Campaign Final Report

Mazda Motorsports Final Report 1

Campaign Final Report

Mazda Motorsports

Project Yellow Light

PRactical ADvantage

Fall 2014

Lesley Roberts, Brittany Hoskins, Stephen Huynh and Jennifer Cheah


Transmittal Letter

Campaign Final Report

Mazda Motorsports

Lesley Roberts

Account Executive

3 Banting

Irvine, CA 92618

December 18th, 2014

Dear Mr. Case & Mr. Beard:

On behalf of the California State University, Fullerton’s PRactical ADvantage Communications

Team, we are pleased to present you our final report for Mazda Motorsports, regarding Project

Yellow Light.

Thank you for giving us the opportunity to work with Mazda Motorsports on such an impactful

project. The PRAD team has learned so much from this experience and hope Mazda will

continue its relationship with PRactical ADvantage in the future.

Sincerely,

Brittany Hoskins, Jennifer Cheah, Stephen Huynh and Lesley Roberts


Executive Summary

In August 2014, California State University, Fullerton’s PRactical ADvantage (PRAD)

Communications team was given the opportunity to work with Mazda Motorsports on its efforts

at promoting the Project Yellow Light (PYL) Campaign. Mazda Motorsports’ representatives,

Dean Case and Nick Beard collaborated with the our team; Lesley Roberts (Account Executive),

Brittany Hoskins, Stephen Huynh and Jennifer Cheah about what Mazda Motorsports and PYL

was looking for to execute their two goals.

We were asked to develop a turn-key presentation kit for their Mazda Motorsports teen racecar

drivers. This would assist in enabling their drivers to improve their presentation skills for

promoting PYL and the dangers of distracted driving. This presentation will be utilized at future

high school events and visits by the Mazda drivers. This will improve their comfortability as well

as properly equip them to speak and represent Mazda Motorsports.

We engaged in coordinating a high-school event where a Mazda Motorsports driver, Kenton

Koch, presented the created turn-key presentation in front of students on November 13, 2014 at

El Toro High School in Lake Forest, CA. This was the test for future presentations and allowed

Kenton to become familiar and practice the materials within the turn-key presentation kit. This

will be utilized for other teen drivers associated with Mazda Motorsports.

We were also asked to enhance scholarship entries on the college level. We engaged in creating a

flyer that was posted at local colleges in Orange County and Riverside County. An event was

held at CSUF Irvine Campus on December 4, 2014 that included a Mazda car being on campus

while our team communicated to CSUF Irvine students about the dangers of distracted driving

and PYL.


Table of Contents

Chapter 1

Background……………………………………………………………………………...06

SWOT Analysis………………………………………………………………………....09

Chapter 2

Goals and Objectives…………………………………………………………………....12

Chapter 3

Key Audiences, Publics and Messages……………………...………………………….14

Chapter 4

Strategy, Tactics and Tools………………………………………………………….….16

Chapter 5

Calendar……………………………………………………………………………...…19

Budget………………………………………………………………………………......20

Timefox Summary…………………………………………………………………........21

Chapter 6

Campaign Outcomes……………………………………………………………………23

Chapter 7

Measurement, Assessment and Evaluation of Success………………………………....25

Recommendations……………………………………………………………………....27

References…………………………………………………………………………………...…29

Appendix…………………………………………………………………………………...…...30

Examples of Work…………………………………………………………………........31

El Toro High School Presentation………………………………………………………44

CSUF Irvine Event………………………………………………………………………47


Chapter 1

Background and SWOT Analysis


Background

The number of people killed in distraction-affected crashes has decreased slightly from 3,360 in

2011 to 3,328 in 2012. An estimated 421,000 people were injured in motor vehicle crashes

involving a distracted driver. This was a 9 percent increase from the estimated 387,000 people

injured in 2011. 10 percent of all drivers under the age of 20 involved in fatal crashes were

reported as distracted at the time of the crash. This age group has the largest proportion of drivers

who were distracted. Drivers in their 20s make up 27 percent of the distracted drivers in fatal

crashes (NHTSA 2013).

Mazda Motorsports, our client, is a sponsor and partner of the non-profit organization PYL; a

video scholarship program designed to spark change and awareness amongst teens and young

adults about the dangers of distracted driving.

