SAFE DIGGING: TARGETING EXCAVATORS Strategic communications - - PowerPoint PPT Presentation

SAFE DIGGING: TARGETING EXCAVATORS

Strategic communications framework

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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
• f reducing damages”.

EXCAVATOR - SITUATION

COMMON GROUND ALLIANCE

AUDIENCE ANALYSIS

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EXCAVATORS Quantitative Research Online survey with 331 excavators:

• 152 excavator owners and 179 laborers (in English

and Spanish)

(February 2015)

Qualitative Research In-depth phone interviews with 20 excavators:

• 10 owners and 10 laborers
• 10 who call and 10 who do not call

(March 2015)

METHOD OVERVIEW

Survey sample size/response is considered statistically significant at a 90% confidence level.

Concerns

• Health and safety
• Liability

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They call

• Most call some service before digging. They

report always (42%) or sometimes (9%) calling 811 before digging

Communicate in person

• They communicate with crews in person at the

job site, during team meetings or by phone or text

• This group’s use of smart phones is more

limited than expected

Motivations to call

• Clients
• Convenience
• Perks

RESEARCH INSIGHTS

EXCAVATOR OWNERS

See their jobs as dangerous

• Two-thirds of laborers find their jobs very

dangerous (29%) or somewhat dangerous (39%)

• Married laborers are slightly more likely than to say

their job is dangerous (70% vs. 64%)

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Lack Training

• Most (91%) report having experience working

around markings

• Only two-thirds (65%) receive any training to help

them read markings

RESEARCH INSIGHTS

EXCAVATOR LABORERS

Lowest 811 Awareness

• Lowest level of awareness of 811 (41%)
• Many (88%) consider 811 as a valuable service

• 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.

KEY LEARNINGS

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PRIMED TO CHANGE

• 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.

KEY LEARNINGS

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PRIMED TO LISTEN

WHERE WE’VE BEEN

RATIONAL EMOTIONAL

WHERE WE WANT TO GO

LET’S TALK…

in terms of what they value, rather than what we want.

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STRATEGY

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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

WHY AN EMOTIONAL CONNECTION?

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HOW WOULD IT WORK?

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

FROM TO

2018-2022 ROADMAP

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WHY IT WORKS…

SOURCE: International Practitioners of Advertising

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• Adds emotional context to known information, seeing the same scene anew
• Emotional campaigns consistently produce considerably more powerful long-term effects than

rational persuasion campaigns1

• Emotional campaigns are twice as efficient as rational campaigns1
• 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

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Specific Measureable Outreach Goals Content Development Events Earned Media 3-4 national excavation group briefings and opportunity identification Secure 1-2 or more speaking engagements 5-6 excavation/landscape placements Develop 2-3 case stories in the first year Attend, sponsor and/or network at 3-4 excavation industry events Community newspapers and radio placements Package and provide to damage prevention industry in print and video format Secure event-based media coverage through presentations and briefing meetings

MEASUREMENT

Establish Interim Program Goals to keep the initiative on target

• 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

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Q&A