f Dot Final Version

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1 UNF Drive, Jacksonville, Fla. 32224


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Table of Contents

Agency Name..............................................................................................................................................

Mission Statement……………………………………………………………………….……………………….…

Biographies…………………………………………………………………………………..…………………….3

Executive Summary……………………………………………………………………………..………………...4

Research

SWOT Analysis……………………………………………………………………..………………………………

Client Background…………………………………………………….………………………....…………………

Situation Analysis………………………………………………………………………………….………………..

Audience Analysis………………………………………………………………………………………………....7

Secondary Research………………………………………………………………………..…………………….8

Primary Research…………………………………………………………………………………………..……9,1

Proposed Primary Research…………………………………..……………………...………………………….1

Objectives and Action Planning

Campaign Goal…………………………………………………………………………………………….…..10, 1

Campaign Theme and Slogan……………………………………………………………………………..……..1

Objectives, Strategies and Tactics………………………………………………………………….........11,12,1

Calendar………….………………………………………………………………..………………..………13,14, 1

Budget…………………………………………………………………...…….…………………………………….

Evaluation…………………………………………………………………………...………………………………1

Works Cited……………………………………………………………………………………………………..18,1


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Agency Name: The Grimmauld Group

Mission Statement

The Grimmauld Group was established in 2000. Co-Founders Darcy Graham and Rebecca Grenci built

the agency on a set of values that reflects their own. The Grimmauld Group values honesty, integrity,

passion, and efficiency. The Grimmauld Group strives for personal and professional integrity.

The Grimmauld Group has a passion for outreach and betterment of the community. We specialize in

non-profit and government organizations. We assist our clients in social media, event planning, aware-

ness, fundraising and executive media training. The Grimmauld Group has been recognized for employ

ing a number of innovative strategies, which pave the way for our clients success.

Our past clients include the Jacksonville Transportation Authority, Duval County Public Schools and the

American Lung Association.

Agency Member Bios

Darcy Graham Biography: Co-Founder of The Grimmauld Group

Darcy Graham has more than 15 years of experience in communications and public relations. She com

bines creativity and passion with strategic thinking, which benefits her clients as well as her coworkers.

She has a multitude of past experiences in the field. After graduating in communication with a focus in

public relations at the University of North Florida, she worked for 10 years as the head of public relation

at Disney. From there, she went to work on specific campaigns for several non-profit organizations, suc

as Big Brothers Big Sisters and the Alzheimer’s Association. Shortly after, she

and Rebecca Grenci partnered to found The Grimmauld Group.

Rebecca Grenci Biography: Co-Founder of The Grimmauld Group

Rebecca Grenci is a founding partner of The Grimmauld Group. She is a graduate of the University of

North Florida with a bachelor’s degree in Communication. Rebecca has more than 15 years of experi-

ence developing marketing communications programs, building brand equity, and creating interactive experiences that engage customers. She is a regular speaker and participant at conferences on public rel

tions, communications and social media. She regularly conducts social media workshops for a variety o

organizations.

Emma Nestler Biography: Vice President of Event Planning

Emma Nestler is the VP of event planning for The Grimmauld Group. She graduated from the Universit


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of North Florida with a bachelor’s degree in Communication. She went on to work for the Florida Theate

where she worked her way up to their special events coordinator before going on to work for

the Broward Center of Performing Arts as its marketing coordinator. Emma is skilled at planning a varie

of events such as fundraisers, galas and conventions. She is a goal-oriented professional with success

event creation, planning and execution.

Alanna DeGol Biography: Vice President of Communication

After graduating from the University of North Florida in 2017, Alanna DeGol has excelled as a public

servant. For more than 15 years, she held executive positions in agencies across the east coast of the

United States. Her specialties include working with government projects and initiatives. She was the

head of the federal government's ‘Move Over’ campaign, which was well-received nationwide. Current

she succeeds as The Grimmauld Group’s VP of Communication.

