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