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

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

Jan 10, 2024 197 likes •1.61k views

Turn Signal Neglection WVDMV Agenda The Problem Target Audiences Campaign Challenges Media Evaluation Creative Strategy Deliverables Conclusion & Closing Statements Turn signals are one of the

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Turn Signal Neglection

WVDMV

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“Turn signals are one of the very few active, ongoing means of driver-to-driver communication”

  • - The Society of Automotive Engineers

Agenda

  • The Problem
  • Target Audiences
  • Campaign Challenges
  • Media Evaluation
  • Creative Strategy
  • Deliverables
  • Conclusion & Closing Statements
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The Problem

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Driving requires communication

In addition to being attentive, and following the laws and rules

  • f the road, driving requires other features to communicate

with other drivers on the road, such as:

  • Turn signals
  • Headlights
  • Brake lights
  • Horns
  • Gestures
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25%

Drivers that do not use their signals when making a turn

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48%

Drivers that do not use their signals when changing lanes

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How does this breakdown?

  • Americans drive about 3

trillion miles per year collectively

  • Turn signals are neglected

about 10% of the time

  • A turn signal is used about
  • nce per mile

about 300 billion neglected turn signals per year

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More of the breakdown

  • Most accidents occur roughly 25 miles from your home

○ Many people begin to relax and think only of getting home, forgetting simple safety steps such as using a turn signal

  • Rear-end collisions more likely to occur around:

○ Intersections ○ Highways ○ Off-ramps ○ Heavy-traffic ○ Urban areas (could be suburban as well)

  • Most accidents only create minor injuries

○ Although half a million people are seriously hurt

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At What Cost?

  • In the United States in 2013 motor vehicle crash deaths resulted in

$44 billion in medical and work loss costs

  • In 2015 West Virginia experienced a loss of $2,149,000,000 in costs

due to injuries, death, or workloss ○ Adds up to roughly $1,162 lost per capita within the state

  • 22,441 people lost their lives countrywide that same year
  • And 192 people lost their lives in West Virginia alone.
  • Numbers don’t lie.

Neglected signaling not only hurts you and the person(s) you may wreck with, but the entire state and country as a whole.

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  • No classroom requirement for new drivers in West

Virginia

  • Minors must have 50 certified hours with a licensed

adult before they can take their driving tests in West Virginia

  • At least 15 years of age
  • Must pass knowledge test
  • After meeting all criteria the teen driver can receive an

instruction permit

Is there enough education for new drivers?

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Driver’s Ed for Parents?

In August 2017, Rhode Island became the third state to enact a law requiring parents and guardians of taking a class before their children can get their licenses. ○ Connecticut and Massachusetts have laws, Massachusetts being the first (2007) ○ Northern Virginia has a requirement ○ New Jersey being in the process of passing a law

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Phone Usage and Turn Signals

  • Smartphones and cell phones have become more than

a commodity to Americans; they are ingrained in our lives now

  • Act as a distraction from driving
  • Smartphones are a perfect platform for distributing
  • ur message
  • I.e. insurance company app, drivers ed app or

website, etc.

Are smartphone habits a leading cause in drivers forgetting or omitting the use of their turn signals?

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Target Audiences

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Demographics

Young adult drivers and passengers (18-24) have the highest crash-related non-fatal injury rates of all adults according to the CDC

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18-24

Psychographics

  • Belief of being invincible
  • Digital natives
  • Self-unaware
  • Multitaskers
  • Over-confident in skills
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Geographics

34 % of car accidents occur at a high rate on the west coast and some of the southern states (red):

  • Arizona, New Mexico, Oklahoma,

Kentucky and Tennessee 34 % of car accidents occur a lower rate mostly in the midwest and a few states on the east coast (yellow) such as:

  • Colorado, Kansas, Georgia and Florida

Roughly 30 % of collisions occur at their lowest rate (green) across various states:

  • Virginia, New York, Utah and

California

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Ages 40-60 Parents & Guardians

Secondary Audience

Why does this concern a group that is probably very set in their ways of driving?