Managed by Mazda North American Operations (MNAO) and headquartered in Irvine,

California, Mazda oversees the sales, marketing, parts and customer service support of Mazda

cars in more than 700 dealers throughout the United States and Mexico. Mazda Motorsports is a

performance division and provides support for any of Mazda’s racing or building programs.

Mazda Motorsports is a membership-only program and their parts are not for sale to the general

public; it is exclusive to the members and Mazda racers (Mazda).

PYL introduced and conceived the Video Scholarship shortly after Hunter Garner’s death on

June 10, 2007 by his family. It was designed to bring about change and to honor Hunter. Hunter

was killed in a distracted driving accident. It is a scholarship to assist in making a dent in the

number-one killer among teens and young adults - car crashes. When someone dies in a car

crash, it is not just the family of the deceased that is affected. It is an impact felt among many

people. The scholarship was first started at Hunter’s high school, Riverbend High in

Fredericksburg, VA. It quickly found support from their community. The project soon gained

national attention and many companies and partners joined the project including Mazda and

Mazda Motorsports (Project Yellow Light).

All of the PYL applicants have one mission: encourage your peers to develop and embrace safe

driving habits. Both the winners in the high school and college level will receive a scholarship in

the amount of $5,000 along with their video being considered to become an Ad Council PSA

which could be distributed nationally to more than 1,600 television stations. Second place

winners will receive $2,000 and third place winners will receive $1,000. What the sponsors of

PYL and the team members of the scholarship itself are looking for is a video created to

motivate, persuade and encourage one’s peers to not drive while distracted. The ultimate goal is

to get other students and friends to put whatever is in their hands, down, while driving.

http://www-nrd.nhtsa.dot.gov/Pubs/811737.pdf








The video could be one student, a group of students (no more than four), a cartoon, a music

video; anything. It is up to the students to be creative and use their imagination to best capture

the attention of their peers.

The contest period is currently open (opened October 31, 2014) and the deadline for submissions

is April 1, 2015. Potential winning entrants will be notified on or near April 30, 2015.

Rules for the video entries:

No footage of anyone actually driving distracted

Exactly 25 or 55 seconds

Must be a high school junior or senior that will fulfill high school requirements by July

2015 or 2016 and will attend a U.S. accredited college or university

Or must be an undergraduate college or university student who is currently attending a

U.S. accredited college or university and is between the ages of 17-25 at the time of video

entry

If the student is under 18, parent or legal guardian must sign an eligibility form

All unused footage should be kept while creating the video

Primary entrants must be a registered member of YouTube in order to submit an entry

Videos should target teens and young adult drivers

If using music, it must be provided by PYL’s website

Movie to be in .mov, .mpeg, or .avi format

The use of a consumer or “prosumer” camera

Footage is shot horizontally if shot by a smart phone

Highest resolution preferred

Must not feature brand names or trademarks

Must not contain artwork not created by Entrant

Must not contain content that in inappropriate, indecent, obscene, tortious, defamatory,

slanderous or libelous

Mazda Motorsports has been aligned with PYL since 2012. Mazda Motorsports has more

teenage drivers than any of its competitors. They have previously engaged in high school visits

outside of California. Tristan Nunez and Zack Veach, two drivers and presenters were involved

in those visits.

Ultimately, Mazda Motorsports and PYL want to increase the collegiate levels awareness of the

scholarship program and national submissions overall. They initially wanted to see more than

one high school presentation and visit including our team, a professional Mazda Motorsports

driver and the Mazda Motorsports team. At this visit, the driver would be able to utilize the turn-

key presentation that we created to test out the material and see how students respond in hopes to

gain more awareness to the scholarship competition.


Many theories of mass media and communication can be applied to this project. The most

important would be Interpersonal Compliance - Gaining Messages because the biggest goal here

is to get the word of distracted driving out to teens and young adults and what its consequences

could potentially be. Theory of Reasoned Action can also be applied because when a teen or

young adult (or anyone for that matter) gets behind the wheel and decides to be distracted while

driving, they need to consider what could happen to them if they engage in the distracted driving.

Many of the actions people engage in while driving distracted can in fact wait. Everyone needs

to be aware of what could really happen to them if they choose to drive while distracted.

Functional Perspective on Group Decision Making examines decision-making and problem-

solving for effective decisions. The goal of PYL is to bring about change. Persons involved with

PYL have had to work together and decide the most effective strategies.