Chad Craddock Biography: Vice President of Social Media

Chad Craddock is the social media specialist for The Grimmauld Group. After graduating from the Uni-

versity of North Florida in 2017 with a degree in public relations, he managed multiple social media ac-

counts for various businesses in the Jacksonville community. He specializes in platforms such

as Facebook, Instagram and Wordpress, but primarily uses Twitter to reach his targeted audiences in a

condensed yet informative atmosphere. He is extremely organized and puts forth an immeasurable

amount of effort into any project he takes on.

Executive Summary

The Grimmauld Group is excited and honored to have the opportunity to create a campaign for the Flori

da Department of Transportation and its 511 Travel Information System app. The Florida Department o

Transportation is an integral part of everyday life for Floridians. Although the Florida Department of

Transportation’s importance cannot be denied, the younger generation of millennials are missing the

benefits of using the FDOT and the 511 Travel Information System app to its full potential.

To bridge the gap between the FDOT and the target audience, The Grimmauld Group has created a str

tegic campaign to captivate a younger audience. The campaign that will run from September 1 to No-

vember 30. It is The Grimmauld Group’s intent that the campaign will raise awareness about the FDOT

and 511 Travel Information System app, increase 511 Travel Information System app downloads, and

increase FDOT and 511 Travel Information System social media presence.

The Grimmauld Group has created many events to reach our campaign goals. To raise awareness abo


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Research

SWOT

Strength: The 511 Travel Information System web-

site is very easy to navigate.

Strength: The FDOT and 511 Travel Information

System have a presence on social media websites,

such as Facebook, Twitter and YouTube.

Strength: The FDOT is very transparent regarding

performance. Full performance reports are posted

for public view on the website.

Strength: The 511 Travel Information System app is

a useful mobile tool that calculates tolls, delivers traf-fic reports and safety notifications.

Strength: The FDOT and 511 Travel Information

System app both have easy-to–access maps for

public use.

Weakness: Social media presence is lacking.

Although the Florida Department of Transportatiois active on Facebook and posts regularly, theFDOT has few followers. Furthermore, even feweinteract with the page.

Weakness: The organization and its content seemare not generally appealing to an audience ofyoung adults .

Weakness: The 511 Travel Information System app's graphics are dated.

Weakness: The 511 Travel Information System ap

can be complicated for first-time users.

Opportunity: Increase social media presence andeffectiveness.

Opportunity: Create new and engaging social media

posts in order to interest younger audiences.

Opportunity: Reach new audiences, in particularyounger generations.

Opportunity: Increase awareness of the organiza-

tion.

Threat: Inspiring people to take interest in theFlorida Department of Transportation could bedifficult because people are not generally aware thapp and most people's phones come with a simila

app that is already installed.

Threat: There are already apps very similar to the511 Travel Information System, such as GoogleMaps and Apple Maps, that are popularly used.Convincing people to switch may be difficult be-cause of brand loyalty.

Threat: Funding is controlled by the governmentand could decrease.

Threat: Some audiences may associate the FloridDepartment of Transportation with the nuisance oconstant construction, and therefore could have anegative attitude towards it.


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The Florida Department of Transportation’s primary responsibility is to coordinate the planning and devel

opment of a safe, viable, and balanced state transportation system serving all regions of the state. Accor

ing to the FDOT’s website its mission statement is, “The department will provide a safe transportation sy

tem that ensures the mobility of people and goods, enhances economic prosperity and preserves the qua

ty of our environment and communities.” The FDOT’s vision is to serve the people of Florida by delivering

transportation system that is fatality and congestion free. The department values integrity, respect, comm

ment, and trust. Members of the department work as a team are customer driven.

The FDOT is committed to the principle of open government. Most of the department’s records are availa

ble to the public. The department is committed to the governor's plan for government accountability throu

transparency in state contracting, budget, and spending. The FDOT’s goal is to provide a safe and secur

transportation system for all users, while improving mobility and connectivity. The department makes tran

portation decisions that support communities and promote responsible environmental stewardship.

