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The Winning Combination:Media and Enforcement NHTSA/MADDLaw Enforcement SummitTraffic Enforcement Is Law EnforcementJuly 2005: 

The Winning Combination: Media and Enforcement NHTSA/MADD Law Enforcement Summit Traffic Enforcement Is Law Enforcement July 2005

The Disciplined Process: 

The Disciplined Process Policy Program Traffic Research FARS Data Enforcement Data VMT Data Communications Market Research Marketing Plan Creative Development

Demographics: 

Demographics Key Demographic Men 18-34 Type A, risk taker, blue-collar Secondary Demographics Hispanics Key Influencers – Women 18 - 34 You Drink & Drive. You Lose. FY ‘03/04 Recap

Target Market – Four Segments: 

Target Market – Four Segments “Risk-Taker Rick” Young male, 18-29, single, who will do anything in the name of having a good time, always looking for a thrill. While he knows better, he is willing to take a risk if he is having fun with his friends. He drinks for entertainment. “Blue-Collar Bob” Male, 25-35, who typically has less education and a blue collar occupation He thinks nothing of grabbing a few drinks or a six pack on his way home from a long day at work. He drinks out of habit and to take a break from his everyday responsibilities.

No Longer Business As Usual: 

No Longer Business As Usual Think Corporate – Nike, American Express, McDonald’s, Budweiser Think Marketing Business sells everyday, not just twice a year Think Consumers How to reach them and influence change

Branding…. What Is It?: 

Branding…. What Is It? Mental piece of real estate.

5 Questions to Always Answer : 

5 Questions to Always Answer Who are we talking to? What do they think now? What do we want them to think? What is the ONE thing we want to communicate to the target audience? What will make them believe it?

Message Discipline: 

Message Discipline FY ’03 You Drink & Drive. You Lose. message used in 33 States 28 States and Puerto Rico used paid advertising to support crackdown (including 13 SES) FY ’04 You Drink & Drive. You Lose. message used in 33 States 36 States plus DC used paid advertising to support crackdown (including 12 SES)

Slide13: 

FY ’03 $25,000 FY ’04 $27,000 FY ’05 minimum $14,000 Paid Advertising Support

FY ’03 Outcomes: 

FY ’03 Outcomes YD&D.YL First drop in alcohol-related fatalities since 1999 Alcohol-related fatalities declined by 3% Decline seen in 28 States

Today We Know What Works: 

Today We Know What Works

Enhancements for 2005: 

Enhancements for 2005 New communications calendar A new television spot Emerging media online gaming sites and portals video games logo and spot placement on sports and music web sites logo on scoreboards, tickers or running orders during televised sports events

Earned Media: 

Earned Media National press release announcing the latest alcohol-related fatalities and the YDDYL campaign. National Satellite Media Tour Dr. Runge announcing the latest fatality numbers National Video News Release Prepackaged news story with interview clips, file footage of checkpoints and high-visibility enforcement

Creating Press Coverage: 

Creating Press Coverage Develop A Flexible Plan Tie Into Paid Media Earned Media Repetition of core issues and taglines Vary the messenger – Get partners involved Be ready to take advantage of opportunities Publicize What You are Doing

Beyond the Press Conference: 

Beyond the Press Conference Editorial Boards Talk Radio Profiles-Featured-Freelance Stories Point of Sale Teachable Moments Op Eds – Letters to the Editor Responses to Responses to Editorials

Very Long: 

Very Long Calendar Opportunities New & Old Laws Proposed Legislation Technology Profile the Partnership Media Ride Alongs Cops-Nurses-Docs-EMTs Saturation Patrols & Stings Responsible Service Issues ABC Store Stings Card Scanners Lack of Adjudication Records Underage Drinking Repeat Offender Beer Tax Sober Ride Programs Lack of Treatment ED/ER Screening Reduced Drivers Ed Courses Surveys-Polling Results Research Studies Crashes-Teachable Moments Dram Shop Laws Outstanding Warrants Youth Efforts

Slide23: 

Build On Media Times We Already Own

Highway Safety Communications Is…: 

Highway Safety Communications Is… A system, not a slogan A program, not a press conference A benefit, not a message A long-term effort not a one-time shot

Enforcement Campaign Dates For ‘05: 

Enforcement Campaign Dates For ‘05

Available Resources: 

Available Resources www.nhtsa.gov Communications Forum BuckleUpAmerica.org StopImpairedDriving.org SaferCar.gov