# Presentation: 437811

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

## The Disciplined Process

**Policy**
**Program**
- Traffic Research
- FARS Data
- Enforcement Data
- VMT Data
**Communications**
- Market Research
- Marketing Plan
- Creative Development

## What Does The Data Say?

## 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

## Slide 5

## Slide 6

## 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

**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

## Slide 9

## Branding....  What Is It?

**Branding....  What Is It?**

**Mental piece of real estate.**

## 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

**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)**

*You Drink & Drive. You Lose*. FY ‘03/’04 Recap

**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)**

## FY ’03	$25,000
FY ’04	$27,000
FY ’05	minimum $14,000 

**FY ’04****	****$27,000**
**FY ’05****	****minimum $14,000 **

**Paid Advertising Support**

*You Drink. You Drive. You Lose.* FY ‘03/’04 Recap

## 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**

## Slide 16

## Slide 17

## 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

**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

**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

**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

**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**

**List of Publicity Opportunities**

## Build On Media Times We Already Own

| New Year’s Eve | July 4th |
| --- | --- |
| Super Bowl | Labor Day |
| Spring Break | Back-to-School |
| St. Patrick’s Day | Tailgating |
| Alcohol Awareness
Month | World Series- Halloween |
| Cinco de Mayo | 3D Month |
| Graduation | Christmas |

**Build On Media Times We Already Own**

## Slide 24

## 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

## Available Resources

**www.nhtsa.gov**
- Communications Forum
**BuckleUpAmerica.org**

**StopImpairedDriving.org**
**SaferCar.gov**

## Slide 28