Situation Analysis

When you’re on the run getting stuck in traffic is no fun. Most people are unaware that there are easy wa

to avoid it by going 511 when they’re on the run. The Florida Department of Transportation is a governme

provided service that is seeking a way to bring awareness to its 511 Travel Information System to young

adults. According to our research, 68 percent of young adults students admit that they only use the built -

traffic maps on their cell phone, such as Apple Maps. The FDOT wants to create a strong presence on so

cial media and for its service to be used by the target audience

Audience Analysis

The audience we are targeting are young adults ages 18-24 who live in Duval, St. Johns and Nassau co

ty. This age range is considered a part of Generation Y or the Millennials. According to an article

by PrincetonOne, this generation has achieved higher levels of education, know the most about technolo

and are informed on many subjects by online sources. According to Demographics Now’s Mosaic profile

the most translatable profile to our audience is the ‘Striving Single Scene.’ This profile describes them as

young singles who lead leisurely lives and enjoy entertainment. They are always looking for the best dea

on items and love to go out to concerts and clubs. They’re very mobile and degree -seeking. They enjoy v

unteering, traveling and increasing their fitness level.

According to Demographics Now, Duval’s total population is 896,879 with the median age being 36 and t

average income being $64,549. According to the U.S Census Bureau, the total population for ages 18 -24

makes up 11.7 percent of the population so that is about 104,934 people. As for educational attainment,

9.4 percent of Duval residents have an associate's degree and 18 percent have a bachelor’s degree.


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Demographics Now states that Nassau’s total population is 76,869 with the media age being 44.1 and th

average income is $78,110. The population for ages 18-24 makes up 7.9 percent of the total population

which equals to about 6,072 people according to the U.S Census Bureau. As for educational attainment,

7.1 percent of Nassau residents have an associate's degree and 13.8 percent have a bachelor’s degree

St. John’s total population is 218,368, stated by Demographics Now, with the median age of 43 and

average household income is $97,285. According to the U.S Census, the total population for ages 15-24

makes up 8 percent of the population which equals about 17,469 people. As for educational attainment,

9.3 percent of St. Johns residents have an associate's degree and 28.5 percent have a bachelor's degre

Secondary Research

FDOT 511 Traveler Information System

The Federal Communications Commission designated 511 as the nationwide telephone number for prov

ing traveler information on July 21, 2000. Since its designation, 38 states have deployed various forms o

511 programs, including Florida. According to the Florida Department of Transportation (FDOT), the 511

Travel Information System offers traffic updates on Florida’s toll roads, interstates, and other major roads

including Florida's Turnpike, Miami-Dade Expressway Authority roads and Orlando-Orange County Ex-

pressway Authority roads.

The 511 Travel Information System offers multiple platforms for users to receive traffic updates that best

suit their lifestyles, including phone calls, a website with personalized services, Twitter accounts, and iPh

one and Android mobile apps. According to FDOT, the system features commuter travel times and repor

on crashes, congestion and construction. It also offers 24 hour updates on weather conditions, lane clo-

sures and emergency evacuation information. Information is updated on an ongoing basis as incidents o

cur and situations change on roadways. Travel times are automatically updated every few minutes. Calle

from anywhere in the state can request information by city, county or highway.

The 511 Travel Information System including the phone service, website and mobile apps, received mor

than 3.7 million uses in 2014.

According to FDOT, the 511 Travel Information System statewide marketing effort reached 1.1 billion pe

ple in 2013. This achievement won FDOT the 2014 Best of Intelligent Transportation Systems (ITS) Awa

for Best New Innovative Practice in Outreach from the Intelligent Transportation Society of America (ITS

America).


