Billboards
- Gas Stations
- Transit
- Bus Benches
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio
Integrated, Multi-Channel Social Media Ads
Online Communities
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio
Integrated, Multi-Channel Social Media Ads
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio
Integrated, Multi-Channel Online Communities
- Posting in a “maintenance”
phase, 1-2 times/week
facebook.com/YourMove Ohio
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Your Move Pilot
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio
Instagram @YourMoveOhio
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Your Move Pilot
Pilot Evaluation
- Pilot Community Feedback from CHCs
- Ads
- Takeaways: creative is on
target; add TV; skip digital radio; do sponsored posts instead of ads on Facebook
- Train the Trainer
- Clarify Trainers’ roles
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Action Transportation Action Team Your Move Pilot
January-Early April
- Focus Groups
- Key Leader Interviews
- Continue social media
maintenance schedule
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Action Transportation Action Team Your Move Pilot
YMCA of Ohio Partnership
- Materials for Locals
- 11x17 Poster
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Action Transportation Action Team Your Move Pilot
YMCA of Ohio Partnership
- Materials for Locals
- 6 x 11 Tip Card
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Your Move Pilot
YMCA of Ohio Partnership
- Materials for
Locals
- Editable flier to
promote rides
- Are you bike curious? Wish you knew more about riding on the road?
- [Name] from [Organization] will lead a free
“How We Roll” training session about how to safely and confidently ride on the road. The 2½ hour session includes an on-bike tour, as well as information on rules of the road and practice riding on roads by bicycle.
Learn more and RSVP today — [Name], [Email], [###-###-####]
“How We Roll” is a program of Yay Bikes!. [Name of person or Organization] was trained by Yay Bikes.- !"#
$%&$%&%
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Action Transportation Action Team Your Move Pilot
ODOT and ODH joint initiative
Statewide campaign launching May 2017
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Campaign Components
- Advertising
- ODH- statewide and local
- Locals – could supplement
- PR and Earned media
- Social media
- Website
- 2 Train the Trainer sessions
- Finalize messaging
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Finalized Messaging
- Primary — Think outside your
- car. Walk. Bike Bus.
- Secondary —
- Safety.
- Explore more by choosing
active transportation.
- Enjoy quality time.
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Train the Trainer sessions
- Columbus, March 20-22
- Fremont, March 29-31
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Advertising
- TV
- Radio
- Outdoor
- Gas Stations
- Transit
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Ohio Markets/ Cities
- Columbus
- Cincinnati
- Cleveland
- Lima
- Toledo
- Dayton
- Youngstown
- Meigs County
- Washington County
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Total Ad investment: $303,906 Value Added $60,764
Additional 20% in value, mix of TV and radio spots, window clings
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Advertising
- TV
- Cable, Broadcast
- :30 and :15
https://vimeo.com/214516428?utm_source=email &utm_medium=vimeo-cliptranscode- 201504&utm_campaign=28749
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Advertising
- Radio
- Broadcast, traffic
and weather
- Public Radio, traffic
- Creative to mirror TV
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Advertising
- Outdoor
- Orange Barrel,
Columbus
- Traditional
Poster Billboards
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Advertising
- Gas Stations
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Advertising
- Transit – Cincinnati, Peterman
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
PR and Earned Media
- Columbus Bike to Work Day
event, May 19
- Statewide release
- May is Bike Month
- Momentum from new 3 foot
law, bike routes designations
- Final 2016 bike and ped crash
stats
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Social Media
- Continue to build
communities
- Sponsored posts to increase
reach
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Action Transportation Action Team Your Move Pilot
#YourMoveOhio Statewide Launch Prep
Web site YourMove.ohio.gov
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