SWOT Analysis

SWOT analysis identifies the strengths, weaknesses, opportunities and threats of a company. It

allows businesses to analyze all of the positive and negatives that may affect any new proposed

actions (SWOT Analysis: Examples, Templates & Definition). SWOT acts as a model for the

company to help them determine what they need to do internally and externally to effectively

achieve their objectives.

Strengths:

Mazda has more teenage drivers than any other competitor

Advantage at connecting with high school/college level peers with Mazda Motorsports

due to their teen drivers

NHTSA supports PYL

Gives PYL extra credibility and a strong backing

Weaknesses:

Drivers are less experienced in presenting due to shyness, lack of business aspects and

background

Drivers are relatively timid and shy-introverts

PYL lacks entries due to low website action on both the high school and college level

PYL has a Facebook, Twitter and Instagram but all of their social media sites have very

few followers

PYL lacks high school and college awareness

Not enough schools aware of the scholarship competition

Opportunities:

Allows us to spread awareness to local high schools and colleges about the PYL

scholarship opportunity with the goal of increasing entries

Mazda racecar drivers can present to high schools about PYL which will make the drivers

look like heroes

Increase goodwill exposure/recognition for Mazda


Extend the possibility for more sponsorships for the drivers by them visiting the high

school

Synergy among other organizations that share a similar message

Inexperienced drivers representing Mazda Motorsports

The presenters giving the PYL presentation are the Mazda drivers who do not have a lot

of experience in public speaking like other businesses who use confident, professional

spokesman to deliver their campaigns or presentations

This gives other businesses a more convincing presentation and people might listen to

them more because they are more experienced

Outside scholarship competitions like “Teens Drive Smart” from Bridgestone

There are 2.7 million scholarship competitions that high schoolers can apply to

(Scholarship Opportunities) and since PYL doesn’t have enough awareness, their

scholarship opportunity is hidden among the rest


Chapter 2

Goals and Objectives


Goals and Objectives

Plan and execute a high school visit with Mazda Motorsports driver Kenton Koch.

Create a comprehensive presentation kit with the following items: a PowerPoint

presentation outlining distracted driving and PYL, a script and accompanying videos

Increase college level video submissions to the PYL scholarship program

Plan a PRAD/Mazda hosted event at the CSUF Irvine campus to pass out flyers and

inform CSUF students about the PYL scholarship

Lay the foundation for future PYL high school visits.

Execute and record primary research from activities

o Record surveys taken from high school students during visit on Survey Monkey

and in-person


Chapter 3

Key Audiences, Publics and Messages


Key Audiences, Publics and Messages

Through our consultation meeting with Mazda Motorsports, our team was able to identify our

key audiences: Mazda Motorsports team drivers, high school students and young adults enrolled

in college, eligible for the PYL Scholarship.

Young adults eligible for the PYL Scholarship include: high school juniors and seniors (or the

equivalent of) between the ages of 16 to 18 years old and undergraduate college students

between the ages of 17 to 25 years old. There are about 36 percent of high school students that

use scholarships to get into college (7 ways to find free money for college). The primary reason

that this particular group of high school students was being targeted is because that is the prime

age range in which young adults are learning how to drive for the very first time. The college

students or young adults are focused on what they are going to major in and the pathway to get to

the career they would like to pursue when graduating college. College students have many things

to worry about among tuition, working and graduating on time. The assistance of this scholarship

could help them out simply by just being creative and submitting their video to PYL.

As a result of their partnership with Mazda Motorsports, PYL is now able to reach thousands of

students across the nation with the full support of the Mazda brand name. Mazda Motorsports

will provide their professional drivers to present at high schools across the nation about the

dangers of distracted driving as well as the PYL Scholarship. PYL’s key audience believe in

spending time with their friends and using social media sites such as Facebook, Twitter and

Instagram as a means of communicating and also use texting to stay connected with their friends

and family.

According to Pew Internet Project (2014), 94 percent of teens and young adults use Facebook, 16

percent use Twitter and 11 percent use Instagram. These social media sites are a major factor in

fatalities of car accidents involving teens. 11 percent of fatal car accidents involving teens related

to distracted driving and under the age of twenty make up the largest percentage of distracted

drivers (Texting and Driving). Since Mazda Motorsports has many young drivers, they can send

the message across better since they are around the same age as the young teens and young

adults who participate in distracted driving.


