MOVN-Public Education Marketing Plan

 

 

Purpose, Process, Product

Purpose: To define an integrated marketing plan on behalf of MOVN’s “Move It, Yes You Can” and “Don’t Block the Box” public education programs.

Process: Review of status and a recommended advertising campaign.

Product: An approach that targets all Miami-Dade County drivers.

Summary Background: Motorist involved in a traffic accident are

required by Florida law to move their vehicle off the roadway when the vehicle is moveable and there are no injuries. Additionally, Miami-Dade police and other law enforcement agencies launched a campaign to stop drivers from blocking intersections to beat the red light and creating gridlock

Solution: Educating County drivers about the benefits of adhering to each of the laws and the fines they risk by not doing so. This will be accomplished via a highly targeted advertising campaign utilizing billboard, radio, a mix of print as well as other communication mediums.

Expected Result: Public awareness of each of these programs with an enhanced understanding of the disadvantages of not abiding by the law.

Scope Definition The public education campaigns should present clear

messages and address drivers who are: Newly licensed. New to Miami-Dade County. Generally unaware of these laws and the consequences it may

present to them. Interested in alleviating traffic congestion.

Market Snapshot Present & Future

Miami-Dade County has a population of approximately 2.4 million.

Of which, there are 1.8 million registered drivers and an estimated 1.4 million registered vehicles.

Miami-Dade County traffic congestion currently ranks as the sixth worst in the nation which converts into an additional cost of 3 billion dollars per year or $1,800 per person annually.

By the year 2025, the projected County-wide population is expected to be well over 3 million.

*Source: MD County Statistics, Texas Transportation Institute.

Product Definition The “Move It, Yes You Can” program is an initiative to

inform the public that they can move their vehicle out of the travel lanes if they are involved in a minor traffic accident. Florida law dictates that drivers must make every reasonable effort to move a disabled vehicle or have it moved so as not to obstruct the regular flow of traffic, as long as the vehicle is moveable and there are no injuries. *Failure to move vehicles account for 40% of all secondary accidents.

The “Don’t Block the Box” program aims is to keep intersections clear of both vehicles and pedestrians and allow the free flow of traffic during rush hours. This program aims to educate drivers and inform pedestrians of the associated illegalities and the consequences of not complying.

*Source: Florida Department of Transportation.

Positioning Marketing Strategies:

Make campaign brand synonymous with good road-user behavior.

Create and leverage broad community support for campaign.

Optimize effect of campaign messages. Manage campaign to achieve desired results.

Procedure Place campaign messages on radio, billboards,

County buses, magazines, newspapers, newsletters, public areas and potentially other communication outlets.

Create bumper stickers to go on law enforcement vehicles and other government vehicles throughout Miami-Dade County.

Consider allowing underwriting of the production and supplemental campaign materials and sponsorship of campaign advertisement’s on the radio and online (i.e. AAA, Comcast Cable, an insurance company).

Host awareness events.

Advertising Strategy & execution:

Media buy will be purchased in English, Spanish and Creole languages.

Overview of spending: $350,000 estimated in total budget allotted for the campaign.

Overview of proposed media: Print: A varied mix with proven high impact results. Radio: Strategic drive-time slots with proven high impact. Outdoor: Billboards, County buses and County owned bus shelters. Collateral: Brochures, giveaway and other promotional items.

Budget Estimate: OverviewCategory Descriptions Budget

Print 20%Radio 51%Collateral 9%Outdoor 20%

350,000$

Advertising

Total Budget

Radio Total51%

Print Total9%

Outdoor Total20%

Collateral Total20%

Budget Estimate: DetailedProposed Estimated Advertising Costs (All Languages)

Outdoor Duration - 30 days

Sub-total Outdoor $ 70,000

   

Radio Duration – 2 to 4 weeks

Sub-total Radio $ 178,000

   

Print Duration – 30 to 45 days

Sub-total Print $ 69,000

   

Collateral  

Sub-total Collateral $ 33,000

   

GRAND TOTAL $ 350,000.00

Cost Benefit Analysis    2007 Estimates

BENEFIT    

  Increased citation revenue $400,500

  Avoided costs 3,000,000

  Total $3,400,500

     

INVESTMENT    

  One time investment $350,000

  Total $350,000

     

NET VALUE    

  Yearly Total $3,750,500

   

  ROI (1st year) $3,050,500

Represents a conservative cost savings estimate due to secondary accident avoidance.

