power of the pyramid: implementing a strategic communications approach for your program
DESCRIPTION
Susan Gorcowski, associate administrator of Communications and Consumer Information for the National Highway Traffic Safety Administration, discusses the stages of developing an overall communication campaign that supports organization priorities, including the importance of having policies and programs in place. This presentation explores how communication strategies and tactics have matured beyond public information to a more successful approach using audience segmentation, strategies for reaching high-risk audiences, and innovative tools. The importance of developing a yearlong plan and calendar that outline communication strategies into a single document will be highlighted. While traffic safety may be the topic of the remarks, these strategies and tactics can be used to communicate a variety of topics.TRANSCRIPT
Susan GorcowskiOffice of Communications and Consumer Information
NASBLA 50NASBLA 50thth Annual Conference Annual Conference
The Power of the Pyramidof the
September 2009
What We Are Going to Cover TodayWhat We Are Going to Cover Today
The Disciplined Process
How NHTSA Works with Partners
Lessons Learned
Policy
Program
Traffic ResearchTraffic Research FARS DataFARS Data
Enforcement DataEnforcement Data
VMT DataVMT Data
Communications
Market ResearchMarket Research
Communications PlanCommunications Plan
Creative DevelopmentCreative Development
The Disciplined ProcessThe Disciplined Process
Program
Communications
Policy
In public health campaigns communications
must support programs that work
Key Concept
Seat Belt Use Rates 1983 - 2009Seat Belt Use Rates 1983 - 2009Source: NHTSA NOPUS
0
10
20
30
40
50
60
70
80
90
83 85 87 89 91 93 95 97 99 01 03 05 07 09
1414 1414
2121
37374242
4545 46464949
5959
6666 6767 69696868 6868
818182828080797975757373
71716767
6262
6969
848483838282
The 1970sThe 1970s
The 1980sThe 1980s
The 1980sThe 1980s
Smashing Pumpkins
1st
New York
Primary Belt State
Mid -1985Mid -1985
The 1980sThe 1980s
Vince and Larry
The 1990sThe 1990s
NC
1993North
Carolina
20012001Region 4 States
SC
MS
TN
KY
FL
NC
AL GA
Nationwide
2003
CIOT Ratchets Up Seat Belt UseCIOT Ratchets Up Seat Belt Use
CIOT 2009 AdsCIOT 2009 Ads
Stuck With A Ticket ad
Big Monster ad Video Guy ad
We Know What WorksWe Know What Works
Campaign Publicity Enforcement
Heightened Awareness/ Perceived Risk of Punishment
Fewer Fatal and Nonfatal Injuries
Higher Seat Belt Use
How does NHTSA
work with states,
local communities,
and partners
to achieve
message discipline?
Changing Behavior Through Media and Marketing Changing Behavior Through Media and Marketing That Support a ProgramThat Support a Program
Developing the right message…
For the right audience…
In the right place…
At the right time.
ProgramsMobilizations/Crackdowns
Sustained Enforcement
Tools You Can UseTools You Can Use
ProductsNational Communications PlanCommunications CalendarPlanners
NHTSA NHTSA 2010 2010
Communications Communications CalendarCalendar
www.TrafficSafetyMarketing.gov
Importance of PartneringImportance of Partnering
Lessons Learned in Messaging Lessons Learned in Messaging
Use data to identify your target audience
Test messages to be sure they resonate with audience
Develop creative material that tracks with messaging
Don’t mess with the brand – be firm
Use enforcement messages to support enforcement and social norming in off enforcement periods
Lessons LearnedLessons Learned
Plan your work and work your plan
Tailor national tools to achieve your local goals
Develop coalitions/partnerships/alliances to expand your reach
Hit your targets where they live
Coordinate. Coordinate. Coordinate.
Strategic Communications Strategic Communications
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
Susan GorcowskiSusan GorcowskiAssociate AdministratorAssociate Administrator
Office of Communications and Consumer InformationOffice of Communications and Consumer Information
[email protected]@dot.gov
Contact
Information