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In 2006, FDOT initiated a survey program to gauge customer satisfaction. This program is conducted ev

two years. In August 2014, FDOT implemented a survey to measure the public perception of the 511 Tra

el Information System . According to FDOT, the survey asked respondents if they would utilize a free ser

vice that provided traffic information and 53 percent responded that they would use such a service. This

a slight increase from the 48 percent in 2012. Overall, 70 percent of survey participants indicated they

would change their route of travel based on information received from 511 Travel Information System . T

511 Travel Information System services that were accessed the most were:

Call in — 51 percent

Mobile App — 21 percent

Website —18 percent

Personalized/Social Media — 10 percent

According to FDOT, the department feels confident that the right amount of information is being provided

and getting the word out about what 511 Travel Information System has to offer continues to be importan

Primary Research

The Grimmauld Group conducted a survey in the beginning of February to better understand our target a

diences’ needs when using traffic maps. We yielded results mostly from people in Duval county 18 -24

years old of which 81 percent were female and 19 percent were male. We learned that 95 percent of sur

vey participants own a car, and 73 percent self -reported driving between six and seven days per week. I

order to better understand the best way to reach young adults, we also asked what form of social media

they used most and 40 percent selected Facebook. With this information, we plan on updating our Face-

book in order to make it more appealing to millennials.

Question One: What are you looking for in a traffic app?

Seventeen percent of responders said GPS, 26 percent of responders said fastest route technolofour percent of responders said crash alerts, one percent of responders said weather alerts and 5

percent of responders said all of the above.

Question Two: Do you use in-phone map apps (i.e. Apple Maps) or downloadable apps (i.e. Waze/Goog

Maps)

Sixty-eight percent of responders said they used in-phone maps and 32 percent of responders sa

they downloaded third-party applications.


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Question Three: Do you own a car?

Ninety-five percent of responders said yes and five percent of responders said no.

Question Four: How often do you drive a week?

Thirteen percent of responders said between one and three days a week, 13 percent of responde

said between four and five days a week and 73 percent of responders said between six and seven

days a week.

Question Five: Would you or do you already use a traffic app?

Seventy-seven percent of responders said yes and 23 percent of responders said no.

Question Six: How many miles do you drive a day?

Forty-four percent of responders said 10-20 miles a day, 27 percent of responders said between

one and 10 miles a day, 18 percent of responders said 30-40 miles a day, seven percent of

responders said 50 or more miles a day and four percent said zero miles.

Question Seven: What is your most used form of social media?

41 percent of responders said Facebook, 12 percent of responders said Twitter, 24 percent of

responders said Snapchat and 25 percent of responders said Instagram.

Proposed Primary Research

Should this agency obtain this account, we would organize several focus groups with our target audience

which is younger members of the community in Duval, Nassau and St. Johns counties. During the focus

groups we would ask about the audience’s knowledge, attitudes and usage of FDOT and the 511 Travel

Information System .

We would also conduct more widespread and in-depth surveys by sending surveyors directly to the targ

audience. Surveyors would be sent to local colleges and universities, such as University of North Florida

Jacksonville University, Florida State College at Jacksonville and Flagler College. The surveys

would gauge participants knowledge and interest about FDOT and the 511 Travel Information System a

well as providing necessary information pertaining to the campaign.

Objectives and Action Planning

Campaign Goal

The average American spends 42 hours a year in traffic, according to a study by the Texas A&M

Transportation Institute. The 511 Traveler Information System arms its users with valuable information


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about traffic, weather conditions, construction, crashes and more. Our goal is to enlighten young adults

within Duval, St. Johns and Nassau counties about the 511 Travel Information System. With $30,000 to

spend, we hope to aid FDOT in promoting the 511 Travel Information System service to a younger audi-

ence. With our campaign, young adults will learn to dial 511 when they’re on the run.

Campaign Theme/Slogan

The overall campaign goal is to enlighten young adults in the area about 511 Travel Information System

Jacksonville is the largest city by land mass in the United States. We plan to use everything that this gre

city has to offer by teaming up with local businesses and events to promote 511 Travel Information Sys-

tem. Life as a millennial in this vast city is hectic and our campaign goal is to encourage young adults to

Go 511 when you’re on the run! #Go511

Objective One: To raise awareness about the 511 Travel Information System among young adults

by 10 percent by November 30.