Chapter 4

Strategy, Tactics and Tools


Strategy, Tactics and Tools

A strategy is a plan of action or policy designed to achieve a major or overall aim. A tactic is an

action or strategy carefully planned to achieve a specific end and tools are devices or

implements, especially one held in the hand, used to carry out a particular function (Merriam-

Webster, 2014).

Strategies:

These strategies describe how we achieved our objectives of providing Mazda Motorsports with

a high-school presentation template and boosted college level PYL entries.

We researched and studied past presentations and news releases to create a template for

Mazda racers to present PYL to high schools

Compiled information to create a tangible hand out guide in order to train inexperienced

drivers in public speaking

Researched statistics on the dangers of distracted driving in order to gain insight into the

cause and capture the audience’s attention

Client meetings with Dean Case and Nick Bread from Mazda Motorsports and Julie

Garner, founder of PYL

Tactics:

These tactics were the strategic steps we took to carry out the above strategies.

Created a turn-key driver presentation that can be easily contained within a USB drive for

future high school presentations:

o Created a script that was a basic outline of the power point for the driver to use

during high school presentations

○ Created a news release template for the media on PYL and future high school

visits

○ Created a PowerPoint presentation on PYL

○ Developed a questionnaire for high school students to complete on Survey

Monkey regarding how the presentation went

Trained Mazda Motorsports driver Kenton Koch in public speaking and presenting

Conducted a trial run high school visit with driver, Kenton Koch

Created a PYL and Mazda Motorsports flyer and poster

We contacted local newspapers, magazines and reached out to similar “no texting and

driving” associations to promote PYL on a local and national level

Held an informational event at CSUF Irvine to promote PYL competition to CSUF

students:

○ Passed out flyers containing PYL scholarship information


○ Showcased a Mazda car to grab the attention of CSUF students

○ Spoke with CSUF students about the requirements and additional information

regarding PYL

○ Handed out drinks and snacks to CSUF students

Tools:

These are the tools we used to execute the strategies above.

PYL Social Media Accounts (Facebook and Instagram)

Previous press coverage of Mazda Motorsports and PYL

Chapters in our required reading

www.distraction.org

www.celtx.com to create a working script

www.Pewinternet.org for the statistics of young teens who use Facebook, Instagram and

Twitter

CISION

Local newspapers: Daily Titan online and press, OC Breeze Online News and La Quinta

High School

Affiliated Associations: Safety 1st Driving School, Verizon Wireless and AAA

Foundation and Safety

http://www.distraction.org/

http://www.celtx.com/


Chapter 5

Calendar and Budget


Calendar and Budget

Dean Case had informed us that this campaign would essentially be working on a very

minimalistic budget. However, based on his word, our team was able to secure marketing

products and materials for our high school visit and Kenton Koch’s presentation. Our team

provided the flyers, lunch, snacks and the survey cards while Mazda supplied giveaways (Mazda

hats, model cars, mugs, notepads, lanyards, and pens). PYL’s Julie Garner had also sent our team

a PYL banner that was hung in the multipurpose room.

We provided the cost for the informational flyers, food and drinks at both events. The Mazda car

showcased at the events were provided by Mazda at no cost.

Calendar

September 11, 2014 Initial Client Meeting with Dean Case and Nick Beard

September 25, 2014 2ND

Client Meeting with Dean Case and Nick Beard

- 1ST

drafts of script/presentation sent to Mazda for review

September 29, 2014 PRAD (Jennifer) created PYL Flyer with Nick Beard at Mazda HQ

October 3, 2014 Announcement of PYL 2015 Submissions Open Date

October 7, 2014 Client Proposal Presentations and Proposal sent to Mazda

October 28, 2014 3RD

Client Meeting with Dean Case, Nick Beard and Professor Evanow

at P.F. Chang’s in Irvine

- 2ND

drafts of press release, PPT, script and flyers were evaluated

October 30, 2014 PRAD team (Lesley, Stephen and Brittany) attended Mazda MX-5

Mixer

October 31, 2014 PYL 2015 Submissions Open

- 3RD

drafts of PPT and script were sent for review

November 6, 2014 PRAD (Lesley & Stephen) rehearsed PowerPoint Presentation and

script with Kenton Koch

November 13, 2014 PRAD team, Kenton Koch and Dean Case visited El Toro High School