  • Teaching young drivers, like

their own kids

  • Safety of their passengers
  • Common drive times
  • Guilty of driving distracted and

neglecting turn signals

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Campaign Challenges

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Competing Messages

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Where does the law fit in?

  • In the state of West Virginia, failure to use your turn

signal results in 2 points on your driving record ○ Reckless or careless driving is 6 points

  • Traffic fines when failing to use a turn signal will be

no more than $200 in West Virginia

  • In 2009, a driver appealed his license being revoked
  • ver not using his turn signal.

○ The WV Supreme Court ruled in his favor, stating that turn signals are only required when “other traffic would be affected”

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Driver’s Ed is not required nationally when you are 18+

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Media Evaluation

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Magazine

84% of Millennials

don't trust traditional advertising

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Magazines

In the last 2 years, the average time a person spends looking at a magazine has dropped from 18 to 15 minutes Magazine retail has dropped from 103 million in 2014 to about 75 million in the end of 2016

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Advantages of Magazine Advertising

  • Message impact through visual imagery
  • Repeated exposure
  • Able to target a specific demographic
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Billboards

71% of drivers aged 18 and

  • lder notice the advertising

message on roadside billboards each time

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Cost of Outdoor Advertising

  • $1,500 - $4,000 depending on the demographic
  • $300-$500 for 500 square feet of vinyl
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Smartphones as Solutions

Pushing advertisements through cellular platforms

  • Social media
  • Music apps
  • Websites accessed by mobile phones
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68%

Of streaming on Spotify happens mobily with millennials

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Spotify and Millennials

Millennials are responsible for 72% of all streaming through the platform

  • This averages out to

1,288,632,080 songs per week, and 4,503,714,543 minutes streamed per week

  • Millennials also listen frequently and

everywhere, demonstrated by their indexes in mobile and desktop streaming

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Spotify plays ads on “free” accounts, which makes up 63%

  • f our primary

audience and 77% of

  • ur secondary

audience.

Do we reach them?

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Percentage of Premium U.S. Spotify Members

By Age Based Off Total Number of Users in that Age Group

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Radio and our Audiences

As of 2016, radio leads all other media platforms

  • 93% of all adult consumers tune in at least
  • nce a week, more than television and even

smartphones

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Radio and Millennials

  • Millennials actually represent the largest portion of radio

listeners with 66.5 million listeners on a weekly basis

  • Baby Boomers spend around 15 hours listening to radio

weekly, longer than any other demographic

  • Radio stations usually include around 12 to 16 minutes of advertisement (in 30

second spots), this equals out to nearly 180 to 240 minutes of advertising listened every week!

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Weekly Radio Reach in the U.S. in 2017

By Age and Gender

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Weekly Radio Reach in the U.S.

By Age and Time of Day

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Top 10 Radio Stations

In West Virginia

1. WWNR 620 2. WVVB FM B97 97.1 3. WVPN 88.5 4. WLTF 97.5 5. WVAQ 102 101.9 6. WVGV 89.7 7. WKWS 96.1 8. WAUA FM 89.5 9. The Bear 101.3 FM 10. WKLC Rock 105 FM 105.1

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T.V. Streaming Services

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How are we watching?

  • 89% of millennials say they watch most of their "TV" on Netflix versus live
  • TV. (This includes traditional TV shows Netflix has rights to, like "Breaking

Bad.")

  • 44% of millennials surveyed say they watch 1-2 hours of TV a day, and 38%

say they watch 3-5 hours a day.

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Predicted Subscribers in the U.S. in 2020

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Hulu

  • Price to Advertise:

$25-$30 CPM

  • Subscribers:

17 million

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Hulu Continued

  • Top choice for streaming service message

platform ○ Reaches correct audience ○ Compare to $35+ CPM on NBC.com

  • Can target psychographic of audience

with type of show ○ Top comedy: South Park ○ Top drama: Law and Order: SVU ○ Top original: The Handmaid’s Tale

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Social Media Platforms

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Social Media usage in 18-24 year olds

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Snapchat

  • According to Forbes, Snapchat is the most popular social

media site among young adults ages 18-24 year olds ○ 79% of users in this age group using it everyday

  • Filters and geo-tags

○ Beneficial for raising awareness

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Facebook

  • 1.55 billion people log onto Facebook every month and 1.39 billion visit

via mobile. ○ The average Facebook user is between 25-34 ○ The United States currently accounts for the biggest number of Facebook users

  • The social network also has strong mobile presence

○ 1 of every 5 minutes people in the US spend on mobile is on Facebook or Instagram. ○ Most Popular mobile apps in the U.S.: ■ #1: Facebook ■ #2: Facebook Messenger

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Facebook and our Audience

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Twitter and our Audience

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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.