Strategy: According to our research, our target audience enjoys staying social by attending events such

collegiate sports and concerts. With this in mind, we will create a known presence at various events to

spread the word about the services offered by the FDOT.

Tactic One: We will partner with the sports programs at the University of North Florida, Jacksonville Uni-

versity and Flagler College, who will use admittance wristbands with our 511 Travel Information System

logo printed on them from September 1 to September 30. At the University of North Florida we will be utlizing the wristbands at the home soccer games. At Jacksonville University we will be utilizing the wrist-

bands at the home football games. At Flagler College we will be utilizing the wristbands at the home soc

cer games.

Tactic Two: During the Florida v. Georgia tailgate, we will utilize promotional marketing by handing out fr

water bottles with koozies that will have information about the campaign. We chose this event because a

large amount of our target audience attends every year. It is held in Downtown Jacksonville so it is in a

convenient location for our audience to attend. There is always a short supply of water and we will use th

to our advantage and hand out our promotional materials. We will have team members spread througho

the tailgates.

Tactic Three: We will be hosting a networking event for local young professionals and local businesses a

EverBank Field. The event will be promoting the 511 Travel Information System app. The event will be c

tered and will give young professionals a chance to network. There will also be guest speakers from FDO


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to promote the app. We will be giving out promotional pens and notepads that the students can use while

the guest speaker is talking. When the young professionals attend the networking event, they will be aut

matically entered into a contest to win a pair of Jacksonville Jaguars season tickets. According to our re-

search, this will attract more young students to attend our event because they enjoy going out to events

such as football games. We will be printing out flyers to promote the event and we will be handing them

out at our other promotional events such as UNF Market Days.

Objective Two: To increase 511 Travel Information System social media presence by 20 percent b

November 30.

Strategy: We will utilize various media outlets to promote the 511 Travel Information System and heavily

emphasize our presence on social media because we are making an effort to reach a younger audience

According to the demographic information we gathered about our audience, Facebook is the primary

method of communication. Utilizing Facebook will help ensure the information reaches our target audi-

ence.

Tactic One: In an effort to engage a younger audience we will be partnering with country superstar Luke

Bryan, who agreed to endorse the FDOT and the 511 Travel Information System app because of his per

sonal connection to traffic accidents with the untimely death of his older sister. He appeals to the target

audience and has a strong influence among young adults. We will create infographics, featuring Luke

Bryan, to post on all social media outlets. The infographics will feature information about the 511 Travel

Information System , testimonials from users of the system, and Luke Bryan encouraging people to down

load the app and follow our various social media pages. By doing this, we will be reaching our target aud

ence and promoting our partnership with the FDOT and the 511 Travel Information System .

Tactic Two: We will be updating the current Facebook page to promote the services 511 Travel Infor-

mation System offers and to bring awareness to the system. We will be posting promotional infographics

and we will be posting when we will be at various promotional events, such as handing out popsicles in S

Augustine.

Tactic Three: We will raffle off eight free races for five different people at Autobahn Indoor Speedway. In

order to be entered into the raffle, participants have to tweet about the 511 Travel Information System ap

and use our promotional hashtag, #Go511. We will hold the raffle five different times on Twitter and the

winners will be randomly selected. We decided to utilize Autobahn because our target audience likes to t

fun, new things. The speedway is in a convenient location and relates to the overall theme of the cam-

paign.


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Objective Three: To increase 511 Travel Information System app downloads by 15 percent by No

vember 30.

Strategy: In order to increase the popularity of the 511 Travel Information System app, we aim to heighte

the amount of app downloads because that is the outlet our targeted audience uses most to retrieve info

mation.

Tactic One: During Market Wednesday’s at UNF we will offer a promotion to encourage students to dow

load the app by offering a free 511 Travel Information System car air freshener if they download the app

our table or prove that the service is already downloaded on their phone. The car air freshener the 511

Travel Information System logo, slogan and social media websites. We will attend Market Days twice a

month for the length of the campaign.