November 19, 2014 PRAD team visited L.A. Auto Show

December 4, 2014 PRAD team hosted PYL event at CSUF Irvine Campus

December 18, 2014 In-Class Client Presentation

April 1, 2015 Project Yellow Light 2014 Submissions Closed


Mazda Motorsports Budget

Item Cost

Mazda/PRAD Lunch Meeting at PF Chang’s $120.00

Mazda Give-a-ways (model cars, hats, mugs, notepads, pens,

stickers and lanyards)

$00.00

TOTAL $120.00

PRAD Budget

Item Cost

PRAD Collared Shirts x 4 $40.00

Pressing PRAD Collared Shirts with logos $00.00

To Go’s sandwiches Lunch 11/13/14 $31.50

Parking Permit(s) x 2 $16.00

Individual Hand-out Flyer(s) x 200 and 4 (22” x 28”) posters $164.77

Business Cards (2” x 3.5”) x 250 and re-print of flyers x 100 $77.19

Irvine Event (FOOD/DRINKS) $91.33

TOTAL $329.46


Timefox Summary


Chapter 6

Campaign Outcomes


Campaign Outcomes

The outcomes of this campaign is that there has been more involvement with students in both the

high school and college level becoming interested in PYL and wanting to apply for the

scholarship.

With posters, flyers and the word getting around college campuses, college students will also

want to engage in the PYL scholarship and create a video of their own utilizing their creative

knowledge. Our goal with this objective has been to get more college students to apply and

spread the word to their friends about the scholarship competition and Mazda’s involvement.

In order for more high school students to hear about the project, our team needed to assist Mazda

Motorsports and their drivers with how to present the information in a way that teens and young

adults will hear and take away from it. It is all about Mazda’s teen racers connecting to the

students. A more detailed and turn-key presentation has been developed, finalized and tested for

the drivers. The drivers will feel more comfortable with the information they are sharing to the

students during their presentations. Kenton Koch was a profound presenter and was able to adapt

to the provided presentation as well making it his own. In the end, we wanted everyone who is

engaged or applying for PYL to make a change in their driving habits as well as spreading the

word to their fellow peers.

The following is the statistical information that was gathered by our team during our visit to El

Toro High School with Kenton Koch.

Results of El Toro High School Visit

Total # of Male Students 449

Total # of Female Students 168

Total # of Students 617

The total number of students Kenton Koch spoke to was 617.

Of those, 0 completed the online Survey Monkey Questions.

Results of CSUF Irvine Event

Total # of Male Students 45

Total # of Female Students 42

Total # of Students 87


Chapter 7

Measurement, Assessment and

Evaluation of Success


Measurement, Assessment and Evaluation of

Success

We worked well with Mazda Motorsports and PYL in understanding their goals and objectives

for the campaign. With everything we drafted and completed, we worked with Mazda and PYL

and recognized the client’s busy schedules and made every attempt to get the approvals we

needed. At the first consultation, we had hoped for a few high school visits but at our next

consultation, we determined that goal was unachievable in the amount of time we were given to

carry out this campaign effectively. We were able to have an all-day event at El Toro High

School on November 13, 2014 with more than 600 students listening in and engaging in PYL.

We were also able to hold an event at the Irvine Campus on December 4 where we were able to

capture more than 80 students’ attention regarding PYL.

We will not be able to measure the true success of our main goal of more high school and college

entries until after the scholarship deadline has concluded later in the 2015 year. We advertised

PYL at local high schools and colleges. At that point, PYL and Mazda Motorsports will be able

to evaluate whether or not the campaign was successful by comparing the number of PYL

submissions in 2014-2015 to the number of submissions in 2013-2014. Julie Garner will be able

to identify how successful our campaign was by viewing the submissions and which schools they

came from.

Preparing for this campaign included understanding what Mazda Motorsports and PYL was all

about and what goals they wanted us to accomplish. We had many questions to ask Nick, Dean

and Julie at all of our consultations. It took a lot of teamwork to make this happen and we are

very proud of what has developed.