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Public Relations Opportunities

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Event Collaboration

The campaign will participate in the following events to raise awareness of the dangers of turn signal neglect: 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.

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The following collateral will be distributed at these events featuring the turn signal campaign logo and facts:

  • Koozies
  • Flashlights
  • Bottle openers
  • Hand sanitizers

Event Collaboration

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Opportunities to Create Events

  • Turn signal 5k in Charleston, Morgantown,

Parkersburg, Huntington

  • WVU Up All Night turn signal awareness event
  • West Virginia high school events
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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

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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

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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

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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
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Publication Opportunities Continued

WV Turnpike

  • Press Releases
  • Not visible on homepage
  • 37 million cash and E-ZPass

transactions last year

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Publication Opportunities Continued

WVU Magazine

  • Circulation of 170,000

per-issue

  • Three issues per year
  • Advertising rates from $600 -

$4,240

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“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
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Publication Opportunities Continued

GoToWV Travel Guide

  • WV tourism website
  • Offers free travel guide
  • Individuals who visit the state will

most likely drive here

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Publication Opportunities Continued

Blue Ridge Outdoors

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

UNews

  • Sent to all active WVU Students

twice/week

  • Monday and Thursday
  • Monday = weekly events
  • Thursday = weekend events
  • No cost
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Article Channel Ideas

  • WVU Extension
  • Top 5 WV newspapers

○ Greenbrier Valley Ranger ○ The Herald-Dispatch ○ The Register-Dispatch ○ Bluefield Daily Telegraph ○ The Journal

  • 100 Days Appalachia
  • WV Living
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Article Content Ideas

  • Editorials and Opinion Pieces
  • Personal Story
  • Promotional article
  • Q and A
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Creative Strategy

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What Are We Selling

Common sense

  • Safety
  • Protecting others/yourself
  • Financial Security
  • Moments
  • Memories
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Brand Position

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

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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

Objective

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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
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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
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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

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Best Advertising Media Channels

  • Print
  • TV Streaming: Hulu
  • Radio/Music Streaming: Spotify
  • Social Media
  • Billboards
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Best Public Relation Media Channels

  • Magazine/Publications
  • Press Releases
  • Website
  • Events
  • Snapchat filters and geo-tags
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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

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Budget of $30 mil

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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

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Deliverables

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Print

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Press Releases

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Billboards

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T.V.

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Radio & Spotify

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15 sec. radio spot

SFX: TURN SIGNAL CLICKING ANNCR: The sound can be annoying, but it’s better than the accident you could have caused from not signaling your turn, like this… SFX: CRASHING; HONKING; DISTANT YELLS ANNCR: Use your turn signal and commute with communication

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45 sec. radio spot

SIRI: Right turn in 200 feet CHILD’S VOICE: Mom use your turn signal…mom use your turn signal…mom use your turn signal MOM: Alright already! SFX: TURN SIGNAL CLICKING ANNCR: Neglecting to use your turn signal causes nearly 2 million collision each year, commute-icate

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15 Sec. Spotify Ad

Begins with silence and slowly a turn signal clicking fades in. A voice will then come over the clicking and say, “17,000 people are fatally injured every year due to someone failing to use their turn signal. One second at a time we can make a difference, so come on, commute-icate.”

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Social Media

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For this campaign our we will use:

  • Facebook
  • Twitter
  • Instagram
  • Snapchat
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Facebook

  • We will be using Facebook namely as a way to grow

awareness about our campaign in the first few months, as well as use it to remind followers about upcoming events.

