Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Zero Tolerance Driving Initiative

Integrated Marketing Communications (IMC) Campaign Approach
by

Lova Jaros

on 4 August 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Zero Tolerance Driving Initiative

OUTDOOR
A Community-Based Zero Tolerance Program -
Completing a Model of Minimum Legal Drinking Age
FUNDING SOURCE
Dr. Mark Johnson with the Pacific Institute for Research & Evaluation
(PIRE)
serves as the lead PI & agency of 5- year study, funded by
NIAAA
, an agency of the
National Institutes of Health
.

Two schools were selected as sub-grantees to serve as locations of intervention implementation: Morgantown, West Virginia (
West Virginia University - WVU- Dr. Keith Zullig
) and State College, Pennsylvania (
Penn State University - PSU - Dr. Robert Turrisi
).
ZERO TOLERANCE LAWS
All states enforce Zero Tolerance (
ZT
) Laws, which dictate punishment for
underage drinkers who chose to drive with a BAC of over .02
.

Most members of society remain unaware of the existence and penalties of the ZT laws.

These penalties can involve the reception of a formal Zero Tolerance citation, license suspension, reports to school authority, impounded vehicles, and monetary expenditures.
PURPOSE
The Community-Based Zero Tolerance Research Project is to
create awareness
of
Zero Tolerance
(ZT) Laws by
implementing and evaluating an
enforcement-and-publicity intervention
to
deter underage persons
– collegiate and non-collegiate -
from driving with any amount of alcohol in their systems
.
Research Objectives
Goal:
To deter/ decrease underage drinking and driving in communities by the end of the intervention.

Aim 1:
To implement and evaluate an enforcement and-publicity program targeting underage drinking drivers.

Aim 2:
To investigate the effectiveness/sustainability of the intervention.
METHODS
Radio spots
Newspaper
Banner Ads
Media Advocacy
INTERVENTION @ PSU
Created by:
McAndrew Company
BROADCAST
Television (
Earned Media
)
WDTV Channel 5 News
WBOY
Radio Spots (
6 total
)
http://www.zerotolerancedriving.org/Pages/Publicity-Campaign
Website Banner Ads (
Metric
)
WVU Mountainlair
MorgantownBars.com
Dominion Post
University
(Paid Media)
Daily Athenaeum
Ran ads (3) both semesters (6 ads)
Community
(EARNED)
Dominion Post
Morgantown Times
WBOY
Media Wave 1:
What ZT Law means and the penalties for a violators.
University
11 X 17 Gloss Ads (100 each wave)
Football Stadium (Earned Media)
Bridge Banners
Community
Digital Billboards
Vinyl Billboard
Media Wave 2:
The introduction of Passive Alcohol Sensor (PAS)
PAS = The Buzzkill Flashlight
Concept Development
Triad Groups > Concept Testing:
1. Fear
2. Think
3. Fail and Jail
4. Light (PSU)
5. Life

PRINT
Media Wave 3:
Emphasizing increased enforcement of driving-and-driving laws in the community.
Collaborated with WVU's Media Strategist & Graphic Designer to convey the campaign's messaging concepts through
Three Media Waves
working in concert with Police Enforcement activities during the Fall 2012 and Spring 2013 semesters.
University Relations Team
The
central message
of the intervention is
enforcement
and should be viewed as a
police initiative
.
$35,000 Media Budget:
INTERVENTION @ WVU
Created by
: Lova Jaros
Emerging Media
Traditional Marketing Approach
Paid Advertising
Public Relations
Promotions
Social Media
Etc...
$50,000 Media Budget:
Takes your party from bumpin’ to buzz-kill at the speed of light.
The police positioning is required for valid study results when measuring the perceived risk of apprehension.
+ Press Release
Video Reporting
WVU Journalism Student
Checkpoint Coverage
Story of a victim
Google Adwords
50 miles
radius around Morgantown @ $30 max per day and focused
on Cost Per Click (
CPC
) with
a bid limit of $2.00 with approx.
20 different
keyword
searches
News
Conference
DUI checkpoint
Announcements
Photos
of Buzzkill Police Training
Etc....
Social Media
Social Media Plan
Social Email Invite (
Incentive?
)
Facebook Mugshoot Contest
Twitter Pic Posts
Cab Card Questions
Cab Stand "how to" Video
Filming of a Buzzkill
WVU student sharing his DUI story


$150 gift card to Target (two cards)
$200 Target gift card
$50 = 10 Cab cards
$100 = 20 Little Caesar's gift cards
PRIZES!
Full Campaign
All Traffic
:
Visits: 2,713
Pages/Visit: 1.72
Visit Duration: 0:53
% New Visits: 87.36%
Google Adwords
January - May 2013
Clicks: 300
Impressions: 188,044
CPC: $.75
Total Cost: $225.75
Metrics
Facebook Insights
Google Analytics
Source/Medium:
google/organic: 406
direct / none: 154
Facebook.come: 54
Mountainlair.com: 22
Analytics Keyword Search
All Traffic
:
Visits: 742
Pages/Visit: 1.89
Visit Duration: 1:00
% New Visits: 83.69%
Spring Semester
Ex. Traffic Counts: 64,000
15,000
16,500
Source/Medium:
direct / none: 1,222
google/organic: 595
Facebook.come: 299
Googleleads.g.doubleclick: 116
Integrated Marketing Communications (IMC) Approach
Lova Jaros, Program Manager
West Virginia University
School of Public Health
RCB HSC, PO Box 9190
Morgantown, WV 26506-9190
(V) 304-293-0669 (F) 304-293-3845
www.ZeroToleranceDriving.org

Follow on
Feel Free to Reach Me:
WVU survey teams are comprised of approximately
20

student workers
that
conduct randomly assigned
roadside and sidewalk anonymous surveys
, between
10pm and 3 am
, on eight separate occasions per year (for the life of the project).

Participants
provide a blood alcohol concentration (BAC)
breath test and a brief interview to measure awareness of enforcement, perceptions of risk, media messages, self-reported driving after drinking, & demographic information.

It is approximated that by the end of the ZT study
6,400 roadside surveys
;
4,800 pedestrian surveys
; and
2,400 web surveys
will be collected, analyzed, and used to develop future interventions for underage drinking and driving.
The Integrated Marketing Communications (IMC) graduate program at the West Virginia University (WVU) P.I. Reed School of Journalism is designed to give public relations, marketing and media professionals the tools they need to lead their company's communication strategy in today's dynamic digital environment. WVU IMC students learn how to develop effective integrated marketing communications campaigns that create meaningful dialogue with consumers and maximize ROI.
- Media Kits
Full transcript