Planning

The biggest milestone established was securing the high school visit at El Toro High School. It

seemed like it would have been an easy task, but once we started calling and conversing with

schools, it was the opposite. Our planning was realistic and in a timely manner. There wasn’t

anything we had to push back or forward. We created the flyers on time and reached outside of

our comfort zone to parties that could possibly be interested in promoting PYL.

Implementation

We just wanted the students to become interested in PYL, check out the website and maybe

eventually create a submission entry. We wanted the students to talk to their friends and know

what this scholarship is really for and why it was created. Students of all ages need to understand

the risks of distracted driving so they don’t ever have to deal with a loved one. We believe this

was the appropriate strategy because we were able to speak with high school students and see

their response to the actual high school presentation.


We also reached out to local newspapers, magazines and affiliated associations. We wanted to

could connect to distracted driving and bring awareness to high school and college students. Our

goal was to gain students’ interested in promoting PYL.

Impact

Kenton Koch presented to more than 600 students over a span of one class day. There was an

overwhelming ratio of male to female students as our results showed 449 male students to 168

female students. Kenton would then walk with the students over to their automotive class, where

he answered more questions and talked to the students. Utilizing observational skills, our team

observed and physically counted the number of students present during each class period.

After each presentation, we also interviewed 84 students and asked them for their feedback

pertaining to the presentation and Kenton as a presenter.

Teachers’ Feedback on Presentation:

“It was very informative.” – Nadal

“I really liked him talking about his safety equipment as a professional driver.” - Engel

Students’ Feedback on Presentation:

“It was cool. It’s really different from a normal class. ” - Student 1

“It pulled me in. It was educational and [Kenton] had some really great information.” - Student 2

“I learned a lot. It seemed like a lot of my friends were generally interested in what you guys had

to say about distracted driving. I mean the only person that was on their phone was your boss.”

- Student 3

“It was really cool because it wasn’t like we were being talked to by adults because it was our

peers talking to us. Adults telling us this wouldn’t have been the same.” - Student 4

“I did a project about distracted driving for one of my classes so this is pretty interesting to see

after having done that. I might just do a video for this.” - Student 5

Students’ Feedback on Kenton’s Presentation:

“I thought he did fine. He was good at speaking. Definitely a good choice.” - Student 5

“He was a good speaker. He was really clear.” - Student 6

“He was monotone. He needs to be more enthusiastic. I need a presenter to be happy and

energetic for me to be happy and energetic too.” - Student 7

“He could use some more practice. He mumbled and stumbled across words a lot. The second


time I sat through the presentation, he did a lot better.” - Student 8

“He lacked the charisma to bring me up. I really wished he was louder.” - Student 9

Conclusion

Overall, the reaction and feedback to the presentation and Kenton as a speaker was

overwhelmingly positive. The students were engaged and generally interested in the information

presented. They knew the answers at the end of our presentation, which showed participation and

information retention overall. However, there were students that believed Kenton needs to be

more enthusiastic about the information and to change his vocal range/ability.

Our key publics gained exposure through articles on websites and newspapers. Our audience

actual exposure cannot be confirmed. The presentation at El Toro high school gave 617 high

school students exposure to PYL and the scholarship itself. It was confirmed by counting how

many students were spoken to as well as through Survey Monkey. Evidence of the students’

engagement was measured through their overwhelming retention and willingness to answer

questions at the end of the presentation. Through some conversation and questions directly with

the students, we learned that many of the students have not heard of PYL prior to the

presentation on November 13, 2014.

Though we only reached a small amount of students at the CSUF Irvine Event, we did get one on

one interaction with each student. With this “word of mouth” approach, we hope that each

student will pass the information along to their peers and anyone they know in high school.

Some students were interested in the scholarship program initially until we explained how they

have to create a video. Then they lost interest.

Future Semesters

With the creation of the turn-key presentation kit, our team and Mazda Motorsports will be able

to work together in the future at high schools in hopes of bringing in a bigger audience once the

drivers have become more comfortable with the presentation kit and presenting in larger crowds.

It will be up to the future PRAD Mazda Motorsports team to coordinate multiple high school

visits if it’s what the client wants in the future. PRAD and Mazda’s partnership may possibly be

able to engage in college visits to increase those entries even further.

Recommendations

With our team visiting El Toro High School and CSUF Irvine campus as test-runs, we

recommend a few changes to the presentation and event as a whole to make it flow and

presenting the information more efficiently.