  • This platform will most likely be aimed at our secondary

audience.

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Twitter

  • Much like Facebook, Twitter will be an awareness

building, and maintaining, platform that we can also use to spread dates and interest for our upcoming events.

  • This will be aimed more at our primary audience.
  • One feature of note is the polling system, this might give

us an interesting way to interact with our audience.

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Instagram

  • Obviously a more visually driven platform, will most

easily be used to promote our upcoming events and share print ads.

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Snapchat

  • Focus on filters to help promote safe driving, the

campaign as a whole and upcoming events.

○ We plan to create and use custom geotags and filters for use only at a specific event(s) so our audience feels like they are a true part of the campaign

  • A definite focus on our primary audience
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World of Wheels Mountain Music Festival 5K - Morgantown, Huntington, Parkersburg Food Truck Festival Bumper Cars - Up All Night High School Events

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Mockup Facebook Page

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Advertising Promoted Tweets

  • Promoted Tweets use customizable systems that allow you to target the

types of users your brand needs to drive awareness.

  • Engineered to reach users based on location, gender, keyword targeting,

interests, or even their specific device being used to read the Tweet.

  • Engagement costs range from $0.20-$4.00 per engagement.
  • A daily or total budget is set to assist with proper allocation of funds for

your campaign.

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Advertising Sample Tweets

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Public Relations Sample Tweets

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Advertising Instagram Sample Posts

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Public Relations Instagram Sample Posts

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Snapchat Sample

  • Our snapchat filter

replicates a vehicles

  • dashboard. When angled

left/right the arrows above will blink in that direction.

  • It also includes our DMV

Commute with Communication logo below.

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Conclusion & Closing Statements

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Thank you for your time & attention!

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Appendix

Reference https://www.sae.org/ https://local.dmv.org/west-virginia/monongalia-county/morgantown/dmv-office-locations.php http://www.foxbusiness.com/features/half-of-drivers-dont-use-turn-signals (photo) www.istockphoto.com https://www.cdc.gov/motorvehiclesafety/seatbelts/facts.html http://www.automotive-fleet.com/channel/safety-accident-management/news/story/2015/10/study-compares-state-crash-fatality-rates.aspx http://www.huffingtonpost.ca/andrew-tai-/turn-signals_b_6211352.html https://blog.allstate.com/the-top-fears-parents-have-about-teen-drivers/ https://www.ocregister.com/2012/09/28/whiting-experts-say-use-turn-signals-or-risk-crashes/ http://papers.sae.org/2012-01-0261/ http://philadelphia.cbslocal.com/2012/05/02/new-study-says-failure-to-use-turn-signals-is-a-leading-cause-of-car-accidents/ https://www.insurancejournal.com/news/national/2006/03/15/66496.htm https://www.dmv.org/wv-west-virginia/point-system.php http://www.wvlegislature.gov/wvcode/Code.cfm?chap=17c&art=9 https://www.ocregister.com/2012/09/28/whiting-experts-say-use-turn-signals-or-risk-crashes/ https://www.cdc.gov/motorvehiclesafety/pdf/statecosts/wv-2015costofcrashdeaths-a.pdf https://www.cdc.gov/injury/wisqars/cost/state_costs.html http://web.a.ebscohost.com/ehost/resultsadvanced?vid=6&sid=e7f50a12-798b-4ff3-8bbc-3e267806c219%40 sessionmgr4010&bquery=(National+AND+Driving+AND+Habits+AND+Survey)&bdata=JmRiPWE5aCZ0eXBlPTEmc2l0ZT1laG9zdC1saXZl https://www.nhtsa.gov/sites/nhtsa.dot.gov/files/811729.pdf https://create.piktochart.com/infographic/saved/27439173#