Tactic Two: We will have Luke Bryan record 30 second advertisements, promoting the 511 Travel Infor-

mation System app. We will run the advertisements on radio stations 99.9 WGNE, 99.1 WQIK and 97.9

KISS twice a day for 30 days. During the ad, Luke Bryan will encourage listeners to download the app an

Go 511 When You’re on the Run.

Tactic Three: We will be teaming up with a local business, Hyppo Popsicles, to hand out popsicles aroun

St. Augustine and in downtown Jacksonville during Art Walk again utilizing promotional marketing. The

wrapper will have the campaign slogan and FDOT information. In order to receive a popsicle, the public

have to show that they have downloaded the app. We will be using popsicles because our campaign sta

in September when it is still hot outside and according to our research the target audience enjoys leisure

lifestyles and receiving free things. Handing out promotional popsicles is a fun way to get the message o

to Go 511 When You’re on the Run.

Calendar

Week of Aug 29

Campaign starts 9/1

Social media kick off 9/1 Spinnaker Radio Ads 9/1- 9/4 Passing out event flyers at UNF 9/1

Week of Sept 5 Airing radio ads featuring Luke Bryan 9/5 - 9/9 Spinnaker Radio Ads 9/5 - 9/11 Tabling at UNF Market Days 9/7 Promote networking event 9/7 Art Walk passing out Hyppo Popsicles 9/7


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Passing out event flyers at JU 9/8 Wristband promotion at UNF men’s soccer game 9/9

Week of Sept 12 Airing radio ads featuring Luke Bryan 9/12 - 9/16 Spinnaker Radio Ads 9/12 - 9/18 Wristband promotion at Flagler College’s men’s soccer game 9/12 Tabling at UNF Market Days 9/14 Promote networking event 9/14 Passing out event flyers at Flagler College 9/15

Week of Sept 19 Air radio ads featuring Luke Bryan 9/19 - 9/23 Spinnaker Radio Ads 9/19 - 9/25 Wristband promotion at Flagler College’s men’s soccer game 9/19 Tabling at UNF Market Days 9/21 Promote networking event 9/21

Passing out event flyers at UNF 9/23

Week of Sept 26 Air radio ads featuring Luke Bryan 9/26 - 9/30 Spinnaker Radio Ads 9/26 - 10/2

Wristband promotion at Flagler College’s men’s soccer game 9/26

Wristband promotion at UNF men’s soccer game 9/27 Tabling at UNF Market Days 9/28 Promote networking event 9/28

Passing out event flyers at JU 9/29

Week of Oct 3 Air radio ads featuring Luke Bryan 10/3 - 10/7 Spinnaker Radio Ads 10/3 - 10/6 Wristband promotion at JU football game 10/3

Social media contest 10/4 Art Walk passing out Hyppo Popsicles 10/5

Passing out event flyers at Flagler College 10/6

Networking event at EverBank Stadium 10/7

Week of Oct 10 Air radio ads featuring Luke Bryan 10/10 - 10/15 Spinnaker Radio Ads 10/10 - 10/16 Wristband promotion at UNF men’s soccer game 10/10

Wristband promotion at Flagler College’s men’s soccer game 10/10 Wristband promotion at JU football game 10/10 Social media contest 10/11

Week of Oct 17

Spinnaker Radio Ads 10/17- 10/23

Wristband promotion at UNF men’s soccer game 10/17 Wristband promotion at Flagler College’s men’s soccer game 10/17 Wristband promotion at JU football game 10/17 Social media contest 10/18 Wristband promotion at Flagler College’s men’s soccer game 10/20

Week of Oct 24 Spinnaker Radio Ads 10/17 - 10/23 Florida v. Georgia game guerrilla marketing with koozies 10/29


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Week of Oct 31 Spinnaker Radio Ads 10/31 - 11/6 Wristband promotion at UNF men’s soccer game 10/31 Social media contest 11/1 Art Walk passing out Hyppo Popsicles 11/2 Wristband promotion at Flagler College’s men’s soccer game 11/3