High School Presentation:

Shorten PowerPoint presentation to a 15-20 minute maximum

Add videos to explain and better help visualize Skip Barber Racing driving tips

Change PowerPoint Order: Driver introduction, PYL information, driving tips and

distracted driving facts and then Q&A

Confirm all audio visual equipment that is supplied by high school is compatible with the

equipment brought/provided

Obtain an accurate headcount of students before presentation

Rehearse and walkthrough presentation with driver multiple times before final

presentation

Research and know your clients’ background information to the fullest

CSUF Irvine Campus Event:

Hold the event during rush week on the main CSUF campus in Fullerton

Have the PYL video or some type of visual playing at the booth in order to further grab

the attention of students

Immediate:

Make/order extra hard copies of the flyers and posters

Long Term:

Collaborate PYL & Mazda Motorsports items to give away and promote (i.e lanyards,

hats or pens)


References

Dean Case. Communications Officer, Mazda Motorsports. 4733 Torrance Blvd #405,

Torrance, CA 90503. (310) 318-4582. [email protected].

Distracted Driving - One Text Or Call Could Wreck It All | Mazda USA. (n.d.).

Retrieved September 30, 2014, from https://www.youtube.com/watch?v=7MM6UESyqN8

Distracted Driving - One Text Or Call Could Wreck It All | Mazda USA. (n.d.).

Retrieved September 30, 2014, from https://www.youtube.com/watch?v=A1D11SjrAFY

Distracted Driving | National Highway Traffic Safety Administration | Texting and

Driving. (n.d.). Retrieved September 30, 2014, from http://www.distracteddriving.gov/

Donate. (n.d.). Retrieved September 30, 2014, from

http://www.projectyellowlight.com/

Mazda Press Conference - MAZDA MOTORSPORTS PARTNERS WITH PROJECT

YELLOW LIGHT. (n.d.). Retrieved September 30, 2014, from

https://www.youtube.com/watch?v=fg4cWXhVR_8

MazdaUSA - Inside Mazda. (n.d.). Retrieved September 30, 2014, from

http://www.mazdausa.com/MusaWeb/displayPage.action?pageParameter=careers/

Merriam-Webster Online: Dictionary and Thesaurus (n.d) Retrieved October 23, 2014, from

http://www.merriam-webster.com

Nick Beard. Corporate and Internal Communications Specialist, Mazda North

American Operations. 7755 Irvine Center Drive, Irvine, CA 92618. (949) 727-6567.

[email protected].

Teens Fact Sheet. (n.d.). Retrieved September 29, 2014, from

http://www.pewinternet.org/fact-sheets/teens-fact-sheet/

7 ways to find free money for college. CBS News. Retrieved September 30, 2014, from

http://www.cbsnews.com/news/7-ways-to-find-free-money-for-college/.

mailto:[email protected]

https://www.youtube.com/watch?v=7MM6UESyqN8

https://www.youtube.com/watch?v=A1D11SjrAFY

http://www.distracteddriving.gov/

http://www.projectyellowlight.com/



http://www.mazdausa.com/MusaWeb/displayPage.action?pageParameter=careers/

http://www.merriam-webster.com/

mailto:[email protected]

http://www.pewinternet.org/fact-sheets/teens-fact-sheet/


Appendix


Examples of Work







College Scholarship Flyer

m o t o r s p o r t s

COLLEGE SCHOLARSHIP CONTEST

Create a video explaining the

dangers of distracted driving and

enter for a chance to win $5,000

in scholarship funds!

Submissions accepted from 10/31/14 to 04/01/15

Visit www.projectyellowlight.com for more information


High School Scholarship Flyer

HIGH SCHOOL SCHOLARSHIP CONTEST

Create a video explaining the dangers of distracted driving and enter for a chance to win $5,000 in scholarship

funds!

Submissions accepted from 10/31/14 to

Visit www.projectyellowlight.com for more


News Release


Flyer Postings at Saddleback College in Mission Viejo, CA

Mazda MX-5 Mxer


High School PowerPoint Presentation



Survey Monkey Cards


El Toro High School Presentation




CSUF Irvine Event


CSUF Irvine Campus


LA Auto Show

Documents

Campaign Final Report