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Appendix

Reference http://blog.zendrive.com/distracted-driving/ https://www.wired.com/2017/04/turns-horrifying-number-people-use-phones-driving/ http://www.ncsl.org/research/transportation/cellular-phone-use-and-texting-while-driving-laws.aspx http://blog.zendrive.com/distracted-driving/ https://www.drivinglaws.org/teen/wvteen.php https://www.huffingtonpost.com/entry/drivers-ed-for-parents-some-states-say-they-need_us_59a02b5fe4b0d0ef9f1c131c www.emarketer.com/Article/Millennials-YouTube-Ads-Most-Watch-Until-They-Skip/1014979 http://www.insivia.com/27-video-stats-2017/ http://adage.com/article/digital/advertisers-target-youtube-ads-based-search-histories/307614/ https://blog.hubspot.com/marketing/youtube-video-advertising-guide https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistic https://blog.hubspot.com/marketing/youtube-video-advertising-guide http://www.adweek.com/brand-marketing/infographic-what-marketers-need-know-about-millennials-music-habits-170869/ https://www.forbes.com/sites/hughmcintyre/2016/04/20/millennials-are-leading-the-spotify-revolution/#72895c5b782c https://spotifyforbrands.com/en-US/audiences/ https://www.waze.com/business/?env=am, https://www.waze.com/brands https://support.spotify.com/us/listen_everywhere/in_the_car/waze/ https://spotifyforbrands.com/en-US/audiences/ http://www.nielsen.com/us/en/insights/reports/2016/audio-today-radio-2016-appealing-far-and-wide.html https://www.marketingcharts.com/demographics-and-audiences/men-demographics-and-audiences-66123 http://www.nielsen.com/us/en/insights/reports/2016/audio-today-radio-2016-appealing-far-and-wide.html https://www.marketingcharts.com/demographics-and-audiences/men-demographics-and-audiences-66123

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Appendix

Reference http://www.nielsen.com/us/en/insights/reports/2016/audio-today-radio-2016-appealing-far-and-wide.html https://www.marketingcharts.com/demographics-and-audiences/men-demographics-and-audiences-66123 http://www.businessinsider.com/how-millennials-and-gen-x-watch-tv-study-2017-9/#both-millennials-and-gen-x- Mainly-watch-shows-based-on-referrals-from-family-and-friends-7463-respectively-or-overall-buzz-about-the-show-6354-respectively-5 https://www.statista.com/statistics/706267/streaming-service-subscriber/ http://www.businessinsider.com/2008/6/hulu-ad-bargain https://www.statista.com/statistics/698181/hulu-plus-subscription-by-age/ https://www.hulu.com/press/hulu-grows-to-over-17-million-subscribers-in-2017-emerges-as-powerful-pay-tv-alternative-combining-live-televisio n-with-the-largest-svod-tv-library-in-the-u-s/ https://www.hulu.com/press/hulu-grows-to-over-17-million-subscribers-in-2017- emerges-as-powerful-pay-tv-alternative-combining-live-television-with-the- largest-svod-tv-library-in-the-u-s/ https://www.statista.com/statistics/698181/hulu-plus-subscription-by-age/ https://www.hulu.com/press/hulu-grows-to-over-17-million-subscribers-in-2017-emerges-as

  • powerful-pay-tv-alternative-combining-live-television-with-the-largest-svod-tv-library-in-the-u-s/

http://www.businessinsider.com/2008/6/hulu-ad-bargain http://www.businessinsider.com/millennials-favorite-brands/#2-nike-104 https://www.forbes.com/sites/ilyapozin/2014/03/06/20-companies-you-should-be-following-on-social-media/#36e9893464f2 https://www.statista.com/statistics/383993/us-millennials-follow-brands-social-meida/ https://www.statista.com/statistics/199242/social-media-and-networking-sites-used-by-us-teenagers/ https://www.forbes.com/sites/laurenfriedman/2016/12/29/4-millennial-social-media-trends-to-watch-in-2017/#30b4476c6e69

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Reference https://www.facebook.com/business/learn/how-much-facebook-ads-cost https://sproutsocial.com/insights/new-social-media-demographics/ https://www.forbes.com/sites/laurenfriedman/2016/12/29/4-millennial-social-media-trends-to-watch-in-2017/#30b4476c6e69 https://www.statista.com/statistics/199242/social-media-and-networking-sites-used-by-us-teenagers/ https://wvumag.wvu.edu/advertising https://www.statista.com/statistics/198345/number-of-licensed-drivers-in-west-virginia-in-2009/ http://transportation.wv.gov/communications/PressRelease/Pages/default.aspx https://gotowv.com/#/gallery/recent https://enews.wvu.edu/articles/2017/08/07/wvu-to-launch-unews-to-students-for-fall-semester https://www.google.com/adwords/express/how-it-works/#utm_campaign=us-en-xs-awx-2017-domains&utm_source=awx&utm_medium=xs https://support.google.com/adwords/answer/142918

