Talk. Text. Crash. Presentation for TxDOT

-Group 2-Nicki Leslie; Mary Manno, Gray Pou, Kristin Stewart, Janice Wu, Taffy Ye,

● TTC Summary● Research Summary● Critical Factors● Problem Statement● Outline Recommendations ● Implementation● Conclusion● Questions

● TxDOT campaign to educate and deter drivers from cell phone use while driving. ○ 2009-cell phone use was the cause of 3,308 crashes in

Texas ○ Savitz research solutions- 54% of the drivers surveyed

drove while talking on the phone

● April is National Distracted Driving Awareness Month ○ TTC campaign entailed Traditional media

■ 4 city event (Austin, Houston, Dallas and San Antonio)■ 8 radio advertisements ■ Statewide Press Release ■ Fact Sheet■ 2 posters

● Secondary Research— ○ Dallas

■ Population 1,197,816■ Nations worst traffic problems

○ Austin ■ Population 790,390■ Tech Booming City

○ Target Audience ■ NHTSA states

■ under-20 age group had the highest proportion of distracted drivers involved in fatal crashes (16% )

■ 20-29 years-old are second (12% )● Primary Research—

○ Measure of Campaigns Success thus far is based on (Awareness)

■

● Changes in population -> new targeting needed;

● Increased tech age calls for education of risks;

● Unique cultures define both Austin and Dallas;

● Poor dissemination of message (reach heavy, but needs to be effective frequency heavy);

● Media usage changes call for more engaging media campaign

● Current campaign lacks cohesion

Based on our secondary research, we deduce that the major problem with TTC lies in the area

poor level of awareness due to mis-targeted promotions, poor cohesion and limited

engagement.

●Suggested ROI - Awareness●Suggested Metric – Effective Frequency ●Goals- 60% reach at 4 exposures/month

● Awareness Goals

○ to reach 60% a month of audience in Austin and Dallas

○ At least 4 times a month

○ Pulsing schedule that is heaviest during the months of March, April, November and December

● Prices are continually changing

○ Estimates reflect a range(min and max)

○ Focus on the numbers in the (max) column

○ 74% of budget focuses on:

○ Banner Ad's (31%)

○ Gas Station Ad's (26%)

○ Radio Ad's (17%)

● Using same spots as before

○ English and Spanish

○ Launch in Dallas

○ Morning Drive-time and Afternoon Drive-time

○ 106.1 Kiss FM, 97.9 FM The Beat and 102.9 The Mix

○ Pulsing schedule

http://www.txdot.gov/txdot_library/audio_video/safety/distracted/lol.mp3

● Talk Text Crash- Texas website

○ Advogame ■ Mobile APP component- Austin

○ Banner Ads

○ Social Media Fan Page Push strategy

● Austin and Dallas Markets

○ Video Ad at Pump

○ Pulsing Schedule

○ Bumper Stickers

● Similar to Previous Event

○ Simulation■ Dallas- SMU, North Texas, University of Dallas■ Austin- UT

○ Bumper Stickers/Decal

○ During March and April

○ Promotion Posters

● Sponsorship Opportunity

○ Targets Driver Directly

■ Vocal Advertising

■ Warns drivers in school zones and areas cyclists heavy areas

■ Continuous Schedule

■ In Dallas Market

Questions