Mediums: Detailed EnglishProposed English Language Advertising Medium's

Outdoor

Metrorail Inside Rail Posters (100 posters)

Buses - Exterior Transit fullback posters (Approximately 17)

County Bus Shelters (Approximately 10)

Outdoor Billboards/Bulletins

Radio

English Radio stations - top 3 AM 30ss (WIOD 610 AM; WQAM 560 AM; WINZ 940 AM)

English Radio stations - top 3 FM 60ss (WLYF Lite FM, Hot 105 FM; WFLC Coast 97.3 FM)

Metro Traffic (approximately top 5 English only radio stations - :10ss radio traffic mentions)

Print

English community periodicals (1/2 page ads in Miller/community newspapers’ 5 weekly papers)

Mainstream newspapers (Miami Herald, Miami Times, Miami New Times)

Collateral

Brochures - English (15,000 qty.)-Includes Spanish and Creole

Giveaways: License plate covers, driver education tools, bumper stickers, etc.

Mediums: Detailed SpanishProposed Spanish Language Advertising Medium's

Outdoor

Metrorail Inside Rail Posters (100 posters)

Buses - Exterior Transit fullback posters (Approximately 17)

County Bus Shelters (Approximately 10)

Outdoor Billboards/Bulletins

Radio

Spanish Radio stations - top 3 AM 30ss (Radio Mambi-WAQI AM; WQBA 1140 AM; WSUA 1260 AM)

Spanish Radio stations - top 4 FM 60ss (WAMR FM; WCMQ FM; WRTO 98.3 FM; WXDJ 95.7 FM)

Metro Traffic (approximately top 5 Spanish only radio stations - :10ss radio traffic mentions)

Print

Spanish community periodicals (1/2 page ads in 15 weekly community newspapers)

Mainstream newspapers (El Herald, Diario las Americas)

Collateral

Brochures - Spanish (15,000 qty.)-Includes English and Creole

Giveaways: License plate covers, driver education tools, bumper stickers, etc.

Mediums: Detailed CreoleProposed Creole Language Advertising Medium's

Outdoor

Metro Bus Interior Posters (50 posters)

Metro Rail Interior Rail Posters (50 posters)

Radio

Haitian Creole Radio stations - top 3 AM 30ss (WLQY 1320 AM, WRHB 1020 AM, WSRF 1580 AM)

Print

Haitian community periodicals (One1/2 page ad in Haiti en Marche, Kiskeya Herald and Le Floridien)

Collateral

Brochures - Creole (15,000 qty.)-Includes English and Spanish

Giveaways: License plate covers, driver education tools, bumper stickers, etc.

Communication Strategies Employ the utilization of free media opportunities such

as partnering with a local English and Spanish language stations to provide value added features to each of the two public education campaigns.

Additionally, exploit alternative publicity mediums such as major insurance company newsletters, movie theater screen advertisements, posters within DMV offices, billboards near toll booths and the usage of expressway electronic message boards.

Make the educational initiative and associated advertising campaigns the topic of the 3-1-1 radio shows in English, Spanish and Creole languages.

Flexible Costs Other considered marketing

programs and added value mediums: Miami-Dade TV Email push PSA’s Online 511 911 FPL &Water Bills

Implementation Plan Awareness:

Strategic media placement choices will need to be executed to ensure adequate levels of awareness within the community are attained.

Education: Intensification of campaign focus and volume to further

educate drivers. Advertising should include information such as pertinent

facts, statistics, what each initiative aims to accomplish and the MOVN website address (www.miamidade.gov/movn).

On-going: A long-term campaign with a high impact media buy that

delivers drivers knowledge of the facts and an incentive to respond to each initiative.

MOVN Website

Success Metrics Four desired results:

First, to raise awareness of basic issues related to each program and the safety precautionary measures that should be adhered to.

Second, to modify the behavior of the target audience.

Third, to reduce traffic congestion. Fourth, to sustain the above over the long-term.

Success Metrics Measures of success:

Have a mechanism in place that test public awareness of the campaign such as a survey on the MOVN website and an emailed survey (approximately 100,000 addresses) throughout each campaign.

Use field studies to record public behavior during the campaign and compare year over year.

Collect statistics over the long-term and review for tangible changes in congestion and the general public’s perception of traffic to determine the effectiveness of the campaign.

Conclusion Create and execute a public education campaign

providing County-wide drivers new awareness resulting in an decrease of traffic congestion.

Reinforce drivers newfound awareness via a clear, concise and consistent public message.

Employ an integrated advertising campaign while consistently measuring for tangible results and ROI.