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Power & Appeal of North Carolina’s REAL IDAASHTO Committee on Transportation Communication Skills ContestExcel Category (1B) | May 3, 2019
ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Background
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• May 2017: North Carolina debuts REAL ID.
• December 2017: Only 21% of driver’s licenses and IDs issued are REAL IDs (approx. 30,0000).
• Low numbers spark concerns offuture demand and driver’s license offices ability to keep up.
ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Approximately 7.6 million drivers and 800,000 ID holders in North Carolina
Only 113 driver’s license offices – many in rural areas with limited staffing and space
No online issuances; In-person issuing due to stricter federal requirements
Public misconceptions and misinformation about REAL ID
Challenges
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ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Increase REAL ID Issuances and reach 75% of driving population by October 2020
Correct misconceptions through education and outreach
Encourage public not to wait
Reinforce change in identification requirements
Goals & Objectives
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ncrealid.gov Power & Appeal of North Carolina’s REAL ID
North Carolina’s 7.6 million drivers and 800,000 ID holders
First-time drivers and new residents
Specifically, anyone who regularly:• Travels by air (especially those
without passports
• Visits federal facilities that check for ID
• Visits military facilities (North Carolina has six)
Those who might not benefit from a REAL ID
Target Audience
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ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Strategy
• Comprehensive communications and outreach plan incorporating video, social media, web, news releases and media events
• Outreach efforts utilizing NCDOT communication channels
• Tactics included:
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REAL ID Partnerships
Mobile DMV Offices
Use of Influencers
REAL ID Express Days
Right: NCDMV Commissioner Torre Jessup during an outreach event at the North Carolina
State Fair in October 2018
ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Real ID Partnerships
• Teaming with state agencies, military bases, religious organizations, athletic clubs and pro teams capable of reaching 75% of driving population
• Equipping them with REAL ID Partnership Toolkit with scripted social media messages, graphics, brochures, videos and FAQs
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ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Influencers
• 17 media events in summer/fall 2018 involving prominent individuals, including:– Gov. Roy Cooper
– First lady Kristin Cooper
• Facebook Live with:– NASCAR legend Richard
Petty
– North Carolina men’s basketball coach Roy Williams
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ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Mobile DMV & REAL ID Express Days• Mobile Driver License Units deployed
to: – North Carolina’s largest employers, including
University of North Carolina, SAS, IBM
– Events such as North Carolina State Fair, North Carolina Azalea Festival
• REAL ID Express Days involved extended Saturday hours at DMV offices in March and April 2019
9Left: A driver receives her REAL ID during a REAL ID Express Day in April 2019
ncrealid.gov Power & Appeal of North Carolina’s REAL ID
Measuring Success
Summer Issuances
• June 2018: 68,449• July 2018: 71,557• August 2018: 78,613 (record high)
These totals are double those of the same months in 2017.
REAL ID Express Days
REAL ID Express Days contributed to another record-breaking month of issuances in March 2019: 81,353 REAL ID issuances
Mobile DMV Offices
Mobile Driver License Units facilitated more than 6,000 REAL ID issuances through visits at employers and recreational events
1 Million & Counting
Since debuting in May 2017, more than 1 million people have gotten REAL IDs.
• 3% of N.C’s driving population as of December 2017
• 13% of N.C.’s driving population, as of May 2019
Successful Promotion
Promotional efforts were so successful in summer 2018, we had to pull back on some of efforts in late summer due to long lines.
Influencers Events
Summer 2018 influencer events featuring Richard Petty and Roy Williams resulted in highest number of transactions to-date with records being broken in June, July and August