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Advertising Creative Brief https://drive.google.com/file/d/1X5DtUOZHJcdOsUyg5YgoWfmkOSVeFJ2y/view?usp=sharing PR Creative Brief https://drive.google.com/file/d/1M2TeJcSWPUn6bu4_ZQrNU-pNDo-6FZDI/view?usp=sharing

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Slide Speaker Notes 11 With this high influx of people waiting to get their learner’s permit to get their licenses it begs the question do people see the need to take driver’s ed? 12 This concept gets parents more involved in the learning process and up to date on rules and restrictions to be prepared when coaching their children. However, there is criticism on how this is more time consuming for parents that already have to do the driving hours with their children. 13 Smartphones are a part of our culture and lifestyles now, this is both a distraction but can also be a solution if we take advantage of them as platforms. 15 62% of males vs. 53% of females

  • 71% of drivers aged 18-24
  • 49% of drivers aged 55-64
  • Young adult drivers and passengers (18-24) have the highest crash-related non-fatal injury rates of all adults according to the CDC

16 When young adults believe they are invincible, they tend to be more reckless; with turn signal neglect they know the dangers but continue to not partake in using their turn signals. The current age group of 18-24 years old were brought up with technology and sometimes takes that for granted by not wanting to be bothered with little tasks. 22 Using qs to understand if turn signal use is downplayed 23 Encourages development of bad habits and doesn’t create serious consideration to get a formal education.

29

in-car media, including billboards and radio, reach the sum of American consumers on a regular basis

  • no other media allows your message to be displayed 24 hours a day, 7 days a week.
  • On average each of us spends upwards of 20 hours per week and travel more than 200 miles per week.
  • Long term contracts
  • Guaranteed visibility
  • Free to every driver
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Slide Speaker Notes 30 Circulation: The total volume of traffic that passes the billboard, which is derived from transportation authorities. The circulation does not take into account whether passersby see your ad or not.

  • Demographics: The breakout by age, gender and income level of people who typically pass by a billboard. Expect to pay more to

advertise to people with higher income levels.

  • Impressions: The number of people who actually see the ad, based on the size of the billboard, visibility, the speed at which people are

passing, etc. This is derived from the circulation and the geo-positioning of the billboard. 31 We can reach perhaps even while they are currently distracted. This however must be approached carefully, there's a fine line between reminding drivers to get their eyes back on the road and further contributing to the problem 33 Stream every genre more than their favorite genre

  • Listeners are 64% more likely to buy brands they see advertised
  • Stream more on repeat than they do on random
  • Top 50 charts are based more on what millennials are listening to.
  • Using Spotify to advertise to our main target audience would be effective because many are listening to spotify over radio in their

cars, and it is possible to reach viewers in specific areas including states

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Slide Speaker Notes 35 This shows us that we will actually be able to reach over 50% of our audience with regular ads through Spotify as 63% of our primary audience does not use a premium Spotify account. And because Spotify does not allow users to skip ads, our money will go to good use. 36 Waze is already working with brands to advertise while in route, there are different ways to advertise with them. The options are:

  • Branded Pin, drop down message of a location being on or near route with pin highlighted on location.
  • Zero Speed Takeover, a large canvas drops down to a selected audience when the vehicle has come to a complete stop.
  • Nearby Arrow, a sign post positioned to indicate a nearby location when app is first opened.
  • Promoted Search, locations would be promoted at the top of search results with logo.