Week of Nov 7

Wristband promotion at UNF men’s soccer game 11/7 Wristband promotion at JU football game 11/7

St. Augustine passing out Hyppo Popsicles 11/11Spinnaker Radio Ads 11/7 - 11/13

Week of Nov 14 Wristband promotion at UNF men’s soccer game 11/14 Spinnaker Radio Ads 11/14 - 11/20 Social media contest 11/15

Week of Nov 21 Wristband promotion at JU football game 11/21 Tabling at UNF Market Days 11/23 St. Augustine passing out Hyppo Popsicles 11/25Spinnaker Radio Ads 11/21 - 11/27

Week of Nov 28 Spinnaker Radio Ads 11/28 - 11/30 Tabling at UNF Market Days 11/30 Campaign ends 11/30


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Florida v. Georgia Tailgate

Customized water bottles (1000) $1,050

Custom koozies (1000) $380

Parking $100

Rolling Coolers (x8) $400

St. Augustine

Hyppo Popsicles (500) $2,000

Stickers (500) $105

Art Walk

Hyppo Popsicles (750) $3,000

Stickers (750) $225

UNF Market Days

Car air freshener (500) $800

Koozies (500) $190

UNF Table Fee ($30 per day x6) $180

Social Media Event

AutoBahn Indoor Speedway (8 free races [x5]) $500

Radio Advertisement

Public radio ads on three stations (2 per day for 30 days)

99.9 WGNE (20 ads) $1,300

99.1 WQIK (20 ads) $1,300

97.9 KISS FM (20 ads) $1,300

Spinnaker (2 per day for 91 days) $1,247

Sporting Games

Wristbands (30,000) $710

Networking Event

Jags Season Tickets (Two sets of two tickets) $2,376

EverBank Stadium $7,000

Catering 350 @ 9.95/person $3,500

Decorations

$1,000Promotional Items

500 pens $300

500 pads of paper $300

Flyers

Flyers promotion our networking event (5,000) $685

Total $29,948

Agency Fee $5,000

Campaign Total

$34,948

Budget


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Evaluation

For all of the evaluations, we will be using Google Analytics to measure our outcome.

Objective One: To raise awareness about the 511 Travel Information System among young adults by 10

percent by November 30. Our tactics for our first objective involve us handing out promotional items suc

as koozies and wristbands at various events where there will be a large population of millennials. We als

will be having a networking event for young professionals. We will then evaluate these tactics by looking

see how many people downloaded the app, visited the website or Facebook page and used the 511 Tra

Information System up to a week after each event.

Objective Two: To increase 511 Travel Information System social media presence by a 20 percent by No

vember 30. To evaluate our tactics under the second objective, we will be monitoring the

new Facebook page to see how many visits and follows we will receive after each new post we make. W

will also be looking to see how many tweets are created for the Twitter challenge and how many new fol-

lowers we will get when the challenge is over.

Objective Three: To increase 511 Travel Information System app downloads by 15 percent by Novembe

30. Since our tactics require the public to download the app at our table or in St. Augustine, we will meas

ure how many people kept the app downloaded after the end of the campaign. We will also be measurin

our follower count on our Facebook and Twitter everyday after the radio advertisements.


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https://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttps://www.4imprint.com/tag/139/Cubes--Pads-and-Flags/product/83025-W-50/Scratch-Pad-6-x-4-White-50-Sheethttp://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/http://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled-water-16-9-fl-oz?options=carthttp://waterbottles.com/bottled-water/custom-label-bottled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19/19

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http://www.census.gov/

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_Marketing+Materials&xnav=TopNav
http://www.census.gov/http://www.census.gov/http://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.vistaprint.com/custom-flyers.aspx?txi=16907&xnid=TopNav_Flyers++(linked+item)_Marketing+Materials&xnav=TopNavhttp://www.census.gov/

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