share the road: look twice for motorcycles campaign

1

2016 Look Twice for Motorcycles Campaign

2

Situation

440,000+

3

455deaths

Situation

4

Marketing Strategy Overview

HOW?Statewide multimedia campaign

5

Strategy: Target Audience

AllDrivers More often at fault in a collision with a motorcycle.

6

Strategy: Key Insights

‣ Remind drivers that they don’t want to take a

life.

‣ Humanize the motorcyclist – they’re dads, vets,

mom’s …

‣ Riders are exposed and vulnerable.

‣ Motorcycles are hard to see, especially at

intersections.

Branding

TV PSA

New Radio

10

Billboards

Campaign Ads

11

Gas station advertising (111 gas stations)

Campaign Ads

12

Digital Ad

Campaign Ads

13

Mobile Ads

Campaign Ads

On average, a motorcyclist is killed on Texas roads every day.Remember to look twice for motorcycles, especially at intersections. Every motorcycle carries a life.

There’s a liferiding on it.

MOTOR-0708_Poster_11x17_BIL_v5-R2.indd 1 3/17/16 4:30 PM

Poster

14

Travel Card GameCollateral

Information Card

Sticker

P U B L I C R E L A T I O N S

& M E D I A E V E N T S

16

Campaign media kit‣ Press Kit

Statewide news release

Media advisory

Fact sheet

‣ Talking points for PIOs and TSSs

‣ Video b-roll

Public Relations & Media Events

More motorcycles than ever are on Texas roads.

As of 2014, the state of Texas had 437,949 motorcycle registrations,

a 116 percent increase over the past 13 years (Texas DMV 2015).

Learn more at LookTwiceTexas.com

Motorcycle-riding season starts early in Texas. May is National Motorcycle Safety Awareness Month and many

Texas cities issue proclamations to observe it. During this period, the Texas Department of Transportation’s

statewide “Share The Road: Look Twice for Motorcycles” safety and public awareness campaign urges Texas

drivers to look twice for motorcycles every time they get in a vehicle. The campaign will make stops at baseball

games and festivals in six Texas communities, where attendees can participate in activities that highlight

motorcycle safety. They’ll learn fir

s

t hand wh at it me ans to look twi ce for mo t or cycl es.

Fact Sheet

“SHARE THE ROAD: LOOK TWICE FOR MOTORCYCLES” CAMPAIGN, MAY 2016

Motorcyclists are vulnerable to serious

injury or death in a crash.

• Motorcyclists are nearly fiv

e

time s mo r e likel y

than a passenger car occupant to be injured in

a crash and 26 times more likely to die in a crash

(NHTSA May 2015).

• On average, a motorcyclist is killed on Texas

roads every day. In 2015, 455 riders lost their

lives and 1,867 were seriously injured in

motorcycle crashes (TxDOT 2016).

Driver Safety Tips:• Look twice for motorcycles, especially at intersections.

• Use your turn signals.

• Don’t follow a motorcycle too closely.

• Check your mirrors before changing lanes.

• Always assume motorcycles are closer than

they appear to be.• Give motorcyclists a full lane.

Information contained in this report represents reportable data collected from Texas Peace Officer’s Crash Reports (CR-3)

received and processed by the Texas Department of Transportation as of Mar. 4, 2016.

17

Media & Outreach

‣ Kickoff press conference

‣ Six media and outreach events

Public Relations & Media Events

18

Public Relations & Media Events

19

Public Outreach & Events

Customized

photo

experience

20

Public Outreach & Events

Customized

photo

experience

21

Educational and

promotional items

Public Outreach & Events

S O C I A L M E D I A

23

Social Media

Facebook

promoted

posts

24

Statewide Media

Facebook

promoted posts

Custom “Twibbon” profile

pictures

25

Social Media

Shareable

graphics

for partners

26

Social Media

Shareable

graphics

for partners

27

Social Media

P A R T N E R S H I P S &

G R A S S R O O T S E F F O R T S

29

Involve motorcyclists

Partnerships

30

Motorcycle

Coalition

Flyer

Partnerships

P A I D M E D I A

‣ Statewide

‣ High fatality markets

‣ Media mix: Multiplatform

Emphasis on out-of-home and in vehicle

‣ English and Spanish

‣ Timing: Safety Awareness Month (May)

Paid Media Strategy

33

‣ El Paso

‣ San Antonio

‣ Austin

‣ Waco

‣ Dallas/Fort Worth

‣ Houston

Six high fatality markets

Fatality Markets

34

Statewide media plan

‣ Pandora digital radio

‣ Mobile

‣ Pre-roll video

‣ Facebook ads

‣ Television PSAs

Statewide Media

R E S U L T S

36

Results

3.1 million reached

16,479 likes

1,255 comments

9,452 shares

Outreach Events (5)Total Interactions: 2,562

Photobooth: 1,464

Pandora RadioImpressions: 1.8 million

Total Clicks: 2,583

Click Rate: .14%

TV PSAs (May)Airings: 101

Audience Reach: 275,784

Ad value: $11,510

Paid RadioAverage Reach: 60%

Average Frequency: 5x

GRPs: 300/market

Impressions: 28.7 million

BillboardsLocations: 18

Impressions: 44.1 million

Gas StationsPumptoppers: 111

Impressions: 26.1 million

Digital

Impressions: 10.3 million

Total Clicks: 227,815

Click Rate: 2.21%

TOTAL IMPRESSION

S:

114.4 Million

37

Thank you!