With that being said, it appears as though Zero-Speed Takeover would be the best choice out of these choices. The pricing is noted as CPM and the Zero-Speed Takeover is offered as a local premium option where it starts at $100 per day. Waze is a great candidate for advertising not only because of the method at which we would engage with our audience but also it has integrated with Spotify where one can play their music through Spotify with getting directions from Waze. 37 Biggest takeaway, radio is reaching over 90% of both audiences we want to connect with, and almost every car has a working radio that we can reach them through. Fix: Check what counts as “radio” 38 These stats show that however much we might think radio isn’t going to bring us back results we need to dedicate resources to

  • it. Both our primary and secondary audience are largely tuned into the radio for long periods of time each week. And our

advertisements have a huge possibility of reaching them, and reaching them multiple times. 39 With radio we can theoretically reach almost 90% of our primary audience and almost 93% of our secondary audience, assuming they tune in at least once a week. This shows us that we can’t push away radio as a good media channel to push our message through.

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Slide Speaker Notes 41 Our biggest takeaway here will be using messages targeted at 18-24 year olds during the late morning and afternoon, presumably while they’re driving around campus to classes, and after classes while they’re getting dinner or possibly doing homework with the radio on. Our secondary audience will need to be targeted in the mornings, during the morning drive to work and the first few hours of work. 49 Facebook is the most popular social media platform that Millennials use to interact with companies from this Statista chart. This supports our idea of utilizing Facebook to gain traffic to our website. 52 https://www.facebook.com/business/learn/how-much-facebook-ads-cost

  • Typically, $50 will get your message in front of 5,000 to 10,000 people. And you can be extremely picky about who you

target.

  • Businesses can target users with Facebook Ads by location, demographics, age, gender, interests, behavior, and connections
  • Facebook can also help you get in front of specific, and often motivated, segments of your audience with some powerful ad

targeting options ○ Tap into recent purchase behavior ○ Get creative with life-event targeting ○ Use custom audiences to nurture leads and build loyalty ○ Create audiences that look like your own targets ■ "Lookalike Audiences" ○ Layer targeting options to get super granular with your targeting

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Slide Speaker Notes 53

  • -88% of 18-29 year olds are connected, our primary audience

84% of 30-49 year olds are connected, our secondary audience

  • More women are connected than men
  • Perhaps these are mothers then, and we can appeal to their desire to keep their children safe on the road
  • Higher percentages in Urban and Rural areas
  • Rural areas are some of the most noted areas for signaling problems
  • A total 79% of all internet users are connected on Facebook
  • With 8 out of 10 adults connected to the internet, our audience reach is massive

54

  • 36% of 18-29 year olds are connected
  • While not as high a number of users, advertisements do flow much easier here
  • 23% of 30-49 year olds
  • Again, most likely not a good message platform for this audience
  • Overall, perhaps a good platform to reach our primary audience, Twitter ads can be quickly scrolled past during the daily

quick check of a twitter feed, may be best to focus our efforts on Facebook 65 WVU Magazine published in April, July and October

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Slide Talking Points 73 Financial Security

  • Paying tickets
  • Insurance
  • Car maintenance

76 Our primary audience knows the dangers of turn signal neglect but lack the common sense 77 Our primary audience knows the dangers of turn signal neglect but lack the common sense

  • Our creative approach is to utilize the phrase “street smarts” when addressing common senseom 79

79 Radio/Music: Over half of our primary audience active on Spotify does not have a premium account, we can target them easily by popular genres and be easily heard.

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Slide Speaker Notes 85

  • Press releases and events will be flighting;
  • Billboards will be continuous with a bit more at the beginning of the campaign;
  • Social/Web and Print will be pulsing;
  • Lastly TV/Hulu and Radio/Spotify is pulsing as well but with one higher burst in the middle of the first campaign year.

106 https://www.youtube.com/watch?v=Cg9jH9Yzt-k 120 Bid a given amount per engagement, the bid helps decide where and when the Tweet shows up

  • n users’ timelines.

Allows tweets to show up on people's timelines that don’t necessarily follow the account 126 Through our deliverables we will bring awareness of the campaign; increase traffic to our website; increase participation of turn signal usage by 10/15% in WV within the first year; promote attendance to our events; and maintain a following through social media to continue spreading our campaign messages. While doing this we have highlighted our USP’s of common sense and community.